Residents’ Willingness to Participate in E-Waste Recycling: Evidence by Theory of Reasoned Action

E-waste, a form of solid waste, contains many recyclable metals, but improper disposal can make it very harmful. Therefore, the recycling of e-waste is very important, and the willingness of residents to participate is crucial in e-waste recycling. Taking Jiangsu Province, China as an example, we used the theory of reasoned action (TRA) to construct a research model to investigate the factors influencing residents’ willingness to participate in e-waste recycling. The paper introduces impression management motivation and further reveals the application of the Hawthorne effect in e-waste recycling. The paper also introduces the awareness of benefits, which encompasses personal economic benefits, physical health benefits, and environmental benefits, with physical health benefits being ignored by most of the previous literature. In addition, knowledge and convenience are also introduced in this paper. A total of 400 valid responses were used to test the hypotheses of the structural equation model. It was found that all factors positively influenced residents’ willingness to engage in e-waste recycling. Attitude has a mediating role in the effects of convenience, knowledge, and awareness of benefits on willingness, and subjective norms have a mediating role in the effects of impression management motivation on willingness. The model explains 82.9% of the variance in residents’ willingness to recycle e-waste, surpassing the original TRA model’s explanatory power and confirming the strength of the extended framework. The study provides valuable policy implications for the government to promote e-waste recycling.