An extended norm activation model of waste reduction intentions with personality cluster effects

Understanding the psychosocial determinants of waste reduction intentions remains essential for promoting sustainable consumption and recycling behaviors, particularly in underrepresented developing regions. This study examines waste reduction intentions in Guayas Province, Ecuador, through the integration of an extended norm activation model (NAM) and personality-based segmentation derived from the Big Five personality traits. A cross-sectional survey was conducted with 1,198 respondents, and the proposed relationships were analyzed using partial least squares structural equation modeling (PLS-SEM), cluster analysis, and multigroup analysis. The results indicate that personal norms and subjective norms are significant predictors of both recycling and green consumerism intentions, while environmental consciousness positively contributes to awareness of consequences and ascription of responsibility. However, the strength and coherence of these normative pathways varied across personality clusters, revealing heterogeneous psychological mechanisms underlying waste reduction intentions. Recycling intentions additionally appeared more strongly associated with contextual and situational factors than green consumerism intentions. The findings highlight the importance of integrating psychological heterogeneity into sustainability behavior research and suggest that personality-informed interventions may support more differentiated waste reduction strategies and environmental communication campaigns.