The Theory of Reasoned Action and Self-Construals: Understanding Recycling in Hawaii

Used the Theory of Reasoned Action (TRA) to predict the behavioral intention to recycle among 201 undergraduate students (aged 18-52 yrs) at the University of Hawaii. Measuring components of TRA were scales constructed to measure the behavioral intention to recycle, behavioral beliefs, outcome evaluations, normative beliefs, and motivations to comply. Attitude toward behavior was calculated by summing up the product of behavioral beliefs and outcome evaluations. Subjective norm was obtained by summing up the product normative beliefs and motivations to comply. Self-construals were measured by the Independent and Interdependent Self-Construal Scale. Results show that self-construals have direct effects on the attitudes toward behavior and subjective norm measures. Scores on independence are negatively related to subjective norm while scores on interdependence are positively related to subjective norm and attitude toward behavior. The effects for self-construal on subjective norm stems from differences in motivation to comply. Also, self-construals are not related to behavioral intention. It is concluded that the positive association between interdependent self-construal and the attitudinal component may be attributable to the positive social consequences of recycling.