1. Introduction
The prevailing linear economic model, described as extraction, transformation, and disposal (Ellen MacArthur Foundation, 2013), heavily relies on resource-intensive practices, resulting in environmental degradation and ecosystem deterioration. Widely adopted by organizations, this model restricts value recovery and resource efficiency, necessitating more sustainable approaches. The circular economy emerges as a transformative alternative, intentionally designed to restore or regenerate production and consumption systems (Reference Geissdoerfer, Savaget, Bocken and HultinkGeissdoerfer et al., 2017). As highlighted by Guzzo (Reference Guzzo, Rodrigues and Mascarenhas2021, Reference Guzzo, Pigosso, Videira and Mascarenhas2022), this transition demands not only organizational changes but also the adoption of systemic approaches that integrate multiple intervention levels, such as public policies and cross-sector collaboration, to address the dynamic resource flows and uncertainties inherent to circular strategies. This positions the circular economy as a strategic response to environmental and social pressures.
Electronic waste (e-waste) poses a growing challenge within the transition to a circular economy due to the exponential increase in its generation. By 2030, it is estimated that global e-waste generation will reach 74 million metric tons, driven by planned obsolescence and shortened product lifecycles (Reference Forti, Baldé, Kuehr and BelForti et al., 2020). Comprising valuable materials such as precious metals, e-waste presents both an environmental risk and a significant economic opportunity (Reference AboelmagedAboelmaged, 2021). However, the lack of effective management systems and reverse logistics practices constrains the sector’s potential for circularity.
Consumer behavior plays a pivotal role in e-waste management, directly influencing the effectiveness of disposal and recycling practices. The SHIFT framework (Reference White, Habib and HardistyWhite et al., 2019) provides a structured lens for understanding the psychological and contextual drivers of sustainable consumer behavior, emphasizing five key dimensions: Social Influence, Habit Formation, Individual Self, Feelings and Cognition, and Tangibility. Research suggests that attitudes, beliefs, and values shape disposal decisions, determining whether consumers adopt environmentally responsible practices (Reference Paul, Modi and PatelPaul, Modi, & Patel, 2016). These factors align with the Individual Self and Feelings and Cognition dimensions of the SHIFT framework, which highlight the role of personal identity and emotional engagement in fostering sustainable behaviors. Moreover, Social Influence plays a crucial role in shaping normative expectations around disposal behaviors, while Tangibility enhances consumers’ perception of the direct impact of their actions. However, barriers such as insufficient environmental awareness, inadequate infrastructure, and the absence of financial incentives hinder consumer participation in sustainable disposal systems (Reference Kumar, Garg and SinghKumar, Garg, & Singh, 2022). Conversely, interventions such as public policies, educational campaigns, and accessible collection systems have the potential to activate multiple SHIFT dimensions and encourage behaviors aligned with circular economy principles.
Despite the critical role of consumers in successful e-waste management, understanding their behaviors remains underexplored in the literature. Specifically, decision-making regarding the extension of product lifecycles and disposal practices (Reference Kamal, Mamat, Mangla, Kumar, Despoudi, Dora and TjahjonoGregson & Crang, 2015; Kamal, 2022) lacks comprehensive investigation. This gap underscores the need for studies exploring the determinants of sustainable behavior, providing insights for designing more effective strategies.
This study aims to investigate the elements influencing consumer behavior in the proper disposal of e-waste, contributing to the advancement of management practices and circularity in this sector. Grounded in the SHIFT framework, this research seeks to provide actionable insights for developing interventions that promote more responsible behaviors aligned with circular economy principles.
2. Theoretical background
Theoretical models of behavior, such as the Theory of Planned Behavior (Reference AjzenAjzen, 1991) and the Value-Belief-Norm Theory (Reference SternStern, 2000), offer robust frameworks for understanding the antecedents of pro-environmental actions. These theories emphasize the interplay of attitudes, perceived norms, and control beliefs in shaping behavioral intentions. For instance, the Theory of Planned Behavior highlights how perceived ease or difficulty of an action influences whether individuals follow through with sustainable practices (Reference AjzenAjzen, 1991).
Building on these foundational theories, the Sustainable behavior theory serves as a critical framework for understanding the interplay between individual choices and their broader environmental impacts. This theory underscores that shifting consumer behavior is pivotal for addressing global sustainability challenges, particularly in domains such as electronic waste management, where individual actions can significantly influence systemic outcomes (Reference Noppers, Keizer, Bolderdijk and StegNoppers et al., 2014). By grounding this research in sustainable behavior theory, we aim to identify actionable pathways that encourage pro-environmental decisions, bridging the gap between theoretical insights and practical applications.
