Effects of Chinese youth consumer recycling behavior decisions : application of TPB theory to beverage container recycling system adoption

Abstract

Increasing municipal waste is a challenge that China is facing during decades, especially along with the economic growth. Although recycling is apparently an efficient method to deal with the problem, 2% of solid waste recycled in China revealed there is barrier in the path. The recycling system is developing in China by government and companies, hence understanding and predicting Chinese consumers’ acceptance of the system is necessary. This research is aim to understand the Chinese youth consumers’ recycling behavior through the view on beverage container recycling behavior. Hypothesizes in this study is proposed according to the theoretical framework of the TPB, which is attitude toward the behavior, subjective norm, and perceived behavioral control are the effects to the recycling behavior intention. Face (mian zi) is a well-known concept in China representing a personal property used to exchange for respect and social status in the social activities, and face consciousness is the care of gaining or losing Face (mian zi). Since the concept of face consciousness is a typical characteristics in China, its relationship with consumption behavior were studied in many researches in China. Hence, face consciousness was proposed as an effect in this research as well. The research was a quantitative research, the data was collected through a survey deli-vered to universities and high schools in Wuhan, China. There were 500 questionnaires delivered, and 197 valid response. Through multiple-regression analysis and mediation model analysis processed with SPSS Statistic Software, the three constructs of the TPB were proved as the positive effects to the BCR intention, and the face consciousness was demonstrated as both direct and indirect effect to the BCR intention. Nevertheless, face consciousness is able to transformed into a positive effect through a mediator, subjective norms. Therefore, face consciousness might able to utilized in recycling system promotion.