Consumers' reverse exchange behavior and e-waste recycling to promote sustainable post-consumption behavior
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 17 April 2023
Issue publication date: 16 November 2023
Abstract
Purpose
This study aims to have a holistic understanding of psychological determinants of consumers' e-waste recycling behavior to promote sustainable post-consumption behavior through end-of-life electronic products exchange (EEPE) program.
Design/methodology/approach
The study integrated additional cognitive and noncognitive factors within the Theory of Planned Behavior. Data were collected from 334 participants who were purposively recruited from well-known online retailers in an emerging market, with the data analyzed using structural equation modeling.
Findings
The results provide some fresh insights, such as the significant positive influence of recycling habits, economic benefits and attitudes toward nudging on EEPE, with a distinct serial mediation link from recycling habits to EEPE behavior.
Practical implications
This study highlights some relevant sustainable marketing strategies including the integration of nudging and habits as behavioral interventions for promoting e-waste recycling.
Originality/value
The originality of this study relates to (1) testing the significance of nudging in promoting sustainable postconsumption behavior and (2) revealing a serial mediation effect of recycling habits on EEPE behavior via attitude toward e-waste recycling and EEPE intention.
Keywords
Acknowledgements
Funding: The study was funded by the University of Barishal under the grants of UGC, Bangladesh [2019-20/475/2167].
Citation
Sabbir, M.M., Taufique, K.M.R. and Nomi, M. (2023), "Consumers' reverse exchange behavior and e-waste recycling to promote sustainable post-consumption behavior", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 10, pp. 2484-2500. https://doi.org/10.1108/APJML-07-2022-0647
Publisher
:Emerald Publishing Limited
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