Greening the environment through recycling: an empirical study

This research was carried out to assess the recycling behaviour of university students, as they are the future consumers of the country.

A model based on the Theory of Reasoned Action was developed and tested using the variance‐based structural equation modelling technique of Partial Least Square (PLS).

The findings indicate that the attitude towards recycling is significantly influenced by perceived value, awareness and actual gains perceived by the consumers. Recycling behaviour was significantly influenced by resistance to change and attitude towards recycling.

The paper enables the policy makers target these variables in their future action plans in order to enhance recycling behaviour.