THE RECYCLING OF SOLID-WASTES - PERSONAL VALUES, VALUE ORIENTATIONS, AND ATTITUDES ABOUT RECYCLING AS ANTECEDENTS OF RECYCLING BEHAVIOR

Using a structural modeling framework, this study investigated the relationships of personal values, value orientations, and attitudes about recycling with the frequency of recycling behaviors. The goals of the study were two-fold: (1) a practical concern of providing further understanding about the antecedents of recycling, and (2) a theoretical interest of testing the value-attitude-behavior hierarchy. Consistent with previous work by Homer and Kahle (1988) on values and health food purchases, it was found that values did not have direct relationships with behaviors. Values did, however, have direct influences on attitudes about the inconvenience of recycling and attitudes about the importance of recycling. As expected, attitudes about the inconvenience of recycling had a negative relationship with recycling behaviors. Discussion centers on the implications of these findings for the design and implementation of persuasive communications aimed at increasing recycling of solid wastes.