ATW 202 Business Research Method

Semester 1

Academic Session 2018/2019

Topic 1: Recycling Among Undergraduates

Lecturer: Professor T.Ramayah

Group Members:

Name Matric Number

CHEAH CHIN HUAN 137200

LOW XIN YI 137291

HE YU HANG 135907

CHANG SIN YI 136071

WONG JI TENG 137424

THAM CHEE QI 137414

 DECLARATION FORM

This project paper is submitted in fulfilment of the requirements for ATW 202

[BUSINESS RESEARCH METHOD], Semester 1, 2018/2019.

We hereby confirm that the project paper submitted herein is a collective effort and

original work of our team with the following members.

Name Matric Number Signature

CHEAH CHIN HUAN 137200

LOW XIN YI 137291

HE YU HANG 135907

CHANG SIN YI 136071

WONG JI TENG 137424

THAM CHEE QI 137414

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 ACKNOWLEDGEMENT

In the accomplishment of this research successfully, many people have best

owned upon us their blessings and the heart pledged support. Here, we would like to

thank all the people who have been concerned with this research.

Firstly, we would like to express our deepest gratitude to our dearest lecturer,

Professor T. Ramayah, whose valuable guidance had been helped us to complete this

research. He always lend his hand for us when we faced obstacles in doing our research.

Without his guidance, we would not successfully completed the project within the time

frame.

Secondly, we would like to express our gratitude to our tutorial lecturer. He

taught us patiently about techniques used in searching information about our research

by using internet. He patiently taught us on how to use SPSS software and analysis the

data collected from the respondent. Besides, he is willing to teach us the correct way in

using SPSS software and help us to solve our problem faced in analysis the data.

Other than that, we would like to thank to our respondents who are willing to

spend their time in filling our survey form for our project purpose. Without their helping

in answer the survey questions, we are not able to get the useful information that we

need to finish our project successfully.

Lastly, we would like to express our appreciation to all of our group members

who are involved in this project. Without the effort and cooperation that contributed

from our group members, we would not able to complete our project smoothly. We are

truly grateful for the motivation and support given by each of our group members to

complete this project.

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 Table of Content

Content Pages

Declaration Form i

Acknowledgement ii

Table of Content iii-vii

Abstract viii

Chapter 1 : Introduction

1.1 Background 1-2

1.2 Problem Statement 3-4

1.3 Research Questions 5

1.4 Research Questions 5-6

1.5 Significance of the Study 6

1.6 Definition of Key Variables 6-7

1.7 Organization Chapter 7

1.8 Summary 8

Chapter 2: Literature Review

2.1Definition of Recycling Behavior in Malaysia 9-10

2.2 Theory 10

2.2.1 Theory of Reasoned Action 10

2.2.2 Theory of Planned Behavior 11-12

2.3 Research Framework 13

2.3.1 The Relationship between Environmental Concerns 13-14

towards Recycling Behavior

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 2.3.2 The Relationship between Environmental Concern and 14

Attitude towards Recycling Behavior

2.3.3 The Relationship between Subjective Norm towards 14-15

Recycling Behavior

2.3.4 The Relationship between Perceived Moral Obligation 15

towards Recycling Behavior

2.3.5 The Relationship between Regret towards Recycling 16

Behavior

2.3.6 The Relationship between Habits towards the 16-17

Intention of Recycling Behavior among Undergraduates

2.3.7 The Relationship between Perceived Behavioral 17-18

Control towards the Intention of Recycling Behavior among

Undergraduates

2.4 Conclusion 18

CHAPTER 3: Methodology

3.1 Introduction 19

3.2 Research and Design Procedure 19

3.2.1 Type of Study 19

3.2.2 The Nature of Study 19

3.2.3 Unit of Analysis 20

3.2.4 Research Site 20

3.3 Variables and Measurement 20

3.3.1 Independent Variables 20

3.3.1.1 Environmental Concern 21

3.3.1.2 Subjective Norm 21

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 3.3.1.3 Perceived Behavioral Control 21

3.3.1.4 Perceived Moral Obligation 21

3.3.1.5 Habit 21

3.3.1.6 Anticipated Regret 22

3.3.2. Dependent Variables 22

3.3.2.1 Intention of Recycling 22

3.3.3 Mediating Variable 22

3.3.3.1 Attitudes toward recycling 22

3.4 Data Collection Method 23

3.5 Population and Sample Size 23

3.6 Sampling Plan 23

3.7 Statistical Analysis 23

3.7.1. Descriptive Analysis 23-24

3.7.2 Validity and Reliability 24

3.7.3 Correlation Analysis 24

3.7.4 Regression analysis 24-25

3.8 Summary 26

CHAPTER 4: Result And Analysis

4.1 Introduction 27

4.2 Demographic Profiles 27-28

4.3 Normality Test 28-29

4.4 Goodness of Measure 29

4.4.1 Reliability of Measurement 29-30

4.4.2 Descriptive Analysis 30-31

4.5 Hypothesis Testing 31

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 4.5.1 Correlation Analysis 31-32

4.5.2 Regression 32

4.5.2.1 Multiple Regression 1 32-34

4.5.2.2 Multiple Regression 2 35-36

4.5.2.3 Multiple Regression 3 36-38

4.6 Summary 39

Chapter 5: Conclusion

5.1 Introduction 40

5.2 Recapitulation of the Study 40-41

5.3 Discussion and Major Findings 41-44

5.4 Implication 45

5.4.1 Managerial Implications 45-47

5.4.2 Theoretical Implication 48

5.5: Limitations 49
5.6 Suggestion for Future Research 49-50
5.7 Conclusion
50

Chapter 6: Reference 51-55

Chapter 7: Appendix 56

7.1 Questionnaire 56-59

7.2 Demographic Profiles 60-61

7.3 Reliability Measurement 62-71

7.4 Descriptive Analysis 72-73
7.5 Correlation
74-75
7.6 Multiple Regression 1
76-81

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 Multiple Regression 2 82-87

Multiple Regression 3 87-99

7.7 Normality Test 93-99

7.8 Important Notes 99-102

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 ABSTRACT

Recycling is a process that copying waste and old products into new products
and its serve its own purposes will be discarded and extent its own life. Recycling helps
protect our environmental surrounding and provide people with more available objects
without the need of additional resources. Nowadays, environmental problems started
threatened human life. Therefore, it needed some significance and effective way to
prevent those environmental problems.

The main objective of our research is to investigate the factors that influence
the intention of recycling behaviour among undergraduates. We distributed 150
questionnaires to 150 undergraduates University Sains Malaysia (USM) students. We
used correlation and multiple regression analysis to determine the relationships among
variables. Based on our research, there are six independent variables such as
environmental concern, subjective norm, perceived behavioural control, perceived
moral obligation, perceived habit and anticipated regret while there are one dependent
variable and one mediating variable which are intention of recycling and attitude toward
recycling.

Based on result in our research, we found that regression tests had a strong
inference with R-square of 0.262. Besides that, the data computed in Cronbach’s Alpha
values showed that determinants have high reliability, the value of Cronbach’s Alpha
is greater than 0.7. This proved that our questionnaire is structured well.

Limitations that we met in research were the result of quantitative studies are
limited, due to small sample size, it may not be sufficient to make assumptions in the
recycling behavior of entire university students and the study boundary was limited to
USM undergraduates students only.

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 CHAPTER 1

INTRODUCTION

1.1 Background

Nowadays, with the development of the world, in the same time it brought a lot of waste
and pollution. As for it, people started to think how can go sustainability, so recycling is introduced
into every generation`s mind.

Recycling is the process of copying waste or old products into new products. A product
that serves its own purposes will be discarded, and recycling is to extend the life of the product,
bringing many benefits to humans and the planet. Most of the items around us are recyclable,
although there are specific techniques for recycling different materials, including metals, plastics
and paper.

The entire recycling process involves three basic steps. Used materials must be collected
and then classified according to their materials. The second step involves producing usable goods
from the classified items. After the production of the goods, the final step is to sell the recyclables
to the general public, consumers or specific markets. With the sale and reuse of recycled products,
the entire recycling process has been completed and will make room for another cycle of the future

The recycling around this world is getting more common, people and industry started to
recycle more diverse stuff. We assume the trends of recycling will be on these following ways:

1. Enhancement on banning plastic bags:

In recent years, many cities started to carry out to ban plastic bags in shops or supermarkets,
the common ways are to charge costumers instead of giving them free. Another way is that provide
ECO bags to costumers, so once they purchase the bag, it can be continually using.

2. Recycling on E-product.

With the development of this world, people`s life is getting better though the development,
so many old electronic product have been replaced by the new product fast. Every family normally
has some or little replaced product, they can be sold to those poor people or the second-hand
institution as a recycling way.

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3. The new model car

Recently, the new model car which is powered by electricity has been produced and put it
on sale in many developed countries. The main purpose of this car created is to using the recycling
resource for saving the resource in this world and reduce the automobile exhaust pollution.

Recycling helps protect the environment, in addition to providing people with more
available objects without the need for additional resources. Its importance can be seen in a variety
of ways. Here are some reasons why recycling might be beneficial:

Firstly, recycling to save the planet. Recycling materials help protect the environment. For
example, recycling paper can result in paper production without dropping trees. By recycling more
paper and selling it to consumers, more paper can be used without further damage to the forest,
rather than the current rate of tree fall.

Furthermore, recycling saves energy resources. The energy required to recycle the material
is less than the energy required to produce the item from the original material. For example,
aluminum products are produced from ore using aluminum and a large amount of energy.
Therefore, by recycling aluminum products, we can use metals again and save a lot of energy that
helps protect the environment.

In addition, recycling helps to alleviate global warming and reduce pollution. One of the
biggest benefits of recycling is energy conservation. Energy savings result in reduced emissions
of carbon or greenhouse gases, a by-product of energy production that is harmful and harmful to
the environment if released into the atmosphere.

Also, recycling waste from landfills, waste that is not recycled usually ends up in the
landfill. Here, waste can rot or rot, which can take years or even generations to completely
decompose. More and more garbage is sent to landfills, and if not recycled, landfills may be in the
home of the future.

However, recycling can even help you save money. Recycling products is usually less
expensive. With existing materials and less energy, recycled products can sell a fraction of the
same items created using raw materials.

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1.2 Problem Statement

The environmental problems that have threatened human survival so far and have been
recognized by humans include: global warming, ozone depletion, acid rain, garbage disasters. ,
and many other aspects.

(1) Global warming, Global warming refers to rising global temperatures. In the past 100 years,
the global average temperature has experienced two fluctuations of cold-warm-cold-warm,
which is always seen as an upward trend. After entering the 1980s, global temperatures have
risen significantly. From 1981 to 1990, the global average temperature rose by 0.48 °C from
100 years ago. The main cause of global warming is that humans have used a large amount of
fossil fuels (such as coal, oil, etc.) in the past century and emitted a large amount of greenhouse
gases such as CO2. Because these greenhouse gases are highly permeable to short-waves from
solar radiation, they are highly absorbing to the long-wave radiation reflected by the Earth,
which is often referred to as the greenhouse effect, leading to global warming. Global warming
As a result, global precipitation will be redistributed, glaciers and frozen soils will be ablated,
sea levels will rise, etc., which will harm the balance of natural ecosystems and threaten human
food supply and living environment.
(2) Depletion of the ozone layer there are an ozone layer in the stratosphere about 20 to 30
kilometers near the earth's atmosphere. The ozone content accounts for one-hundredth of a
million of this total gas. Although the ozone content is extremely small, it has a strong function
of absorbing ultraviolet rays. Therefore, it can block the damage of the solar ultraviolet
radiation to the earth creatures and protect all life on the earth. However, some pollutants
emitted by human production and living, such as HCFCs for refrigerants in refrigerators and
air conditioners, and other compounds such as fluorobromides, can be intensified by ultraviolet
radiation, resulting in very active activities. Strong atoms interact with ozone (O3) in the ozone
layer to turn them into oxygen molecules (O2). This action occurs in a chain-like manner, and
ozone is rapidly depleted, destroying the ozone layer. The ozone hole in the Antarctic is one
of the most significant signs of ozone depletion. By 1994, the destruction of the ozone layer
over the Antarctic had reached 24 million square kilometers. The ozone layer over the
Antarctic was formed in 2 billion years, but it was destroyed 60% in a century. The ozone layer
over the northern hemisphere is also thinner than ever. The ozone layer over Europe and North

3
 America has been reduced by an average of 10-15%, and even over Siberia by 35%. Therefore,
scientists have warned that the extent of the destruction of the ozone layer over the Earth is
much more serious than most people think.
(3) Acid rain, acid rain is an acidic precipitation with a pH of less than 5.6 due to acidic
contaminants such as sulfur dioxide (SO2) and nitrogen oxides (NOx) in the air. In areas
affected by acid rain, there are a series of serious environmental problems such as acidification
of soil and lakes, destruction of vegetation and ecosystems, corrosion of building materials,
metal structures and cultural relics. Acid rain first appeared in Northern Europe and Central
Europe in the 1950s and 1960s. At that time, acid rain in northern Europe was the migration
of industrial acid waste gas in central Europe. Since the 1970s, many industrialized countries
have taken various measures to prevent air pollution in cities and industries. The important
measure is to increase the height of the chimney. Although this measure has effectively
changed the quality of the atmospheric environment in the discharge area, the problem of long-
distance migration of atmospheric pollutants is even more serious. The pollutants cross the
borders and enter the neighboring countries, even floating far away. The distance has formed
a wider transnational acid rain. In addition, the amount of fossil fuels used worldwide has
increased, and the area affected by acid rain has further expanded. The world is seriously
affected by acid rain in Europe, North America and East Asia.
(4) Garbage disasters. The world produces nearly 10 billion tons of garbage every year, and the
ability to dispose of garbage is far behind the speed of garbage increase, especially in some
developed countries, which are already in the garbage crisis. The United States is known as a
large garbage country, and its domestic garbage is mainly buried by topsoil. In the past few
decades, the United States has used more than half of land that can be landfilled, and after 30
years, the remaining land will be used up. China's garbage discharge is also considerable.
Around many cities, there are a lot of garbage hills. In addition to occupying a large amount
of land, it also pollutes the environment. The disposal of hazardous waste, especially toxic and
hazardous waste (including transportation and storage), has caused more serious harm and
deeper harm, which has become a very difficult environmental problem facing all countries in
the world today.

