The purpose of this study, which is part of a larger study, is to identify behavior change stages of consumer recycling behavior based on the transtheoretical model of behavior change (TTM) and examine differences of psychological and cognitive factors between these change stages with national data in the U.S.. In this study we answer following research questions:_x000D_
What are the statuses of consumer recycling behavior by behavior change stages;_x000D_ What psychological and cognitive factors associated with consumer recycling behavior differ by behavior change stages?_x000D_
The results show that most consumers (76.5%) engaged in recycling behavior at various behavior change stages, while a minority of consumers (23.5%) are still not engaging in recycling behavior. Among them, 12.8% never consider recycling._x000D_ One-way ANOVA results show that consumer change processes that can be considered change strategies used by consumers in behavior change are different from earlier stages to later stages. Behavioral skill is positively associated with behavior change stages. In addition, perceived cons of recycling behavior are negatively and perceived pros are positively associated with behavior change stages. Results also suggest that both objective and subjective recycling knowledge may encourage consumer recycling behavior.
