Modelling consumers behaviour towards e-waste management: a planned behaviour theory approach

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Dr. Nirzar Kulkarni


The challenge of waste minimization is a matter of concern for many countries. Since it depletes the natural resources, it negatively impacts environment as well as human health. Every small change in the environmental factor affects the quality of human life. Thus there is a need to build the concept of zero waste amongst people. Though waste management is closely related to environment but it affects economy and society as well. According to the figures mentioned in the report given by Central Pollution Control Board in 2020, India is generating not less than 1,014,961 tonnes of e-waste every year which increases  every year (TARUN, SAJAL JAIN, 2021).  As far as Nagpur is concerned according to the reports total e-waste generated is 10 lakh tonnes/annum and less than 1% recycled (Behl, Manka, 2021).  Hence this issue has been taken very seriously by many industries and they are working successfully towards solving the e-waste recycling problem. In order to do it effectively there is a need to understand the awareness amongst consumers and their overall behaviour towards e-waste collection and recycling. This study is conducted in Nagpur city. The respondents were selected using snow ball sampling technique, around 525 responses were collected through structured questionnaire prepared in the google form. This study is based on the planned behaviour study and unlike the theory in the current study the five variables attitude, perceived belief, perceived behavioural control, intention and behaviour are studied. The researcher has developed AMOS model which studies the mediating effect of habit of e-waste recycling and moderating effect of customer engagement on consumer benefits.

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