Electronic waste disposal behavioral intention of millennials: A moderating role of electronic word of mouth (eWOM) and perceived usage of online collection portal

The escalating magnitude of electronic garbage (e-waste) poses significant challenges for individuals, communities, and businesses within the economy. The global accumulation of electronic waste (e-waste) is increasing, accompanied by a lack of sustainable disposal methods due to the limited implementation of Circular Economy (CE) principles such as recycling and responsible resource exploitation. While there has been an observed increase in environmental awareness among individuals over the past decade, particularly among the demographic known as “Millennials,” there is a dearth of study pertaining to their electronic trash disposal practises. Furthermore, there is a need to investigate the influence of external factors such as Electronic word of mouth (eWOM) and perceived Usage of Online collection portal. Consequently, the present study has put forth a theoretical framework in order to investigate the perceived behavior of millennials towards the disposal of electronic trash (E-waste). The purpose of the theory of planned behavior (TPB) is to anticipate the perceived e-waste disposal behavior of millennials. This objective was empirically tested using a sample size of 305 respondents using structural equation modelling. The results indicate a positive correlation between millennials' intentions to dispose of e-waste and their attitude, subjective norms, and perceived behavioral control. The emergence of electronic eWOM has been recognized as an important factor in earlier research. In this study, we have examined the moderating influence of eWOM on E-waste disposal behavior. However, our findings suggest that eWOM has a major impact solely on the attitudes of millennials. Moreover, the influence of the online collecting site exhibits a substantial moderating impact on all the variables of the Theory of Planned Behavior (TPB). The current study proposes the implementation of a take-back plan through e-commerce websites, tailored to the behavioural intents of millennials. This solution carries significant theoretical and practical implications.