An application of the theory of planned behavior : investigating recycling intentions among university of Malta students

Abstract

Although waste recycling has recently become increasingly ubiquitous locally, there is still much room for improvement. This entails a thorough understanding of the population‟s behaviour in relation to waste recycling. Applying the Theory of Planned Behaviour (TPB) as the underpinning theoretical framework, this study investigates the effect of attitudes, subjective norms and perceived behavioural control of university students on their intentions to recycle waste. The analysis of the data gathered via an online survey from a sample of 361 undergraduate and post-graduate students, indicates that perceived behavioural control was the strongest predictor of recycling intentions. Significant, but weaker relationships were also found between the independent variables of attitudes and subjective norms, and the dependent variable of recycling intentions. This study also provides a discussion of the practical implications which this study‟s outcomes have, for both the development of successful social marketing campaigns advocating the use of recycling schemes, and for future studies which specifically apply the TPB to study recycling intentions and behaviours. The limitations of this study are acknowledged and suggestions for future research are also put forward.