Abstract:
The increase in the generation of e-waste is a growing concern worldwide. However, due to the presence of precious metals, it could serve as a source of secondary raw materials. This is in line with the circular economy concept, which focuses on the reuse of resources. However, e-waste management/recycling may not always be profitable. Therefore, stakeholders should share the economic responsibility of e-waste management to achieve a circular economy and sustainable society. Building on the concept of 'polluters pay', the present study investigates end user's willingness to pay (WTP) for the recycling of e-waste they produce. Specifically, using the theory of planned behaviour (TPB), the study empirically examines the psychological factors that influence end user's willingness to pay for e-waste recycling. The proposed model is tested using survey data obtained from 382 Indian residents. The partial least square path modelling (PLSPM) approach is employed to determine the effect of various factors (attitude, subjective norms, perceived behavioural control, intention, environmental concerns, and awareness of consequences) on WTP. The results suggest that perceived behavioural control (PBC), awareness of consequences, and intentions to recycle e-waste are positive predictors of WTP. Additionally, attitude, subjective norms, and environmental concerns positively affect WTP through the intention to recycle e-waste. The policymakers and decision-makers may use the findings of this study to motivate end-users to share the financial responsibility of the e-waste generated by them, which could lead to a circular economy and sustainable society.