Abstract
Background. With the increasing production of domestic waste in South African urban areas, household waste separation has become a crucial recycling activity for better management of domestic waste and a decrease in environmental pollution. Focus of the article. This empirical study investigates how normative influences can shape the intention to separate household waste, and how these influences are moderated by sociodemographic attributes and upstream social marketing interventions (recycling policy implementation). Research Hypotheses: The hypotheses stipulate that descriptive, injunctive and moral norms have an influence on the behavioral intention to separate household waste before disposal. Policy implementation and sociodemographic variables moderate the impact of these normative forces on behavioral intention. Methods. A cross-sectional design was applied to this study. A survey was administered to collect quantitative data from 350 households residing in a city that is currently implementing a mandatory recycling policy (Johannesburg) and from 349 households in a city that is not doing...