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Recycling as a planned behavior: the moderating role of perceived behavioral control

Author

Listed:
  • Zhuling Liu

    (University at Buffalo)

  • Janet Z. Yang

    (University at Buffalo)

  • Susan S. Clark

    (University at Buffalo)

  • Michael A. Shelly

    (University at Buffalo)

Abstract

This study examines the effectiveness of a public service announcement (PSA) video designed based on the theory of planned behavior (TPB) in motivating people to engage in proper recycling. Based on a representative sample of New York State residents (N = 707), survey results show that all three TPB variables are significant predictors of recycling intention. The PSA video increases recycling intention through attitude, but this mediated relationship is only significant among individuals with low perceived behavioral control. In terms of practical implication, these results suggest that environmental campaigns using a video format may be particularly effective among audiences who perceive low self-efficacy in recycling. Theoretically, this moderated mediation effect suggests that future research based on the theory of planned behavior should not only examine the main effect of each predicting variable, but also assess the role of perceived behavior control as a moderating factor.

Suggested Citation

  • Zhuling Liu & Janet Z. Yang & Susan S. Clark & Michael A. Shelly, 2022. "Recycling as a planned behavior: the moderating role of perceived behavioral control," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(9), pages 11011-11026, September.
    • Handle: RePEc:spr:endesu:v:24:y:2022:i:9:d:10.1007_s10668-021-01894-z
    DOI: 10.1007/s10668-021-01894-z
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    References listed on IDEAS

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    1. Marco Yzer, 2012. "Perceived Behavioral Control in Reasoned Action Theory," The ANNALS of the American Academy of Political and Social Science, , vol. 640(1), pages 101-117, March.
    2. Hongyun Si & Jian-gang Shi & Daizhong Tang & Shiping Wen & Wei Miao & Kaifeng Duan, 2019. "Application of the Theory of Planned Behavior in Environmental Science: A Comprehensive Bibliometric Analysis," IJERPH, MDPI, vol. 16(15), pages 1-26, August.
    3. Satish Kumar & Riya Sureka & Sisira Colombage, 2020. "Capital structure of SMEs: a systematic literature review and bibliometric analysis," Management Review Quarterly, Springer, vol. 70(4), pages 535-565, November.
    4. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    5. Botetzagias, Iosif & Dima, Andora-Fani & Malesios, Chrisovaladis, 2015. "Extending the Theory of Planned Behavior in the context of recycling: The role of moral norms and of demographic predictors," Resources, Conservation & Recycling, Elsevier, vol. 95(C), pages 58-67.
    6. Yixuan Wang & Xingle Long & Liang Li & Qinglin Wang & Xiping Ding & Sijia Cai, 2021. "Extending theory of planned behavior in household waste sorting in China: the moderating effect of knowledge, personal involvement, and moral responsibility," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(5), pages 7230-7250, May.
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    Cited by:

    1. Zahra Fozouni Ardekani & Seyed Mohammad Javad Sobhani & Marcelo Werneck Barbosa & Ehsan Amiri-Ardekani & Samaneh Dehghani & Najmeh Sasani & Hans De Steur, 2024. "Determinants of household food waste behavior during the COVID-19 pandemic in Iran: an integrated model," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(10), pages 26205-26235, October.
    2. Khalid Mehmood & Yaser Iftikhar & Fauzia Jabeen & Ali Nawaz Khan & Hina Rehman, 2024. "Energizing Ethical Recycling Intention Through Information Publicity: Insights from an Emerging Market Economy," Journal of Business Ethics, Springer, vol. 191(4), pages 837-863, May.

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