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 1.3 Research Questions
1. How does the impact of the effectiveness of environmental concern towards recycling
among undergraduates?
2. How does the influence of the effectiveness of environmental concern and attitude
towards recycling among undergraduates?

3. What does the impact of subjective norm that influence the recycling behavior among
undergraduates?

4. What are the differences level of perceived moral obligation that influence recycling
behavior among undergraduates?

5. How does the anticipated regret of recycling among undergraduates?

6. What is the relationship between the influences of habit towards recycling behavior
among undergraduates?

7. How does the impact of perceived behavioral control towards recycling behavior among
undergraduates?

1.4 Research Objectives

The main objective of this research is to investigate the factors that influence the intention of
recycling behavior among undergraduates.

The other objectives of the research that carries out by our group is:

1. To examine the effectiveness of environmental concern influence recycling behavior

among undergraduates.
2. To investigate the environment concern and attitude towards recycling behavior among
undergraduates.
3. To investigate the impact of subjective norm that influence the recycling behavior among
undergraduates.
4. To examine the differences level of perceived moral obligation that influence recycling
behavior among undergraduates.

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 5. To examine the anticipated regret of recycling among undergraduates.
6. To study the relationship between the influence of habit towards recycling behavior among
undergraduates.
7. To determine the impact of perceived behavioral control towards recycling behavior among
undergraduates.

1.5 Significance of the Study

The significance of the study is to understand the factors that influence the intention of
recycling behavior among undergraduates. This study will help us to give insight on the effect of
their intention of recycling behavior towards the environment. This study will also lend a helping
hand to communities or public study and determine which aspects in the most influential among
undergraduates to recycling and further improve the environmental problem such as global
warming by investigate the relationship between environmental concern, subjective norm,
perceived moral obligation, anticipated regret, habit, perceived behavioral control and attitude
towards recycling towards the intention of recycling behavior among undergraduates. Besides, this
study will also help the education faculties to determine which aspects can further improve the
recycling behavior among undergraduates.

1.6 Definition of Key Variables

Environmental Concern - Environmental concern defined as an evaluation of, or an attitude

towards facts, one’s own behavior, or an attitude towards facts, one’s own behavior, or others’
behavior with consequences for the environment. (Weigel, 1983; Ajzen, 1989; Sjoberg, 1989;
Takala, 1991)

Subjective Norm - Subjective Norm defined as the perceived social pressure to perform or not to
perform the behavior. (Ajzen, 1991)

Perceived Moral Obligation - Perceived moral obligation refers to an individual’s feelings that
emerge from the sense of responsibility to perform or omit a behavior. (Beck, L; Ajzen, I, 1991)

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Anticipated Regret - Anticipated Regret defined as an aversive cognitive emotion that “we
experience when realizing or imagining that our current situation would have been better, if only
we had decided differently.” (Zeelenberg & Pieters, 2007)

Habit - Habit defined as once a habit is established, behavior performance requires little of the
individual’s attention and minimal mental effort. (Wood et al.2002)

Perceived Behavioral Control - Perceived behavioral control regarded as the level of confidence
an individual has about their ability to perform the behavior based on how easy or difficult they
perceive its performance as it relates to hindrances or facilitators. (Ajzen, 1991; Ajzen, Brown &
Carvajal, 2004).

Atitude Towards Recycling - An individual's predispositions which influence his or her response
to the object or activity to recovery and conversion of waste materials into new products. (Young,
1991)

1.7 Organization Chapter

There are totally five chapters are included in this research. Chapter 1 is about the
background of the study, which is study about our research topic. Besides, problem statement,
research objectives and research questions will be formed to guide the direction of the study. Key
variables also will be defined in chapter 1. Chapter 2 reviews the literature that are from by
previous researchers that are related to this research topic. Based on these literature, theoretical
framework and hypothesis are formed. Chapter 3 in this research discussed about research
methodology used in conducting this research successfully. In chapter 4, data collected from
respondents will be analysed, intrepreted and presented it by using statistical analysis. Chapter 5
summarizes research findings, implications of the findings, implication and limitations of the
findings. Suggestion for further studies will also provided in the last chapter of the research.

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1.8 Summary

The main objective of this research study is to investigate the factors that influence the
intention of recycling behavior among undergraduates. It is important to understand what
influence the intention of undergraduates to perform or not to perform recycling behavior
nowadays. Environmental concern, subjective norm, perceived moral obligation, anticipated regret,
habit and perceived behavioral control are the independent variables that we used in this research.
Whereas, attitude towards recycling is one of the mediating variable in this study research.
Manipulation of these variables will be apply in this research in order to investigate the relationship
influence the intention of recycling behavior among undergraduates. Throughout this research, it
will strengthen our understanding to see the relationship between the variables and determine on
whether each of different type of them have an affect towards recycling behavior among
undergraduates. Hence, we are able to recognize the problems of our research topic through this
research and valuable advice will be given to improve the situation.

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 CHAPTER 2:

LITERATURE REVIEW

2.1 Definition of Recycling Behavior in Malaysia

Recycling is one of the most crucial strategies currently which able to deduct the
environmental impact of waste. (Johansson, K. ,2016) Recycling is not only a waste management
alone, but it is also a vital initiative for minimize the environmental effect on industrial
processes. (Awang et al.,2001) Recycle means to produce new materials out of waste. This means
that, recycling not only means to fulfils and maximize the purpose of recycling, but also aim to
generates and gains more economic benefits. Generally, the term of “recycling” refers to the nature
or feature of the goods produced can be transferred from one article to another article by the
process, the program, and can be collected, processed and subsequently produce raw products and
materials. (Awang, Hassan, Ahdullah, & Linde, 2001). Therefore, recycle is a process of collect,
process, and produce. According to European Environment Agency 2013, recycling is defined as
"A mechanism of recovering waste as resources that include the collection, and always involving
the treatment, of waste products for use as a substitute of all or part of the raw material in a
manufacturing process. (Garechana, Rio-Belver, Cilleruelo, & Gavilanes-Trapote, 2014).
Nevertheless, recycling also defined as a reverse logistic option which reuse, recycle, and reduce’
to handle the returnable, recyclates and waste for retrieving products returns and waste to the
forward channel. (Stock, 1998).

Recycling behavior is an action that doing by someone to recycle and have a strong
awareness about recycling. Recycling behavior is framed by some situational conditions, social-
environmental standard and individual attitudes. (Mavropoulos, Antonis & Sa, Epem, 2018).
Besides, recycling behavior is recognized as the features of the “recycle” and “non-recycle”.
(Vining and Ebreo, 1990; Oskamp et al., 1991; Coggins, 1994; Tucker and Smith, 1999) The
behavioral desire with regards to recycling is affected by attitude, the subjective norms, perceived
behavioral control, and understanding of consequences, the moral norms, and convenience.
(Calvin Wan, 2013) According to Md Zain et al., (2012) in a study indicated that attitude is defined
as a person’s reaction through the soul, whose behavior can become a common practice in daily
live. Next, research also shown that recycling behavior is an action influenced by multiple social-

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psychological components such as knowledge, motivational factors, pro-attitude towards recycling
and so on. (Ramayah and Rahbar, 2013)

2.2 Theory

2.2.1 Theory of Reasoned Action

The Theory Reason Action assumes that most behavior is under volitional control, in that
the individual can decide they want to execute the action or not. However, Liska (1984) argues
that the conduct of those behaviors will be constrained by the lack of appropriate opportunities,
skills and resources.

The TRA (Ajzen and Fishbein, 1980) hypotheses that the immediate determinant of
behavior is the individual’s intention to perform, or not to perform that behavior. Intentions are
influenced by two factors which are attitude, the individual’s favorable or unfavorable evaluation
of performing the behavior, and the subjective norm, the individual’s perception of social pressure
to perform or not to perform the behavior. The Theory of Reason Action (TRA) is one of the most
popular theories in recycling studies (Thogersen, 1996). However, none of the applications of TRA
on recycling behavior test the full model (Thogesen, 1996).

Most of the published contributions contain self-reported measure behavior (Thogersen,

1996). Measure the relationship between intention on the hand and attitude and social norm on the
other (Allen et al., 1993; Goldenhar and Connell, 1992-1993; Jones, 1990; Kok and Siero, 1985;
Pieter, 1989; Pieters and Verhallen, 1986). All except on find that the intention to recycle depends
on the attitude toward recycling, whereas the social norm in most cases is either not significant or
has substantially less influence than the attitude. The same result was found in review of a large
number of evaluations of Danish recycling programs (Thogersen, 1996).

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2.2.2 Theory of Planned Behavior

The Theory of Planned Behavior, TPB extends the TRA to include a third variable,
perceived behavioral control, a measure of the individual’s perception of their ability to perform
the behavior in question. (M. Tonglet et al., 2004)

Environmental attitudes and situational and psychological variables have been identified
as important predictors of recycling behaviour, however, to explore the influence of these factors
further, a theoretical framework for systematically identifying the determinants of recycling
behavior is required. (M. Tonglet et al., 2004) The Theory of Planned Behaviour (TPB) as noted
by Ajzen (1991), provides such a theoretical framework (Fig. 1). The TPB (see Ajzen, 1991 for a
full review of the theory and its application) provides a framework for systematically investigating
the factors which influence behavioral choices, and has been applied successfully to such diverse
areas as leisure choice (Ajzen and Driver, 1992), driving violations (Parker et al., 1992),
investment decisions (East, 1993) and dishonest actions (Beck and Ajzen, 1991). The theory,
which was developed from the earlier Theory of Reasoned Action (TRA) (Ajzen and Fishbein,
1980), assumes that people behave rationally, in that they consider the implications of their actions.
Both theories apply to situations involving a choice of behavior, where reasons can be given for
the choice made (East, 1993).

Recycling is a behavior which requires considerable effort on the part of the individual as
household waste must be sorted, prepared and stored (Boldero, 1995), consequently the recycling
decision is likely to be complex, and a number of factors may be taken into consideration. The
TPB provides a theoretical framework for systematically identifying the factors which influence
the recycling decision, and several studies have confirmed its utility for investigating the
determinants of recycling behavior (see for example, Boldero, 1995; Chan, 1998; Cheung et al.,
1999; Davies et al., 2002; Taylor and Todd, 1995; Terry et al., 1999). However, although there is
considerable support for the TPB, several authors have argued that it does not adequately explain
recycling behavior and have suggested that additional variables should be included within the
model (Boldero, 1995; Davies et al., 2002).
In addition, there is concern that the measure, perceived behavioral control, does not appear
to be a significant predictor of recycling behavior and alternatives to this measure have been
proposed (Boldero, 1995; Davies et al., 2002). Ajzen and Fishbein (1980) recognize that factors
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external to the TRA, for example personality, past experience and demographic characteristics,
may also influence behavior, however, they maintain that this influence is indirect, mediated
through the components of the model ( M. Tonglet et al., 2004). The TPB, however, allows for the
incorporation of additional variables, provide that these variables make a significant contribution
to the explanation of behavior provided by the model (Ajzen, 1991).

Attitude toward
the behavior

Subjective norm Intention Behavior

Perceived
behavioral control

Figure 2.1: The Theory of Planned Behavior, adapted from Ajzen (1991).

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2.3 Research Framework

H1

H2

H3

H4

H5

H6

H7

Figure 2.2: Research Framework of People’s Recycling Behavior

2.3.1 The Relationship between Environmental Concerns towards Recycling Behavior

Environmental concern is one of the general attitude towards environmental protection

(Dunlap and Van Liere, 1978; Weigel & Weigel, 1978). It also an important determinant of
changing people’s behavior to become more environmental friendly as many other researchers
used these determinants to test about the people’s behavior towards recycling (Bamberg, 2003;
Dunlap & Van Liere, 1978; Fransson and Gorling, 1999 Weigel & Weigel, 1978). Social scientists
started to notice about people’s motivation for performing a specific behavior which linked to our
environment (Maloney & Ward. 1973). Furthermore, they also tried to advise people to participate
in the pro-environmental behavior. Past studies showed that those people who worried about the
environment will have favorable attitude towards recycling (Barr, Gilg & Ford, 2001). Theory of
Reasoned Action (TRA) was proposed by Ajzen and Fishbein (1980) which predicts that people

13
will behave rationally, and they consider the implications of their action. Later on, Ajzen (1991)
extended the TRA in the Theory of Planned Behavior (TPB). According to TPB, the strength of
intention is a proximal cause of behavior. Attitude is determined by the strength of beliefs which
relate to the consequences of behavior and evaluation of these consequences. Previous study on
environmental concern among secondary students in Malaysia was conducted to observe their
environmental concern. Through the study, it showed that they had a high level of environmental
concern, however, they did not practice the same attitude in making their surrounding better
because they felt it was difficult to accomplish (Hassan, Noordin & Sulaiman, 2010). This study
was supported by Simmons and Widmar (1990). Hence, we proposed that:

H1: Environmental concern has a significant positive relationship with recycling behavior.

2.3.2 The Relationship between Environmental Concern and Attitude towards Recycling
Behavior

Previous studies had been tested on the attitude-behavior link on the mediating factors, for
instance, sources which may explain the relationship between attitude and recycling behavior
(Fazio & Zanna, 1978; Fazio & Williams, 1986). Most of the researchers agreed that stronger
attitudes can be more predictive of corresponding patterns of behavior (Fazio & Zanna, 1978;
Fazio & Williams, 1986). Past studies showed that the intention to recycle newspaper directly
assumed the actual recycling behavior and it also predicted the recycling intention at the same time
(Boldero, 1995; Sparks & Shepherd, 1992; Taylor & Todd, 1995). Hence, we proposed that:

H2: Attitude mediates the relationship between environmental concern and recycling behavior.

