Determinants of Consumer Waste Separation Behavior: Evidence from the Saint-Petersburg Residents

The growing population of the Earth and the irrational use of natural resources provoked the rapid pollution of the biosphere. Due to human activities, a huge amount of waste causes irreparable damage to nature and human health, especially in the metropolises. One of the effective ways to solve this problem is to separate waste, however, in Russia, these practices are at the beginning stage. Therefore, it would be valuable to detect the determinants of waste separation behavior of individuals in order to motivate them to behave pro-environmentally. This paper aims at identifying determinants influencing human intention to sort garbage. To fulfill this purpose, a research model, based on the Theory of Planned Behavior, Value-Belief-Norm Theory, and the existing articles with other determinants such as control beliefs, normative beliefs, emotions and human needs, has been created. This study is based on the survey, using a sample of 437 respondents. The empirical data collected was analyzed using structural equation modeling (SEM). Results indicate that the ascription of responsibility, control beliefs as well as separation intention, are the most significant determinants in terms of waste separation behavior. Among the elements, which are also significant, but have less impact, can be named such variables as perceived behavioral control, attitude toward waste separation, awareness of consequences and subjective norms. The model, developed in the study, has a practical value as it might be considered a valuable marketing tool for the organizations, interested in the waste separation process as well as government. The identified determinants of consumers' waste separation behavior might help in designing eco-policy and eco-programs that are based on the relevant residents' incentives and actual people's motivation. Keywords: waste separation behavior, determinants of consumer behavior, theory of planned behavior.