Modelling zero waste behavioural intent : the moderating role of perceived behavioural control and socio-demographic factors

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Authors

Botha, Euodia Isabella
Wiese, Melanie

Journal Title

Journal ISSN

Volume Title

Publisher

Elsevier

Abstract

The global culture of consumerism is fuelling the climate crisis. An increase in household consumption and the waste it creates holds many negative implications for consumers, businesses, brands, and governments alike. Thus a shift towards zero waste (ZW) behaviours among consumers is essential. To address a lack of understanding of ZW behaviours among individuals, this study investigated the intention to engage in these behaviours through the lens of the original theory of planned behaviour (TPB), with perceived behavioural control (PBC) as moderator. A survey of 486 South Africans validated the original TPB's ability to successfully model ZW behavioural intent, and confirmed the role of perceived behavioural control as moderator as opposed to its popularly accepted role as predictor. Various socio-demographic variables also played a significant moderating role in the model. This study also contributes to seven of the 2030 sustainable development goals (SDGs) of the United Nations (UN), and adds to the emerging stream of transformative consumer research (TCR). Several practical strategies are also offered to assist marketing practitioners and governments in increasing ZW behaviours to create a better environmental, economic, and societal future.

Description

DATA AVAILABILITY : Data will be made available on request.

Keywords

Zero waste, Theory of planned behaviour (TPB), Perceived behavioural control (PBC), Sustainable development goals (SDGs), Transformative consumer research (TCR), SDG-06: Clean water and sanitation, SDG-14: Life below water, SDG-11: Sustainable cities and communities, SDG-08: Decent work and economic growth, SDG-15: Life on land, SDG-12: Responsible consumption and production, SDG-13: Climate action

Sustainable Development Goals

SDG-06:Clean water and sanitation
SDG-08:Decent work and economic growth
SDG-11:Sustainable cities and communities
SDG-12:Responsible consumption and production
SDG-13:Climate action
SDG-14:Life below water
SDG-15:Life on land

Citation

Botha, E.I. & Wiese, M. 2024, 'Modelling zero waste behavioural intent : the moderating role of perceived behavioural control and socio-demographic factors', Cleaner and Responsible Consumption, vol. 12, art. 100177, pp. 1-11, doi : 10.1016/j.clrc.2024.100177.