Determinants and the Moderating Effect of Perceived Policy Effectiveness on Residents' Separation Intention for Rural Household Solid Waste

Municipal solid waste management instruments that influence the use of the refuse as fuel in developing countries: A critical review

Landfills are the destination of most of the refuse generated whereas composting, material recycling, and Waste-to-Energy (WtE) technologies are not commonly employed in developing countries. However, the destination for energy purposes could be supplied with this refuse, improving the viability of energy use. Thus, this article raises some questions to identify aspects that could encourage its use as refuse-derived fuel (RDF) in these countries. Among them, does environmental education affect the municipal solid waste (MSW) source separation with emphasis on a destination? Can selective collection and extended producer responsibility (EPR) affect the MSW for energy recovery? Is there competition between the recycling market and the energy market for RDF? A systematic review of the literature was conducted to gather data and provide answers to such questions. This enabled to observe that EPR, selective collect expansion and source separation influence the quantity and quality of waste sent for energy use. Both internal and external factors impact on source separation. Additionally, there is evidence to support that despite several studies showing their technical, economic, environmental and social viability, the methods of energy usage of the refuse still need to improve their deployment in developing countries. In addition to identifying the main research gaps to be filled in future studies, the article also identified the instruments of MSW management that are to be applied in developing countries to divert recyclable and organic waste from landfill.

Assessing Household's Municipal Waste Segregation Intentions in Metropolitan Cities of Pakistan: A Structural Equation Modeling Approach

There is a growing concern about inappropriate waste disposal and its negative impact on human health and the environment. The objective of this study is to understand household waste segregation intention considering psychological, institutional, and situational factors simultaneously. Insights into the motivations of household waste segregation drivers may assist in a better knowledge of how to pursue the most efficient and effective initiatives. For this purpose, data from a representative sample comprising 849 households is obtained from the twin cities of Islamabad and Rawalpindi (Pakistan). The empirical analysis employs a Structural Equation Modeling (SEM) approach, showing that policy instruments have significant direct and indirect impacts on households' segregation intentions. The results highlight that government policy instruments strengthen personal and perceived norms for waste segregation intentions, resulting in an external intervention that would encourage intrinsic motivation. Therefore, policy actions become the main entry point for initiating waste segregation behavior. Public policy must continue to emphasize waste segregation since it may help resource recovery. This is imperative because the environment is a shared resource, and its conservation increases social welfare.

The Mechanism of Household Waste Sorting Behaviour-A Study of Jiaxing, China

Economic growth and rapid urbanization have resulted in various urban issues related to sustainable development in emerging economies such as China. Nowadays, two-thirds of China's cities are besieged by waste and one-fourth of the cities have no space to build landfills. China is embarking on a top-down waste sorting revolution, in which residents' awareness and behaviour of participation are fundamental to the success of garbage classification. The purpose of this paper is to understand residents' waste sorting behaviour and identify the influencing factors in China. The subjects of this study are urban and rural residents in Jiaxing, where local government has begun to encourage waste classification but has not yet legalized it. With the integration of the theory of planned behaviour (TPB) and value-belief-norm theory (NAM), this study represents a "motivation-intention-behaviour" theoretical model for the systemic illustration of the antecedents of household waste sorting behaviour. A total of 541 questionnaires were administered in person in households in Jiaxing, China. Structural equation modelling with partial least squares was applied to analyse empirically. The results show that attitudes (ATT), subjective norm (SN), and perceived behavioural control (PBC) have a significant positive effect on the intention of household waste sorting (WSI), and the perceived policy effectiveness (PPE) has a positive and significant effect on the attitudes and waste sorting intention. The waste sorting intention has a positive and significant effect on waste sorting behaviour (WSB). In addition, individual characteristics have a significant impact on waste sorting behaviour, where respondents of women, higher income, and middle and old age are more willing to implement waste sorting behaviours. This study theoretically contributes to the literature by improving the understanding of the determinants of household solid waste sorting behaviour. It also provides several recommendations to improve existing policies at the practitioner level. These recommendations can be valuable references for waste management in China and other emerging economies.

