Predicting Recycling Behavior in New York State: an integrated model

Public participation in proper recycling is a crucial means to deal with the crisis in the U.S. recycling market. In this study, we combine the norm activation model (NAM; Schwartz 1977), the information-motivation-behavioral skills model (IMB; Fisher et al. 2003), and the theory of interpersonal behavior (TIB; Triandis 1977; 1979) to investigate recycling intention and behavior. Based on a longitudinal sample of New York state residents (N = 520), the results show that the integrated model fits the data well. Personal norm, habit, and recycling intention are three direct predictors of recycling behavior. Recycling intention is directly influenced by personal norm and behavioral skills, and indirectly influenced by personal motivation, social motivation, and ascription of responsibility. These findings suggest the importance of the normative approach in environmental campaigns to encourage recycling.