The garbage gospel: Using the theory of planned behavior to explain the role of religious institutions in affecting pro-environmental behavior among ethnic minorities

This study used Azjen's Theory of Planned Behavior to examine how pro-recycling and pro-environmental messaging delivered by religious leaders affects stated recycling behavior among ethnic minorities. Using data collected from 12 religious institutions in three Ontario, Canada, communities, a promotion and education program was developed to: (1) increase awareness about existing waste management programs in the region; (2) describe what materials should be recycled; (3) highlight the importance of recycling (to the individual, to the community, and to the environment; and (4) make a direct appeal asking households to participate in their region's recycling programs. Post implementation of the P&E campaign, respondents indicated a statistically significant increase in positive attitudes toward recycling, moral norms, levels of perceived behavioral control, and awareness of recycling consequences. Perceived behavioral control, situational factors, attitudes, and moral norms were found to be the most significant predictors of recycling intention. Community leaders were demonstrably more successful in affecting positive change in stated recycling behavior among minorities relative to previous municipal promotion and education efforts.