The Role Of Social Media On Recycling Behaviour
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Date
2015-06
Authors
Muniandy, Sujata
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
The aim of this study is to examine recycling intention behaviour among the general public in Penang and gain better understanding on the role and usage of social media in influencing people’s behaviour. Apart from attitude, social norms and self-efficacy, the study also intends to investigate the role of government and NGO on the strength of intention behaviour relationship with regards to recycling. This study applied the Integrated Behaviour Theory/Theory of Reasoned Action. An instrument was developed to measure the determinants of recycling behaviour among the general public in Penang. A survey was designed and disseminated to the public, 233 valid responses were collected. SPSS and Partial Least Square analysis were used to derive descriptive analysis and validate the proposed research framework. Through structural equation modelling, the findings indicated that recycling behavioural intention was significantly influenced by attitude, social norm, social media and self-efficacy. The intention behaviour relationship is further strengthened by government’s role. Self-efficacy and attitude have larger effect on recycling intention than social norm and social media usage. However, NGO was found to be insignificant to the intention behaviour relationship. The respondents of the study constitute of mainly urbanites, thus may not be representing people living in the rural areas, poor and older population where availability and usage social media technology might be limited. The findings of this study provided useful information for the government to engage with other stakeholders and make use of the social media advantage to shape a more effective communication strategy to buttress recycling behaviour among public.
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Keywords
People’s behaviour