The role of motivation in the consumers’ recycling behavior

This paper presents the results of a survey conducted in Thessaloniki Greece, in a probability sample of 375 households, selected with a combination of the two-stage area sampling and the systematic sampling method. The main aim was to understand more deeply which factors motivate consumers to engage into Recycling Behavior. Besides Motivation, selected demographic characteristics, Knowledge about recycling issues, specific Recycling Attitudes were also examined with regard to the Recycling Behavior of the sample. The results, verifying previous research, indicated that consumers holding higher education and higher incomes get more involved in recycling activities than their counterparts do. Knowledge and Recycling Attitudes indicated positive, moderate, statistically significant relationships with Recycling Behavior. However, it was found that the most powerful factor to describe and predict Recycling Behavior is Motivation. Further analysis revealed additional indications that social incentives can be the type of Motivation that affects consumers more strongly.