In the specific case of Waste Electrical and Electronic Equipment (WEEE) management, regulatory frameworks play a crucial role in shaping sustainable practices. In Brazil, e-waste management operates under the National Solid Waste Policy (Brasil, 2010) and its supporting regulations, such as Federal Decree No. 10,240/2020, which establish the Sectoral Agreement for Reverse Logistics of Electrical and Electronic Equipment. These regulations mandate that manufacturers, distributors, and retailers implement reverse logistics systems to ensure proper disposal and material recovery. However, despite these regulatory advances, significant challenges persist in achieving full compliance and overcoming operational barriers. Guzzo (Reference Guzzo, Rodrigues and Mascarenhas2021) highlights that these difficulties stem from systemic fragmentation and misalignment among stakeholders, which are well-documented barriers to circular economy transitions. Additionally, the Southeast region of Brazil, due to its high population density and economic activities, remains the primary hub for WEEE generation and management.
The SHIFT framework, introduced by White et al. (Reference White, Habib and Hardisty2019), provides a structured lens for fostering sustainable consumer behaviors through five psychological levers: Social influence, Habit formation, Individual self, Feelings and cognition, and Tangibility. These elements address behavioral barriers by leveraging cognitive and contextual factors to promote pro-environmental actions. For instance, Social influence emphasizes the role of norms and community behaviors in shaping individual decisions, while Habit formation focuses on embedding sustainable practices into routine actions through repetition and reinforcement. Together, these dimensions offer a comprehensive framework for understanding and influencing consumer behavior.
Each component of the SHIFT framework contributes uniquely to addressing sustainability challenges. Social influence operates through mechanisms such as peer comparisons and normative cues, which have been shown to encourage behaviors like recycling and energy conservation (Reference White, Habib and HardistyWhite et al., 2019). Habit formation, on the other hand, builds on the idea that sustainable actions can be sustained over time when integrated into daily life through prompts, incentives, and structural enablers (Reference Chekima, Wafa, Igau, Chekima and SondohChekima et al., 2016). Individual self connects sustainable behaviors to personal identity, demonstrating that actions aligned with self-concept and values are more likely to be maintained (Reference Noppers, Keizer, Bolderdijk and StegNoppers et al., 2014). Feelings and cognition emphasize the role of emotional engagement and rational understanding in motivating environmental actions, highlighting the importance of clear, impactful communication. Finally, Tangibility ensures that abstract environmental benefits are made concrete through visible outcomes, enhancing the perceived efficacy of sustainable actions.
In the context of electronic waste, the application of the SHIFT framework highlights its potential to address specific behavioral challenges. Social influence, such as leveraging community recycling programs, normalizes sustainable disposal practices by aligning them with social norms and expectations (Reference Chekima, Wafa, Igau, Chekima and SondohChekima et al., 2016). Tangibility, achieved through visible and accessible recycling infrastructure, enhances consumers’ understanding of the environmental impact of their actions, making sustainable behaviors more intuitive (Reference Noppers, Keizer, Bolderdijk and StegNoppers et al., 2014). Furthermore, aligning waste disposal behaviors with individual identity fosters deeper psychological engagement, creating connections between personal values and environmental goals (Reference White, Habib and HardistyWhite et al., 2019). These mechanisms illustrate the framework’s adaptability and relevance to promoting responsible e-waste management.
By integrating sustainable behavior theory with the SHIFT framework, this research bridges theoretical rigor and practical applicability. While the theory provides a foundational understanding of the drivers of pro-environmental behaviors, the framework operationalizes these insights into actionable strategies tailored to specific contexts. This dual approach supports the investigation of consumer behavior in electronic waste disposal, offering pathways to develop interventions that advance circularity and align with circular economy principles. The findings aim to contribute to both academic and practical discourse, addressing critical barriers to sustainability while reinforcing systemic change.
3. Methodology
3.1. Research design
This study employs a qualitative case study approach to investigate the elements influencing consumer behavior in the proper disposal of electronic waste (e-waste) in Brazil. Grounded in the SHIFT framework, the research examines how reverse logistics initiatives implemented by Brazilian companies address behavioral barriers and promote sustainable consumer practices aligned with circular economy principles. Unlike traditional case studies that focus on an in-depth understanding of individual phenomena, this study adopts a broader approach by systematically collecting data from all identifiable companies operating in the Brazilian e-waste management sector. This comprehensive perspective aims to capture diverse strategies and practices, providing a robust foundation for the analysis. The complete list of companies analyzed is presented in the appendix.
3.2. Data collect
The data collection process was conducted in two stages to ensure a comprehensive understanding of e-waste management practices. In the first stage, secondary data were gathered from 51 Brazilian e-waste management companies identified through publicly available sources, including institutional websites, annual reports, social media platforms, media coverage, and company applications. Each application was downloaded and reviewed individually, enabling a detailed examination of functionalities related to reverse logistics, consumer engagement, and service offerings. This stage provided an extensive overview of sector-wide strategies and allowed for the identification of recurring patterns in behavioral interventions.
In the second stage, a convenience sampling method was used to select three companies for in-depth validation of the findings from the secondary data. An open call was sent via email to all 51 identified companies, and the first three organizations to respond were chosen for participation. These companies differed in size, scope of operations, and business models, which provided diverse perspectives on the challenges and opportunities within the sector.
