Understanding Consumer Recycling Behavior: Combining the Theory of Planned Behavior and the Norm Activation Model

Abstract

This study proposed and tested a comprehensive model of the intention to recycle in which the norm activation model and the theory of planned behavior were combined. Data on consumer intention to recycle were collected from a panel of U.S. consumers. The final sample consisted of 421 participants. Structural equation modeling was employed to test the proposed model. The results support the hypotheses in that personal norms (from the norm activation model) together with attitude and perceived behavioral control (from the theory of planned behavior) influence the intention to recycle. In addition, subjective norms (from the theory of planned behavior) influenced the intention to recycle indirectly through attitude, personal norms, and perceived behavioral control. Also, awareness of consequences (from the norm activation model) influenced intention to recycle indirectly through attitude, subjective norms, and personal norms.