Abstract
This research aims to provide new insights into various determinants affecting household recycling. By focusing on Vietnam, this research also extends knowledge about sustainable behavior in emerging markets, which are the major culprits in terms of greenhouse gas emissions. Hypotheses were developed as a result of the critical review of relevant studies in the fields of marketing, psychology, and economics, and then tested using a quantitative survey data. Structured questionnaires were administered to Vietnamese respondents which yielded 486 usable responses. Multivariate statistics reveal that all the determinants influenced their recycling behavior except for moral norms. Attitude towards the importance of recycling exerted the strongest influence, followed by subjective norms and warm glow respectively. On the other hand, attitude towards the inconvenience of recycling significantly reduced recycling behavior. The research findings have important implications for strategies aimed at promoting recycling behavior. Communication and education programs should emphasize how household recycling contributes to environmental protection, as well as stress intrinsic rewards when recycling. Public media campaigns should feature opinion leaders and attractive communicators, who can effectively apply social pressure to perform recycling behavior. Organizations should also make every effort to make recycling more convenient.
Highlights
The growing awareness that human activity challenges the environment quality and natural resources has led to the prominence of sustainability research and recognition of the urgent need to encourage more responsible consumption [1,2,3,4]
The current research builds upon theories from marketing, psychology, and economics to better understand how attitudes, norms, and warm glow influence recycling behavior
By focusing on Vietnam, the current research extends knowledge about sustainable behavior in emerging markets which are the major culprits in terms of greenhouse gas emissions [97]
Summary
The growing awareness that human activity challenges the environment quality and natural resources has led to the prominence of sustainability research and recognition of the urgent need to encourage more responsible consumption [1,2,3,4]. Encouraging recycling behavior is imperative, and should be prioritized especially in emerging markets, where rapid population growth, increased consumption, urbanization, and industrialization collectively cause a significant increase in solid waste generation by households [5,12]. Both government and private organizations play an important role in addressing social and environmental problems by promoting human and societal welfare [13]. Thereafter it provides a more detailed, critical review of the literature on sustainable consumption, regarding recycling behavior, and presents proposed hypotheses This is followed by the research methodology and the key findings of this study. There is a comprehensive discussion on the implications of this study including future research directions
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