Recycle signs and recycling shopping behaviour in retail stores

Purpose - The waste crisis in Australia exacerbates in the household sector, urging local councils and retailers/manufacturers to improve consumers’ recycling shopping behaviour – the most relevant touchpoint to the whole recycling process. In retail stores, packaging recyclability is communicated by either the central route (symbols/signs) or the peripheral route (packaging colours/materials); however, how the effects are differentiated and how the central route can be emphasised for a long-term attitudinal change are unclear. The research investigates these issues by applying the elaboration likelihood model (ELM).

Design/methodology/approach - A total sample of 420 respondents were recruited across Australia and managed online by Qualtrics. The data were analysed by using structural equation modelling with AMOS 29 software.

Findings - Both routes of processing are significant as per the model. Furthermore, the perceived argument quality of recyclable packaging signs mediates the effect of recycling consideration on consumers’ semiotic knowledge, enhancing attitudinal change via central processing. Recycling considerations display negative effects on recycling shopping behaviour.

Originality/value - This research theoretically contributes by extending the ELM with the newly proposed concepts of semiotic knowledge and symbols’ argument quality, further explaining consumers’ processing of information on packaging recyclability. From a practical perspective, the research provides valuable contributions for both policymakers and retailers by showing how central processing can be emphasised for a more sustainable attitudinal change to enhance recycling shopping behaviour.