UNDERSTANDING AND PREDICTING RECYCLING BEHAVIOR - AN APPLICATION OF THE THEORY OF REASONED ACTION

Longitudinal data from university students (n = 349) was analyzed to test the predictive power of a modified version of the theory of reasoned action (TRA) in the area of recycling behavior [1]. Additionally, gender differences were examined. Overall, the model was supported. Specifically, the impact of attitudes and norms on recycling behavior was mediated by intentions to recycle. Past experience with recycling was directly related to intent to recycle and to recycling behavior. The relationship between norms and intent to recycle was statistically significantly greater for females than for males. Past experience with recycling was directly related to behavior for males only. The findings suggest that gender-specific interventions may be necessary for influencing recycling behavior among adolescents and young adults.