The Moderating Effect of Perceived Policy Effectiveness in Residents’ Waste Classification Intentions: A Study of Bengbu, China

The Chinese government is promoting a waste classification policy to solve the increasingly serious issue of cities being besieged by waste. Only few studies investigate whether residents’ understanding of garbage classification policy has an impact on their garbage classification behaviour and the nature of such impact. The purposes of this study are twofold: first, to explore conceptually the mechanism behind any moderating effects of perceived policy effectiveness (PPE) on waste classification and, second, to examine empirically if and how PPE influences the relationships between attitude (ATT), subjective norm (SN), perceived behaviour control (PBC), awareness of consequence (AC) and waste classification intention (WCI). The conceptual model of the study is developed by combining insights from the theory of planned behaviour, norm activation theory and value–belief–norm theory. A total of 351 questionnaires were administered in person to households in Bengbu, China. The results based on structural equation modelling with partial least squares show that PPE negatively moderates the relationship between AC and WCI. AC is more strongly related with the intention to classify waste when PPE is weaker. Likewise, when PPE is higher, people’s awareness of consequences becomes less important for WCI. The findings have significant implications in policymakers’ developing guidelines and offer a framework for implementing more effective waste classification policy.

Plastic Pollution, Waste Management Issues, and Circular Economy Opportunities in Rural Communities

Rural areas are exposed to severe environmental pollution issues fed by industrial and agricultural activities combined with poor waste and sanitation management practices, struggling to achieve the United Nations’ Sustainable Development Goals (SDGs) in line with Agenda 2030. Rural communities are examined through a “dual approach” as both contributors and receivers of plastic pollution leakage into the natural environment (through the air–water–soil–biota nexus). Despite the emerging trend of plastic pollution research, in this paper, we identify few studies investigating rural communities. Therefore, proxy analysis of peer-reviewed literature is required to outline the significant gaps related to plastic pollution and plastic waste management issues in rural regions. This work focuses on key stages such as (i) plastic pollution effects on rural communities, (ii) plastic pollution generated by rural communities, (iii) the development of a rural waste management sector in low- and middle-income countries in line with the SDGs, and (iv) circular economy opportunities to reduce plastic pollution in rural areas. We conclude that rural communities must be involved in both future plastic pollution and circular economy research to help decision makers reduce environmental and public health threats, and to catalyze circular initiatives in rural areas around the world, including less developed communities.

Determinants of household food waste reduction intention in China: The role of perceived government control

About one third of food are wasted or lost globally every year which causes the problems of environmental degradation, food security issues, and economic inefficiency. With the new mandatory source separation policy implemented in China, the main objective of this research is to identify the variables that impact household food waste reduction intention and to understand the role of perceived government control and perceived policy effectiveness from the perspective of households. Using a PLS-SEM model design, a questionnaire with nine constructs including theory of planned behaviors variables, perceived policy effectiveness, perceived government control, perceived consumer effectiveness, and environmental concern were answered by respondents (n = 3037). Results showed that the less well-studied variables of perceived government control are important in shaping shareholder's food waste intention. As expected, the theory of planned behavior variables, perceived consumer effectiveness, and environmental concern are positively related to reducing food waste intention, while strong perceived government control was associated with lowering intention in food waste reduction. This paper then extends existing understanding of psychological determinants of food waste by identifying perceived government control as mediator.

To waste or not to waste? Empirical study of waste minimization behavior

This study explores the key variables that influence overall waste minimization behaviors of consumers by augmenting the theory of planned behavior (TPB) with additional variables, including environmental concern, perceived consumer effectiveness, and perceived lack of facilities. Further, subjective norm is replaced by injunctive norm and descriptive norm. A questionnaire was administered to 455 consumers from North America, a region that faces acute waste production challenges. The findings suggest that perceived consumer effectiveness (PCE) constitutes the most influential variable to predict zero waste behavior (ZWB) intentions (β = 0.380 p < 0.001), even surpassing perceived behavioral control (PBC) (β = 0.232 p < 0.001), PBC also directly influences ZWB (β = 0.321 p < 0.001), and injunctive norms (β = 0.171 p < 0.05) exert a slightly greater influence than attitudes (β = 0.122 p < 0.001). Importantly, environmental concern is a meaningful antecedent to all belief variables (i.e., control belief [β = 0.689 p < 0.001], normative belief [β = 0.378 p < 0.001], and behavioral belief [β = 0.367p < 0.001]) while exerting an indirect effect on ZWB (β = 0.474 [0.299, 0.523]), especially via attitudes and PBC. Albeit perceived lack of facilities negatively impacts intentions (β = -0.073 p < 0.05), it positively relates ZWB (β = 0.189 p < 0.001) or worsens the effect of intentions on ZWB (β = -0.033 [-0.102, 0.036]). The results deliver crucial insights to devise impactful strategies and formulate sound policies to nudge consumers' ZWB.

