Exploring young adults’ e-waste recycling behaviour using an extended theory of planned behaviour model: A cross-cultural study

Abstract

The objective of this research is to explore young adults’ e-waste recycling behaviour cross-culturally using an extended Theory of planned Behaviour (TPB) model. The results of a survey involving respondents from the two culturally-distinct emerging markets showed that the key influencing factors that influenced e-waste recycling behaviour amongst young adults were: Attitude (moderated by a Sense of Duty), Perceived Control, Subjective Norm and Individual Responsibility whereas Convenience and Consequences Awareness constructs did not have significant influence. Cross-cultural differences were also evident as stronger relationships were witnessed for Perceived Control and Subjective Norm constructs for the Chinese young adults’ intention to recycle e-waste. The reverse was found to be true for Attitude (moderated by a Sense of Duty) and Individual Responsibility constructs where stronger relationships were observed in the Indian sample. This research makes a valuable theoretical contribution as it is positioned at the intersection of cross-cultural studies, sustainability and reverse supply chain management areas. This study has practical implication at two levels: the individual actor level and the supply chain level as consumers’ intentions to recycle, underpinned by responsibility towards environment, directly impact the performance of reverse supply chains.