Green Faith? Exploring the Complex Influence of Religiosity on Recycling Attitudes and Intention in Indonesia
1Ali Hanafiah, 2Dudi Permana, 3Mas Wahyu Wibowo

123 Faculty of Business and Economics, University of Mercu Buana, Indonesia

Abstract

Facing a global plastic waste crisis amplified in rapidly developing nations like Indonesia, this study examines the drivers of recycling intention within a corporate sustainability program. It extends the Theory of Planned Behavior (TPB) by integrating religiosity to explore culturally nuanced influences in a highly religious societal context. Data were collected from 184 consumers of Le Minerale in Greater Jakarta, recruited via purposive sampling based on product usage and awareness of the company^s Recycle Point program, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results robustly validate the core TPB model, confirming that attitude, subjective norms, and perceived behavioral control significantly and positively influence recycling intention. However, the findings reveal a complex role for religiosity. It exhibited no significant effect on attitude and a small but significant negative direct effect on recycling intention, leading to an unsupported mediation hypothesis. This suggests that while universal psychological constructs are reliable predictors, the influence of religious values is not automatic and may be context-specific. The study provides practical recommendations for leveraging TPB levers in sustainability campaigns and calls for a more nuanced engagement with cultural-religious factors in behavioral models.

Keywords: TPB, Religiosity, Recycling Intention, Indonesia, PLS-SEM.

Topic: Governance, Policy, and Education of Coastal Area