Using the Theory of Planned Behaviour to investigate the determinants of recycling behaviour: a case study from Brixworth, UK

New mandatory household recycling targets present a serious challenge to UK Local Authorities (LAs). The key to achieving these targets is participation by households in waste management and recycling schemes. However, for these schemes to be successful, they must be based on a thorough understanding of householder attitudes to recycling, and their perceptions of the barriers to recycling. The Theory of Planned Behaviour (TPB), which provides a theoretical framework for systematically identifying the determinants of recycling behaviour, was used as the basis for a study of 191 participants in a local kerbside recycling scheme. The findings suggest that pro-recycling attitudes are the major contributor to recycling behaviour, and that these attitudes are influenced firstly, by having the appropriate opportunities, facilities and knowledge to recycle, and secondly by not being deterred by the issues of physically recycling (for example time, space and inconvenience). Previous recycling experience, and a concern for the community and the consequences of recycling are also significant predictors of recycling behaviour. The implications of the findings for the development and implementation of recycling schemes and for marketing and communication campaigns which advocate the use of these schemes are discussed.