Relationships among attitude components, mediating variables, and recycling behavior

Abstract

An understanding of the attitudes and behavior that men exhibit toward the environment is crucial if one considers the seriousness of ecological problems. In previous research efforts, the relationship between attitudes and behavior has been elusive. The present investigation examined the relationship between attitudes and behavior toward the recycling of paper products from households. A model was developed for this examination; it included an attitude toward a general domain of ecological issues and a more specific domain of recycling. The model also examined components of attitude structure (cognitive, affective and behavioral intent) and other variables thought to mediate the relationship between attitudes and behavior. The mediating variables included normative beliefs, perceived instrumentality, pessimism, alienation from neighbors, and alienation from government. The method included unobtrusive observation of the recycling behavior of a sample of 1085 households in Fort Worth, Texas over a seven week period. A stratified proportionate sample of 200 participants and nonparticipants was then given an 86 item questionnaire designed to assess related attitudes. A total of 132 female heads of households responded to the questionnaire. A multiple discriminant analysis revealed that it was possible to discriminate among four levels of recycling response. The highest correlation between any of the variables and behavior was for behavioral intent toward recycling (r=.28). The remaining variables accounted for approximately 1 per cent each, for a total of 15.6 per cent (R=.395). A principal components factor analysis revealed that the attitude components, perceived instrumentality and normative beliefs were heavily loaded on the first factor while alienation toward government and alienation toward neighbors loaded on a second factor. Pessimism split evenly on both factors. The behavioral measure influenced the results since 81 per cent of the sample participated in the recycling drive to some extent. This effectively limited the variance in the behavioral measure. Recommendations included the application of such a model in future research involving an attitude object that could elicit a better balance of negative and positive responses, and the increased use of unobtrusive measures. The examination of behavioral intent over a range of situations and across objects is highly recommended in future studies of attitude-behavior relationships.