Predicting intention to recycle on the basis of the theory of planned behaviour

Denni Arli, Abi Badejo, Joan Carlini, Cassandra France, Charles Jebarajakirthy, Kathy Knox, Robin Pentecost, Helen Perkins, Park Thaichon, Tapan Sarker, Owen Wright

Research output: Contribution to journalArticlepeer-review

21 Scopus citations


Governments worldwide have launched various schemes to promote recycling by individuals, from legislation to voluntary and mandatory policies, waste charging, kerbside collection, waste separation bins, and promotional campaigns. Much remains to be done, however, in terms of understanding the psychological relationships among consumers' attitudes, intentions, and behaviours when it comes to recycling. This study was designed to examine recycling intention through the lens of the theory of planned behaviour (TPB). Using online survey, we recruited participants (n = 827) through an online survey platform ( The results show that TPB can predict consumers' intention to recycle. It was further found, however, that attitude towards recycling did not predict intention to recycle. The findings presented here have significant implications for policymakers and practitioners who are interested in inculcating recycling intention and behaviours in members of the public. This study extends the TPB in the context of recycling. There is a need to examine the theories' explanatory power in different research settings and context. Moreover, regulations and policies on recycling continue to evolve. For example, recently in 2018, Australia is banning plastic bag. Consequently, the new policy will affect people's perception towards recycling. Hence, continued research on recycling is needed.

Original languageEnglish (US)
Article numbere1653
JournalInternational Journal of Nonprofit and Voluntary Sector Marketing
Issue number2
StatePublished - May 1 2020

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© 2019 John Wiley & Sons, Ltd.


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