Hypothesis relationship.

The seriousness of the e-waste crisis stems from the fact that consumers do not participate much in ensuring the proper disposal of electronic materials. In this context, millennials are the largest segment of consumers of electronic products who are not yet motivated to get sustainably rid of them. However, to inspire consumers to recycle e-waste, it is necessary to investigate consumers’ behavioral intentions towards e-waste thoroughly. This study integrates the theory of planned behavior, social influence theory, and personality traits to examine how consumers gauge their choice to recycle e-waste. Data were collected from randomly surveying 300 Lithuanians through a structured questionnaire. Using the PLS-SEM approach, results show that attitude, subjective norms, and perceived behavioral control significantly influence consumers’ e-waste recycling intention. Regarding personality traits, only openness to experience significantly affects consumers’ e-waste recycling intention. In contrast, other traits such as agreeableness, conscientiousness, extraversion, and neuroticism have a non-significant influence on consumers’ e-waste recycling intention. In addition, normative and informational social influence affects consumers’ e-waste recycling intention. The current study advances our understanding of e-waste recycling behavior by examining how TPB, personality factors, and social influence theory influence intentions. It provides valuable insights for policymakers and marketers on understanding and encouraging the e-waste behavior of Lithuanian Y-generation consumers.

电子废弃物危机的严峻性，源于消费者在保障电子物料合规处置方面参与度不足。在此背景下，千禧一代作为电子产品消费的核心群体，尚未被激发起以可持续方式处置废旧电子产品的行为动机。然而，若要激发消费者参与电子废弃物回收，就需要深入探究消费者针对电子废弃物的行为意向。本研究整合计划行为理论（Theory of Planned Behavior, TPB）、社会影响理论与人格特质模型，探究消费者如何评估自身的电子废弃物回收选择。本研究通过结构化问卷随机调研了300名立陶宛受访者以收集数据。采用偏最小二乘结构方程模型（Partial Least Squares Structural Equation Modeling, PLS-SEM）进行分析后，结果显示：态度、主观规范与知觉行为控制均对消费者的电子废弃物回收意向具有显著正向影响。就人格特质而言，仅经验开放性对消费者的电子废弃物回收意向具有显著影响；而宜人性、尽责性、外向性与神经质等其余特质则无显著影响。此外，规范型社会影响与信息型社会影响均会作用于消费者的电子废弃物回收意向。本研究通过探究计划行为理论、人格因素与社会影响理论如何作用于回收意向，深化了学界对电子废弃物回收行为的认知。本研究同时可为政策制定者与市场营销人员理解并引导立陶宛Y世代消费者的电子废弃物处置行为提供有价值的参考依据。