Recycling: Planned and self-expressive behavior

Motivations to recycle have been extensively studied adopting an attitude approach and, in particular, the theory of planned behaviour frame (TPB Ajzen, 1998, 1991). However, several authors have provided evidence suggesting that self-identity dimensions can be a useful addition to the TPB within the domain of repeated behaviours such as recycling. To compare the predictive power of a new model of ‘‘Self-Expressive Behaviour’’ with the TPB, a study was conducted in which, besides the classic variables of the TPB model (such as attitudes, subjective norms and perceived control), similarity between personal identity and ‘‘identity of typical recyclers’’ was also taken into account. Two hundred and thirty Italian subjects were recruited to study behavioural intentions concerning household recycling in relation to the variables mentioned above, derived from TPB and from Identity theory. Data analysis, based on structural equation modelling, shows that personal identity contributes significantly and independently to the explanation of intentions to recycle.