South African township consumers’ recycling engagement and their actual recycling behavior

Abstract

Given that there is a huge gap between environmental concerns, recycling awareness, and township consumers’ actual recycling behavior, it is important to determine their actual recycling behavior in order to develop sustainable recycling campaigns in townships. Studies have pointed out the significance of consumer, that is, user engagement in driving actual recycling behavior as part of addressing the negative effects of environmental challenges linked to not recycling on climate change. Studies on recycling behavior in South African townships are limited. The collection of waste in South African townships is less effective than in urban areas. This has resulted in consumers disposing of their waste informally in the spaces between their houses and shacks. An online survey was conducted among 411 township consumers in South Africa, which showed that a positive attitude towards recycling and perceived behavioral control positively and significantly affect consumers’ intention to engage in recycling, whereas subjective norms had no effect. Recycling attitude, personal norms, subjective norms, facilitating conditions, and environmental concerns were found to influence consumers’ actual recycling behavior. Furthermore, users’ intention to engage in recycling was found to mediate the relationship between recycling attitude, perceived behavioral control, facilitating conditions, personal norms, and actual recycling behavior. This paper contributes to the literature on recycling behavior and is useful for municipalities, policy makers, organizations, governments, and other relevant stakeholders on the drivers of actual recycling behavior among township consumers.