A Model to Predict Recycling Behaviors: Reusing Ajzen\u27s Model One More Time

Abstract

The prediction of self-reported recycling behaviors was examined using variations and expansions of Ajzen\u27s theory of planned behavior. Three hundred and forty-eight residents from the Multnomah, Clackamas and Washington counties in Oregon completed a questionnaire that assessed attitude, subjective norms, perceived behavioral control, intentions, self-reports of recycling behavior, moral obligation and past behavior. Recycling behaviors and intentions were grouped into three categories of difficulty by a factor analysis. Structural equation analysis did not support Ajzen\u27s model. It was found that although attitudes was correlated with the antecedent variables, it did not directly influence intentions or behaviors. Perceived behavioral control had the largest direct influence on behavior. Subjective norms had the greatest direct influence on intentions. Past behavior, as measured, was not significantly related to any variable in the model. The inclusion of moral obligation added significantly to the ability to predict recycling behavior. Moral obligation directly influenced subjective norms, attitude, perceived behavioral control and behavior. The results suggest that programs that aim to increase recycling behaviors should focus on: the community good as the motivation for recycling, the impacts of the individual\u27s recycling behavior on community resources, the how to\u27s of recycling, and supplying services and information about those services