The findings of this research indicate that attitude toward recycling has a significant effect on waste recycling and recycling shopping behaviors. In addition, affect, past behavior, and subjective norm explain significant incremental variance in the two types of recycling behaviors. Moderator analyses show that for waste recycling behavior, affect plays a lesser role when the strength of attitude toward recycling is strong, and vice-versa. Finally, the authors find a significant correlation between waste recycling behavior and recycling shopping behavior. The authors discuss managerial and public policy issues based on these findings.
Get full access to this article
View all access options for this article.
References
1.
AjzenI., and FishbeinM. (1980), Understanding Attitudes and Predicting Social Behavior.Englewood Cliffs, NJ: Prentice Hall.
2.
AllenC.T., MachleitK.A., and KleineS.S. (1992), “A Comparison of Attitudes and Emotions as Predictors at Diverse Levels of Behavioral Experience,”Journal of Consumer Research, 18(4), 494–504.
3.
AllenJeff, DavisDuane, and SoskinMark (1993), “Using Coupon Incentives in Recycling Aluminum: A Market Approach to Energy Conservation Policy,”Journal of Consumer Affairs, 27(Winter), 300–19.
4.
AndersonJ.C., and GerbingD.W. (1988), “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach,”Psychological Bulletin, 103(3), 411–23.
5.
BagozziRichard P., and DabholkarPratibha A. (1994), “Consumer Recycling Goals and Their Effect on Decisions to Recycle: A Means-End Chain Analysis,”Psychology and Marketing, 11(4), 313–40.
6.
BaronReuben M., and KennyDavid A. (1986), “The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations,”Journal of Personality and Social Psychology, 51(6), 1173–82.
7.
BergerIda E. (1997), “The Demographics of Recycling and the Structure of Environmental Behavior,”Environment and Behavior, 29(4), 515–32.
8.
BergerIda E., and KanetkarVinay (1995), “Increasing Environmental Sensitivity via Workplace Experiences,”Journal of Public Policy & Marketing, 14(Fall), 205–16.
BrowneM.W., and CudeckR. (1993), “Alternative Ways of Assessing Model Fit,” in Testing Structural Equation Models, BollenK.A., and LongJ.S., eds. Newbury Park, CA: Sage Publications, 136–62.
11.
BryceWendy J., DayRachel, and OlneyThomas J. (1997), “Commitment Approach to Motivating Community Recycling: New Zealand Curbside Trial,”The Journal of Consumer Affairs, 31(Summer), 27–52.
12.
BurnShawn, and OskampStuart (1986), “Increasing Community Recycling with Persuasive Communication and Public Commitment,”Journal of Applied Social Psychology, 16(1), 29–41.
13.
CialdiniRobert B., KenrickDouglas T., and BaumannDonald J. (1982), “Effects of Mood on Prosocial Behavior in Children and Adults,” in The Development of Prosocial Behavior, EisenbergNancy, ed. New York: Academic Press, 339–59.
14.
CohenPatricia, CohenJacob, TeresiJeanne, MarchiMargaret, and Noemi VelezC. (1990), “Problems in the Measurement of Latent Variables in Structural Equations Causal Models,”Applied Psychological Measurement, 14(June), 183–96.
15.
EllenPam Scholder (1994), “Do We Know What We Need to Know? Objective and Subjective Knowledge Effects on Pro-Ecological Behaviors,”Journal of Business Research, 30(1), 43–52.
16.
FishbeinMartin, and MiddlestadtSusan E. (1995), “Noncognitive Effects on Attitude Formation and Change: Fact or Artifact?”Journal of Consumer Psychology, 4(2), 181–202.
17.
FishbeinMartin, and MiddlestadtSusan E. (1997), “A Striking Lack of Evidence for Nonbelief-Based Attitude Formation and Change: A Response to Five Commentaries,”Journal of Consumer Psychology, 6(1), 107–15.
18.
FornellC., and LarckerD.F. (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,”Journal of Marketing Research, 18(February), 39–50.
19.
FreyBruno (1993), “Motivation as a Limit to Pricing,”Journal of Economic Psychology, 14(December), 635–65.
20.
FreyBruno, and Oberholzer-GeeFelix (1997), “The Cost of Price Incentives: An Empirical Analysis of Motivation Crowding-Out,”American Economic Review, 87(September), 746–56.
21.
GellerE. Scott (1989), “Applied Behavioral Analysis and Social Marketing: An Integration for Environmental Preservation,”Journal of Social Issues, 45(1), 17–36.
