Measuring Consumers’ Perception of Environmental Sustainability on Recycling Behavior with the Moderating Role of their Characteristics

The globe including Egypt is facing a tremendous challenge which is it’s the inability to sustain the scarce resources for future generations as well as manage the chronic outcomes due to the inability to sustain the environment. That includes disasters as cyclones, tsunami and other harm caused to the environment. As a result the call for environmental sustainable actions very crucial.
For Egypt to attain environmental sustainability, waste management needs attention. That could be achieved through recycling, reuse, and recover of waste also, through reducing consumption or reusing already consumed products. This goal cannot be achieved by the government alone as a result, citizens’ participation is required.
Therefore, it is important to learn how the citizens perceive the values of sustaining the environment as well the perceived risks if acting otherwise. This could help in introducing behavior change that will help in achieving the goal of participating in an environmental friendly behavior as recycling.
After testing the impact of perception of environmental sustainability as an independent variable on recycling behavior as a dependent variable. The researcher concluded that the target population who tend to perceive the values of sustaining the environment and the risks associated if they acted otherwise, do participate in recycling behavior yet the participation is weak.
Last the researcher reached the conclusion that certain demographic and psychographic moderating factors do affect the strength of the relationship yet the impact is insignificant.