Drivers of Residents’ Home Composting Intention: Integrating the Theory of Planned Behavior, the Norm Activation Model, and the Moderating Role of Composting Knowledge

Home composting is judged as an effective municipal waste management option in which household contribution is essential, but it has a low adoption. The objectives of the study were to determine the factors that influence home composting intention and identify the moderating role of composting knowledge in the model, using the combined model of the theory of planned behavior (TPB) and norm activation model (NAM). A structured questionnaire was applied to a sample of 367 residents of Isfahan city, Iran, randomly selected. Data were analyzed using cluster analysis, discriminant analysis, PLS-SEM, and PLS-MGA. Cluster analysis grouped the three clusters based on the constructs of the integrated model, and this result was confirmed by discriminant analysis. Findings show that attitude, subjective norm, and perceived behavior control can predict the intention to compost. Study results confirmed the positive effect of awareness of the consequences of composting on ascribed responsibility to compost at home, of responsibility to the personal norm, and of the personal norm on intention to compost at home. Furthermore, it was observed that composting knowledge moderates the relationship between subjective norm and behavioral intention, and the one between perceived behavioral control and behavioral intention. The integrated model had more predictive power than the TPB model. The fit statistic of the integrated model was good and 71% of the variance for intention behavior toward home composting. The insights on factors affecting residents’ intention to compost obtained from this study can be used in measures and programs that reinforce and stimulate home composting.

Effects of improved information and volunteer support on segregation of solid waste at the household level in urban settings in Madhya Pradesh, India (I-MISS): protocol of a cluster randomized controlled trial

BACKGROUND

Segregation of household waste at the source is an effective and sustainable strategy for management of municipal waste. However, household segregation levels remain insufficient as waste management approaches are mostly top down and lack local support. The realisation and recognition of effective, improved and adequate waste management may be one of the vital drivers for attaining environmental protection and improved health and well-being. The presence of a local level motivator may promote household waste segregation and ultimately pro-environmental behaviour. The present cluster randomized control trial aims to understand if volunteer based information on waste segregation (I-MISS) can effectively promote increased waste segregation practices at the household level when compared with existing routine waste segregation information in an urban Indian setting.

METHODS

This paper describes the protocol of an 18 month two-group parallel,cluster randomised controlled trialin the urban setting of Ujjain, Madhya Pradesh, India. Randomization will be conducted at ward level, which is the last administrative unit of the municipality. The study will recruit 425 households in intervention and control groups. Assessments will be performed at baseline (0 months), midline (6 months), end line (12 months) and post intervention (18 months). The primary outcome will be the comparison of change in proportion of households practicing waste segregation and change in proportion of mis-sorted waste across the study period between the intervention and control groups as assessed by pick analysis. Intention to treat analysis will be conducted. Written informed consent will be obtained from all participants.

DISCUSSION

The present study is designed to study whether an external motivator, a volunteer selected from the participating community and empowered with adequate training, could disseminate waste segregation information to their community, thus promoting household waste segregation and ultimately pro-environmental behaviour. The study envisages that the volunteers could link waste management service providers and the community, give a local perspective to waste management, and help to change community habits through information, constant communication and feedback.

TRIAL REGISTRATION

The study is registered prospectively with Indian Council of Medical Research- Clinical Trial Registry of India ( CTRI/2020/03/024278 ).

Understanding the Gap between Environmental Intention and Pro-Environmental Behavior towards the Waste Sorting and Management Policy of China

Environmental pollution and ecological damage caused by human activities have attracted widespread attention in recent years, and while citizens' environmental awareness and intentions have increased, their actions may not necessarily change accordingly. This study aims to understand the intention-behavior gap, based on the theory of planned behavior (TPB), by exploring the relationship between intention and pro-environmental behavior on the new waste sorting policy in China. The structural model of extended TPB was tested using sample data from 3113 residents of Changsha, each of whom was asked to complete a two-stage survey. Results demonstrated that perceived policy effectiveness and actual behavioral control positively affect behavioral intention, implementation intention, and pro-environmental behavior. Among them, the actual behavioral control of residents was found to be the most influential factor on behavioral intention and implementation intention, followed by residents' perceived policy effectiveness. Moreover, behavioral intention and implementation intention mediate the relationship between antecedents and pro-environmental behavior. These findings imply that people with high-level perceptions of policy effectiveness, strong control over actual behavior, strong behavioral intentions, and strong implementation intentions are more likely to engage in pro-environmental behavior. The findings suggest that factors such as perceived policy effectiveness and actual behavioral control should be considered when implementing new policies and campaigns for waste sorting and management.

