Abstract

Purpose: This study examines how mature consumers recycle their e-waste by investigating the role of environmental values and gender in their behaviour. The study contributes towards the promotion of sustainable e-waste management and reverse logistics. Research design, data, and methodology: A cross-sectional online survey with 210 valid responses was obtained, consisting of respondents aged between 40 and 70 years who recycle e-waste. The data were analysed using Partial Least Squares Structural Equation Modeling, where measurement reliability and validity, path analysis, and multigroup analysis were conducted. Results: Environmental values emerged as a key predictor in shaping mature consumer attitudes in e-waste recycling. While environmental values significantly influence both genders, structural pathways vary. A gendered effect was evident, where female consumers exhibit a more positive attitude. Finally, the pathway to e-waste recycling behaviour stems from perceived behavioural control rather than behavioural intention. Conclusions: Policymakers should leverage both public and private reverse logistics networks such as recycling centres, mobile apps, retailers, and waste service providers to increase e-waste recycling rates. Using gender-sensitive messaging, communication programs targeting women and men should also deliver distinct messages. For females, emphasise benefits of recycling, and for males, communicate e-waste recycling centre locations and services.