PSYCHOLOGICAL DETERMINANTS OF HOUSEHOLD RECYCLING INTENTION IN THE CONTEXT OF THE THEORY OF PLANNED BEHAVIOUR

摘要

New mandatory household recycling targets, originating by the Waste Framework and Packaging Directives present a serious challenge for the municipal waste management system in many EU countries that do not have a long recycling tradition. The efficient citizens' participation in recycling schemes is crucial for the achievement of such targets. An extended Theory of Planned Behaviour (TPB) model was used to guide an investigation of the main factors affecting the intention and self-reported behaviour on recycling of packaging waste and printed paper in the Greater Athens Area, Greece, where a "blue bin" recycling system is being developed since 2004. A convenience sample of 357 households was examined through a questionnaire study. According to TPB, human actions are predicted to a great extent by intentions. These intentions are based on three major constructs: "attitudes", "subjective norms" and "perceived behavioural control". The more favourable the attitude and subjective norm and the greater the perceived control, the stronger should be one's intention to recycle. The extended TPB model considered demographic characteristics and three additional variables to improve its explanatory capacity: "past recycling behaviour", "situational factors" and "consequences/ outcomes of recycling". The TPB components contributed 46% to the variance of intentions to recycle, with "attitudes" and "perceived behavioural control" being statistically significant predictors. The extended TPB model had an improved explanatory capacity, covering 79% of the variance of intentions to recycle, with only "attitudes" and "past recycling behaviour" being statistically significant. Findings can be utilised for the development of better recycling schemes and communication campaigns.