Assessing the intention-behavior gap in electronic waste recycling: the case of Brazil

Recycling electronic waste (e-waste) is a major concern due to the risks associated with waste management, namely environmental pollution and negative consequences on individual health. Besides the need for appropriate policies and legislation for e-waste management, consumer awareness about recycling is an important factor. This paper discusses determinants of consumer intentions and behavior towards e-waste recycling in the major metropolitan areas of Brazil, where the consumption of electronic devices and appliances has significantly increased in the past decade. Modeling measures obtained from a general population survey sample after the Theory of Planned Behavior (TPB), we find that the majority of respondents hold a positive intention towards recycling electronic appliances - particularly, female, middle-aged individuals from lower income groups, and residents of the South-east region. Favorable views of recycling and the perceived social acceptance of recycling significantly explain the intention to recycle. In contrast, only a minority of respondents actually adopts adequate recycling practices connected to e-waste, a behavior which is socially skewed among the higher income echelons of Brazilian society. Differences and forces underlying this intention-behavior gap are discussed.