| Title |
Modelling zero waste behavioural intent: The moderating role of perceived behavioural control and Socio-Demographic factors |
| ID_Doc |
74871 |
| Authors |
Botha, EI; Wiese, M |
| Title |
Modelling zero waste behavioural intent: The moderating role of perceived behavioural control and Socio-Demographic factors |
| Year |
2024 |
| Published |
|
| DOI |
10.1016/j.clrc.2024.100177 |
| Abstract |
The global culture of consumerism is fuelling the climate crisis. An increase in household consumption and the waste it creates holds many negative implications for consumers, businesses, brands, and governments alike. Thus a shift towards zero waste (ZW) behaviours among consumers is essential. To address a lack of understanding of ZW behaviours among individuals, this study investigated the intention to engage in these behaviours through the lens of the original theory of planned behaviour (TPB), with perceived behavioural control (PBC) as moderator. A survey of 486 South Africans validated the original TPB's ability to successfully model ZW behavioural intent, and confirmed the role of perceived behavioural control as moderator as opposed to its popularly accepted role as predictor. Various socio-demographic variables also played a significant moderating role in the model. This study also contributes to seven of the 2030 sustainable development goals (SDGs) of the United Nations (UN), and adds to the emerging stream of transformative consumer research (TCR). Several practical strategies are also offered to assist marketing practitioners and governments in increasing ZW behaviours to create a better environmental, economic, and societal future. |
| Author Keywords |
Theory of planned behaviour; Zero waste; Transformative consumer research; Sustainable development goals; Perceived behavioural control |
| Index Keywords |
Index Keywords |
| Document Type |
Other |
| Open Access |
Open Access |
| Source |
Emerging Sources Citation Index (ESCI) |
| EID |
WOS:001198853900001 |
| WoS Category |
Green & Sustainable Science & Technology; Environmental Sciences; Environmental Studies |
| Research Area |
Science & Technology - Other Topics; Environmental Sciences & Ecology |
| PDF |
https://doi.org/10.1016/j.clrc.2024.100177
|