Influences on Attitude-Behavior Relationships: A Natural Experiment with Curbside Recycling

Examined the predictive value of S. H. Schwartz's (1968, 1970, 1977) norm activation model, according to which behavior is influenced by attitudinal and external factors. The external conditions of household participation in recycling were varied for 257 Ss by telephone interviews. A standardized scale of self-reported recycling participation was also used. Collection bins for curbside pickup were provided to 26% of the Ss. Results reveal that (1) possession of a bin had a significant direct effect on recycling behavior, indicating the effect of external conditions, and (2) neither awareness of consequences of recycling, nor perceived personal costs had a significant direct effect on recycling behavior. The Schwartz model predicted recycling behavior only for households without bins. It is suggested that models linking attitudes to behavior should incorporate a consideration of the context in which people act.