The Role of Theory of Planned Behavior (TPB) Explaining Recycling Behavior: An Emerging Market Perspective

This study aims to understand the role of Theory of Planned Behaviour (TPB) in the context of recycling behavior. The research followed a positivistic, deductive and quantitative methodology. The study was conducted with a sample size of 467 using snowball sampling technique. Confirmatory factor analysis (CFA) was conducted to assess construct reliability, convergent validity, and discriminant validity in order to ensure reliability and effectiveness of the measurement model. The results show that overall model fit was acceptable and statistically significant. The study also reveals that, although TPB is considered to be widely acceptable model explaining most of the attitude–behavior relationship for many years, unable to predict the recycling intention adequately through various predictive variables such as attitude, subjective norms, and perceived behavioral control in this particular case. However, recycling intention itself is statistically significant in predicting actual recycling behavior. This study has potentially added insights into the existing literature through experimenting an established model which can be useful developing an effective and comprehensive model in future. It can also be used in various industries to find ways to encourage recycling behavior through the lens of other potential factors such as external environment. As environment is also a priority agenda for the government and policymaker nowadays, this can assist them in making and implementing various effective and sustainable policies in future.