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This study aims to have a holistic understanding of psychological determinants of consumers' e-waste recycling behavior to promote sustainable post-consumption behavior through end-of-life electronic products exchange (EEPE) program.

The study integrated additional cognitive and noncognitive factors within the Theory of Planned Behavior. Data were collected from 334 participants who were purposively recruited from well-known online retailers in an emerging market, with the data analyzed using structural equation modeling.

The results provide some fresh insights, such as the significant positive influence of recycling habits, economic benefits and attitudes toward nudging on EEPE, with a distinct serial mediation link from recycling habits to EEPE behavior.

This study highlights some relevant sustainable marketing strategies including the integration of nudging and habits as behavioral interventions for promoting e-waste recycling.

The originality of this study relates to (1) testing the significance of nudging in promoting sustainable postconsumption behavior and (2) revealing a serial mediation effect of recycling habits on EEPE behavior via attitude toward e-waste recycling and EEPE intention.

Rapid economic growth, urbanization, growing population and resulting overconsumption have led to the severe environmental vulnerability of some south Asian countries, further accelerated by the impact of climate change. Bangladesh is one such country that has been recognized by the United Nations Framework Convention on Climate Change as one of the most environmentally vulnerable in the world. A significant amount of environmental deterioration is reportedly due to consumption-related activities. This study, therefore, aims to understand the antecedents of green consumer behavior among young urban consumers, an emerging and environmentally promising market in Bangladesh.

This study uses the theory of planned behavior to integrating environmental attitudes, subjective norms, perceived consumer effectiveness and behavioral intentions in its conceptual model to examine their influence on green consumer behavior. Data were collected from 206 young urban consumers (18–24 years of age) from the capital city of Bangladesh. Covariance based structural equation modeling was used to analyze the data.

The subsequent results suggest that perceived consumer effectiveness and subjective norms have a direct positive influence on green consumer behavior, while the direct effect of environmental attitudes is insignificant.

Based on the key finding that one of the strongest antecedents is perceived consumer effectiveness, marketers could inspire young urban consumers by applying self-directed appeal to induce green consumer behavior.

This study is one of the first studies examining the antecedents of green consumption behavior using the framework of the theory of planned behavior that integrates both behavioral intention and reported behavior in the context of young urban consumers in South Asia. An insignificant direct influence of attitudes on green consumer behavior reinforces the attitude-behavior gap, specifically among young urban consumers in a collective society. The strong positive influence of perceived consumer effectiveness on green consumer behavior, on the other hand, extends the existing green consumer literature by empirically supporting the need for enhancing self-efficacy among young consumers to persuade them to practice green consumer behavior, especially where individuals face severe challenges of climate change and environmental deterioration.

Acknowledging previous scholarly focus on functional attributes in understanding technology acceptance behaviour, the current study aims to offer a novel perspective by integrating eight different dimensions of utilitarian and hedonic attributes to examine their influence in delivering a holistic web-based retail shopping experience.

The research model was tested and validated through data collected from 370 online shoppers across both hedonic and utilitarian product ranges. Hypotheses were tested using covariance-based structural equation modelling with multi-group analysis to examine the moderation effect.

The findings strongly support the model confirming eight new utilitarian and hedonic dimensions that influence web-based retail shopping behaviour. The findings also confirm that hedonic attributes remain important even for utilitarian product purchasing.

The key managerial implication is the demonstrated need to balance utilitarian and hedonic attributes in web-based retail platforms, where previously, there has been an overemphasis on functional features. Web-based retailers should consider the optimal blend of utilitarian (e.g. information quality) and hedonic (e.g. aesthetic) attributes in the design of a retail shopping site, irrespective of the product category.

This study integrates multiple dimensions of utilitarian and hedonic attributes into a single model and highlights the interplay of these attributes, thus extending the technology acceptance model. This paper also advances scholarship through its identification of attribute impact across different product categories.