2.3.3 The Relationship between Subjective Norm towards Recycling Behavior

Subjective norms are described as the perceived social pressures of others on whether to
perform or not to perform a behavior (Ajzen, 1991). According to Theory of Planned Behavior
(TPB), subjective norms is defined as an individual’s beliefs about whether significant of groups
or individuals related to them approve of performing a behavior or intention to perform a behavior
(Ajzen,1991; Lee, 2009). Subjective norms are referred to both moral obligations and normative
14
beliefs that emerge from the expectation of significant individuals or groups to imply a perceived
social pressure over an individual who intends to perform a certain behavior, for instance, intention
to recycle (Ajzen, 1991). Subjective norms such as peers, family members and neighborhood has
implied pressure on individual to perform recycling. Hence, they have positive effect on recycling
behavior. Past studies had shown that recycling intention is encouraged by the social norms which
are crucial for them (Ramayah, Lee & Lim, 2012; Bobek & Hatfield, 2003; Oskamp et al., 1991;
Sodoqie et al., 2010). Hence, we proposed that:

H3: Subjective Norms has a significant positive relationship with the recycling behavior.

2.3.4 The Relationship between Perceived Moral Obligation towards Recycling Behavior

Moral obligation can be definition as an obligation arising out of considerations of right

and wrong. It is also the discernment of the morally salient qualities use in a certain condition.
Someone feels responsible performing a specific behavior morally when he or she faces with
ethical circumstance can be implied as perceived moral obligation. (Beck and Ajzen, 1991;
Leonard et al.,2004). Manstead (2000) indicated perceived moral obligation defined as a personal
norm by which individual demonstrates his or her wiliness based on her or his responsibility to
perform a particular behavior. From the past research bring out a recommendation which is a
person’s moral considerations play an illustrious role in forecast intention while an individual’s
self-interest is at odds with others’. (Kurland, 1995: Kaiser and Scheuthle,2003) In some of the
studies including a moral factor as a predictor of behaviors has significantly improved the intention
such as bring out dishonest actions. (Beck and Ajzen, 1991), committing driving violations (Parker
et al., 1992), and shoplifting (Tonglet, 2002). Base on the finding, it shown a relationship between
moral obligation and moral intention. Actually moral obligations have a crucial impact on moral
intention.

H4: Perceived moral obligation has a positive influence in the relationship towards recycling
behavior.

15
2.3.5 The Relationship between Regret towards Recycling Behavior

Regret can be definition as feeling of sadness, disappointment over an occurrence or

something that someone has done failed. According to Godin and Kok(1996) indicate that the TPB
appears to perform less efficiently in predictive of behavior like strong affective or irrational is
better than cognitive component. Furthermore, mere results of rational choice not included
ecological behavior. (Kals et al., 1999). Feeling of guilts, indignation about insufficient nature
conservation and interest in natural are those affective factors that suggested by Kals et al. All the
factors play an important role in ecological behavior. To explain more accurately, non cognitive
and affective aspects of behavior need to be take in an account (Breckler and Wiggins, 1989;
Edwards, 1990; Richard et al., 1996; Zajonc, 1980). The social psychologists and clinic
psychologists say that the concept of anticipated regret was borrowed from economics to explain
the role of anticipants regret on making decision. (Baron, 1992). Sense sorrow, disappointment,
or distress over something is the definition of regret (Landman, 1987). Depending on Simonson
(1992), “sorrow bring out the result of actual and alternative outcome and it is from the felling of
responsibility or self-blame because of the disappointing outcome.” In previous research, Richard
et al. (1998) found out that behavior expectation in the context of sexual and contraceptive
behavior is a significant of regret. Regret also will direct influence on prospective (Abraham and
Sheeran 2003).

H5: Anticipated regret has a positive relationship towards recycling behavior.

2.3.6 The Relationship between Habits towards the Intention of Recycling Behavior among
Undergraduates

Habit is one of the main research topics of many studies from multiple theoretical
perspectives. Habits are basically an act that automatic responses to specific situations which likely
functional in acquiring specific goals or end states. (Verplanken et al. 1997) Although Ajzen (2002)
has said that the main causal mechanism behind the enactment of behavior is intention. When a
behavior is repeated frequently and satisfactorily executed and becomes habitual, it may lose its
reasoned character. (Verplanken et al. 1998)

16
Knussen and Yule (2008) found that he variance of intention to recycle and moderated the attitude-
intention relationship is because lack of recycling habit. The study of emotional, habit and rational
that carried by Carrus et al. (2008) indicated that the three factors are choice in the case of recycling
that the past behavior significantly predicted intention to recycle.

The probability of future recycling will be increased when recycling becoming a habit. (Davies et
al. 2002; Ittiravivongs 2012) Meneses and Palacio (2006) found that recycling is a low
involvement construct because recycling is continuous and long term innovation. Behavior is not
supported with cognitive reconsideration of decisions in low involvement conditions, it becomes
routine for everyone, but the behavior on the basis of habit will continue by recyclers. Recycle is
well-determined rather than routine is a signal to current recycling followed by further intentions.
(Jansson et al. 2010)

Recycling will be done by habit and also acquiring minimal effort. Strong internal motivation leads
undergraduate students to begin recycling and become part of daily routine. Information that
encourages people to change is hard to influence their behavior. It is because strong habits take
little accounts of contextual or new information. (Verplanken et al. 1998) The change in
environment or people’s routines will influence undergraduate students change in their habit of
not recycling.

H6: Perceived habit related positively to recycling intention.

2.3.7 The Relationship between Perceived Behavioral Control towards the Intention of
Recycling Behavior among Undergraduates

According to Theory of Planned Behavior (TPB), perceived behavioral control is one of

the key determinants which used to explain the behavioral intention of an individual (Ajzen, 1991).
Perceived behavioral control is described as an individual’s perceived ease or difficulty in doing a
specific action. The previous researcher, Taylor and Todd (1955) found out that there are three
positive relationships between people’s perceived behavioral control and their intention to recycle.
Unfortunately, if a person faced with situational difficulties such as level of self-confidence in
recycling, lack of information, lack of transportation, time limitation, difficulties to access
collection methods and more, the person is likely not feel in full control of the situation and have
17
no intention of participating in recycling. According to TPB, if individual with a positive
evaluation of the behavior will make an intention to engage a behavior happen. They know they
have the chance to do so and also the pressure from the community (Ajzen, I. 2005)
Undergraduates will increase their intention to do recycling if they have high self-confidence in
their ability to recycling. This also means that they will not have intention to recycling if they have
low self-confidence in their ability to recycling. For example, undergraduates who are confident
in separate waste for recycle have higher recycling intention that those who do not have confident
on it as they are busy on study. Undergraduates that have high confidence level are more easily to
have intention of recycling than others. An example of information will affect the intention of
recycling behavior among undergraduates, (Evison, T. 2001) reported undergraduates recycling
behavior will influence by publicity and promotion while Grodzinska-Jurczak (2005) also reported
positive combination between undergraduates recycling behavior and recycling knowledge.
Recycling behavior among undergraduates can enhance by effective recycling information in
terms of feedback, promotion, publicity and well-designed communication strategy (Mee, N. 2004)
Hence, we proposed that:

H7: Perceived behavioral control has significant positive relationship with intention to recycle.

2.4 Conclusion

In conclusion, we proposed that:

H1: Environmental concern has a significant positive relationship with recycling behavior.

H2: Attitude mediates the relationship between environmental concern and recycling behavior.

H3: Subjective Norms has a significant positive relationship with the recycling behavior.

H4: Perceived moral obligation has a positive influence in the relationship towards recycling
behavior.

H5: Anticipated regret has a positive relationship towards recycling behavior.

H6: Perceived habit related positively to recycling intention.

H7: Perceived behavioral control has significant positive relationship with intention to recycle.
18
 CHAPTER 3:

METHODOLOGY

3.1 Introduction

The main objective of Chapter 3 is to explain the ways and processes used to collect
information and data to make a decisions and investigate research problem. There are several topic
will be discuss in this chapter such as research design and procedure, variables and measurement,
data collection method, sampling plan, population and sample size, statistical analysis and
summary.

3.2 Research and Design Procedure

3.2.1 Type of Study

Our research is a correlation study that main focus on university students from University
Sains Malaysia (USM), Penang. The content of this research is about recycling among
undergraduate students. There are two type variables such as dependent variables and independent
variables in our research. Hypothesis testing was undertaken to study. The relationship between
both variables and explain the variance in dependent variables.

3.2.2 The Nature of Study

This study was carried on and progress under non-contrived setting as known as natural
environment. Variables in our research are not controlled or manipulated. The data for this study
we gathered and collected through distributing the questionnaire to undergraduate students in
University Sains Malaysia (USM), Penang. Our respondents for this research is 150 undergraduate
students.

19
3.2.3 Unit of Analysis

The unit of analysis is the undergraduate students in University Sains Malaysia (USM),
Penang regardless the year of study.

3.2.4 Research Site

The research site for this study is within the campus of University Sains Malaysia (USM),
Penang.

3.3 Variables and Measurement

The questionnaire of research are divided into 2 section. The first section is the question of
our research, it consists 12 questions in this section. This sections given statement for respondent
to indicate their level of given statement for respondent to indicate their level of agreement or
disagreement using the 7 point scale. The rating scale for this section as shown as below:

Strongly Disagree Strongly Agree

1 2 3 4 5 6 7

The second section of the questionnaire is about the demographic profile of respondents.
It includes the information such as gender, age, stream of study, nationality and living arrangement.

3.3.1 Independent Variables

Independent variables is a type of variable that does not depend on other. An independent
variable is the variable that changed and controlled during scientific experiment for the purpose to
test the effects on the dependent variable. (Todd Helmenstine, 2018). There are 7 independent
variables for this study which are environmental concern, subjective norm, perceived behavioral
control, perceived moral obligation, habit and anticipated regret.

20
3.3.1.1 Environmental Concern

Enviromental concern was measured on 4 items using 7- points scale ranging from
“strongly disagree” (1) to “ strongly agree” (7). Example of question is “Humans must live in
harmony with nature in order to survive.”

3.3.1.2 Subjective Norm

Subjective Norm was measured on 4 items using 7-point scale ranging from “strongly
disagree” (1) to “strongly agree” (7). Example of question is “My friends expect me to recycle
recyclables.”

3.3.1.3 Perceived Behavioral Control

Perceived behavioral control was measured on 4 items using 7-points scale ranging from
“strongly disagree” (1) to “strongly agree” (7). Example of question is “I know what items can be
recycled.”

3.3.1.4 Perceived Moral Obligation

Perceived moral obligation was measured on 3 items using 7-point scale ranging from
“strongly disagree” (1) to “strongly agree” (7). Example of question is “Everybody is obligated
(morally committed) to treasure natural resources.

3.3.1.5 Habit

Habit of recycling was measured on 4 items by using 7-point scale ranging from “strongly
disagree” （1）to “strongly agree” (7). Example of question is “I recycle as matter of habit.”

21
3.3.1.6 Anticipated Regret

Anticipated regret was measured on 3 items by using 7-point scale ranging from “strongly
disagree” (1) to “strongly agree” (7). Example of question is “If I did not recycle, afterwards I
would feel worried.”

3.3.2. Dependent Variables

Dependent variables is the type of variable that being tested and measured in a scientific
experiment. (Toss Helmenstine, 2008). There are 1 dependent variable for this study is intention
of recycling.

3.3.2.1 Intention of Recycling

Intention of recycling was measured on 6 items using 7-point scale ranging from “strongly
disagree” (1) to “strongly agree” (7). Example of question is “Paper.”

3.3.3 Mediating Variable

Mediating variable is a type of variable that explains the relation between independent
variable and dependent variable. It also explains how or why there is a relation between
independent variable and dependent variable.

3.3.3.1 Attitudes toward recycling

Attitudes toward recycling was measured on 4 items using 7-point scale ranging from
“strongly disagree” (1) to “strongly agree” (7). Example of question is “Recycling is good.”

22
3.4 Data Collection Method

Our group collected and gathered the data that our research needed through questionnaire.
We have prepared 150 sets of questionnaire and distributing these questionnaire to undergraduate
students regardless the year of study in University Sains Malaysia (USM), Penang. The
questionnaire is a good method that provided useful information for us to complete our research.

3.5 Population and Sample Size

The population of study is 150 respondents who are undergraduate students in University
Sains Malaysia (USM), Penang. Our group have 6 members. Each member in the group needed
distributed 25 sets questionnaire to 25 undergraduate students regardless of year of study.

3.6 Sampling Plan

In our research, non-probability convenient sampling method is used when we collecting

and gathering the data. Non-probability convenient sampling method is a techniques that the
researches will decided to selects samples they like based on the subjective judgment of the
researcher rather than random selection. This method is more flexible and it is cheaper,
convenience and does not consume a lot of time.

3.7 Statistical Analysis

Data for this study gathered and collected through questionnaire was coded and analysed
using the computerized SPSS (Statistical Software Package for Social Science) software. Data that
we collected were summarized using appropriate descriptive and inferential statistics.

3.7.1. Descriptive Analysis

Descriptive analysis is used to describe the basic features of data in study. It is a simple
summary about the sample and measures. It is about describing what the data we have. Descriptive
23
analysis are usually used to present quantitative analysis of data. Descriptive analysis was not used
to measure gender, age, stream of study, nationality and living arrangement.

3.7.2 Validity and Reliability

Validity and reliability are used to test the goodness of measures. Reliability refers to the
consistency of a measure. Reliability refers to the consistency of a measure. Reliability reflects
consistency over time. Reliability is seen as the degree to which a test is free from measurement
errors, since the more measurement errors occur the less reliable, the test (Fraenkel & Wallen.
2003). Based on Nunally’s rule of thumbs recommends a minimum level of 0.7 and above is
considered to be reliable. An alpha value of 0.7 above considered that the items are homogenous
and measuring the same construct. (Iacobucci & Duhachek, 2003)

Validity is foremost on the mind of those developing measures and that genuine scientific
measurement is foremost in the minds of those who seek valid outcomes from assessment. (Bond,
2003). The content validity of questionnaire was established through literature review. This can
ensure that the variables are measured correctly and properly.

