Trying to recycle domestic waste and feelings of guilt: a moderated mediation model applied to South African households

Notwithstanding the multiple efforts of governments and research on pro-environmental behaviour to foster a recycling culture in emerging markets, recycling habits have not kept pace. Informed by the theory of trying, this study developed and tested a conceptual model aimed at determining the factors shaping households’ decision to try to recycle. The study also investigated whether the potential mediation of feelings of guilt is moderated by...