Drivers of Consumers’ Behaviour to Recycle Smartphones

Abstract

This study explores drivers of consumers’ behaviour towards smartphone recycling in Thailand by investigating the relationship between attitude, social influence, and intentions towards smartphone recycling which drives smartphone recycling behaviour. Moreover, incentive was examined as a moderator on the relationship between attitude and intentions towards smartphone recycling and the relationship between social influence and intentions towards smartphone recycling. Data was collected through questionnaire survey with the sample group of 150. Regression and moderation analysis was conducted using SPSS for data analysis. The findings showed that attitude and social influence affected intentions towards smartphone recycling. Intentions also constituted to smartphone recycling behaviour. However, incentive had no moderating effect on the relationship between attitude and intentions towards smartphone recycling and the relationship between social influence and intentions towards smartphone recycling. The findings offered insights into what critical factors influence consumers’ behaviour towards smartphone recycling. This allows appropriate policies and regulations to be formed by the government which can address the issues of smartphone recycling and e-waste management