3.7.3 Correlation Analysis

Correlation analysis is used to analyse the extent and the nature of relationships between
two different variables and more understand about their relationships. Correlation coefficient is
defined as “r”. The value of correlation coefficient can be interpreted in three ways. If “r” is equal
to 1, then is perfect positive correlation between two values. If “r” is equal to -1, there is perfect
negative correlation between two values and if “r” is equal to zero there is no correlation occur.

3.7.4 Regression analysis

Regression analysis estimates the relationship between independent variable and

dependent variable. It focuses on the relationship between those variables and understand how the

24
typical value of dependent variables changes when any one of the independent variables varies.
(Lambros S. Athanasion, 2007). Linear regression analysis consists of several assumption.

a. Autocorrelation
Autocorrelation is the correlation of a time. It is used applicable especially for time series
data. No autocorrelation occurs when the situation no relationship exists between the values
of the error. When it is no autocorrelation, the positive and negative error values are random.
The validity of a regression model is in serious if the data has substancial autocorrelation.
b. Linearity
Linearity is plotting the relation between dependent variable (y-axis) and independent
variable (x-axis) to identify linearity. If the relation between an independent variable and
dependent variable is not linear, the regression analysis will under-estimate their
relationship. The plot that far away from the straight line will affected the result.
c. Normality
Normality test can be conducted by using histogram and normal probability plot. If the
histogram looks like a bell shape curve and located along the line of p-p plot, it shows the
characteristics of normality and the points will fall on a narrow band along a straight line.
d. Homoscedasticity
Homoscedasticity is a situation that is the random disturbance in relationship between
independent variables and dependent variables is same with all the independent variables.
It occurs when the error variances produced by a regression model is constant.
Homoscedasticity can be verified when the scattered plots of regression is constant.
e. Multicollinearity
Multicollinearity is a stuation that which one variable in a multiple regression can be
linearly predicted from the others with accuracy. Multicollinearity occurs when two or more
variable are highly correlated. It can measure the relationship between one variable and two
or more variables. There is no multicollinearity occur when tolerance above 0.1, variance
Inflation Factor (VIF) value falls below 10 and condition index below 30.
f. Outlier
Case wise Diagnostic is used to identify any outlier occur in the study. Any cases that fall
above 2.50 or below 1.50 would be dropped.

25
3.8 Summary

This chapter discussed the research methodology used in this study. First, description
discussed on topic that included in the chapter such as research design, variable and measurement,
data collection methods, sampling plan, population and sample size, statistical analysis and
summary of this chapter. In the following chapters will provide the discussion for the research
question by analysing the data and presenting the result.

26
 CHAPTER 4:

RESULT AND ANALYSIS

4.1 Introduction

This chapter represents the result of the study from the statistical analysis conducted on the
collected data and hypothesis testing. In the first part of this chapter, the presentation would be on
the characteristics of respondent profiles. The goodness of measured is determined by analysing
reliability on the measurement and descriptive analysis. The final part of this chapter would be
focused on hypothesis testing, correlation testing and multiple regression analysis.

4.2 Demographic Profiles

Respondent’s Profile Frequency Percentage (%)

Demographic
Gender Male 56 37.3
Female 94 62.7
Age 19 years old 7 4.7
20 years old 36 24
21 years old 49 32.7
22 years old 27 18
23 years old 17 11.3
24 years old 6 4
25 years old 8 5.3
Ethnicity Malay 45 30
Chinese 76 50.7
Indian 25 16.7
Others 4 2.7
Stream of Study Arts 81 54
Science 39 26
Engineering 30 20

27
 Nationality Malaysian 149 99.3
Others 1 0.7
Living Arrangement On Campus 97 64.7
Outside Campus 53 35.3
Table 4.1: Demographic Table

From the table above, there are 150 respondents were involved in this survey. Most of the
respondents are female which is 94 people or 62.7% All of the respondents are undergraduate
students from University Sains Malaysia. Majority of them 21 years old which is 49 students or
32.7% Most of our respondents are Chinese which is 76 people or 50.7% and come with Malay 45
(30%), Indian 25 (16.7%) and the least ethnic is others which is 4 (2.7%) only. Most of the students
are from arts stream which is 81 (54%) and come with science stream 39 (26%) and the least is
from engineering 30 (20%). Most of the respondents are Malaysian which is 149 (99.3%) and only
1 (0.7%) is other nationality. Most of the students live inside the campus which is 97 or 64.7%
while 53 (35.3%) live outside the campus.

4.3 Normality Test

Tests of Normality
Kolmogorov-Smirnova Shapiro-Wilk
Statistic df Sig. Statistic df Sig.
MeanAT
.196 150 .000 .786 150 .000
T
MeanIN
.090 150 .005 .956 150 .000
T
a. Lilliefors Significance Correction
Table 4.2: Normality Test
The normality test is used to determine whether the data in the research is normal. The
Case Processing Summary table in Appendix 6.0 showed that there are 150 samples included in
our research and no missing value while the descriptive table showed that there are the information
of our research such as skewness, mean, median, standard deviation and so on. Skewness of the
28
mean attitude (ATT) is -0.260 and mean of intention to recycle (INT) is -0.666 which does not
exceed the absolute value of skewness which is 1. Kurtosis of mean ATT is 1.247 and mean of
INT is 0.347 which does not exceed the absolute value of kurtosis which is 2. On the other hands,
mean of ATT and INT is 4.990 and 4.936 while median are 5.750 and 5.0 and standard deviation
are 2.269 and 1.139.

‘Shapiro Wilk Test’ is preferred to use in our research to test data because this test is small
datasets. ‘Shapiro Wilk Test’ indicated that P<0.05, the data is not normally distributed. In our
result, it showed that Sig of mean of ATT and INT is 0.00. Large deviation has a low P-value, we
rejected the null hypothesis because P<0.05, our variables did not follows a normal distribution in
our population.

The histogram of mean of ATT is skewed right. Therefore, the mean is greater than the
median. The tail of distribution is longer on the left hand side than right hand side and the median
is closer to the third quartile than to first quartile. The Normal Q-Q plot of mean ATT showed that
the point is less closely on the line and the box plot showed that it has the outliner. Based on those
result, it showed that mean of ATT is non-normality distribution.

Moreover, the histogram of mean of INT is skewed left. The median is greater than the
mean and the tail of the tail of distribution is longer on the right hand side than left hand side and
the median is closer to the first quartile than third quartile. The Normal Q-Q plot of mean ATT
showed that the point is less closely on the line and the box plot showed that it has the outliner.
Based on those result, it showed that mean of INT is non-normality distribution.

4.4 Goodness of Measure

4.4.1 Reliability of Measurement

Number
Variables Drop of Item Cronbach’s Alpha
of items
Environmental Concern 4 - 0.976
Attitude 4 - 0.832
Subjective Norm 4 - 0.814

29
 Perceived Moral Obligation 3 - 0.779
Anticipated Regret 3 - 0.839
Habit 4 - 0.916
Perceived Behavior Control 4 - 0.784
Table 4.3: Summary of Reliability Analysis

The reliability test on the multi-item instrumentals is used in the first test in this research.
Cronbach’s Alpha value was used in this research to test the reliability of the items measuring of
each independent variables and dependent variables, which included environmental concern,
attitude, subjective norm, perceived moral obligation, anticipated regret, habit and perceived
behavior control towards recycling among undergraduates. The reliability measures the coefficient
of the items to reflect how well these items are positively correlated to one another.

Table 4.3 and Appendix 3.0 showed the results of the research, which indicates that the
Cronbach’s Alpha value for the measuring items of independent variables and dependent variables.
Results showed that Cronbach’s Alpha value of the variables are high between 0.779 and 0.976.
In this survey, the smallest Cronbach’s Alpha value is 0.779. However, it is still acceptable based
on the minimum acceptable Cronbach’s Alpha value is 0.70. Thus, none of the items were deleted
in the test, as the reliability of the variables are more than 0.70.

4.4.2 Descriptive Analysis

Descriptive Analysis Mean Standard Deviation

Environmental Concern (ENV) 5.3467 2.1551
Attitude (ATT) 4.9900 2.6554
Subjective Norm (SUB) 4.9617 1.4444
Perceived Moral Obligation (PERM) 5.6600 1.2717
Anticipated Regret (ANT) 4.4200 1.6259
Habit (HAB) 4.7683 1.4972

Perceived Behavior Control (PERB) 5.2633 1.3162

Table 4.4: Overall Descriptive Statistics of Study Variables

30
 The summary of the overall descriptive statistics of the study variables is given in the table
above. The variables are measured with 7-point Likert scale with 1 being strongly disagree and 7
being strongly agree.

Table above and appendix 4.0 shows that anticipated regret (ANT) has the lowest mean of
4.4200 among the other variables with 1.6259 of standard deviation while perceived moral
obligation (PERM) is the highest mean which is 5.6600 with 1.2717 standard deviation. The
overall average mean of all variables is between 4.42 and 5.66, which indicated that the most
respondents choose items 4 ,5 and 6 that symbolize neutral, slightly agree and agree.

4.5 Hypothesis Testing

4.5.1 Correlation Analysis

1 2 3 4 5 6 7 8
Environmental
Concern 1
Attitude towards
Recycling .196* 1
Subjective Norm .138 -0.02 1
Perceived Behavioral
Control .144 .011 .463** 1
Perceived Moral
Obligation .037 -0.04 .250** .558** 1
Habit .099 .042 .531** .450** .12 1
Anticipated Regret .013 .019 .402** .34** .09 .616** 1
Intention to Recycle .015 -0.07 .388** .395** .383** .469** .365** 1
* Correlation is significant at the 0.05 level
(2- tailed).
** Correlation is significant at the 0.01 level (2-tailed).
Table 4.5: Correlation

31
 From the table above, the Pearson correlation between environment concern and intention
to recycle is 0.015 at significant level of 0.853 which is more than the significant level of 0.05.
Thus, there is no significant relationship between environment concern and intention to recycle.
The correlation between attitude towards recycling and intention to recycle is -0.07 at significant
level of 0.386 which is more than the significant level of 0.05. So, there is no relationship between
attitude towards recycling and intention to recycle. Furthermore, the correlation between
subjective norm and intention to recycle is 0.388** at significant level of 0.000 which is less than
the significant level of 0.01. We concluded that the relationship between subjective norm and
intention to recycle is significant. Moreover, the correlation between perceived behavioral control
and intention to recycle is 0.395** at significant level of 0.000 which is less than the significant
level of 0.01. There is a significant relationship between perceived behavioral control and intention
to recycle. Next, the correlation between perceived moral obligation and intention to recycle is
0.383** at significant level of 0.000 which is less than the significant level of 0.01. Hence, there
is a significant relationship between perceived moral obligation and intention to recycle. Besides,
the correlation between habit and intention to recycle is 0.469** at significant level of 0.000 which
is less than the significant level of 0.01. Therefore, there is a significant relationship between habit
and intention to recycle. The correlation between anticipated regret and intention to recycle is
0.365** at significant level of 0.000 which is less than the significant level of 0.01. Lastly, we
concluded that there is a significant relationship between anticipated regret and intention to recycle.

4.5.2 Regression

4.5.2.1 Multiple Regression 1

Variable Dependent = Recycling Behavior

Standardized Beta
Environmental Concern 0.204
Subjective Norm -0.050
Perceived Moral Obligation -0.041
Anticipated Regret 0.040
R-square 0.043

32
 Adjusted R-square 0.017
F-value 1.636
Durbin-Watson 2.401
Note: p-value<0.01

Table 4.6: Multiple Regression I

Table 4.6 result of multiple regression 1 and Appendix 6.0 shows the output of multiple
regression showed that R-square value is 0.043. It means that independent variables in our research
such as environmental concern, subjective norm, perceived moral obligation and anticipated regret.
It showed that approximately 43% of variation of attitude toward recycling. The adjusted R-square
in output of multiple regression is 0.017 while the Durbin-Watson is 2.401. Durbin-Watson is used
to measure autocorrelation in the regression analysis. It was confined to the acceptable range of
1.5 to 2.5. Therefore, there was no autocorrelation of error terms. F value in regression linear
analysis is 1.636.

Result of multiple regression 1 showed that collinearity problems did not exist as the
variance inflation factor (VIF) values were below 10 and mostly all below 4 in specific,
ENV1(1.022), SUB(1.288), PERM(1.067) and ANT(1.195). This result showed that all
independent variables in research are not correlated among each other and no multicollonearity
problem occurred.

Appendix 6.0 showed that the figure of histogram, P-p plots and scatter plot. The bell-
shaped histogram showed that the data forms a normal distribution and with the standard deviation
of 0.986. P-plot showed that there are no sign of normality of error while scatter plot showed that
it was heteroscedasticity. The relationship between independent variable and dependent variable
are showed in partial regression plots in Appendix 6.0.

The multiple regression analysis indicated that the following tested variable was highly
significant at p<0.01 with 99% degree of confidence. Based on the coefficients table in Appendix
6.0, it showed that the standardized beta value (β value) of environmental concern (β value=0.204
and anticipated regret (β value0.040), indicates that these independent variables is positively
related to attitude towards recycling. On the other hands, coefficient table also showed that some
independent variables found significant at p<0.01 with 99% degree of confidence. The

33
standardized beta value of subjective norm (β value= -0.050) and perceived moral obligation (β
value= -0.041) showed that these two independent variables are negatively related to attitude
towards recycling.

Hypothesis 1: Environmental concern has a significant positive relationship with recycling

behavior is supported at p<0.01 with 99% degree of confidence as the demonstrated t-value is
1.239, which is more than the t-value at infinity, which is 2.325.

