Waste prevention is currently a critical issue, and our research aims to provide a more nuanced view by examining the determinants of individual behaviour when deciding to either purchase a certain item or to extend the life of an owned item through repair or reuse activities. Our research has two main aims: (1) to examine the importance that being aware of consequences and personal norms have in shaping positive attitudes towards waste prevention behaviour; and (2) to explore the relationship between attitudes and perceived behavioural control on waste prevention by testing the mediation effects of perceived behavioural control and waste prevention behaviour. The research is based on 375 questionnaires collected in Pietra Ligure, a municipality located in Northwest Italy. Data were modelled using a structural equation model to test the hypotheses. The findings show that awareness of the consequences is a fundamental driver of waste prevention attitudes while personal norms are not. The findings also confirm a positive relationship between attitudes and perceived behavioural control. Finally, a positive significant relationship was found between perceived behavioural control and waste prevention behaviour, and between social norms and waste prevention behaviour. The results of our investigation are contextualised in theoretical, political and managerial frameworks and suggest several avenues for further research.
Keywords: Attitudes; Awareness; Behaviour; Waste prevention.
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