Exploratory analysis of zero waste theory to examine consumer perceptions of sustainability: A covariance-based structural equation modeling (CB-SEM)

Abstract

IntroductionThe analysis of corporate and consumer sustainability practices is currently the focus of several scientific disciplines due to their environmental impact and diversity. ObjectiveThis research aims to create a hierarchy of consumer perceptions of zero waste thinking that can guide government decisions regarding university communities' sustainability efforts. To achieve the objectives of this study, Hungarian university citizens (students, faculty, staff) as potential zero waste consumers in Győr were involved in a purposive sampling approach. MethodsThis study adopted the Covariance-Based Structural Equation Modeling (CB-SEM) methodology to prove the hypotheses related to the 7Rs regarding Zero Waste perceptions of university citizens. The rethink element of the hierarchy was defined as the default condition for the 7 R application and therefore remained at the top of the hierarchy as an endogenous variable. ResultsThe study concluded that it is possible to adapt a business 7 R framework for consumer use, but only 5Rs can be applied. The analysis was conducted at a 90% confidence level, under which condition the independent variables together explain 87% of the variance of the rethink factor. The results show that the four constructs, namely rot (β =0.12, ρ<0.1), reduce (β =0.21, ρ<0.1), recycle (β =0.26, ρ<0.05), and reuse (β =0.43, ρ<0.05) significantly affect rethinking. Based on these regression weights, a hierarchy of importance can be established. In line with the original 7 R business concept, rethink is at the top of the hierarchy, followed by the other elements. ConclusionsThe results suggest that the zero waste attitudes of university citizens are currently limited to the 5Rs, which should require government leadership to strengthen these factors or a more consistent presence and support for the 2Rs that are missing from the established model. Governments can use the results of this research in their sustainability-related decisions.