Factors Affecting Consumer Recycling Behavior and the Mandatory recycling policy.

서지정보

· 발행기관 : 한국경영학회
· 수록지 정보 : 경영학연구 / 33권 / 3호 / 769 ~ 787페이지
· 저자명 : 정형식, 황인창, 김종호

초록

This paper examines various factors that affect recycling behavior, attempting an integrative approach, which encompasses consumer values, prior experience, and environmental knowledge. The study is mainly based on the theory of reasoned action model which suggested social factors in recycling behaviors. The Korean government implemented the mandatory recycling law in 1994. The new law has had a great impact on people’s attitude toward recycling and their behaviors, thus this study explores the major developments of consumer perceptions and behaviors within the framework of recycling. Further, performing the recycling behavior is considered as an adoption stage of an innovation, grouped according to the adoption period and compared for the differences in the recycling behaviors.
A survey study was conducted to collect the data with the presently recycling 500 consumers in different sectors of metropolitan areas, medium-sized cities, small cities, and the country-side. A total of 335 questionnaires out of 380 questionnaires that were collected were used for the final analysis. The structural equation analysis was conducted to examine the causal relationship and relative effects among the constructs. The results show as follows. First, the mandatory recycling policy has helped raise consumer awareness of recycling. The data showed that most consumers tried to observe recycling regulations and those who had started recycling voluntarily before the mandatory recycling policy performed more active recycling behaviors. Second, collectivism value was found to affect recycling behavior through subjective norm and attitude as mediating variables. Individuals’ values on recycling had a direct influence on recycling attitude and subjective norm, through which they affect behavior. Third, the theory of reasoned action model is a good predictor of consumer recycling behavior. Subjective norm, one of the social behavior, has a greater influence on recycling behavior than individual attitude. Forth, the visibility of recycling behavior has a direct effect on subjective norm which in turn affects recycling behavior. As to the relationship between attitudes toward recycling and actual recycling behavior, previous recycling experience worked as a situational factor, and it was found that incorporating this kind of variable into a behavior model could increase its explanatory power.

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