Minimizing waste and encouraging green practices

Abstract

The growing environmental consciousness among societies in developing countries does not promote their inclination towards ‘green’ practices in daily life. Hence, the main purpose of this study is to identify the significant factors that may influence the intention to engage in green practices, particularly towards the recycling and green word-ofmouth intention. Understanding the drivers of the intention to engage in green practices allows innovation in communication and green marketing to encourage green practices. Self-administered questionnaires were distributed to a sample of 315 respondents. Multiple linear regressions were used to test the predetermined hypotheses. The results reveal a significant positive relationship between green attitude, subjective norms, perceived behavioral control and green practice consequences relating to the intention to engage in recycling activities. Green attitude fails to significantly affect the word-of-mouth intention. Nevertheless, subjective norms, perceived behavioral control and green practice consequences emerge as the significant predictors of the word-of-mouth intention. Thus, innovations in green marketing should emphasize subjective norms, perceived behavioral control and green practice consequences to promote green practices and enhance the adoption of green strategies, especially with regards to recycling and word-of-mouth communication of green practices.

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