Deliberate or spontaneous? Understanding e-waste recycling behaviour through an extended theory of planned behaviour

Purpose Growing amounts of e-waste containing metal and non-metal components require specialised disposal and processing to prevent adverse environmental and health impacts. On this matter, consumers play a crucial role in the proper disposal of e-waste. This study aims to investigate the role of habit, moral norms, convenience-situational factors and environmental values on e-waste recycling behaviour, drawing on the theory of planned behaviour (TPB). Design/methodology/approach This quantitative study used non-probability quota sampling. A survey using an online questionnaire obtained 463 responses after data cleaning. Data analysis was conducted using partial least squares structural equation modelling (SmartPLS4). Findings The results indicate that habit, convenience-situational factors, perceived behavioural control and moral norms significantly affect e-waste recycling behaviour, bypassing intention. This finding shows the capacity to perform the behaviour and suggests a habitual and spontaneous performance of behaviour or the non-deliberative decision-making pathway, foregoing the conscious formation of intention. From a goal-directed behaviour perspective, values can motivate behaviour performance either through reasoned and conscious decision-making or spontaneous and non-conscious decision-making. Also, the results highlight environmental values as a notable predictor in influencing attitude and moral norms. Originality/value In Malaysia, there is a strong need to understand e-waste recycling behaviour to design better e-waste management systems. TPB emerges as the dominant model used in this context, and recent advances in TPB present sound evidence for extending the model with key variables that may improve intention and behaviour prediction. Thus, this study extends TPB with factors accounting for non-conscious processes and external factors. TPB is extended with habit (accounting for the dual process model of cognition), moral norms, convenience-situational factors and environmental values to further investigate consumer motivation.