Trying to recycle domestic waste and feelings of guilt: a moderated mediation model applied to South African households

Notwithstanding the multiple efforts of governments and research on pro-environmental behaviour to foster a recycling culture in emerging markets, recycling habits have not kept pace. Informed by the theory of trying, this study developed and tested a conceptual model aimed at determining the factors shaping households’ decision to try to recycle. The study also investigated whether the potential mediation of feelings of guilt is moderated by past attempts to recycle. Data collected from 349 representatives of households in the city of Tshwane, South Africa was used for the analysis. The results confirmed that attitudes, social norms, feelings of guilt, and past trials are key enablers of households trying to recycle. The results further showed that the mediating effect of feelings of guilt is only evident among households that have tried to recycle their waste in the past. The findings point to the need for policymakers and environmental campaigners to implement informed behavioural change strategies to stimulate initial trials to separate domestic waste.