Consumers' reverse exchange behavior and e-waste recycling to promote sustainable post-consumption behavior

Purpose This study aims to have a holistic understanding of psychological determinants of consumers' e-waste recycling behavior to promote sustainable post-consumption behavior through end-of-life electronic products exchange (EEPE) program. Design/methodology/approach The study integrated additional cognitive and noncognitive factors within the Theory of Planned Behavior. Data were collected from 334 participants who were purposively recruited from well-known online retailers in an emerging market, with the data analyzed using structural equation modeling. Findings The results provide some fresh insights, such as the significant positive influence of recycling habits, economic benefits and attitudes toward nudging on EEPE, with a distinct serial mediation link from recycling habits to EEPE behavior. Practical implications This study highlights some relevant sustainable marketing strategies including the integration of nudging and habits as behavioral interventions for promoting e-waste recycling. Originality/value The originality of this study relates to (1) testing the significance of nudging in promoting sustainable postconsumption behavior and (2) revealing a serial mediation effect of recycling habits on EEPE behavior via attitude toward e-waste recycling and EEPE intention.