Towards Sustainable e‐Waste Practices: A Value‐Belief‐Norm Analysis of Mobile Phone Disposal in Ghana

Electronic waste (e‐waste) from mobile phones is a growing concern in resource‐constrained contexts, where limited infrastructure and regulatory enforcement promote reliance on informal systems. In Ghana, a rapidly expanding digital market, e‐waste accumulation poses significant environmental and social challenges. This study investigates the behavioral drivers behind mobile phone disposal using the Value‐Belief‐Norm (VBN) theory and aims to extend the VBN framework by applying it to the context of e‐waste management in the developing Ghanaian economy. Data collected from 110 participants across Ghana were analyzed with partial least squares structural equation modeling. Findings reveal that while a pro‐environmental worldview does not directly heighten awareness of improper disposal consequences, increased awareness enhances responsibility attribution, which strongly shapes personal norms and drives policy support and private‐sphere actions. Notably, materialistic values exhibit a negative effect, suggesting that economic and status‐related factors may override prosocial motivations. Promoting sustainable disposal practices requires strategies that align economic incentives with enhanced personal responsibility and social norms.