Abstract
University students are a key group for research since they will be the consumers and the intellectual vanguard of the future and, therefore, a reference group for other consumers. Accordingly, data obtained from university students in Spain (n = 640) and the US (n = 597) were analysed to identify the main internal factors which lead them to participate in recycling activities. Given that morality‐based theories, and more specifically the Value–Belief–Norm (VBN) Theory, might be very useful in explaining pro‐environmental behaviour which requires personal sacrifices and whose benefits are mainly for the environment itself, that is the theoretical approach that we take for the selection and analysis of factors. Our findings support our thesis that environmental knowledge is a factor that should be (but is not currently) considered in the framework of VBN theory for predicting recycling behaviour. Although university students from Spain and the US have very different recycling rates, the internal factors that explain their recycling behaviour are very similar (motivations, perceived consumer effectiveness (PCE), environmental knowledge and gender). The elasticity of recycling behaviour to changes in internal factors is estimated with a view to making predictions, and altruistic motivations and PCE are found to be the factors that have the greatest effect in terms of improving recycling behaviour, followed by environmental knowledge. These predictions could help university policy makers take better decisions about the factors on which they need to act to increase recycling activities. Some guidelines for consideration in future intervention strategies to encourage this group to recycle are also provided.
