ABSTRACT
This chapter uses survey methodology to assess the relationship between young adults' personal beliefs, feedback from others, self-image, and their recycling behavior. The analysis explores the relationships between the variables, followed by a regression analysis to test the significance of effects of the hypothesized predictors. The review of the literature provides the background and structure for the key premise of the chapter that personal beliefs, external behavior modification attempts, and self-empowerment thoughts predict recycling behavior. This chapter supports the claim of some scholars that recycling should be treated as an instance of prosocial behavior because of its benefits to society and the environment. People who are undecided about recycling should be communicated to in a way that appeals to their sets of values and standards. Effective communication contributes in motivating a student segment toward the activity of recycling. Marketers locate and query trendsetters among a cohort to incorporate their opinions into brand messages and use these individuals as brand ambassadors.
