Factors Influencing Recycling Behaviour of University Students in Vietnam: The Moderating Role of Wish-Cycling

Pollution and environmental concerns are threatening sustainable growth worldwide. Based on Social Learning Theory, this study examines the factors influencing university students’ recycling behaviour. A mixed-methods approach was applied, including qualitative research with 12 participants, and quantitative survey of 545 Vietnamese university students analyzed using PLS-SEM. Findings show pro-environmental behaviour, self-efficacy, and social influence influences recycling behaviour, while environmental knowledge and self-efficacy enhance pro-environmental behaviour. Additionally, results show wish-cycling negatively affects the relationship between pro-environmental behaviour and recycling behaviour, a role previously unexplored in the literature. The research extends the environmental behaviour framework and provides policy implications for improving recycling perceptions.