Exploring consumer’s intention to recycle waste from household kitchen and bathroom appliances in a formal way: extending behavioral reasoning theory

The increasing number of kitchen and bathroom appliances has resulted in the production of a large quantity of electronic waste (e-waste). To identify the various factors that influence consumers’ decision to participate in formal recycling, the PLS-SEM method was used to test hypotheses based on behavioral reasoning theory and personal values theory. The results show that (1) attitudes and reasons are the main factors influencing consumers’ intention to participate in formal e-waste recycling, with the exception of “Reason against”; (2) consumer values and consumer reasoning have a significant impact on consumer attitudes toward e-waste recycling; and (3) publicity and education positively moderate the effect of consumer value on their attitude toward e-waste recycling and negatively moderate the effect of consumer reasoning on intention. This study provides new theoretical support for governments and organizations in understanding the underlying mechanisms that influence consumers’ willingness to participate in the formal recycling of e-waste.