The Antecedents of Recycling Behaviour Among Online Consumers Concerning E-Commerce Packaging Waste

The increasing proliferation of e-commerce has resulted in a significant rise in packaging waste, which poses numerous environmental challenges that necessitate urgent attention. Understanding the factors driving consumers’ recycling behaviour is crucial to developing effective strategies to mitigate the environmental impact. The current study aims to examine the antecedents of recycling behaviour among Malaysian online consumers concerning e-commerce packaging waste by applying the Cognitive-Affective-Behavioural model. Empirical data were collected from 339 Malaysian university students. Structural equation modelling (SEM) was subsequently employed to test the proposed model. The SEM results confirmed that environmental knowledge directly and positively influenced recycling behaviour. Environmental concern and attitude served as serial mediators, which sequentially delineated the indirect relationship. The present study advanced the existing literature on recycling behaviour by implementing robust approaches to statistically examining the impacts and interrelationships of the key constructs influencing recycling behaviour among online consumers concerning e-commerce packaging waste.