Perceived Value Influencing the Household Waste Sorting Behaviors in Rural China

Waste sorting is the cardinal measurement to solve the problem of low efficiency of rural environmental governance and to alleviate environmental pollution by reduction, recycling, and harmlessness in rural areas. However, non-excludable and non-rival features of public goods easily cause a wide free-rider problem, which results in a low frequency of participation in the waste sorting of rural people. Based on the theory of the utility maximization of the rational economic man, this paper investigates survey data of 688 farm households in three cities and three counties of Shaanxi Province to explore the effect of the perceived value on the household waste classification behavior based on cost-benefit analysis. The results show that perceived benefit and perceived cost are important perceived value factors affecting farmers’ participation in waste sorting. Specifically, the spiritual benefit of the perceived benefit has a significantly positive impact on classification behavior, while the time cost, physical cost, and material cost of the perceived cost have a negative impact on waste classification behavior. Further study of the heterogeneity of income impact shows that time cost only has a significant impact on the high-income group of farmers’ classification behavior, while spiritual benefit and learning cost only affect the low-income group of farmers’ waste classification behavior. Material cost has different influence directions on high- and low-income groups. In view of the aforementioned findings, this study highlights corresponding policy implications from the perspective of perceived benefit and perceived cost.

Investigating Rural Domestic Waste Sorting Intentions Based on an Integrative Framework of Planned Behavior Theory and Normative Activation Models: Evidence from Guanzhong Basin, China

The sorting of domestic waste is the most effective way to alleviate the problem of mass garbage accumulation around the villages of rural China. Farmers are the creators of rural domestic waste as well as the direct beneficiaries of effective waste management. However, few studies have been conducted on the psychological determinants of farmers’ intentions to sort domestic waste. This paper applies planned behavior theory (TPB) and normative activation theory (NAM), to analyze the domestic waste sorting intentions of rural residents in Guanzhong, China. Based on the micro-data of 327 rural households in Guanzhong, structural equation models of the factors influencing farmers’ domestic waste sorting intentions were estimated. The results demonstrate the following. (1) Farmers’ attitudes, perceived behavioral control, and personal norms have significant positive direct impacts on their domestic waste sorting intentions, with personal norms having the greatest direct impact. (2) Subjective norms have no direct impact on farmers’ domestic waste sorting intentions but do have an indirect impact on them through personal norms, behavioral attitudes, and perceived behavior control. This article increases scholarly understanding of the psychosocial determinants of the environmentally friendly behavioral intention to sort domestic waste. The study also provides academic and theoretical support to policy makers in implementing relevant policy recommendations.

The effect of policy instruments on rural households' solid waste separation behavior and the mediation of perceived value using SEM

Based on expectancy valence theory, people's behavior is affected by their self-perception and the external environment. In rural China, policy instruments as robust external environment factors have a strong effect on waste separation behavior (WSB). The purpose of the paper is to explore the influencing mechanism of policy instruments (infrastructure and information) on perceived value (perceived benefit and perceived cost) and waste separation behaviors. The data were collected from 689 rural households of Shaanxi province in China, and analyzed by using structural equation model (SEM). According to the results, the mediation effect proves that policy instruments not only can affect WSB directly but also can affect it indirectly through the perceived value. Specifically, information and infrastructure influence the perceived benefit positively and the perceived cost negatively, and information and infrastructure have an indirect effect on WSB through the mediation effect of the perceived cost. Second, policy instruments have a stronger effect on rural people's waste separation behavior than perceived value. Specifically, infrastructure has the most important impact on waste separation behavior, followed by information and then perceived cost. Third, the perceived cost is significantly negatively related to WSB, and perceived benefit has a positive effect but is statistically insignificant. It has a practical implication for the government. Providing sufficient infrastructure and launching effective information activities could improve the perceived benefit including biospheric, egoistic, social-altruistic, and reputation; and reduce the perceived cost of time, physical, learning, and money, which could then induce rural households to engage in WSB.

