The role of consumer perceived value of recyclable materials on household recycling behaviours

Background: This research investigates the role of consumer perceived value of recyclable materials on recycling behaviours in response to languishing English recycling rates, marked regional variations in recycling, and Government waste policy rhetoric which focuses on recognising the value of recyclables to increase recycling. Methodology: Data was collected through a structured self-administered questionnaire. An extended Theory of Planned Behaviour model was used to explore the influence of Attitude, Subjective Norms, Perceived Behavioural Control, Moral Norms, Environmental Awareness, and a novel construct for Value Perception on recycling behaviour. 226 residents of Newcastle upon Tyne, England participated in the study. The relationship between Ascribed Value and Value Perception was tested using Kendall’s Tau, and partial least squares structural equation modelling was used to analyse the Theory of Planned Behaviour results. Results: Results indicate consumers perceived value in recyclable materials, however, the direct influence of Value Perception on Recycling Behaviour was non-significant but was significant when moderated by Moral Norms. Moral Norms, and Perceived Behavioural control were significant positive influences on recycling behaviours, however, Attitude and Subjective Norms were not. Environmental Awareness strongly influenced Value perception and had significant moderated effects on Recycling Behaviours through Attitudes and Moral Norms. Discussion/Conclusion: Results suggest that, whilst consumers in Newcastle do recognise value in recyclable materials, this perception does not translate directly into positive recycling behaviour, but instead influences behaviours through respondents intrinsic moral beliefs. This study provides a valuable starting point for exploring the role of Value Perception in stimulating pro-environmental recycling behaviours.