22.
GranzinKent L., and OlsonJaneen E. (1991), “Characterizing Participants in Activities Protecting the Environment: A Focus on Donating, Recycling, and Conservation Behaviors,”Journal of Public Policy & Marketing, 10(2), 1–28.
23.
GroganE., and BellR. (1989), “Local Impact of State Recycling Laws,”BioCycle, 30, 50–55.
24.
HaugtvedtCurtis P., and the Consumer Psychology Seminar (1997), “Beyond Fact or Artifact: An Assessment of Fishbein and Middlestadt's Perspectives on Attitude Change Processes,”Journal of Consumer Psychology, 6(1), 99–106.
25.
HerrPaul M. (1995), “Whither Fact, Artifact, and Attitude: Relflection on the Theory of Reasoned Action,”Journal of Consumer Psychology, 4(4), 371–80.
26.
HinesJ.M., HungerfordH.R., and TomeraA.N. (1987), “Analysis and Synthesis of Research on Responsible Environmental Behavior: A Meta-Analysis,”Journal of Environmental Education, 18(February), 1–8.
27.
HuL., and BentlerP.M. (1995), “Evaluating Model Fit,” in Structural Equation Modeling: Concepts, Issues, and Applications, HoyleR. H., ed. Thousand Oaks, CA: Sage Publications, 76–99.
28.
IsenAlice M., and LevinP.F. (1972), “Effects of Feeling Good on Helping: Cookies and Kindness,”Journal of Personality and Social Psychology, 21(3), 384–88.
29.
JacobsH.E., and BaileyJ.S. (1982–83), “Evaluating Participation in a Residential Recycling Program,”Journal of Environmental Systems, 12(2), 141–52.
KrepsDavid M. (1997), “Intrinsic Motivation and Extrinsic Incentives,”American Economic Review, 87(May), 359–65.
32.
LuybenP.D., and CummingsS. (1981–82), “Motivating Beverage Container Recycling on a College Campus,”Journal of Environmental Systems, 11, 235–45.
33.
MansurMichael (1997a), “Prices for Recyclables Continue to Drop,”Knight-Ridder/Tribune News Service (Kansas City), (July 30), 730.
34.
MansurMichael (1997b), “Recycling Efforts Continue Despite Lack of Profitability,”Knight-Ridder/Tribune News Service (Kansas City), (November 14), 1111.
35.
McCartyJohn A., and ShrumL.J. (1994), “The Recycling of Solid Wastes: Personal Values, Value Orientations, and Attitudes About Recycling as Antecedents of Recycling Behaviors,”Journal of Business Research, 30(May), 53–63.
36.
MessickM., and BrewerK. (1983), “Solving Social Dilemmas: A Review,” in Review of Personality and Social Psychology, WheelerL., and ShaverP., eds. Beverly Hills, CA: Sage Publications, 11–44.
37.
MiniardPaul W., and BaroneMichael J. (1997), “The Case for Noncognitive Determinants of Attitude: A Critique of Fishbein and Middlestadt,”Journal of Consumer Psychology, 6(1), 77–91.
38.
MintonAnn P., and RoseRandall L. (1997), “The Effects of Environmental Concern on Environmentally Friendly Consumer Behavior: An Exploratory Study,”Journal of Business Research, 40(1), 37–48.
39.
MobleyAmy S., PainterTodd S., UntchEric M., and Rao UnnavaH. (1995), “Consumer Evaluation of Recycled Products,”Psychology and Marketing, 12(5), 165–76.
40.
MorrisLouis A., HastakManoj, and MazisMichael B. (1995), “Consumer Comprehension of Environmental Advertising and Labeling Claims,”Journal of Consumer Affairs, 29(Winter), 328–51.
41.
NakataCheryl, and SivakumarK. (1996), “National Culture and New Product Development: An Integrative Review,”Journal of Marketing, 60(January), 61–73.
42.
OskampS., HarringtonM.J., EdwardsT.C., SerwoodD.L., OkudaS.M., and SwansonD.C. (1991), “Factors Influencing Household Recycling Behavior,”Environment and Behavior, 23(4), 494–519.
43.
PettyRichard E., and CacioppoJ.T. (1986), Communication and Persuasion: Central and Peripheral Routes to Attitude Change.New York: Springer-Verlag.
44.
