The recycling cycle: An empirical examination of consumer waste recycling and recycling shopping behaviors

The findings of this research indicate that attitude toward recycling has a significant effect on waste recycling and recycling shopping behaviors. In addition, affect, past behavior, and subjective norm explain significant i ncremental variance in the two types of recycling behaviors. Moderator anal yses show that for waste recycling behavior affect plays a lesser role when the strength of attitude toward recycling is strong, and vice-versa. Final ly the authors find a significant correlation between waste recycling behav ior and recycling shopping behavior. The authors discuss managerial and pub lic policy issues based on these findings.