How does information publicity influence residents’ behaviour intentions around e-waste recycling?

This research analyses how information publicity influences residents’ behaviour intentions in regard to e-waste recycling. We combine Theory of Planned Behaviour and Norm-activation Theory to build a research model, through scale development and questionnaire design, we carry out field research in Shandong Province, China. We collect 462 valid questionnaires as basic data for the research. We utilise exploratory factor analysis and structural equation model for data analysis and hypothesis test, and the results show that information publicity cannot directly influence residents’ behaviour intentions, but indirectly affect their intentions through two mediating variables – Personal norm and Recycling attitude. We think current information publicity about e-waste recycling is insufficient, or the publicity content thereof does not actually promote the willingness to recycle. So, we should improve the frequency of publicity events and focus on their publicity content.