Optimizing cell phone recycling process: Unraveling rational and emotional drivers of consumer recycling participation using PLS-SEM and fs-QCA

Abstract

The rapid obsolescence of cell phones has led to significant challenges in electronic waste. Effective recycling processes are crucial to mitigate environmental impacts and recover valuable materials. However, consumer participation in obsolete cell phone (OCP) recycling remains suboptimal. The purpose of this research was to apply the Theory of Planned Behavior (TPB) to investigate the factors that influence the intention to recycle obsolete cell phones among Chinese consumers. By analyzing 621 valid survey responses using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study identifies that attitude, perceived behavioral control, and subjective norm, as rational factors, significantly predict OCP recycling intention. Additionally, privacy concern and object attachment, as emotional factors, are found to reduce OCP recycling intention. Further analysis using Fuzzy-Set Qualitative Comparative Analysis (fs-QCA) pinpoints essential TPB configurations that enhance OCP recycling intention, highlighting that the absence of both privacy concern and object attachment contributes to high recycling intention. By introducing an emotional perspective, this study advances our understanding of the mechanisms underlying OCP recycling behavior. Strategic directions for improving cell phone recycling management are discussed.