Behavioural insights into sewage sludge hydrochar acceptance through the theory of planned behaviour and cross table analysis in Jaipur City, India

• Theory of planned behaviour applied to gauge citizens' intent to use hydrochar. • Citizens' subjective norms strongly influenced their willingness to use HSS. • Cross-table analysis reveals nuanced human behaviour patterns. • Visible actions shape social norms more than private ones. • Educated people tend to support government programs for recycling. Inefficient waste disposal and heavy reliance on non-renewable energy sources are two of the key challenges in developing countries. This study, focussing on minimising the impact of these challenges, investigates the inclination of citizens in Jaipur City, India, to use hydrochar derived from sewage sludge (HSS), an emerging technology. This is done by applying the theory of planned behaviour and structural equation modelling through a quantitative survey of 110 respondents to understand the role of technology in society across economic, political and cultural dynamics. Additionally, after passing the chi-square test, cross-table analysis was performed to delve into the complexities of human behaviour and the interrelationships between different factors. This research reveals how people in developing countries feel about new ways of dealing with sewage and producing energy. Interestingly, in this society, it was found that visible behaviours are more influenced by social norms than private ones. Well-educated neighbours were also found to impact decisions on the usage of HSS, possibly due to their scientific understanding. Governments, particularly in the global south, can use these findings to create programs that encourage the use of hydrochar, especially in countries with low rates of recycling. The research provides reasons for countries and regions to focus on understanding people's behaviour and promoting the recycling of household waste which is important for meeting the United Nations' goals for sustainable development.