Utilization of selected demographics and psychographics in understanding recycling behavior : a focus on materialism

This paper presents a research study, which aimed to understand better Recycling Behavior by utilizing selected demographic and psychographic characteristics. The results indicated that middle-aged, higher educated employees are more engaged in recycling activities in Greece. It was also found that although the attitudes – behavior link remains an indisputable reality, the investigation of appropriate psychographic characteristics, such as personal values, can provide better understanding and predicting of the consumers’ recycling behavior. It was revealed that the consumers’ level of materialism is a stronger predictive factor than the consumers’ level of collectivism, while the consumers’ level of individualism did not provide evidence of direct relationship with their recycling behavior.