Can environmental responsibility bridge the intention-behavior gap? Conditional process model based on valence theory and the theory of planned behavior

Abstract

Proper disposal of recyclables is an important way to realize sustainable development. As such, the packaging used to ship parcels has become a research hotspot in recent years. However, there is an absence of research on perceived behavior control as the antecedent variable. There is a need to explore how to more effectively transform behavioral intentions into actual behavior. Based on valence theory and the theory of planned behavior, and using a conditional process model, this study found that perceived behavioral risk and perceived behavioral interest can significantly impact recycling behavior through behavioral intentions to recycle. After boundary conditions are added, “high environmental responsibility” can further bridge the gap between intention and behavior. Perceived behavioral risk is conditionally mediated by environmental responsibility. As a negative antecedent variable, recycling behavior is negatively moderated by “low environmental responsibility”. Compared with perceived behavioral interest, “high environmental responsibility” confers a stronger bridging advantage in the path when perceived behavioral risk is an independent variable. Therefore, the perceived behavioral risk is of relative importance. In addition, as a high-demand behavior, interpersonal facilitation behavior has a greater intention gap than habitual adjustment behavior. This study not only analyzes the two sides of perceived behavior control but also provides theoretical and practical insights from a cognitive perspective to bridge the intention gap.