Conscientiousness and smartphone recycling intention: The moderating effect of risk perception

Based on the theory of planned behavior (TPB), this article analyses how conscientiousness and risk perception influence consumers’ behavior intentions in regard to smartphone recycling. We carried out field research in Anhui Province, China and collected 802 valid questionnaires as basic data for this study. The empirical results of structural equation model (SEM) indicate that conscientiousness is positively related to attitude, subjective norm, and perceived behavioral control towards smartphone recycling, while attitude, subjective norm, and past behavior are positively related to smartphone recycling intention. Attitude and subjective norm mediate the relationship between conscientiousness and smartphone recycling intention. In addition, we found that risk perception moderates the relationships between conscientiousness and attitude, subjective norm, perceived behavioral control, and past behavior. Theoretical and practical implications, limitations of the study, and future directions are discussed.