Davies, Janette, Gordon R. Foxall, and John Pallister. 2002. “Beyond the Intention–Behaviour Mythology.” Marketing Theory 2 (1) (March 1): 29 -113. doi:10.1177/1470593102002001645.
This paper is a lengthy critique of studies and theories that have been fundamental in formulating policy for recycling programs throughout Britain. The models critiqued were the Theory of Reasoned Action, and the Theory of Planned Behavior. These two theories have been used to predict consumer behavior for decades. One of the methods used to make this critique is an empirical investigation of consumer recycling habits.
The methodology consisted of a self administered mail survey followed by independent observation. The survey was to measure demographics, previous experience and other antecedents.
The empirical evidence concerning normative influences and recycling behavior is contradictory. The majority of those who claimed to be recycling were not observed using the curbside recycling during the term of the study.
One point that keeps coming to the front is the infinite number of contexts and variables that can be used to determine recycling behavior. Because of this, it is possible to create an infinite number of studies. It is not the factor that influences behavior, It is the context the factor arises in that shapes the behavior.
Other findings suggest that there is an assumption that attitudes play an important role in influencing behavior. However, it does not necessarily follow that the presence of one attitude sympathetic to recycling would equate with another attitude that is sympathetic also.
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