2026-04-18T01:18:08Zhttps://recercat.cat/oai/request

oai:recercat.cat:2445/2284902026-04-08T13:29:07Zcom_2072_1057col_2072_478811col_2072_478917

00925njm 22002777a 4500 dc Huertas García, Rubén author Sáez Ortuño, Laura author Forgas Coll, Santiago author Sánchez García, Javier author 2026-03-25T09:24:03Z 2026-03-25T09:24:03Z 2026-03-02 2026-03-25T09:24:03Z Recycling is a fundamental component of the circular economy. It is implemented in urban waste management services through citizen co-production, infrastructure provision, and communication promotion. This study examines the psychological and situational determinants of recycling among Generation Z within an expanded Theory of Planned Behaviour (TPB) framework, translating the findings into pragmatic, technology-based, and entrepreneurship-oriented proposals. Using a mixed-methods design, we first tested a simultaneous equation model with data from 826 young Spaniards in Barcelona and evaluated the moderating role of the Big Five personality traits and intuitive-rational processing style. Subsequently, we conducted 36 in-depth interviews to explore in greater depth the mechanisms, barriers, and frictions in the service system. The results show that moral norms are the strongest predictor of intention, and that intention is the main driver of behaviour, while situational factors weaken it. Moderating variables reveal heterogeneous behaviour patterns, with each segment systematically modulating the causal pathways within the TPB model. Focusing on the application of circular economy programmes, the study identifies the most appropriate messages to promote greater engagement in recycling among different segments of young citizens. Economia circular Innovacions tecnològiques Generació Z Segmentació de mercat Circular economy Technological innovations Generation Z Market segmentation Beyond intentions to apply the circular economy: Segmenting generation Z’s recycling behaviour through personality and decision-making styles