Influencing factors and moderating factors of consumers´ intentions to participate in e-waste recycling

In China, the number of wasted electronic products has been increasing at a high rate. Understanding consumers´ behavior of participation in e-waste recycling is key to increasing recycling levels in an e-waste recycling program. The Theory of Planned Behavior (TPB) model provides the means to identify the driving forces behind recycling intention. Based on TPB model, a questionnaire survey focusing on consumers´ behavioral intentions to take part in e-waste recycling was carried out in Tianjin after a pre-survey. Subsequently, principal component analysis, stepwise multiple regression analysis and moderating effect analysis are used during data analysis of the questionnaire to explore the relationship between influencing factors and consumer intentions of recycling participation. The investigation with the samples of Tianjin residents shows that behavioral attitude, subjective norm and perceived behavioral control directly influence consumer intentions of wasted electronics recycling. In addition, legal advocacy, environmental knowledge and recycling experience also have moderating effects on those influencing factors and consumers´ behavioral intention. This paper adopts empirical research methods to analyze moderating factors and influencing factors on consumer participation to waste electronic products recycling. It provides a theoretical reference and policy guidance for the development of relevant regulations and laws in China and helps to increase the e-waste recycling rate of the recycling system.