The role of social media on recycling behaviour

This study examined determinants of recycling intention behaviour among the general public in Penang, specifically attitude, social norms, social media and self-efficacy, and investigated the moderating role of governmental and non-governmental organisation (NGO) in translating recycling intention to actual recycling behaviour. With reference to the Integrated Behaviour Theory and Theory of Reasoned Action, the survey instrument was distributed and 233 samples were analysed using variance-based structural equation modelling approach. Attitude and self-efficacy appeared to be strong predictors, whereas social norm and social media, to a lesser degree, predicted recycling intention. While the support from NGOs in promoting recycling activities appeared to be advantageous to the materialisation of recycling intention behaviour, the results also showed that governmental support appeared to exert no moderating effect on the relationship under study. In short, recycling behaviour among the wider community can be cultivated through the influence of social media and NGOs intervention.