Green illusions in self-reporting? Reassessing the intention-behavior gap in waste recycling behaviors.

ABSTRACT

Improving residents' waste recycling behavior is crucial for enhancing resource efficiency and reducing carbon emissions. Previous questionnaire-based studies have reported that individuals exhibit a high willingness to recycle, yet often fail to convert this intention into action. Analyzing 180,417 Internet of Things (IoT) behavior data points, we discovered that the intention-behavior gap might be larger than anticipated. Our findings indicate that 1) Intentions to recycle alone can predict self-reported recycling behavior (p < 0.01, t = 2.841), but not actual recycling behavior in the absence of other possible moderators (p > 0.1, t = 0.777); 2) Self-reported behavior predicts real behavior, but with limited explanatory power; and 3) The intention-behavior gap primarily results from forgetting or habituation (p < 0.01, t = 2.653), while social desirability plays an insignificant role (p > 0.1, t = 0.246). This study contributes to our understanding of the intention-behavior gap and provides direction for future pro-environmental behavior research.