Hypothesis 3: Subjective norm has a significant positive relationship with recycling behavior is
not supported at p<0.01 with 99% degree of confidence as the demonstrated t-value is -0.274,
which is less than the t-value at infinity, which is 2.325.

Hypothesis 4: Perceived Moral Obligation has a positive influence in the relationships towards
recycling behavior is not supported at p<0.01 with 99% degree of confidence as the demonstrated
t-value is -0.246, which is less than the t-value at infinity, which is 2.325.

Hypothesis 5: Anticipated regret has a positive relationship towards recycling behavior is

supported at p<0.01 with 99% degree of confidence as the demonstrated t-value is 0.227, which is
less than the t-value at infinity, which is 2.325.

Environmental Concern
(0.204)

Subjective Norm
Recycling (-0.050）
Behavior
Percerived Moral
Obligation（-0.041）

Anticipated Regret
（0.040)

Figure 4.1: Framework Model

34
4.5.2.2 Multiple Regression 2

Variable Dependent = Intention toward Recycling

Standardized Beta
Perceived Behavioral Control -0.231
Habit 0.365
R-square 0.262
Adjusted R-square 0.252
F-value 26.145
Durbin-Watson 1.831

Note: p-value<0.01

Table 4.7: Multiple Regression 2

Table 4.7 result of multiple regression 2 and Appendix 6.0 shows the output of multiple
regression showed that R-square value is 0.262. It means that independent variables in our research
such as perceived behavioral control and perceived habit. It showed that approximately 26% of
variation of attitude toward recycling. The adjusted R-square in output of multiple regression is
0.252 while the Durbin-Watson is 1.831. Durbin-Watson is used to measure autocorrelation in the
regression analysis. It was confined to the acceptable range of 1.5 to 2.5. Therefore, there was no
autocorrelation of error terms. F value in regression linear analysis is 26.145.

Result of multiple regression 2 showed that collinearity problems did not exist as the
variance inflation factor (VIF) values were below 10 and mostly all below 2 in specific, Perceived
Behavioral Control (0.231) and Habit (0.365). This result showed that all independent variables in
research are not correlated among each other and no multi collinearity problem occurred.

Appendix 6.0 showed that the figure of histogram, P-plots and scatter plot. The bell-shaped
histogram showed that the data forms a normal distribution and with the standard deviation of
0.993. P-plot showed that there are no sign of normality of error while scatter plot showed that it
was heteroscedasticity. The relationship between independent variable and dependent variable are
showed in partial regression plots in Appendix 6.0.

35
 The multiple regression analysis indicated that the following tested variable was highly
significant at p<0.01 with 99% degree of confidence. Based on the coefficients table in Appendix
6.0, it showed that the standardized beta value (β value) of perceived behavioral control (β value
= 0.231) and perceived habit (β value = 0.365), indicates that these independent variables is
positively related to attitude towards recycling.

Hypothesis 6: Perceived habit related positively to recycling intention is supported at p<0.01 with
99% degree of confidence as the demonstrated t-value is 0.116, which is less than the t-value at
infinity, which is 2.325.

Hypothesis 7: Perceived Behavioral Control has a significant positive relationship is supported at

p<0.01 with 99% degree of confidence as the demonstrated t-value is 0.183, which is less than the
t-value at infinity, which is 2.325.

Habit (0.365)
Intention to recycle
Perceived Behavioral
Control（0.231）

Figure 4.2: Framework Model

4.5.2.3 Multiple Regression 3

Variable Dependent= Attitude

Standardized Beta
Environmental Concern 0.197
Intention to recycle 0.074

36
 R-square 0.044
Adjusted R-square 0.031
F-value 3.365
Durbin-Watson 2.438
Note: p-value<0.01

Table 4.8: Multiple Regression 3

Table 4.8 result of multiple regression 3 and Appendix 6.0 shows the output of multiple
regression showed that R-square value is 0.044. It means that independent variables in our research
such as environmental concern and intention to recycle. It showed that approximately 44% of
variation of attitude toward recycling. The adjusted R-square in output of multiple regression is
0.031 while the Durbin-Watson is 2.438. Durbin-Watson is used to measure autocorrelation in the
regression analysis. It was confined to the acceptable range of 1.5 to 2.5. Therefore, there was no
autocorrelation of error terms. F value in regression linear analysis is 3.365.

Result of multiple regression 3 showed that collinearity problems did not exist as the
variance inflation factor (VIF) values were below 10 and mostly all below 2 in specific,
ENV1(1.000) and INT (1.000). This result showed that all independent variables in research are
not correlated among each other and no multi collinearity problem occurred.

Appendix 6.0 showed that the figure of histogram, P-p plots and scatter plot. The bell-
shaped histogram showed that the data forms a normal distribution and with the standard deviation
of 0.993. P-plot showed that there are no sign of normality of error while scatter plot showed that
it was heteroscedasticity. The relationship between independent variable and dependent variable
are showed in partial regression plots in Appendix 6.0.

The multiple regression analysis indicated that the following tested variable was highly
significant at p<0.01 with 99% degree of confidence. Based on the coefficients table in Appendix
6.0, it showed that the standardized beta value (β value) of environmental concern (β value=0.197)
indicates that this independent variables is positively related to attitude towards recycling. On the
other hands, coefficient table also showed that some independent variables found significant at
p<0.01 with 99% degree of confidence. The standardized beta value of intention to recycle (β

37
value= 0.074) showed that this independent variables are negatively related to attitude towards
recycling.

Hypothesis 2: Attitude mediates the relationship environmental concern and recycling behavior is
supported at p<0.01 with 99% degree of confidence as the demonstrated t-value is 0.461, which
less than the t-value at infinity, which is 2.325.

ENV (0.197)
Attitude
INT（0.074）

Figure 4.3: Framework Model

38
4.6 Summary

Hypothe Description B Standar Beta β- T- Result

sis d Error value value
H1 Environmental concern has a 0.222 0.090 0.204 0.204 1.239 Accept
significant positive ed
relationship with recycling
behavior.
H2 Attitude mediates the 0.215 0.088 0.197 0.074 0.461 Accept
relationship between ed
environmental concern and
recycling behavior.
H3 Subjective norm has a - 0.180 -0.050 -0.050 -0.274 Rejecte
significant positive 0.099 d
relationship with recycling
behavior.
H4 Perceived moral obligation - 0.180 -0.041 -0.041 -0.246 Rejecte
has a positive influence in 0.088 d
the relationship towards
recycling behavior.
H5 Anticipated regret has a 0.065 0.142 0.040 0.040 0.227 Accept
positive relationship towards ed
recycling behavior.
H6 Perceived habit related 0.310 0.067 0.231 0.365 0.116 Accept
positively to recycling ed
behavior.
H7 Perceived behavioral control 0.257 0.088 0.365 0.231 0.183 Accept
has a significant positive ed
relationship with intention to
recycle.
Table 4.9: Summary

39
 Chapter 5

Conclusion

5.1 Introduction

In the previous chapters, the researchers have found the results from the data that collected
among undergraduates. As for this chapter, it is going to discuss the findings that have been found
in the chapter 2 and chapter 4, also includes a recapitulation of the study, followed by a discussion
of the major findings, implications, limitations, and recommendations for future research.

5.2 Recapitulation of the Study

The main purpose of this study is to investigate the factors that influence the intention of
recycling behavior among undergraduates. We need to study and examine that how many
undergraduates are doing recycling and what factors influence they do recycling.

In order to investigate the research problem, there are seven independent variables that
have used in this study which are environmental concern, attitude towards recycling, subjective
norm, perceived moral obligation, anticipated regret, habit and perceived behavior control. All the
independent variables were selected and incorporated as determinants of recycling among
undergraduates into the Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB).
Unexpectedly, the statistical findings of our research study will help in increase understanding and
answering the below questions:

1) How does the influence of environmental concern towards the recycling among undergraduates?

2) How does the attitude towards recycling support affect the recycling among undergraduates?

3) How does the subjective norm support affect the recycling among undergraduates?

4) What is the connection between the perceived moral obligation support and the recycling among
undergraduates?

5) What does the impact of anticipated regret towards the recycling among undergraduates?

6) What does the habit support affect the recycling among undergraduates?
40
7) What is the influence of perceived behavior control support on recycling among undergraduates?

There were several test hypotheses developed to test the relationship between the independent
variables and the dependent variable. The whole set of hypotheses was constructed to identify the
relationship between environmental concern, attitude towards recycling, subjective norm,
perceived moral obligation, anticipated regret, habit and perceived behavior control towards
recycling among undergraduates.

5.3 Discussion and Major Findings

In the study we found that the environmental concern has a significant positive relationship

with recycling behavior. Based on the analysis from regression, we found that there is positive

relationship between environmental concern and recycling behavior. In the research we found that

it is similar to our literature which supported by previous researchers, such as Dunlap and Van

Liere,1978; Weigel & Weigel, 1978, Bamberg, 2003; Fransson and Gorling, 1999; Maloney &

Ward. 1973 and Barr, Gilg & Ford, 2001, which showed that Environmental concern has a

significant positive relationship with recycling behavior. It is probably because of undergraduates

are concern about environment which it is encourage their recycling behavior.

Next, we want to know is that the relationship of environmental concern and attitude toward

recycling behavior. Based on the analysis from regression, we found that there had a negative

relationship between environmental concern and attitude toward recycling behavior. Referring to

our finding in the research it supports this literature by previous researcher such as (Fazio & Zanna,

1978; Fazio & Williams, 1986), (Boldero, 1995; Sparks & Shepherd, 1992; Taylor & Todd, 1995).

Hence meant undergraduate agreed that stronger attitude has impact to recycling behavior and it

leads undergraduate students to begin recycling.

41
 Besides that, we found that subjective norm has a significant positive relationship with

recycling behavior. Based on the analysis from regression, we found that subjective norms

obligation is not a significant variable to influence recycling behavior. There is no relationship

between subjective norm and recycling behavior. It does not support the literature by previous

researchers such as Ramayah, Lee & Lim, (2012); Bobek & Hatfield, 2003; Oskamp et al., (1991);

Sodoqie et al., (2010); which showed they have positive effect on recycling behavior and recycling

intention. This is because most of the undergraduate have their own view on whether to perform

or not to perform on the behavior of recycling. They do not influence by other although perceived

social pressures from certain group of people. Also, it is an individual’s beliefs about recycling.

They have their own authority either to be or not to be to involve in recycling.

Furthermore, we also want to know about how the perceived moral obligation influence the

relationship towards recycling behavior. Based on the analysis from regression, we found that

there are no relationship in between, it does not support the literature by previous researchers such

as Beck and Ajzen (1991); Leonard et al., (2004), Manstead (2000), Kurland (1995) and Scheuthle

(2003), which showed that perceived moral obligation has a high positive influence in the

relationship towards recycling behavior. From on our finding, it showed that perceived moral

obligation is not a significant variable to influence recycling behavior. It is probably because of

undergraduate lack of personally feel that recycling is the right thing to do, lack of prior experience

with recycling and lastly they feel like recycling is not convenient to them.

In the other perspectives, we want to comprehend is it anticipated regret has a positive

relationship towards recycling behavior. Based on the analysis from regression, we found that

there is a positive relationship that can influence recycling behavior. It is similar to the literature

which mean anticipated regret support positively toward recycling behavior by the previous
42
researcher such as Abraham and Sheeran (2003). He indicates that regret will direct influence on

prospective. The concept of anticipated regret is to explain the role of anticipants regret on making

decision by (Baron, 1992) stated that recycling behavior have positive relationships towards regret

because people will feel guilty and disappointment over an occurrence or something that someone

has done failed, which support undergraduates to involve themselves in doing recycling. When a

country strongly valued about the environment protection or people around us will automatically

pay much attention on recycling, it will change a person view and behavior. If she or he did not

have the behavior of recycle, it may affect his or her appearance in the eyes of others. Hence,

Simonson (1992) indicated “sorrow bring out the result of actual and alternative outcome and it is

from the felling of responsibility or self-blame because of the disappointing outcome.” This

statement shown that the responsibility of a person or regretted will influence the outcome which

is behavior of recycling. In campus, we always indicate how importance recycling in our life. No

matter where you go in Penang area, it always mentioned “no plastic”, “no straw”, “go green” and

more slogan to encourage people to do recycle. If you are the one does not follow the direction,

then you will be weird. Thus, feeling of regret bring a positive relation in spur on people to have

recycling behavior.

In addition, we hope to find out that perceived habit has a positive relationship toward

recycling behavior. Based on the analysis from regression, the result shows that perceived habit

has a strongest positive relationship with recycling behavior. This analysis of finding is supported

by previous literature research, Carrus et al. (2008) where habit is positive correlated to

undergraduate’s recycling behavior. In fact, the probability of undergraduate choose to recycle

will be increased when recycling becoming a habit. Strong internal motivation leads undergraduate

students to begin recycling and the habit will become part of their routine. However, habit is hard

43
to change by information. Verplanken et al. (1998) said that strong habit takes little accounts of

contextual or new information.

Last, we also hope to find is it perceived behavioral control related to recycling behavior.

From the analysis of regression, it shows that perceived behavioral control is positively related to

recycling behavior. The result of the study supports the statement given by Taylor and Todd (1955),

it is stated that perceived behavioral control have positive relationships between people’s

perceived behavioral control and their intention to recycle, which is said that a person has intention

of participating in recycling when the he or she feels in full control of all the situations. There are

a few ways to improve undergraduates recycling behavior which is publicity and promotion Evison,

T. (2001), promotion, publicity and well-designed communication strategy Mee, N. (2004).

Therefore, from the data we have collected from the respondents, it can be inferred that more

promotion and publicity on recycling can influence the intention of recycling behavior among

undergraduates.

44
5.4 Implication

The implication of this study must be examined in a managerial implications and theoretical

implications to form effective strategies to encourage recycling behavior among undergraduate

student.

