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Purpose This study investigates the recycling attitudes and behaviour of university students and staff members, and suggests ways to improve environmental policies and recycling facilities in a university campus. Design/methodology/approach This study applies the theory of planned behaviour, through which it develops an instrument to measure the determinants of recycling behaviour among the people in a university campus. A survey was designed and administered at a public university in Hong Kong; 205 valid responses from 179 students and 26 staff members were collected. A partial least squares approach was used to validate the proposed model. This model accounted for the 42.1 per cent and 50.3 per cent variance ( R 2 ) in behavioural intention and behaviour, respectively, vis‐à‐vis recycling activities. Findings The survey results suggested that behavioural intention with regard to recycling is influenced by attitude, the subjective norms, perceived behavioural control, awareness of consequences, the moral norms, and convenience. Educational and promotional programmes highlighting the benefits and importance of recycling activities and convenience of the recycling facilities can be adopted as the key strategies to encourage recycling on campus. Research limitations/implications The unique culture in relation to recycling in the specific campus environment and the nature of the sample might limit the generalisability of the results to other areas and contexts. The self‐report‐based measures adopted in this study might lead to a social desirability bias in the results provided by the respondents. Originality/value The findings provide insightful information for universities and the wider community to shape a more user‐friendly and convenient recycling scheme. This can fulfil the actors' social responsibility.
Wan et al. (Fri,) studied this question.