Consumer Sustainability: Is Knowledge Linked to Behavior in Recycling?

Sustainable consumer behavior encompasses any action that benefits both the environment and society. Recycling is a prime example of such behavior. However, there is a lack of research examining the connection between knowledge about recycling and recycling behavior. The purpose of this study was to examine factors associated with consumer recycling behavior under the guidance of an extended theory of planned behavior with an emphasis on the role of recycling knowledge. Using data collected from a national online survey in the U.S., results from the structural equation modeling showed that ascription of responsibility to others is negatively associated with recycling behavior, while behavior skill is positively associated with it. Also, both subjective and objective knowledge measures are positively associated with recycling behavior. In addition, subjective recycling knowledge moderates the relationships between attitude and recycling behavior.