Journal of Social Marketing ( IF 4.115 ) Pub Date : 2021-05-20 , DOI: 10.1108/jsocm-06-2020-0110 Narjes Haj-Salem , MohD Ahmad Al-Hawari
Purpose
The purpose of this study is to develop a model that integrates self-conscious emotions (i.e. anticipated guilt and anticipated pride) alongside the theory of planned behavior’s key explanatory factors to challenge the idea that recycling behavior is driven mainly by cognitive factors. The model is empirically validated in the United Arab Emirates (UAE), a region where research are lacking despite generating one of the highest per capita solid waste and holding one of the lowest recycling rates.
Design/methodology/approach
The data was collected from the general public in the UAE using a two-wave survey (n = 287). The first wave of data collection measured the constructs except for the actual recycling behavior. The second wave assessed the respondent’s self-reported recycling behavior for the previous fortnight.
Findings
Anticipated guilt, subjective norms, perceived effort and recycling knowledge are the main drivers of the intention to recycle. The latter impacts the actual recycling behavior positively. Attitude toward recycling and anticipated pride failed to predict the intention to recycle. Awareness of consequences triggers only anticipated pride, while the degree of concern is a significant predictor of both anticipated pride and guilt.
Practical implications
One key implication of this research is that governments in the Middle East have not only to focus on cognitive factors but also emotions to promote recycling behavior.
Originality/value
This study adds to the pro-environmental literature by showing that the decision to recycle is not only based on cognitive factors but also anticipated guilt. It is also one of the first that explore recycling behavior in the UAE.
中文翻译:
回收行为的预测因素:自觉情绪的作用
目的
本研究的目的是开发一个模型,将自我意识情绪(即预期的内疚和预期的骄傲)与计划行为的关键解释因素理论相结合,以挑战回收行为主要由认知因素驱动的观点。该模型在阿拉伯联合酋长国 (UAE) 得到了实证验证,尽管该地区是人均固体废物产生量最高的地区之一,并且回收率最低,但仍缺乏研究。
设计/方法/方法
数据是使用两波调查从阿联酋公众收集的(n = 287)。第一波数据收集测量了除实际回收行为之外的结构。第二波评估了受访者自我报告的前两周的回收行为。
发现
预期的内疚、主观规范、感知到的努力和回收知识是回收意图的主要驱动因素。后者对实际回收行为产生积极影响。对回收的态度和预期的骄傲未能预测回收的意图。对后果的认识只会触发预期的自豪感,而关注的程度是预期自豪感和内疚感的重要预测因素。
实际影响
这项研究的一个关键意义是,中东政府不仅要关注认知因素,还要关注情绪,以促进回收行为。
原创性/价值
这项研究表明,回收的决定不仅基于认知因素,而且还基于预期的内疚,从而增加了亲环境文献。它也是最早在阿联酋探索回收行为的公司之一。