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Marketing Theory, Vol. 2, No. 1, 29-113 (2002)
DOI: 10.1177/1470593102002001645

Beyond the Intention–Behaviour Mythology

An Integrated Model of Recycling

Janette Davies

Woods Davies Consultants Ltd, UKdaviesj{at}indigo.ie

Gordon R. Foxall

Cardiff University, UKgfoxall{at}aol.com

John Pallister

Cardiff University, UK

This paper presents a critique of the multi-attribute models of Fishbein and Ajzen and the social–psychological model of altruistic behaviour proposed by Schwartz. The purpose is to understand better the capacity of these theories of behavioural response to predict and explain observed consumer behaviour. The authors argue that the evaluation of such models cannot proceed in abstract contexts. The development, implementation and maintenance of a kerbside recycling programme by the Cotswold District Council in the UK provided an opportunity to examine the cognition–behaviour links proposed by these theories. Unlike mostother tests of these models, the authors’ research employs independent measures of behaviour as well as behavioural intention and other alleged cognitive precursors of behaviour. The results indicate that cognitive variables, notably intention, fail topredict actual behaviour and that a more elaborate integrated model of recycling is required in order to accomplish this. The research suggests that, at least in the context in which the investigation was undertaken, the intention–behaviour hypothesis, which lies at the heart of so much psychological and marketing theorizing, must be abandoned.

Key Words: attitude–behaviour relationship • consumer choice • multi-attribute theories • recycling


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