Environmental Information—Explanatory Factors for Information Behavior.docVIP

Sustainability 2010, 2, 2785-2798; doi:10.3390/su2092785 OPEN ACCESS sustainability ISSN 2071-1050 /journal/sustainability Article Environmental Information—Explanatory Factors for Information Behavior Chris von Borgstede * and Kristin Andersson Department of Psychology, Gothenburg University, P.O. Box 500, Haraldsgatan 1, SE 40530, Gothenburg, Sweden; E-Mail: kristinandersson@yahoo.se * Author to whom correspondence should be addressed; E-Mail: cvb@psy.gu.se; Tel.: +46-31-786-4260; Fax: +46-31-786-4628. Received: 15 July 2010; in revised form: 15 August 2010 / Accepted: 25 August 2010 / Published: 2 September 2010 Abstract: As sustainable waste management has become an important environmental concern, growing emphasis is being given to policy tools aimed at increasing recycling behavior by households. Information is a common policy tool, but may not always reach the individuals whose behavior is being targeted, i.e., those reluctant to recycle. This study examined individual differences in attention to recycling information and demand for such information. A nationwide survey in Sweden showed that having personal norms for recycling is important when it comes to obeying and seeking environmentally relevant information. In contrast to earlier research, this study found that lack of information alone is not a significant antecedent to the intention to seek information. Personal norms were found to moderate the effect of perceived lack of information on the intention to seek information. Keywords: information behavior; attention; recycling information; personal norms 1. Introduction Disproportionate solid waste production is a serious problem in modern societies, and sustainable management has therefore become an important concern for governments [1]. Recycling can reduce the amount of waste that goes to incineration or landfills, as well as reducing energy use and emissions generated