5.4.1 Managerial Implications

Environmental concern (ENV) has a significant positive relationship with recycling

behavior. Environmental concern will directly influence the behavior of people either to recycle

or not. At here, we focus on undergraduate student, are they the group of the people with higher

knowledge are taking the recycling behavior in their lifestyle if they are taking the role play in

concern about the environment. So, to make undergraduate student to involve themselves in

recycling, everyone who live in the earth are playing a role of the environment.

Alam sekitar malaysia (ASAM) focuses on environmental monitoring and assessment not

only for air and water but also offers a wide range of environmental services and products. The

particular agency should seek to provide more valuable and useful campaign about the

environment to encourage undergraduate student love the environment and spread the impacts of

destroying the environment. Furthermore, university should provide informal sustainability

learning opportunities such as “go green” for students. These activities can serve to enhance

student’s creative abilities, push them to better connect with environmental problem and improve

their problem-solving capacity.

Attitude (ATT) mediates the relationship between environmental concern and recycling

behavior. It means that in between environmental concern and recycling behavior have a link

which call mediates. It will influence the outcome which is positive nor negative. For example, if
45
the person has a bad attitude does not concern about the environment which he or she will not have

the recycling behavior. On the other hand, another people who have good attitude toward the

concern of environmental, he or she will build his or she behavior of recycling. For example, our

government can strengthen the rule to make sure no one will throw rubbish into the ashbin without

separate. Who do not follow the rule should give them punishment to help them build up the

attitude to concern about the environment.

Subjective Norms (SUB) has a significant positive relationship with the recycling behavior.

While for perceived moral obligation (PERM) also has a positive influence in the relationship

towards recycling behavior. Both hypothesis has been rejected. It does not have any relationship

between subjective norms and perceived moral obligation toward recycling behavior. Thus, no

impacts on recycling behavior.

Anticipated regret (ANT) has a positive relationship towards recycling behavior. In this

research, regret is the feeling on the person, it will bring out sad and depress. Undergraduate

student will increase recycling behavior in their daily life because no one want to be regret. So,

recycling behavior could play a critical role in defining self-blame. Therefore, student must

practice as much as they can to recycle in their daily life and this action also will enhance their

self- confident and reduce self-blame when they be with other who care for the environment.

University also have the responsibility to provide a platform for student to encourage them to

recycling. For example, give a talk or assignment topic about how’s the world going right now.

Let undergraduates to discover the environment, let them realize the more rubbish they made in a

day will bring out how big impact to our earth. Through this action it will make student have time

to think, to feel and to self-reflection about their own behavior.

46
 Perceived habit (HAB) related positively to recycling intention among undergraduate

student. In our research, perceived habit is basically an act that automatic responses to specific

situations which likely functional in acquiring specific goals or end states. Undergraduate student

will automatic involve in reduction, reuse, recycling, and recovery because they already have the

habit of recycle. This bring a great impact on the environment if every one of them develop the

same habit. Habit need to be develop from the younger age. So, parent and teacher have the

responsible to teach children the importance of recycling from childhood time to ensure that this

recycling action will become their habit in the future.

Perceived behavior control (PERB) has significant positive relationship with intention to

recycle. It is an individual’s perceived ease or difficulty in doing a specific action. They have three

stages of behavior control which is easy, moderate and difficult. If a person faced with situational

difficulties such as level of self-confidence in recycling, lack of information, lack of transportation,

time limitation, difficulties to access collection methods and more, the person is likely not feel in

full control of the situation and have no intention of participating in recycling. Hence, it is the

problem that will appear in the difficult stade. For easy and moderate stage is the individual with

a positive evaluation of the behavior will make an intention to engage a behavior happen. They

know they have the chance to do and the pressure from the community force them to have certain

behavior. Different stage of behavior control bring out the different outcome in the end.

47
5.4.2 Theoretical Implication

In our research, The Theory Reason Action (TRA) assumes that most behavior is under

volitional control, in that the individual can decide they want to execute the action or not. The

TRA hypotheses that the immediate determinant of behavior is the individual’s intention to

perform, or not to perform that behavior. Intentions are influenced by two factors which are attitude,

the individual’s favorable or unfavorable evaluation of performing the behavior, and the subjective

norm, the individual’s perception of social pressure to perform or not to perform the behavior.

Another theory is Theory of Planned Behavior (TPB), it extends the TRA to include a third

variable, perceived behavioral control, a measure of the individual’s perception of their ability to

perform the behavior in question. (M. Tonglet et al., 2004)

The TPB (see Ajzen, 1991 for a full review of the theory and its application) provides a

framework for systematically investigating the factors which influence behavioral choices, and has

been applied successfully to such diverse areas as leisure choice (Ajzen and Driver, 1992), driving

violations (Parker et al., 1992), investment decisions (East, 1993) and dishonest actions (Beck and

Ajzen, 1991). The theory, which was developed from the earlier Theory of Reasoned Action (TRA)

(Ajzen and Fishbein, 1980), assumes that people behave rationally, in that they consider the

implications of their actions. Both theories apply to situations involving a choice of behavior,

where reasons can be given for the choice made (East, 1993).

We can confirm that both of the theoretical are working well in our research because most of

the variable has been accepted.

48
5.5 Limitations
All research has some limitations because there are always certain variables that the researcher
is unable to control. Sometimes these limitations are more or less significant, depending on the
type of research and the subject of the research. According to the study, we found that some
constraints have been identified and it is important to discover and understand further
improvements in this research.
The first limitation of this study was that the results of quantitative studies are limited. Because
quantitative research methods involve structured questionnaires, they contain closed questions. It
led to limited results outlined in the research proposal. Therefore, the results cannot always
represent the actual results in a general form. From that the respondents' choice of answers is
limited.
Secondly, due to the small sample size, it may not be sufficient to make assumptions in the
recycling behavior of the entire college students. It is limited to collecting data of 150 respondents,
and each of our team members has only 25 respondents. The sample size in quantitative studies is
more important than qualitative research.
In addition, the study boundary was limited to USM undergraduates, and the survey questions
were only distributed to USM students. Each undergraduate has a different attitude and background
toward recycling behavior. Therefore, respondents have different views on this. One of the
improvements is to expand the sample size of graduates or other undergraduate students. Therefore,
we can produce more accurate results in this study.

5.6 Suggestion for Future Research

There is some suggestions for future research which is:

a) The future research might enlarge the sample size instead of limiting 150 respondents. Bigger
sample size can lower the sampling error.

b) Questionnaire can be created and distribute through online Google form. It is more
environmental friendly, cost saving and save a lot of time.

c) We have to be equalized the ethnicity of respondents to make sure the analysis result is fair to
everyone and apply to every case.

49
d) We should use the newest issued papers to improve our model and explained the research in
more detail. The data that collected from previous researchers in past few years may not seem
applicable.

e) We should use simple random sampling as sampling plan to collect data instead of using
convenience sampling. The simple random sampling is one of the forms in probability sampling
method where every population has an equal and known chance of being subject of the sample.

5.7 Conclusion

This research topic is about recycling and the objective of the research is to determine

which variable are influential for undergraduates.

This research study concludes that out of seven variable five variables be accepted and only
two variables been rejected. The variables that been rejected are perceived moral obligation and
subjective norm.

This research showed that the factors from the previous studies are partially accepted,
where some of the factors will influence the recycling of behavior. This research showed that the
students with higher environmental concern, good attitude, anticipants regret, habit on cycle and
perceived behavior control will have higher recycling behavior. Which mean people who have
certain characteristic tend to recycle compare with others.

While the limitations that we found in this research can be as a reference in the future
studies to gain more accurate results and have a better understanding on this research. This can be
done by considering the future recommendation that were mentioned in previous chapters.

50
 Chapter 6

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55
 CHAPTER 7
APPENDIX
7.1: QUESTIONNAIRE
RECYCLING AMONG UNDERGRADUATES
Instructions:
Please respond to each statement with whatever knowledge you have by circling your answer using
the scales given. There is no right or wrong answer. Be honest in your assessment.
1 2 3 4 5 6 7
Strongly Disagree Slightly Neutral Slightly Agree Strongly
Disagree Disagree Agree Agree

Environmental Concern
Humans must live in harmony with nature in order to 1 2 3 4 5 6 7
survive.

I think environmental problems are very important. 1 2 3 4 5 6 7

I think environmental problems cannot be ignored. 1 2 3 4 5 6 7

I think we should care about environmental problems. 1 2 3 4 5 6 7

Attitude towards Recycling

Recycling is good 1 2 3 4 5 6 7

Recycling is useful 1 2 3 4 5 6 7

Recycling is responsible 1 2 3 4 5 6 7

Recycling is sensible 1 2 3 4 5 6 7

Subjective Norm
My friends expect me to recycle recyclables 1 2 3 4 5 6 7

My classmates/colleagues expect me to recycle

recyclables 1 2 3 4 5 6 7

Media influences me to recycle recyclables 1 2 3 4 5 6 7

Environmental groups influence me to recycle recyclables 1 2 3 4 5 6 7

56
Perceived Behavioral Control
I know what items can be recycled 1 2 3 4 5 6 7

I know where to take my recyclables for recycling 1 2 3 4 5 6 7

I know how to recycle my recyclables 1 2 3 4 5 6 7

I know would recycle more if I had more information on

recycling. 1 2 3 4 5 6 7

Perceived Moral Obligation

Everybody is obligated (morally committed) to treasure
natural resources. 1 2 3 4 5 6 7

Everybody should save natural resources because they are

limited. 1 2 3 4 5 6 7

Everybody has a responsibility in protecting natural

resources because they are precious. 1 2 3 4 5 6 7

Convenience
It is not a difficult task for me to recycle the recyclables 1 2 3 4 5 6 7

I have enough time to sort the materials for recycling 1 2 3 4 5 6 7

I have enough space to store the materials for recycling 1 2 3 4 5 6 7

Perceived Lack of Facilities

Failing to recycle is because recycling facilities are not
easily available. 1 2 3 4 5 6 7

Failing to recycle is because there are no local collections. 1 2 3 4 5 6 7

Consequences Awareness
Recycling is a major way to reduce pollution 1 2 3 4 5 6 7

Recycling is a major way to reduce wasteful use of

landfills 1 2 3 4 5 6 7

Recycling is a major way to conserve natural resources 1 2 3 4 5 6 7

57
Recycling is a major way to reduce pollution 1 2 3 4 5 6 7

Habit
I recycle as a matter of habit. 1 2 3 4 5 6 7

Recycling has become automatic to me. 1 2 3 4 5 6 7

Recycling has become a habit to me. 1 2 3 4 5 6 7

It is a habit of mine to recycle. 1 2 3 4 5 6 7

Anticipated Regret
If I did not recycle, afterwards I would feel worried. 1 2 3 4 5 6 7

If I did not recycle, afterwards I would feel regret. 1 2 3 4 5 6 7

If I did not recycle, afterwards I would feel tense. 1 2 3 4 5 6 7

Psychological Empowerment
Doing something about climate change makes me feel that
I’m making a difference 1 2 3 4 5 6 7

Reducing my personal carbon emissions gives me a

feeling of power, because my choice as a consumer counts 1 2 3 4 5 6 7

Participating in the reduction of climate change makes me

feel I can have an impact on what happens 1 2 3 4 5 6 7

Taking action against climate change makes me feel I

have the power to change things 1 2 3 4 5 6 7

Intention. I recycle ………. Not at all

Great Extent
Paper 1 2 3 4 5 6 7

Bottles 1 2 3 4 5 6 7

Computer Equipment’s 1 2 3 4 5 6 7

Home appliances 1 2 3 4 5 6 7

Food waste 1 2 3 4 5 6 7

58
 Clothes 1 2 3 4 5 6 7

Demographic Profile

1. Gender: (Please mark “X”)

1. Male 2. Female

2. Age: ______________ years

3. Ethnicity: (Please mark “X”)

1. Malay 3. Indian
2. Chinese 4. Others:______________

4. What stream of Study (Please mark “X”)

1. Arts 2. Science
3. Engineering

5. Nationality (Please mark “X”)

1. Malaysian 2. Others: ______________

6. Living Arrangement (Please mark “X”)

1. On Campus 2. Outside Campus

END OF SURVEY

THANK YOU VERY MUCH FOR YOUR KIND COOPERATION

59
7.2: Demographic Profiles

Statistics
Ethnicit WhatStream Nationalit LivingArrang
Gender Age y OfStudy y ement
N Valid 150 150 150 150 150 150
Missing 0 0 0 0 0 0

Gender
Valid Cumulative
Frequency Percent Percent Percent
Valid Male 56 37.3 37.3 37.3
Female 94 62.7 62.7 100.0
Total 150 100.0 100.0

Age
Valid Cumulative
Frequency Percent Percent Percent
Valid 19.00 7 4.7 4.7 4.7
20.00 36 24.0 24.0 28.7
21.00 49 32.7 32.7 61.3
22.00 27 18.0 18.0 79.3
23.00 17 11.3 11.3 90.7
24.00 6 4.0 4.0 94.7
25.00 8 5.3 5.3 100.0
Total 150 100.0 100.0

Ethnicity
Valid Cumulative
Frequency Percent Percent Percent
Valid Malay 45 30.0 30.0 30.0
Chinese 76 50.7 50.7 80.7
Indian 25 16.7 16.7 97.3
Others 4 2.7 2.7 100.0
Total 150 100.0 100.0

60
 What Stream Of Study
Valid Cumulative
Frequency Percent Percent Percent
Valid Arts 81 54.0 54.0 54.0
Science 39 26.0 26.0 80.0
Engineering 30 20.0 20.0 100.0
Total 150 100.0 100.0

Nationality
Valid Cumulative
Frequency Percent Percent Percent
Valid Malaysia
149 99.3 99.3 99.3
n
Others 1 .7 .7 100.0
Total 150 100.0 100.0

Living Arrangement
Valid Cumulative
Frequency Percent Percent Percent
Valid On Campus 97 64.7 64.7 64.7
Outside Campus 53 35.3 35.3 100.0
Total 150 100.0 100.0

61
7.3 Reliability Measurement
7.3.1: Environmental Concern towards Recycling Among Undergraduates

Case Processing Summary

N %
Cases Valid 150 100.0
Excludeda 0 .0
Total 150 100.0
a. Listwise deletion based on all
variables in the procedure.

