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Beyond the bin: overcoming the intention–behavior gap in zero-waste living

Sajid Muhammed, Zakkariya K.A. et Ertz Myriam. (2023). Beyond the bin: overcoming the intention–behavior gap in zero-waste living. Management of Environmental Quality: An International Journal,

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Purpose The zero-waste lifestyle (ZWL) is considered a reasonable step towards controlling waste generation and minimizing the consequences of human activities on the environment. The main aim of this study is to examine the behavioral antecedents of ZWL.

Design/methodology/approach The study draws on the theoretical underpinnings of the theory of planned behavior (TPB) and the norm activation model (NAM) to develop a conceptual framework to understand the antecedents to ZWL. A cross-sectional survey among 349 randomly-selected consumers provided data analyzed with the partial least square-structural equation modeling (PLS-SEM) methodology.

Findings The results demonstrate that personal norms, attitude, subjective norms and perceived behavioral control positively influenced the intention to adopt ZWL. Additionally, the study showed that the awareness of consequences influenced personal norms, attitudes and subjective norms. However, the study identified an intention–behavior gap in adopting ZWL.

Originality/value This study serves as a pioneering exploration of the behavioral factors that impact the adoption of ZWL. Additionally, the paper endeavors to elucidate the underlying reasons behind the intention–behavior gap within this particular context. Consequently, the study offers substantial theoretical and practical implications aimed at promoting and fostering greater adoption of ZWL practices.

Type de document:Article publié dans une revue avec comité d'évaluation
Version évaluée par les pairs:Oui
Date:10 Novembre 2023
Identifiant unique:10.1108/MEQ-07-2023-0218
Sujets:Sciences sociales et humaines
Sciences sociales et humaines > Sciences de la gestion > Marketing
Sciences naturelles et génie > Sciences appliquées > Eau et environnement
Département, module, service et unité de recherche:Départements et modules > Département des sciences économiques et administratives
Mots-clés:zero-waste living, zero-waste lifestyle, waste minimization, sustainable lifestyle, intention–behavior gap, PLS-SEM
Déposé le:04 déc. 2023 18:30
Dernière modification:04 déc. 2023 18:30
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