Residents' recycling intentions and behaviors in developing countries : a case study of Lebanon

Abstract

Purpose: This research aims to shed light on key potential variables affecting the Lebanese recycling intentions and behaviors. It tries to reveal the mediation role that intention plays between these variables and the recycling behavior. It also studies the moderating role that the government and the presence of appropriate infrastructure might play in encouraging eco-friendly Behaviors. Design/methodology/approach: Quantitative data was collected from 317 participants through a questionnaire shared with participants on different social media platforms. The relationship between Attitude, Social Norms, Perceived Behavioral Controls and Awareness, with Intentions and Behaviors is tested using a Structural Equation Modelling system by the means of IBM SPSS. Findings: Findings reveal that Attitude, Social Norms and Awareness affect directly recycling Intentions leading to active recycling Behaviors. Whereas Perceived Behavioral Controls (PBC) is found to be directly affecting recycling Behaviors without creating corresponding recycling Intentions. Intention is shown to be a partial mediator in the relationship between Attitude and Behavior as well as between Awareness and Behavior. A full mediation effect is found in the relationship between Social Norms and Behaviors, whereas no mediation is revealed in the relationship between PBC and Behavior. The proposed moderators Role of Government and Infrastructure were both found neutral when it comes to shaping the relationship between recycling Intentions and Behaviors. Research limitations: Participants from the older generations were not numerous, given that the questionnaire was shared with participants through social media platforms. The sample included participants from the Mount Lebanon Kaza mainly. Thus, a wide coverage of the different Lebanese regions was not safeguarded. Theoretical implications: This study followed the scheme of the Theory of Planned Behavior with the addition of awareness as independent variable and the role of government and the presence of infrastructure as moderators and interesting results came out in a context of a developing country where its government is financially collapsed. Practical implications: The findings of this research will assist several environmentalists and social entrepreneurs in adopting the right strategy and techniques for higher environmental engagement rates. At the political level, the waste management market should be liberalized, as trust in such corrupted government is lost. Originality/value: There is a scarcity of research in the environmental field in Lebanon. Thus, such study would have an added value for the community in order to better understand the citizens’ attitudes, intentions and behaviors, and consequently formulate and implement efficient and effective strategies.