ABSTRACT The main objective of this study is to find out what factors impact household recycling behavior with the aim to guide the development of a social marketing strategy to promote this behavior. The study was based on a structural equation model using the three factors that make up the Theory of Planned Behavior (TPB). In addition, four more variables were analyzed: environmental awareness, moral standards, situational factors, and recycling service and infrastructure. The results of 254 valid questionnaires reveal that the subjective norm – or social pressure – was the only variable of the TPB to affect recycle intention significantly. Considering the role social pressure has on recycling behavior, it is necessary to implement a social marketing strategy that maximizes the visibility of this activity and include the participation of the community as much as possible.