Mass communication and pro-environmental behaviour: waste recycling in Hong Kong

Treatment of domestic waste has been one of the major environmental problems in Hong Kong. The Government has a stated policy to advocate the minimization of waste disposal through the encouragement of waste reduction, re-use and recycling. The current study applies Ajzenʹs theory of planned behaviour to predict behavioural intention and actual behaviour of voluntary use of waste recycling receptacles. A systematic random sample of 173 household members in a public housing estate were interviewed. The results indicated that attitude was the major factor in predicting behavioural intention, followed by behavioural control and social norms. Attitude, subjective norm and perceived control together explained 44% of the variance of behavioural intention. Perception of mass media as a major source of subjective norm was first introduced and tested. Mass communication stood out as one of the major sources of influence in establishment of subjective norms. The study has the implication that more publicity messages should be put on the mass media to promote green behaviours.