Information Management and Business Review (ISSN 2220-3796) Vol. 15, No. 1, pp. 72-85, March 2023 (SI) 72 To Recycle e-Waste or Not: Understanding Consumers' Intention from the Lens of Behavioral Theories 1,* Erne Suzila Kassim, 1 Mohd Faizul Hassan, 2 Fazira Mohd Nor, 3 Tzong-Ru Lee 1 Faculty of Business and Management, Universiti Teknologi MARA Caw Selangor, Puncak Alam Campus, 42300 Selangor, Malaysia 2 Majlis Bandaraya Seremban, Wisma MBS Persiaran Forest Heights 1, Negeri Sembilan, Malaysia 3 Department of Marketing, National Chung Hsing University, Taichung City, Taiwan (R.O.C.) *ernekassim@uitm.edu.my Abstract: The study was conducted to explore and understand factors that determine consumers' intention to recycle e-waste from the lens of the Theory of Planned Behavior (TPB) and Behavioral Reasoning Theory (BRT). A cross-sectional survey was designed and data was collected from 339 respondents who used an extensive number of electronic devices. The findings suggest positive attitudes towards recycling; social norms and perceived behavioral control are significant to the intention to recycle e-waste. In addition, attitude is explained by two determinants; reasons for recycling and environmental value. Finally, environmental value is also significant in explaining reasons for and reasons against recycling. The study is important for theoretical and managerial implications in describing consumers' acceptance of e-waste recycling by considering the values that promote the act, and the risks that prohibit them from acting positively. Likewise, the findings would help in building an impactful environmental protection regulation for the sustainability agenda. Keywords: e-waste recycling, theory of planned behavior, behavioral reasoning theory, attitude and intention of recycling, factors of recycling acceptance 1. Introduction and Background One of the emerging concerns of the twenty-first century is activities linked to electronic waste (e-waste) (Li & Achal, 2020). e-Waste refers to damaged or unused electrical and electronic equipment that has the potential to be thrown away. In comparison to other unused items, e-waste is the fastest rising (George et al., 2019). e-Waste is projected to double in size by 2045 if current trends continue (Parajuly et al., 2019). The volume rise is attributed mainly to product availability and the rapid pace of technological innovation (Wang et al., 2019). Likewise, demands for electronic appliances are growing as consumers' purchasing power increases, and they are lured by the convenient features of the products (Lo et al., 2020). Mismanagement of e-waste becomes a major pollution problem and causes dangers to global sustainability (Dhir et al., 2021). Untapping the problem will only set the e-waste issue to become a bigger concern. What alarms the environmentalists is the fact that electronic devices contain a large number of heavy metals in which their release into the environment will result in a significant increase in heavy metal concentrations in dust, sediments, plants, air, and soil (Fayaz, Abdoli, Baghdadi & Karbassi, 2022) that could harm human health. Fortunately, recent development in waste management innovations has created opportunities to turn waste into gold. e-Waste is found to be very valuable and precious due to its metal components (Arya & Kumar, 2020). To curb e-waste problems and reduce the e-waste poll, recycling them has become one of the essential initiatives (Liang, 2021). Quite a number of projects have been implemented for inspiring environmental changes. For instance, the Royal Mint plant in South Wales processes UK-sourced circuit boards to retrieve precious metal to reuse in its coins, bars and other products (Royal Mint, 2021). Another example is the Tokyo 2020 Medal Project, which molded all medals from metal extracted from recycled consumer electronics. The project was supported by 1,300 educational institutions and 2,100 electronic retail stores across Japan (Tokyo 2020 the Medal). However, while e-waste recycling is good for the environment and creates value for the earth, it was found consumers' reactions towards the initiative vary (Liang, 2021). In the contextual situation, reports from the Global e-Waste Monitor (2020) indicated consumers’ reactions towards e-waste recycling in Malaysia are still low. It was further reported recycling activities were not keeping up with the e-waste amount. In addition, how consumers in Malaysia react and are willing to participate in e-waste recycling has not been fully studied despite its emerging concern (Shittu, Williams & Shaw, 2021; Arain et al., 2020; Rodrigues, Boscov & Günther, 2020; Zhang et al., 2019). Some efforts were made in understanding the intention and its factors, such as disposal direction (Ho et al., 2013), convenience of infrastructure and services, information, incentives, reminder and the recycling infrastructure,