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The Relationship among Referents, Opportunity, Rewards, and Punishments in Consumer Attitudes toward Recycling: A Structural Equations Approach

Augusta College in Augusta, Georgia

David Strutton

University of Southwestern Louisiana in Lafayette

James H. Barnes, Jr.

University of Mississippi in University

Sheb L. True

Loyola-Marymount University in Los Angeles, California

Recycling has long been viewed as a practical solution to the problems associated with the excess of solid waste materials in the United States. Despite publicly and privately sponsored efforts aimed at encouraging consumers to recycle, voluntary participation remains low. This article reviews recycling research and identifies methodological and theoretical gaps in the literature. Two underlying theories emerge from the review: stimulus-response and differential association. Constructs taken from each theory are empirically tested as potential predictors of consumers' attitudes toward recycling. The findings suggest these theories are appropriate explanatory mechanisms in predicting consumers' intention to recycle. Recommendations regarding how best to promote consumer participation in recycling are developed and discussed.

Journal of Macromarketing, Vol. 13, No. 1, 60-74 (1993)
DOI: 10.1177/027614679301300106


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