Moving Towards Sustainability: Exploring Factors Affecting Intention To Participate In E-Waste Recycling Programmes Among Gen Z Consumers In Ho Chi Minh City

Abstract

Encouraging people to participate in the Electronic waste (E-waste) recycling programmes is becoming increasingly significant due to the seriousness of the environmental pollution. This study employs the Theory of Planned Behavior framework (TPB) and Stimulus - Organism - Response theory (SOR) to investigate consumer intention to participate in E-waste recycling programmes. In this thesis, we focus on Gen Z who is emerging as a sustainability generation. The research model was tested with 345 valid responses via online among Ho Chi Minh City (HCMC) residents using a purposive method. The results showed that variables of TPB, Habit and Government Initiate motivating people participating in E-waste recycling programmes. Sustainability Values and Social Media Marketing have a positive influence on Gen Z intentions through the variables of the TPB. In contrast, Cost of Recycling has a negative impact on Attitude and Perceived Behavioral Control while Facility Accessibility positively impacts on Perceived Behavioral Control and no impact on Attitude. Besides, Government Initiatives as a moderating effect do not affect the relationship between Attitude and Intention to Participate. This finding distinguishes Vietnam from other countries, especially developing nations, in that e-waste recycling programmes have not become part of the culture in Vietnam. For this reason, Vietnam needs more effective Social Media Marketing campaigns, as the most influential variable, to propagate the significance of these programmes to limit electronic waste being processed improperly and prevent environmental pollution.