Reliability Statistics
Cronbach's
Alpha Based
on
Cronbach's Standardized N of
Alpha Items Items
.976 .976 4

Item Statistics
Std.
Mean Deviation N
Environmental
5.4133 2.19269 150
Concern 1
Environmental
5.2667 2.16645 150
Concern 2
Environmental
5.1467 2.12807 150
Concern 3

62
Environmental
5.1600 2.13340 150
Concern 4

Item-Total Statistics
Scale Mean Scale Corrected Squared Cronbach's
if Item Variance if Item-Total Multiple Alpha if Item
Deleted Item Deleted Correlation Correlation Deleted
Environmental
15.5733 39.132 .923 .861 .972
Concern
Environmental
15.7200 38.995 .945 .897 .966
Concern
Environmental
15.8400 39.625 .937 .894 .968
Concern
Environmental
15.8267 39.325 .948 .911 .965
Concern

Scale Statistics
Std. N of
Mean Variance Deviation Items
20.9867 69.248 8.32155 4

7.3.2 Attitude towards Recycling Among Undergraduates

Case Processing Summary

N %
Cases Valid 150 100.0
a
Excluded 0 .0
Total 150 100.0
a. Listwise deletion based on all
variables in the procedure.

63
 Reliability Statistics
Cronbach's
Alpha Based
on
Cronbach's Standardized N of
Alpha Items Items
.832 .898 4

Item Statistics
Std.
Mean Deviation N
Attitude towards Recycling 1 5.0733 2.18628 150
Attitude towards Recycling 2 4.8600 2.16758 150
Attitude towards Recycling 3 5.2400 4.09236 150
Attitude towards Recycling 4 4.7867 2.17548 150

Item-Total Statistics
Scale Scale
Mean if Variance Corrected Squared Cronbach's
Item if Item Item-Total Multiple Alpha if Item
Deleted Deleted Correlation Correlation Deleted
Attitude towards Recycling 1 14.8867 52.907 .776 .832 .758
Attitude towards Recycling 2 15.1000 52.279 .810 .872 .747
Attitude towards Recycling 3 14.7200 39.250 .514 .315 .957
Attitude towards Recycling 4 15.1733 51.245 .847 .821 .732

Scale Statistics
Std. N of
Mean Variance Deviation Items
19.9600 82.361 9.07529 4

7.3.3 Subjective Norm towards Recycling Among Undergraduates

Case Processing Summary

N %
Cases Valid 150 100.0
Excludeda 0 .0

64
 Total 150 100.0
a. Listwise deletion based on all
variables in the procedure.

Reliability Statistics
Cronbach's
Alpha Based
on
Cronbach's Standardized N of
Alpha Items Items
.814 .814 4

Item Statistics
Std.
Mean Deviation N
Subjective
4.8067 1.49135 150
Norm 1
Subjective
4.6800 1.43924 150
Norm 2
Subjective
5.2733 1.31024 150
Norm 3
Subjective
5.0867 1.53674 150
Norm 4

Item-Total Statistics
Scale
Mean if Scale Corrected Squared Cronbach's
Item Variance if Item-Total Multiple Alpha if Item
Deleted Item Deleted Correlation Correlation Deleted
Subjective Norm 1 15.0400 12.884 .596 .598 .784
Subjective Norm 2 15.1667 11.885 .759 .677 .705
Subjective Norm 3 14.5733 14.260 .557 .416 .800
Subjective Norm 4 14.7600 12.318 .631 .476 .768

65
 Scale Statistics
Std. N of
Mean Variance Deviation Items
19.8467 21.486 4.63534 4

7.3.4 Perceived Moral Obligation towards Recycling among Undergraduates

Case Processing Summary
N %
Cases Valid 150 100.0
a
Excluded 0 .0
Total 150 100.0
a. Listwise deletion based on all
variables in the procedure.

Reliability Statistics
Cronbach's
Alpha Based
on
Cronbach's Standardized N of
Alpha Items Items
.779 .780 3

Item Statistics
Std.
Mean Deviation N
Perceived Moral Obligation 1 5.5133 1.32977 150
Perceived Moral Obligation 2 5.7000 1.21925 150
Perceived Moral Obligation 3 5.7667 1.26606 150

Item-Total Statistics
Scale Corrected Squared Cronbach's
Scale Mean if Variance if Item-Total Multiple Alpha if Item
Item Deleted Item Deleted Correlation Correlation Deleted
Perceived Moral
11.4667 5.043 .551 .305 .775
Obligation 1
Perceived Moral
11.2800 5.116 .634 .430 .682
Obligation 2

66
Perceived Moral
11.2133 4.800 .667 .461 .644
Obligation 3

Scale Statistics
Std. N of
Mean Variance Deviation Items
16.9800 10.100 3.17809 3

7.3.5 Anticipated Regret towards Recycling among Undergraduates

Case Processing Summary

N %
Cases Valid 150 100.0
a
Excluded 0 .0
Total 150 100.0
a. Listwise deletion based on all
variables in the procedure.

Reliability Statistics
Cronbach's
Alpha Based
on
Cronbach's Standardized N of
Alpha Items Items
.839 .839 3

Item Statistics
Std.
Mean Deviation N
Anticipated Regret 1 4.5867 1.54653 150
Anticipated Regret 2 4.4133 1.57236 150
Anticipated Regret 3 4.2600 1.75870 150

Item-Total Statistics
Scale
Mean if Scale Corrected Squared Cronbach's
Item Variance if Item-Total Multiple Alpha if Item
Deleted Item Deleted Correlation Correlation Deleted
67
Anticipated Regret 1 8.6733 9.832 .600 .365 .868
Anticipated Regret 2 8.8467 8.466 .777 .632 .704
Anticipated Regret 3 9.0000 7.705 .742 .610 .737

Scale Statistics
Std. N of
Mean Variance Deviation Items
13.2600 18.046 4.24806 3

7.3.6 Habit towards Recycling among Undergraduates

Case Processing Summary

N %
Cases Valid 150 100.0
Excludeda 0 .0
Total 150 100.0
a. Listwise deletion based on all
variables in the procedure.

Reliability Statistics
Cronbach's
Alpha Based
on
Cronbach's Standardized N of
Alpha Items Items
.916 .917 4

Item Statistics
Std.
Mean Deviation N
Habit 1 4.8933 1.57645 150
Habit 2 4.7600 1.48676 150
Habit 3 4.6267 1.45882 150
Habit 4 4.7933 1.46684 150

68
 Item-Total Statistics
Scale Mean Scale Corrected Squared Cronbach's
if Item Variance if Item-Total Multiple Alpha if Item
Deleted Item Deleted Correlation Correlation Deleted
Habit 1 14.1800 16.243 .784 .704 .901
Habit 2 14.3133 16.552 .820 .735 .887
Habit 3 14.4467 16.786 .817 .775 .888
Habit 4 14.2800 16.767 .813 .765 .890

Scale Statistics
Std. N of
Mean Variance Deviation Items
19.0733 28.686 5.35592 4

7.3.7 Perceived Behavior Control towards Recycling among Undergraduates

Case Processing Summary
N %
Cases Valid 150 100.0
a
Excluded 0 .0
Total 150 100.0
a. Listwise deletion based on all
variables in the procedure.

Reliability Statistics
Cronbach's
Alpha Based
on
Cronbach's Standardized N of
Alpha Items Items
.784 .785 4

Item Statistics
Std.
Mean Deviation N
Perceived Behavioral Control 1 5.3067 1.28464 150
Perceived Behavioral Control 2 5.1333 1.29877 150
Perceived Behavioral Control 3 5.1267 1.30202 150
Perceived Behavioral Control 4 5.4867 1.37931 150
69
 Item-Total Statistics
Scale Corrected Squared Cronbach's
Scale Mean if Variance if Item-Total Multiple Alpha if Item
Item Deleted Item Deleted Correlation Correlation Deleted
Perceived Behavioral
15.7467 10.942 .499 .429 .776
Control 1
Perceived Behavioral
15.9200 9.604 .688 .504 .680
Control 2
Perceived Behavioral
15.9267 9.464 .708 .518 .670
Control 3
Perceived Behavioral
15.5667 10.583 .484 .408 .787
Control 4

Scale Statistics
Std. N of
Mean Variance Deviation Items
21.0533 16.829 4.10236 4

7.3.8 Intention to Recycle among Undergraduates

Case Processing Summary
N %
Cases Valid 150 100.0
a
Excluded 0 .0
Total 150 100.0
a. Listwise deletion based on all
variables in the procedure.

Reliability Statistics
Cronbach's
Alpha Based
on
Cronbach's Standardized N of
Alpha Items Items
.767 .756 6

70
 Item Statistics
Std.
Mean Deviation N
Intention 1 5.9533 1.23884 150
Intention 2 5.8067 1.21344 150
Intention 3 4.2067 1.81454 150
Intention 4 4.3467 1.79480 150
Intention 5 4.2733 1.96921 150
Intention 6 5.0333 1.85883 150

Item-Total Statistics
Scale Scale
Mean if Variance if Corrected Squared Cronbach's
Item Item Item-Total Multiple Alpha if Item
Deleted Deleted Correlation Correlation Deleted
Intention 1 23.6667 40.143 .320 .487 .773
Intention 2 23.8133 40.972 .274 .470 .781
Intention 3 25.4133 30.687 .632 .606 .698
Intention 4 25.2733 29.395 .723 .649 .670
Intention 5 25.3467 30.403 .572 .498 .716
Intention 6 24.5867 32.029 .533 .414 .727

Scale Statistics
Std. N of
Mean Variance Deviation Items
29.6200 46.694 6.83327 6

71
7.4 Descriptive Analysis

Descriptive Statistics
Mini Maxi Std.
N mum mum Mean Deviation Skewness Kurtosis
Stati Statis Statis Statisti Statis Std. Statisti Std.
stic tic tic c Statistic tic Error c Error
Environmental -
150 1.00 7.00 5.4133 2.19269 .198 .139 .394
Concern (ENV1) 1.330
Environmental
-
Concern 150 1.00 7.00 5.2667 2.16645 .198 -.039 .394
1.232
(ENV2)
Environmental
106.36
Concern 150 1.00 66.00 5.5467 5.40518 9.414 .198 .394
5
(ENV3)
Environmental
-
Concern 150 1.00 7.00 5.1600 2.13340 .198 -.185 .394
1.111
(ENV4)
Attitude towards -
150 1.00 7.00 5.0733 2.18628 .198 -.403 .394
Recycling (ATT1) 1.087
Attitude towards
150 1.00 7.00 4.8600 2.16758 -.907 .198 -.660 .394
Recycling (ATT2)
Attitude towards
150 1.00 47.00 5.2400 4.09236 7.023 .198 72.957 .394
Recycling (ATT3)
Attitude towards
150 1.00 7.00 4.7867 2.17548 -.800 .198 -.789 .394
Recycling (ATT4)
Subjective Norm
150 1.00 7.00 4.8067 1.49135 -.438 .198 -.297 .394
(SUB1)
Subjective Norm
150 1.00 7.00 4.6800 1.43924 -.504 .198 .036 .394
(SUB2)
Subjective Norm
150 2.00 7.00 5.2733 1.31024 -.447 .198 -.498 .394
(SUB3)
Subjective Norm
150 1.00 7.00 5.0867 1.53674 -.755 .198 -.029 .394
(SUB4)
Perceived Behavioral
150 2.00 7.00 5.3067 1.28464 -.746 .198 .195 .394
Control (PERB1)
Perceived Behavioral
150 1.00 7.00 5.1333 1.29877 -.624 .198 .058 .394
Control (PERB2)
Perceived Behavioral
150 1.00 7.00 5.1267 1.30202 -.571 .198 -.055 .394
Control (PERB3)
Perceived Behavioral
150 2.00 7.00 5.4867 1.37931 -.944 .198 .237 .394
Control (PERB4)
Perceived Moral -
150 1.00 7.00 5.5133 1.32977 .198 .731 .394
Obligation (PERM1) 1.027

72
Perceived Moral -
150 1.00 7.00 5.7000 1.21925 .198 2.074 .394
Obligation (PERM2) 1.207
Perceived Moral -
150 1.00 7.00 5.7667 1.26606 .198 1.945 .394
Obligation (PERM3) 1.320
Habit (HAB1) 150 1.00 7.00 4.8933 1.57645 -.541 .198 -.335 .394
Habit (HAB2) 150 1.00 7.00 4.7600 1.48676 -.548 .198 -.016 .394
Habit (HAB3) 150 1.00 7.00 4.6267 1.45882 -.445 .198 .004 .394
Habit (HAB4) 150 1.00 7.00 4.7933 1.46684 -.411 .198 -.105 .394
Anticipated Regret
150 1.00 7.00 4.5867 1.54653 -.209 .198 -.696 .394
(ANT1)
Anticipated Regret
150 1.00 7.00 4.4133 1.57236 -.342 .198 -.662 .394
(ANT2)
Anticipated Regret
150 1.00 7.00 4.2600 1.75870 -.134 .198 -.705 .394
(ANT3)
Intention (INT1) -
150 1.00 7.00 5.9533 1.23884 .198 2.290 .394
1.499
Intention (INT2) -
150 1.00 7.00 5.8067 1.21344 .198 1.156 .394
1.038
Intention (INT3) 150 1.00 7.00 4.2067 1.81454 -.217 .198 -.772 .394
Intention (INT4) 150 1.00 7.00 4.3467 1.79480 -.308 .198 -.745 .394
Intention (INT5) 150 1.00 7.00 4.2733 1.96921 -.356 .198 -1.055 .394
Intention (INT6) -
150 1.00 7.00 5.0333 1.85883 .198 -.082 .394
1.009
Valid N (listwise) 150

