Recycling Behaviour of Township Consumers in South Africa. An Explanation Based on the Theory of Planned Behaviour

Recycling, as a waste management strategy, has become imperative for nations globally. As more and more climatic challenges take place, recycling could be used as a solution to some of the climate change problems. South Africa (SA) has a high throwaway rate due to low participation in recycling, which leads to waste ending up in landfills. Although the country has made significant strides in educating businesses and households on the need for recycling, however, much is still to be done to ensure that households are involved in recycling. While studies have determined recycling intention in South Africa, including those studies that applied the theory of planned behaviour (TPB), few have targeted the areas known as townships in South Africa. The purpose of this study is to determine the recycling behaviour of township consumers by applying the TPB. This study specifically investigates the direct effect of subjective norms, attitude and perceived behavioural control on recycling intention as well as the effect of recycling intention on recycling behaviour of township consumers. The study further determines the mediation effect of recycling intention on the relationship between personal norms, attitude and perceived behavioural control and recycling behaviour of township consumers. The analysis is based on 411 quality checked interviews among township consumers across SA. The results of the regression analysis showed that perceived behavioural control, attitude and social norms have a significant effect on recycling intention of township consumers. The study also found that the relationship between perceived behavioural control, attitude and social norms with recycling behaviour is mediated by the recycling intention of township consumers. The study provides solutions to policy makers and organisations dealing with waste management issues.