This study presents an integrative sustainable e-waste model, drawing on organismic integration theory and gender schema theory. E-waste behavior has attracted considerable attention in the cleaner production literature in recent years. However, there is growing debate, and little research has been conducted in developing countries, especially Pakistan, to investigate the motivational factors influencing sustainable e-waste behavior. This study empirically examines the different effects of motivational (intrinsic, identified, introjected, and external) regulations on sustainable e-waste disposal behavior and identifies whether customer gender moderates these effects. To address this gap, we recruited 209 households, and structural equation modeling (SEM) and multi-group modeling (MGM) techniques were used to test the proposed hypotheses using AMOS. When assessing customers' habits and external, introjected, identified, and intrinsic motivations in terms of gender differences, the SEM results revealed that female has more motivational sentiments and compliance to social norms for disposing e-waste behavior. The MGM results revealed that the effect of intrinsic motivation on sustainable e-waste disposal behavior is important for male customers, while the impact of external motivation is important for female customers. Identified motivation appears to be a significant predictor both for male and female customers. Finally, we briefly discuss the study's implications for theory and practice and highlight priorities for future research.
Keywords: Gender schema theory; Habit; Motivational regulations; Organismic integration theory; Sustainable e-waste disposal behavior.
© 2021. The Author(s), under exclusive licence to Springer-Verlag GmbH Germany, part of Springer Nature.