E‐Waste Recycling in a Developing Economy: How Knowledge and Anticipated Emotions Shape Consumer Intentions and WOM

Despite growing concern over electronic waste (e‐waste), critical gaps remain in understanding the psychological and informational drivers of e‐waste recycling behavior. This study draws on Risk Perception Theory and Appraisal Theory of Emotion to examine the relationships among e‐waste knowledge, perceived environmental risk, anticipated guilt and pride, recycling intention, and e‐waste‐related word of mouth (EW‐WOM). Survey data from 357 consumers in a developing economy were analyzed using PLS‐SEM. The results reveal that e‐waste knowledge significantly increases perceived environmental risk. Both emotions positively influence recycling intention and EW‐WOM. The study also introduces a validated e‐waste knowledge scale for future research. Practical implications include promoting e‐waste education across age groups and professions, and designing emotion‐driven public campaigns using storytelling and social media to increase recycling engagement. Policymakers and businesses can leverage these findings to craft targeted interventions that enhance knowledge and activate emotional motivators. By integrating informational and emotional strategies, this study offers a comprehensive framework for advancing sustainable consumer behavior in e‐waste management.