Abstract
Background: This study examines the e-waste recycling intention of Generation Z (17-24 years old) in JABODETABEK which has a high level of adoption of electronic products. Method: This is a quantitative research with descriptive and single-cross sectional design. This study uses an innovation acceptance theory approach, namely Behavioral Reasoning Theory (BRT) with variables of value, reasons for, reasons against, attitude and intention. Partial Least Square – Structural Equation Modeling (PLS-SEM) is used to analyze the survey data due to non-normality of data distribution. Finding: This study finds that value has a positive effect on attitude and reasons for, both of which have a positive effect on intention. The reasons against variable shows that it is not affected by value and does not affect attitude or intention.
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