73
7.5 Correlation

Correlations
Attitud
e Perceive
toward d Perceive Intenti
Environ s Subjec Behavio d Moral Anticipa on
mental Recycl tive ral Obligati ted recycle
Concern ing Norm Control on Habit Regret item
Environ Pearson
mental Correlatio 1 .196* .138 .144 .037 .099 .013 .015
Concern n
Sig. (2-
.016 .092 .079 .657 .228 .878 .853
tailed)
N 150 150 150 150 150 150 150 150
Attitude Pearson
towards Correlatio .196* 1 -.016 .011 -.043 .042 .019 -.071
Recycli n
ng Sig. (2-
.016 .842 .890 .603 .610 .818 .386
tailed)
N 150 150 150 150 150 150 150 150
Subjecti Pearson
.531*
ve Correlatio .138 -.016 1 .463** .250** * .402** .388**
Norm n
Sig. (2-
.092 .842 .000 .002 .000 .000 .000
tailed)
N 150 150 150 150 150 150 150 150
Perceive Pearson
.450*
d Correlatio .144 .011 .463** 1 .558** * .340** .395**
Behavio n
ral Sig. (2-
Control .079 .890 .000 .000 .000 .000 .000
tailed)
N 150 150 150 150 150 150 150 150
Perceive Pearson
d Moral Correlatio .037 -.043 .250** .558** 1 .120 .090 .383**
Obligati n
on Sig. (2-
.657 .603 .002 .000 .142 .271 .000
tailed)
N 150 150 150 150 150 150 150 150
Habit Pearson
Correlatio .099 .042 .531** .450** .120 1 .616** .469**
n

74
 Sig. (2-
.228 .610 .000 .000 .142 .000 .000
tailed)
N 150 150 150 150 150 150 150 150
Anticipa Pearson
.616*
ted Correlatio .013 .019 .402** .340** .090 * 1 .365**
Regret n
Sig. (2-
.878 .818 .000 .000 .271 .000 .000
tailed)
N 150 150 150 150 150 150 150 150
Intentio Pearson
.469*
n Correlatio .015 -.071 .388** .395** .383** * .365** 1
Recycle n
Item Sig. (2-
.853 .386 .000 .000 .000 .000 .000
tailed)
N 150 150 150 150 150 150 150 150
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).

75
7.6 Multiple Regression
Multiple Regression 1
Variables Entered/Removeda
Variables Variables
Model Entered Removed Method
1 MeanANT,
MeanENV1,
. Enter
MeanPERM,
MeanSUBb
a. Dependent Variable: MeanATT
b. All requested variables entered.

Model Summaryb
Adjusted R Std. Error of Durbin-
Model R R Square Square the Estimate Watson
a
1 .208 .043 .017 2.24971 2.402
a. Predictors: (Constant), MeanANT, MeanENV1, MeanPERM,
MeanSUB
b. Dependent Variable: MeanATT

ANOVAa
Sum of Mean
Model Squares df Square F Sig.
1 Regression 33.112 4 8.278 1.636 .000b
Residual 733.873 145 5.061
Total 766.985 149
a. Dependent Variable: MeanATT
b. Predictors: (Constant), MeanANT, MeanENV1, MeanPERM, MeanSUB

Coefficients
Standardiz
Unstandardi ed 95.0%
zed Coefficient Confidence Collinearity
Coefficients s Interval for B Statistics
Lowe
Std. r
Erro Boun Upper Toleran
Model B r Beta t Sig. d Bound ce VIF
1 (Constant 1.24 3.65 .00
4.530 2.077 6.983
) 1 0 0

76
 MeanEN 2.47 .01
.222 .090 .204 .045 .399 .979 1.022
V1 9 4
MeanSU -.54 .58
-.099 .180 -.050 -.455 .258 .777 1.288
B 7 6
MeanPE -.49 .62
-.088 .180 -.041 -.444 .267 .937 1.067
RM 2 3
MeanAN .65
.065 .142 .040 .454 -.217 .346 .837 1.195
T 1
a. Dependent Variable: MeanATT

Collinearity Diagnosticsa
Variance Proportions
Dimen Eigen Conditio Mean Mean Mean
Model sion value n Index (Constant) ENV1 SUB MeanPERM ANT
1 1 4.771 1.000 .00 .01 .00 .00 .00
2 .122 6.263 .00 .80 .01 .00 .13
3 .061 8.851 .03 .14 .01 .16 .67
4 .031 12.432 .03 .00 .97 .14 .16
5 .015 17.703 .93 .05 .01 .69 .04
a. Dependent Variable: MeanATT

Minimu Maximu Std.

Residuals Statisticsa m m Mean Deviation N
Predicted Value 3.8145 5.8293 4.9900 .47141 150
Std. Predicted Value -2.494 1.780 .000 1.000 150
Standard Error of
.205 .849 .393 .119 150
Predicted Value
Adjusted Predicted
3.6097 5.9529 4.9939 .48191 150
Value
Residual -4.40344 10.66296 .00000 2.21931 150
Std. Residual -1.957 4.740 .000 .986 150
Stud. Residual -1.977 4.833 -.001 1.004 150
Deleted Residual -4.49174 11.08477 -.00395 2.30135 150
Stud. Deleted Residual -1.997 5.258 -.001 1.023 150
Mahal. Distance .240 20.219 3.973 3.162 150
Cook's Distance .000 .185 .007 .017 150
Centered Leverage
.002 .136 .027 .021 150
Value
a. Dependent Variable: MeanATT
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Multiple Regression 2

Variables Entered/Removeda

Variables Variables

Model Entered Removed Method

1 MeanHAB,
. Enter
b
MeanPERB

a. Dependent Variable: MeanINT

b. All requested variables entered.

Model Summaryb

Adjusted R Std. Error of Durbin-

Model R R Square Square the Estimate Watson

1 .512a .262 .252 .98475 1.831

a. Predictors: (Constant), MeanHAB, MeanPERB

b. Dependent Variable: MeanINT

ANOVAa

Sum of Mean

Model Squares df Square F Sig.

1 Regression 50.708 2 25.354 26.145 .000b

Residual 142.552 147 .970

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 Total 193.259 149

a. Dependent Variable: MeanINT

b. Predictors: (Constant), MeanHAB, MeanPERB

Coefficientsa

Standard
Unstandardiz ized 95.0%
ed Coeffici Confidence Collinearity
Coefficients ents Interval for B Statistics
Lowe
r
Std. Boun Upper Toleran
Model B Error Beta t Sig. d Bound ce VIF
1 (Const
2.106 .437 4.822 .000 1.243 2.969
ant)
MeanP
.257 .088 .231 2.916 .004 .083 .431 .798 1.254
ERB
Mean
.310 .067 .365 4.599 .000 .177 .444 .798 1.254
HAB
a. Dependent Variable: MeanINT

Collinearity Diagnosticsa

Condition Variance Proportions

Model Dimension Eigenvalue Index (Constant) MeanPERB MeanHAB

1 1 2.942 1.000 .00 .00 .01

2 .040 8.573 .22 .07 .95

3 .018 12.827 .78 .93 .05

a. Dependent Variable: MeanINT

83
 Std.

Residuals Statisticsa Minimum Maximum Mean Deviation N

Predicted Value 2.9296 6.0750 4.9367 .58337 150

Std. Predicted Value -3.440 1.951 .000 1.000 150

Standard Error of
.080 .315 .132 .044 150
Predicted Value

Adjusted Predicted
2.8062 6.0605 4.9369 .58641 150
Value

Residual -2.78015 2.32314 .00000 .97812 150

Std. Residual -2.823 2.359 .000 .993 150

Stud. Residual -2.872 2.407 .000 1.005 150

Deleted Residual -2.87693 2.41784 -.00027 1.00085 150

Stud. Deleted Residual -2.946 2.447 -.003 1.011 150

Mahal. Distance .000 14.269 1.987 2.285 150

Cook's Distance .000 .096 .008 .016 150

Centered Leverage
.000 .096 .013 .015 150
Value

a. Dependent Variable: MeanINT

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Multiple Regression 3

Variables Entered/Removeda

Variables Variables

Model Entered Removed Method

1 MeanINT,
. Enter
b
MeanENV1

a. Dependent Variable: MeanATT

b. All requested variables entered.

Model Summaryb

Adjusted R Std. Error of Durbin-

Model R R Square Square the Estimate Watson

1 .209a .044 .031 2.23364 2.438

a. Predictors: (Constant), MeanINT, MeanENV1

b. Dependent Variable: MeanATT

ANOVAa

Sum of Mean

Model Squares df Square F Sig.

1 Regression 33.581 2 16.791 3.365 .000b

Residual 733.404 147 4.989

Total 766.985 149

a. Dependent Variable: MeanATT

b. Predictors: (Constant), MeanINT, MeanENV1

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 Coefficientsa

Standardize 95.0%
Unstandardize d Confidence Collinearity
d Coefficients Coefficients Interval for B Statistics
Std. Lower Upper Toleran
Model B Error Beta t Sig. Bound Bound ce VIF
1 (Constant
4.596 .930 4.943 .000 2.758 6.433
)
MeanEN 1.00
.215 .088 .197 2.439 .016 .041 .388 1.000
V1 0
MeanINT 1.00
-.148 .161 -.074 -.922 .358 -.466 .169 1.000
0
a. Dependent Variable: MeanATT

Collinearity Diagnosticsa
Condition Variance Proportions
Model Dimension Eigenvalue Index (Constant) MeanENV1 MeanINT
1 1 2.875 1.000 .00 .02 .01
2 .102 5.316 .03 .87 .13
3 .023 11.137 .97 .11 .86
a. Dependent Variable: MeanATT

Std.
Residuals Statisticsa Minimum Maximum Mean Deviation N
Predicted Value 3.8473 5.6811 4.9900 .47474 150
Std. Predicted Value -2.407 1.456 .000 1.000 150
Standard Error of
.184 .660 .301 .095 150
Predicted Value
Adjusted Predicted
3.7475 5.6745 4.9905 .47838 150
Value
Residual -4.52960 10.84901 .00000 2.21860 150
Std. Residual -2.028 4.857 .000 .993 150
Stud. Residual -2.046 4.893 .000 1.004 150

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Deleted Residual -.0004
-4.61216 11.01009 2.26562 150
8
Stud. Deleted Residual -2.069 5.330 .000 1.023 150
Mahal. Distance .022 12.035 1.987 2.033 150
Cook's Distance .000 .118 .007 .013 150
Centered Leverage
.000 .081 .013 .014 150
Value
a. Dependent Variable: MeanATT

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7.7 Normality Test

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

MeanATT 150 100.0% 0 0.0% 150 100.0%

MeanINT 150 100.0% 0 0.0% 150 100.0%

Descriptives

Std.

Statistic Error

MeanAT Mean 4.9900 .18525

T 95% Confidence Lower Bound 4.6239

Interval for Mean Upper Bound 5.3561

5% Trimmed Mean 5.0370

Median 5.7500

Variance 5.148

Std. Deviation 2.26882

Minimum 1.00

Maximum 15.50

Range 14.50

93
 Interquartile Range 2.00

Skewness -.260 .198

Kurtosis 1.247 .394

MeanIN Mean 4.9367 .09299

T 95% Confidence Lower Bound 4.7529

Interval for Mean Upper Bound 5.1204

5% Trimmed Mean 4.9957

Median 5.0000

Variance 1.297

Std. Deviation 1.13888

Minimum 1.00

Maximum 7.00

Range 6.00

Interquartile Range 1.83

Skewness -.666 .198

Kurtosis .347 .394

Extreme Values

Case Number Value

MeanAT Highest 1 109 15.50

T 2 24 7.00

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 3 31 7.00

4 41 7.00

5 48 7.00a

Lowest 1 120 1.00

2 114 1.00

3 111 1.00

4 106 1.00

5 100 1.00b

MeanIN Highest 1 75 7.00

T 2 7 6.50

3 10 6.50

4 66 6.50

5 69 6.50c

Lowest 1 113 1.00

2 108 1.67

3 118 1.83

4 74 2.33

5 134 2.50

a. Only a partial list of cases with the value 7.00 are

shown in the table of upper extremes.

95
b. Only a partial list of cases with the value 1.00 are

shown in the table of lower extremes.

c. Only a partial list of cases with the value 6.50 are

shown in the table of upper extremes.

Mean ATT

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Mean INT

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7.8 Important Notes

Topic 1

RECYCLING AMONG UNDERGRADUATES

Underlying Theory:

Theory of Reasoned Action (TRA) by Ajzen and Fishbein (1975 & 1980) and Theory of Planned

Behavior

Research Framework

100
Description of variables used in the questionnaire

Item code Variable name Source No. of

Items

ENV1 to Environmental Concern Chen & Tung (2014) 4

ENV4

ATT1 to Attitude towards Wan et al. (2014) 4

ATT4 Recycling

SUB1 to Subjective Norm Wan et al. (2014) 3

SUB4

PBC1 to Perceived Behavioral Wan et al. (2014) 4

PBC4 Control

MOR1 to Perceived Moral Chen & Tung (2014) 3

MOR3 Obligation

CONV1 to Convenience Lee et al. (2014) 3

CONV3

FAC1 TO Perceived Lack of Chen & Tung (2012) 2

FAC2 Facilities

AWR1 to Consequences Awareness Wan et al. (2014) 4

AWR4

HAB1 to Habit Limayem et al. (2003) 4

HAB4

REG1 – REG3 Anticipated Regret Richard et al., 1998 3

INT1 to INT6 Intention to recycle Chen & Tung (2010) 6

101
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Essoussi, L. H., & Linton, J. D. (2010). New or recycled products: how much are consumers
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Kanchanapibul, M., Lacka, E., Wang, X., & Chan, H.K. (2014). An empirical investigation of
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Wan, C., Cheung, R., & Shen, G. Q. (2012). Recycling attitude and behaviour in university campus:
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