RESUMEN
The increasing amount of e-waste and poor participation of individuals in proper recycling or disposal has become a big concern for policymakers. Therefore, it is essential to understand the factors that may facilitate or inhibit individuals from adopting e-waste recycling. The present research examines the attitude and intentions of individuals by applying the theoretical lens of Behavioral Reasoning Theory (BRT). The study uses a mixed-method approach and has been conducted in two phases: Phase 1- qualitative study (one-to-one interview: 30 respondents) and Phase 2: quantitative study (survey-based questionnaire- 348 responses). The qualitative part employs thematic analysis, and the quantitative study has been analyzed using SEM. Through the qualitative research, the study has identified self-image perceived negative effect and salvage value as the 'reasons for', whereas inconvenience, lack of support system, and emotional attachment have been identified as the 'reasons against' e-waste recycling. The findings show that moral and social norms significantly impact individual reasoning ('reason for'/'reason against') and attitude toward e-waste recycling. The result has also confirmed the moderation effect on self-efficacy among reasoning, attitude, and intention. The findings offer interesting insights to the government and policymakers for increasing individuals' participation in e-waste recycling.