Development and psychometric evaluation of waste separation beliefs and behaviors scale among female students of medical sciences university based on the extended parallel process model

Background

The increasing production of un-recycled waste is a great threat to public health. Therefore, assessment and measurement of people’s beliefs and perceptions with regard to these threats can contribute to the development of suitable educational messages promoting waste separation behaviors. This study aimed to carry out the scale development and psychometric evaluation of behaviors and beliefs associated with waste separation among female students.

Method

This methodological research was performed in 2019. The primary questionnaire was developed based on the assessment of waste separation beliefs and behaviors based on the extended parallel process model. Afterwards, to confirm the content and face validity of the research tool, the opinions of 14 faculty members and certain students were asked for, respectively. In order to assess the construct validity of the questionnaire, exploratory factor analysis was performed based on the data collected from 386 female students in Isfahan University of Medical Sciences, Iran. The internal and external reliability of the tool was determined through estimating Cronbach’s alpha and test-retest based on intraclass correlation (ICC) index, respectively.

Results

The mean age and academic semester of the students were 22 ± 1.9 years and 5.58 ± 2.6, respectively. The primary version of the questionnaire was designed with 65 items; one item was omitted during the content validity process. Construct validity with factor analysis technique yielded nine dimensions including 64 items with a factor loading above 0.3. The overall reliability of the research tool was confirmed at Cronbach’s alpha of 0.87. Furthermore, the ICC of the entire questionnaire was 0.89.

Conclusion

According to the results of the study, the final 64-item questionnaire could be used by various researchers to assess waste separation beliefs and behaviors considering suitable psychometric features.

China's green future and household solid waste: Challenges and prospects

China is facing the dual challenge of economic development and environment protection. Recently, Shanghai (tier-1 city) implemented the pilot project of household solid waste (HSW) management and expects to execute a similar project in 45 cities across China by 2020. The current research's aim is to examine the pilot project's progress by comparing it with existing HSW management practice in other cities. From a theoretical perspective, a socio-ecological framework is used to examine citizens' HSW sorting behavior (HSWSB), which is further mapped based on the theory of planned behavior to enrich the findings. A total of 1409 citizen responses are utilized to generalize the findings. The study concludes that replicating tier-1 practices in other cities could produce unsatisfactory results. The regulatory environment should focus on comparatively long-lasting citizen behavior change by designing a citizen-centric approach (i.e., awareness campaigns) related to ecological concerns (i.e., climate change) because it could define the future of HSWSB practice in Chinese society.

Conscientiousness and smartphone recycling intention: The moderating effect of risk perception

Based on the theory of planned behavior (TPB), this article analyses how conscientiousness and risk perception influence consumers' behavior intentions in regard to smartphone recycling. We carried out field research in Anhui Province, China and collected 802 valid questionnaires as basic data for this study. The empirical results of structural equation model (SEM) indicate that conscientiousness is positively related to attitude, subjective norm, and perceived behavioral control towards smartphone recycling, while attitude, subjective norm, and past behavior are positively related to smartphone recycling intention. Attitude and subjective norm mediate the relationship between conscientiousness and smartphone recycling intention. In addition, we found that risk perception moderates the relationships between conscientiousness and attitude, subjective norm, perceived behavioral control, and past behavior. Theoretical and practical implications, limitations of the study, and future directions are discussed.

Consumer’s Waste Classification Intention in China: An Extended Theory of Planned Behavior Model

Although there have been a variety of studies on waste classification management, there are few studies on how governments can effectively publicize waste classification knowledge in order to enhance citizen participation. Government publicity may be the key to the effective implementation of waste classification management in China. The purpose of this study is to examine the effects of government publicity, consumer attitudes, subjective norms, perceived behavioral control and consumer knowledge on consumers’ willingness to classify waste in the process of waste management in China. The methodology used for the study included data collected from a survey conducted among citizens from four cities in China, the extended theory of planned behavior model and a moderating effect analyses using the statistical software Amos17.0 and SPSS 22.0, utilizing structural equation modeling, hierarchical regression, and the interpretation of the results. The results show that government publicity has a significant positive impact on consumer attitudes, subjective norms, and perceived behavioral control. The positive effect of consumer attitudes and perceived behavioral control on waste classification intentions are significant. Consumer knowledge plays a significant role in moderating the effect of perceived behavioral control on waste classification intentions. The findings of this study are of great significance to government and public decision-making. The results strongly suggest that the government should vigorously publicize the knowledge of waste classification at the initial stage of implementation of waste classification. Furthermore, a detailed distinction between types of consumers and the role of personal values in the implementation of waste classification is considered as a direction of future research.

