Understanding household waste separation in South Africa: An empirical study based on an extended theory of interpersonal behaviour

Purpose: The aim of this paper is to examine the motives behind the separation of household waste (or the lack of such separation) on the basis of the theory of interpersonal behaviour. The aim of this paper is to broaden and deepen the understanding of key determinants of household waste separation (or the lack of such separation). This study proposes a conceptual model based on the theory of interpersonal behaviour in combination with the focus theory of normative conduct. Design/methodology/approach: A quantitative method was applied to investigate the views of 350 heads of households in the Johannesburg metropolitan area through an administered questionnaire. Structural equation modelling was employed to test the hypothesised structural relationships in the proposed model. Findings: The results indicate that household waste separation intention is influenced by cognition of the consequences and by injunctive and personal normative pressures. Separation intention and past habits were found to have a direct influence on actual separation behaviour. Originality/value: While the theory of planned behaviour is ubiquitous in the recycling literature, this study presents a different, broader framework for a better understanding of the drivers of household waste separation. This is achieved by applying the theory of interpersonal behaviour in combination with the focus theory of normative conduct. The findings provide insights that could help municipalities in emerging markets to promote household waste separation for better management of the environment.