The theory of reasoned action and self‐construals: Understanding recycling in Hawai'i

The Theory of Reasoned Action (TRA) was used to predict the behavioral intention to recycle among students in Hawai'i. Independent and interdependent self‐construals were expected to moderate both the relationship between attitudes and subjective norm and the relative weights of the attitudinal and normative components in predicting behavioral intention. The data (N = 201), while generally consistent with the TRA, were not consistent with the hypotheses involving self‐construals. Instead, self‐construals had direct effects on the attitudes toward behavior and subjective norm measures. Scores on independence were negatively related to subjective norm while scores on interdependence were positively related to subjective norm and attitude toward behavior. The effects for self‐construal on subjective norm stemmed from differences in motivation to comply. Self‐construals were not related to behavioral intention. The positive association between interdependent self‐construal and the attitudinal component may be attributable to the positive social consequences of recycling.