AN INVESTIGATION OF DETERMINANTS OF RECYCLING CONSUMER-BEHAVIOR

Previous research on recycling consumer behavior (RCB) has been largely descriptive. The authors posit a conceptual model wherein RCB is determined by its importance as judged by benefits-to-costs deliberations- These, in turn, are hypothesized to be impacted by social influence, personal values, felt norms, and external cues. A preliminary empirical study reveals that RCB is affected by all these factors although in various ways. The authors note possible improvements in subsequent research and claim that their results suggest environmentally protective consumer behaviors define an arena of fruitful research.