The Effect of Social Media Marketing on Consumers' e-Waste Recycling Intention to Participate: The Case of the Vietnamese Market

According to the United Nations, the world generates about 61.3 million tons of electronic waste yearly, increasing at a significant rate of 3-5% per year, with nearly $10 billion of precious metals wasted in e-waste. In contrast, global recycling rates fall to approximately 17%. Improper e-waste dismantling leads to severe health hazards, environmental issues, and resource conservation. Therefore, handling e-waste correctly is the top priority that needs to be addressed, and recycling is the safest and most effective method. This study adopts the SOR model to examine the effect of social media marketing on consumers' intention to participate in e-waste recycling programs. The study utilized data from 345 Vietnamese consumers, as the nation is recognized for the rapid increase in discarded electronic products. SmartPLS 4.0 was used to analyze the collected data. The findings highlight the use of social media marketing in influencing consumers’ recycling intention and reveal a sequential mediation in which social media marketing impacts consumers’ e-waste recycling intention through the link of consumers’ attitudes and perceived behavioral control. This study contributes to existing knowledge by highlighting social media marketing as a critical tool for promoting consumers’ recycling practices. The sequential mediation found in the study suggests a practical marketing strategy for policymakers and businesses to encourage consumers to maintain their e-waste intention to participate.