Each year, millions of tons of electronic waste (or e-waste) are generated worldwide, thus, fueling concerns among scholars, practitioners, policymakers, and governments about e-waste recycling and management. The past few years have witnessed a growing interest among scholars to examine the behavioral issues concerning e-waste recycling. However, most of the existing studies have focused on adopting e-waste recycling and related innovations. It is already known that ‘reasons for’ and ‘reasons against’ the adoption of any innovation are quantitatively different. The current study bridges this gap by utilizing a novel consumer behavior framework called behavioral reasoning theory (BRT) to study e-waste recycling attitudes and intentions. The study examined the relative influence of ‘reasons for’ and ‘reasons against’ in predicting attitude and intentions within the context of e-waste recycling by using a single framework. The developed model was tested using structural equation modeling with 774 Japanese consumers. The study also examined the moderating role of environmental assessment and environmental concerns in influencing the studied associations. The results suggest that ‘reasons for’ was positively associated with attitude and intentions. The consumer values shared negative associations only with ‘reasons against.’ The study findings offer interesting insights for service providers, policymakers, and governments.

每年，全世界产生数百万吨的电子废物（或电子废物），从而加剧了学者，从业者，政策制定者和政府对电子废物回收和管理的担忧。在过去的几年中，学者们越来越关注研究与电子废物回收有关的行为问题。但是，现有的大多数研究都集中在采用电子废物回收和相关创新上。众所周知，采用任何创新的“理由”和“反对”在数量上是不同的。当前的研究通过利用一种称为行为推理理论（BRT）的新型消费者行为框架来研究电子废物回收的态度和意图，从而弥合了这种差距。该研究使用单个框架研究了“理由”和“反对”在预测电子废物回收环境中的态度和意图方面的相对影响。使用结构方程模型对774个日本消费者进行了测试，对开发的模型进行了测试。该研究还研究了环境评估和环境关注因素对影响所研究协会的调节作用。结果表明，“理由”与态度和意图呈正相关。消费者价值只与“理由”共享负面联系。研究结果为服务提供商，政策制定者和政府提供了有趣的见解。使用结构方程模型对774个日本消费者进行了测试，对开发的模型进行了测试。该研究还研究了环境评估和环境关注因素对影响所研究协会的调节作用。结果表明，“理由”与态度和意图呈正相关。消费者价值只与“理由”共享负面联系。研究结果为服务提供商，政策制定者和政府提供了有趣的见解。使用结构方程模型对774个日本消费者进行了测试，对开发的模型进行了测试。该研究还研究了环境评估和环境关注因素对影响所研究协会的调节作用。结果表明，“理由”与态度和意图呈正相关。消费者价值只与“理由”共享负面联系。研究结果为服务提供商，政策制定者和政府提供了有趣的见解。