Experiential and instrumental attitudes: Interaction effect of attitude and subjective norm on recycling intention

Calvin Wan, Qiping Shen, Stella Choi

Research output: Journal article publicationJournal articleAcademic researchpeer-review

97 Citations (Scopus)


However, these studies rarely pay attention to the interaction of attitude and subjective norm that influences recycling intention. This study applied a conceptual model by extending the Theory of Planned Behavior (TPB) for addressing the gap. The study collected 246 responses through a street survey in Hong Kong. Findings revealed that two interaction terms (i.e., experiential attitude and subjective norm; instrumental attitude and subjective norm) influenced recycling intention. It implies that subjective norm plays a crucial role in motivating recycling behaviors. Moreover, subjective norm could increase the likelihood of recycling for people exhibiting positive experiential attitude, and motivate people who possess limited knowledge on recycling benefits of practicing recycling behaviors. Policy implications were drawn from the findings. Limitations of the study and future research direction were also discussed.
Original languageEnglish
Pages (from-to)69-79
Number of pages11
JournalJournal of Environmental Psychology
Publication statusPublished - 1 Jun 2017


  • Hong Kong
  • Moderation
  • Policy
  • Social influence
  • Waste management

ASJC Scopus subject areas

  • Social Psychology
  • Applied Psychology

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