JOURNAL OF CURRENT DISCOURSE AND RESEARCH (JCDR)

THE INFLUENCE OF PERCEIVED COMMUNITY INJUNCTIVE NORMS AND ENVIRONMENTAL SELF-EFFICACY ON RECYCLING FREQUENCY AND WASTE SEGREGATION PRACTICES AMONG URBAN DWELLERS IN NIGERIA

Abstract

Nigeria confronts severe solid waste management challenges from rapid urbanization, with annual generation exceeding 32 million tonnes and household recycling and source segregation rates below 10%. Grounded in an extended Theory of Planned Behavior framework, this multi-city cross-sectional survey (N = 1,350 urban adults across 12 cities in Nigeria’s six geopolitical zones) examined how perceived community injunctive norms and environmental self-efficacy predict recycling frequency and waste segregation practices. Hierarchical moderated regression analyses, controlling for demographics and zonal differences, confirmed strong positive direct effects for both predictors (βs = 0.24–0.35, p < .001), accounting for 42–47% of variance. Self-efficacy significantly moderated the norm–behavior links (ΔR² ≈ 0.012–0.013, p < .001), with normative influences strengthening at higher efficacy levels. Findings extend TPB in collectivistic, infrastructure-limited settings and support integrated interventions combining norm reinforcement and efficacy-building to advance sustainable waste management.