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Theories Of Recycling Behaviour

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Recycling is the action in processes the use of used or abandoned materials for creating new products while the recycling behaviour is the product of individual and its environment (Egmond & Bruel, 2007). Scholars and researchers were intended to find out the reasons why an individual would like to do the act of “recycling” and the rationales behind that. At the same time, the global trend of environmental protection and sustainable development contributed to more researches and studies in analyzing the determinants of recycling behaviour, following with the focus on interactions between internal (individual mind) and external (outer environment) context, in order to formulate better strategies and policies for making behavioural change of…show more content…
The purpose of TRA is to predict and understand motivational influences on behaviour that is under the individual’s volitional control and identify how and where to target strategies for changing behaviour as well as to explain vertiually any human behaviour. (Levine et. al, 1996, & 1997) The TRA is consisted of two variables: attitude and subjective norm. Fishbein and Ajzen (1975) stated that the level of specificity, stability of time and level of volitional control are the three boundaries that influence the enforcement level between intention and behaviour (Madden et. al.,1992). The model of Theory of Reasoned Action is shown in Fig.…show more content…
2.  Adapted from Egmond & Bruel (2007)
2.2.2.4 Limitation of Theory of Planned Behaviour
Although the Theory of Planned Behaviour provided researchers with a theoretical model for understanding individual’s intention and predicting the behaviour, Godin and Kok (1996) had found out the limitation of the theory itself which affecting the efficiency of the theory. They discovered that the TPB does not take factors such as personality demographic variables into consideration; and it is too ambiguous to define the variable “perceived behavioral control” and hence it is different to establish the measurement scale.

In addition, Godin and Kok (1996) also commented that the TPB limited in the assumption that perceived behaviour control predicts actual behavioural control but it is seldom appeared in the previous literatures. At the same time, the TPB did not take the time interval between intention and behaviour into account but it actually affect the chance of the behaviour performed. And the TPB could not predict the behaviour under volitional control and unconscious motives as the theory assumed that human beings are rational and will make systematic decisions based on information
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