Citizens’ pro-environmental behaviors for waste reduction using an extended theory of planned behavior in Guayas province

This study looks at pro-environmental behaviors (PEBs) for waste reduction in Ecuador's heavily populated Guayas area. The research, which focuses on green consumer, recycler, and waste-preventer behaviors, applying an Extended Theory of Planned Behavior (TPB) to investigate the influence of attitudes, subjective norms, and perceived behavioral control on people's intentions to behave environmentally and uses external influences as moderating role variable. This research intends to contribute to targeted treatments and strategies promoting sustainable behaviors and environmental consciousness by better understanding the factors that drive waste reduction PEBs. A total of 3805 people were polled, and confirmatory analysis and structural equation modeling was utilized to review the data. The study finds that attitudes, perceived behavioral control, and subjective norms significantly influence citizens' intentions to engage in green consumer and waste-preventer behaviors. However, the intention to behave ecologically does not significantly affect recycler behavior. External influences also moderate the relationship between intentions and all three-waste reduction pro-environmental behaviors. This investigation illuminates the psychological dimensions underlying the observed variability in pro-environmental waste reduction behaviors among residents in a metropolitan area situated in South America, specifically within a developing world context. Finally, the study emphasizes the importance of addressing citizens' attitudes and norms to promote green consumerism, waste prevention, and recycling. Limitations include self-report bias and demographic bias. Future research should expand to include other regions and countries.