Exploring factors of e-waste recycling intention: The case of generation Y

The seriousness of the e-waste crisis stems from the fact that consumers do not participate much in ensuring the proper disposal of electronic materials. In this context, millennials are the largest segment of consumers of electronic products who are not yet motivated to get sustainably rid of them. However, to inspire consumers to recycle e-waste, it is necessary to investigate consumers' behavioral intentions towards e-waste thoroughly. This study integrates the theory of planned behavior, social influence theory, and personality traits to examine how consumers gauge their choice to recycle e-waste. Data were collected from randomly surveying 300 Lithuanians through a structured questionnaire. Using the PLS-SEM approach, results show that attitude, subjective norms, and perceived behavioral control significantly influence consumers' e-waste recycling intention. Regarding personality traits, only openness to experience significantly affects consumers' e-waste recycling intention. In contrast, other traits such as agreeableness, conscientiousness, extraversion, and neuroticism have a non-significant influence on consumers' e-waste recycling intention. In addition, normative and informational social influence affects consumers' e-waste recycling intention. The current study advances our understanding of e-waste recycling behavior by examining how TPB, personality factors, and social influence theory influence intentions. It provides valuable insights for policymakers and marketers on understanding and encouraging the e-waste behavior of Lithuanian Y-generation consumers.