PickettGregory M., KangunNorman, and GroveStephen J. (1993), “Is There a General Conserving Consumer? A Public Policy Concern,”Journal of Public Policy & Marketing, 12(February), 234–43.
45.
PietersRik, BijmoltTammo, van RaaijFred, and de KruijkMark (1998), “Consumers’ Attributions of Proenvironmental Behavior, Motivation, and Ability to Self and Others,”Journal of Public Policy & Marketing, 17(2), 215–25.
46.
PriesterJoseph R., and FlemingMonique A. (1997), “Artifact or Meaningful Theoretical Constructs? Examining Evidence for Nonbelief- and Belief-Based Attitude Change Processes,”Journal of Consumer Psychology, 6(1), 67–76.
47.
RobertsJames A., and BaconDonald R. (1997), “Exploring the Subtle Relationships Between Environmental Concern and Ecologically Conscious Consumer Behavior,”Journal of Business Research, 40(1), 79–89.
48.
SchallerMark, and CialdiniRobert B. (1990), “Happiness, Sadness, and Helping: A Motivational Integration,” in Handbook of Motivation and Cognition: Foundations of Social Behavior, SorrentinoRichard, and Tory HigginsE., eds. New York: Guilford, 265–96.
49.
SchwarzNorbert (1997), “Moods and Attitude Judgments: A Comment on Fishbein and Middlestadt,”Journal of Consumer Psychology, 6(1), 93–98.
50.
ShrumL.J., LowreyTina M., and McCartyJohn A. (1994), “Recycling as a Marketing Problem: A Framework for Strategy Development,”Psychology and Marketing, 11(4), 393–416.
51.
SirsiAjay K., WardJames C., and ReingenPeter H. (1996), “Microcultural Analysis of Variation in Sharing of Causal Reasoning About Behavior,”Journal of Consumer Research, 22(March), 345–72.
52.
SmithStephen M., and HaugtvedtCurtis P. (1995), “Implications of Understanding Basic Attitude Change Processes and Attitude Structure for Enhancing ProEnvironmental Behaviors,” in Environmental Marketing: Strategies, Practice, Theory and Research, PolonskyMichael Jay, and Mintu-WimsattAlma T., eds. New York: Haworth Press, 155–76.
53.
SmithStephen M., and HaugtvedtCurtis P., and PettyRichard E. (1994), “Attitudes and Recycling: Does the Measurement of Affect Enhance Behavioral Prediction?”Psychology and Marketing, 11(4), 359–74.
54.
StisserPeter (1994), “A Deeper Shade of Green,”American Demographics, 16(March), 24–30.
55.
TayebMonir (1994), “Organizations and National Culture: Methodology Considered,”Organization Studies, 15(Summer), 429–47.
56.
TaylorShirley, and ToddPeter (1995), “Understanding Household Garbage Reduction Behavior: A Test of an Integrated Model,”Journal of Public Policy & Marketing, 14(Fall), 192–204.
57.
ThorgersenJohn (1994), “Monetary Incentives and Environmental Concern: Affects of a Differentiated Garbage Fee,”Journal of Consumer Policy, 17(December), 407–43.
58.
U.S. Bureau of Census (1997), Statistical Abstract of the United States, 117th ed.Washington, DC: US Department of Commerce.
59.
WienerJoshua, and DoescherTabitha (1991), “A Framework for Promoting Cooperation,”Journal of Marketing, 55(April), 38–47.
60.
WienerJoshua, and DoescherTabitha (1995), “Green Marketing and Selling Brotherhood,” in Environmental Marketing: Strategies, Practice, Theory and Research, PolonskyMichael Jay, and Mintu-WimsattAlma T., eds. New York: Haworth Press, 343–60.
61.
YehRyh-Song, and LawrenceJohn L. (1995), “Individualism and Confucian Dynamism: A Note on Hofstede's Cultural Root to Economic Growth,”Journal of International Business Studies, 26(Fall), 655–70.
62.
ZannaM.P., and RempelJ.K. (1988), “Attitudes: A New Look at an Old Concept,” in The Social Psychology of Knowledge, Bar-TalD., and KruglanskiA.M., eds. New York: Cambridge University Press, 315–34.
63.
ZuckermanMiron, KoestnerRichard, DeBoyThomas, GarciaTeresa, MarescaBridget C., and SartorisJanet M. (1988), “To Predict Some of the People Some of the Time: A Reexamination of the Moderator Variable Approach in Personality Theory,”Journal of Personality and Social Psychology, 54(6), 1006–19.
