Using the Theory of Planned Behavior for Explaining Mobile Phone Recycling: The Role of Subjective Norms

This study examines the extent to which standard Theory of Planned Behavior (TPB) predictors (Attitude; Subjective Norms; and Perceived Behavioral Control) explain the intention to recycle an end-of-use mobile phone. Our data originate from empirical research on Greek citizens conducted in the summer of 2022 (N = 258). Through ordinal regression modeling, we found that all the TPB predictors positively influence one’s intention to recycle. In contrast to most previous studies, we found that Subjective Norms is the most influential predictor. However, its influence is dependent on the type of norm (descriptive vs. injunctive), the type of social referent (family vs. close friends), and, most importantly, one’s level of identification with the social referent.