The Impact of Education and Residential Environment on Long-Term Waste Management Behavior in the Context of Sustainability

Currently, the problem of waste reduction is a permanent concern for all countries of the world, given the need to ensure the sustainability development. In this context, the research aims to highlight the impact of education and demographic factors by residence areas on the long-term behavior of the amount of waste generated in 29 European countries during 2013–2017. The study is based on statistical and econometric modeling aimed at identifying, testing and analyzing the existence of long-term correlation between the amount of waste per capita recorded in each country and four factors of influence considered significant for waste reduction: Pupils and students by education level and Classroom teachers and academic staff by education level, representing exogenous variables which quantify the educational outcomes, as well as The population by degree of urbanization (cities, rural areas), as demographic factors. As a result of an analysis based on correlation and regression method, a cointegration relationship between the analyzed variables was identified. Considering the amount of waste as an important component of the environmental pressure, the obtained results show the significant long-term effect that education and the demographic factor can have on its long-lasting behavior, as well as the ways through which these factors can act to strengthen sustainability.

Environmental Education, Knowledge, and High School Students' Intention toward Separation of Solid Waste on Campus

To achieve substantial and sustainable levels of separation of municipal solid waste (MSW), it is essential to engage young people as they are important drivers of change and will have a major influence on the future of the world. This study aimed to understand Chinese high school students' intention toward the separation of solid waste on campus (SSWC). The study has used the Theory of Planned Behavior (TPB) as its theoretical framework, and further incorporates two additional constructs (environmental education and environmental knowledge) to explain the separation of solid waste (SSW) behavior of 562 high school students. The results indicate that environmental education is essential to ensure that students have required knowledge and positive attitudes toward SSWC. Knowledge was the best predictor of high school students' separation behavior. Moreover, a lack of subjective norm from the important people could prevent students from participating in this process, regardless of their positive attitudes. The implications for policy and scope for further research are discussed.

Garbage source classification performance, impact factor, and management strategy in rural areas of China: A case study in Hangzhou

Garbage classification and reduction is imperative in many developing countries, where the imbalance between the rapid growth of solid waste and insufficient disposal capacity can be challenging. In order to evaluate whether a novel '2 + T' source classification method (biodegradable waste, other waste, and toxic waste) and three types of source classification and resourcing treatment patterns implemented in the rural areas of Hangzhou can be widely applied, field investigations, questionnaire interviews, and factor analysis were carried out comprehensively. By means of '2 + T' source classification method, biodegradable waste, accounting for the largest proportion of rural domestic waste, can be effectively separated for the subsequent reduction and resource treatment. Classified deposition in the doorway and door-to-door collection of biodegradable and other wastes provided the best solution for the accuracy of source classification and public participation. Based on the analysis, appropriate classification methods and patterns, sustainable publicity and supervision of source classification behavior as well as sufficient financial support will be key factors for rural domestic waste classification and resourcing management. These methods have a great potential for promoting solid waste classification in the rural areas of China and in other developing countries.

How do social norms influence recycling behavior in a collectivistic society? A case study from Turkey

This study investigates how social norms influence the household recycling behavior in collectivistic societies. High household participation rate is essential to accomplish the economic and environmental goals of recycling programs. To this end, the determinants of recycling behavior have long been studied, and social norms have been indicated as the strong predictor of recycling behavior. However, there is a need for a more in-depth examination to understand how social norms function in activating recycling behavior in different contexts. Hence, this study develops a model that disentangles the influence of social norms (i.e. informational and normal influences) on recycling behavior in a collectivistic social context. Using data collected from the households of the case-study area (Seferihisar, Turkey), the research hypotheses were tested via structural equation modelling. The findings confirm the influence of social norms on household recycling behavior, but this influence was found to occur not through internalization process. The causal chain effect triggered by social norms (i.e. internalization process) maintains its influence until the task knowledge necessary for recycling is obtained; however, this process does not end with actual recycling behavior. Rather, the results show that the perceived convenience mediates the influence of social norms on recycling behavior. In addition, the perceived convenience mediates the effects of physical constraints on recycling behavior. As well as revealing valuable theoretical implications, these results also provide managerial guidance in devising social norms to increase the household participation into recycling programs.