Recycling and Morality: A Critical Review of the Literature

Provides a brief literature review with the intention of uncovering problems and shortcomings in the framework of the Subjective Expected Utility model and the Theory of Reasoned Action with regard to understanding recycling behavior. These theories are based on the assumption that action is motivated by a desire to maximize private utility, and imply that people's decisions to act are based on a thorough weighing of the pros and cons of decision alternatives. Although this may be perceived as an ideal situation, it is unsatisfying as a theory about environmental behaviors. Within the framework of cognitive psychology, S. H. Schwartz's (1977) model of altruistic behavior is suggested as a more satisfying starting point for understanding recycling behavior in affluent industrial societies.