The Role of Self-Perceptions in the Prediction of Household Recycling Behavior in Australia

This study examined the role of self-perceptions, within a theory of planned behavior (TPB) framework, in the prediction of householders’ recycling intentions and behavior. To examine additional self-perception constructs, the personality factor of conscientiousness (as well as its lower order facets) and measures of self-identity were assessed in addition to the standard TPB predictors of attitude, subjective norm, and perceived behavioral control (PBC). Participants from the general community ( N = 200) completed TPB, conscientiousness, and self-identity items. Two weeks later, 148 participants reported their recycling behavior for the previous fortnight. Structural equation modeling found some support for the standard TPB with attitude and subjective norm (but not PBC) predicting recycling intentions and intentions (but not PBC) predicting recycling behavior. In addition, self-identity as a recycler but not conscientiousness (or its lower order facets) emerged as a significant predictor of recycling intentions, although not as a significant determinant of actual recycling behavior. The findings of the present study highlight the importance of considering role-related perceptions in the development of prorecycling campaigns.