The roles of various media in the decision making process for recycling behavior: A path analysis model

Hiroshi Nonami, Junkichi Sugiura, Susumu Ohnuma, Hajime Yamakawa, Yukio Hirose

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)


This study researched the effects of cognitive variables on recycling behavior, as well as effects of various media of influence on the cognition and behavior. According to Hirose (1994), the decision making process for recycling consists of two steps. The first leads to goal intention of an ecological lifestyle. The second is related to behavior intention of recycling in line with the goal intention. Mass media, such as newspaper and TV, are thought to influence beliefs about environmental problems, including three determinants of goal intention: perception of seriousness, responsibility, and effectiveness. Personal media, such as personal contacts with pro-environmental activists, are thought to influence evaluation of behavior, including three determinants of behavior intention: evaluation of feasibility, cost and benefits, and social norms. Local media, such as municipal announcement and circular, are hypothesized to have a mixed effect of the two. Path analysis indicated that goal intention affected recycling behavior through behavior intention. Effects of the three media of influence on the cognitive variables were also consistent with the hypothesis.

Original languageEnglish
Pages (from-to)264-271
Number of pages8
JournalShinrigaku Kenkyu
Issue number4
Publication statusPublished - 1997 Oct
Externally publishedYes


  • Local media
  • Mass media
  • Path analysis
  • Personal media
  • Recycling

ASJC Scopus subject areas

  • General Psychology


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