Semi-structured interviews were conducted virtually with representatives from these companies, focusing on their experiences with consumer behavior in e-waste disposal and their application of the SHIFT framework. The interviews followed a structured guide where participants were presented with the five dimensions of the SHIFT framework (Reference White, Habib and HardistyWhite et al., 2019) and asked to: Confirm whether the behavioral dimensions identified in the study aligned with their experiences; Provide examples of how their company incorporated each SHIFT dimension into their business model; Identify barriers preventing consumers from adopting sustainable disposal behaviors; Discuss whether they had implemented any interventions targeting behavior change; and Indicate whether they would use the study’s findings to enhance their current operations. Each interview lasted approximately two hours, was recorded and transcribed for analysis. Ethical considerations were strictly followed, with all participants providing informed consent and their identities anonymized to maintain confidentiality.
The final selection of three companies allowed for the validation of patterns identified in the broader dataset, offering nuanced insights into the real-world application of behavioral strategies in reverse logistics.
3.3. Data analysis
Data analysis was conducted using MAXQDA qualitative analysis software, ensuring a systematic and rigorous approach to interpreting both secondary and primary data. Analytical categorization techniques, as outlined by Grodal et al. (Reference Grodal, Anteby and Holm2021), were applied to structure and refine the analysis process.
The coding process was guided by the SHIFT framework (Reference White, Habib and HardistyWhite et al., 2019), enabling the identification of behavioral dynamics related to e-waste disposal. The analysis began with open coding to identify general themes across the dataset, followed by focused coding aligned with the framework’s five dimensions: Social Influence, Habit Formation, Individual Self, Feelings and Cognition, and Tangibility. This approach facilitated a detailed understanding of how companies operationalize these dimensions to address consumer barriers and foster engagement in sustainable disposal practices.
Table 1 presents the SHIFT framework adapted for this study, outlining its five dimensions, associated facets, and specific strategies observed in the data. These elements provided a structured lens for analyzing the practices of the companies and understanding their alignment with circular economy objectives.
Table 1. Dimensions and facets for engaging sustainable consumer behavior
4. Results and discussion
4.1. Overview of Brazilian E-Waste Management Companies
Fifty-one companies involved in WEEE management were identified and analyzed. These organizations, referred to as Waste Electrical and Electronic Equipment Management Companies, operate across diverse regions of Brazil. The list of companies analyzed is provided in Appendix 1. These companies exhibit significant diversity, ranging from micro-entrepreneurs to large corporations, reflecting the complexity and varied demands of the Brazilian context.
The services offered by them encompass various stages of the reverse logistics process, including acquisition, collection and transportation, sorting, value recovery, and disposition collection, and additional activities such as environmental education and consultancy. Collection services are categorized into three main modalities: on-site collection, voluntary drop-off points, and campaign-based collection drives. On-site collections are often targeted at large-scale waste generators, while drop-off points and campaigns aim to increase accessibility for individual consumers.
Transportation services are critical for ensuring compliance with environmental and safety regulations. Most companies rely on partnerships with third-party logistics providers, while a minority utilize in-house transport solutions. Traceability systems are increasingly employed to monitor the lifecycle of collected WEEE, enhancing transparency and trust among stakeholders.
Value recovery involves the disassembly and processing of electronic components to reclaim valuable materials. Data destruction services, offered by approximately half of the companies, ensure user privacy and security during this process. Additionally, some companies engage in the resale of refurbished equipment, contributing to the principles of the circular economy by extending product lifecycles. Environmental education and consultancy services, although less common, play an essential role in fostering sustainable practices. These activities include workshops, awareness campaigns, and guidance on best practices for waste management. By addressing knowledge gaps and promoting community engagement, these companies aim to build a culture of sustainability among consumers and organizations alike.
The comprehensive understanding of the companies’ services and their alignment with Brazilian legislation sets the foundation for identifying barriers and opportunities in WEEE management. The next section will propose actionable strategies to overcome the challenges highlighted, focusing on enhancing consumer participation and operational efficiency while aligning with circular economy.
4.2. Evidence of behavioral dimensions in Brazilian E-Waste Management Initiatives
This section examines how the dimensions of the SHIFT framework—Social Influence, Habit Formation, Individual Self, Feelings and Cognition, and Tangibility—manifest in the practices of Brazilian e-waste management companies. Drawing on findings from the analysis of 51 companies, we identify the strategies employed and highlight the alignment between observed practices and the behavioral principles outlined in the SHIFT framework.
Social Influence. The analysis revealed several instances of companies leveraging social norms, social identities, and social desirability to promote sustainable behaviors. For example, Company BR01 regularly communicates community participation in e-waste recycling through public campaigns, showcasing the number of devices recycled annually to normalize proper disposal practices. Company BR15 partnered with schools and community centers to create identity-based programs, fostering a sense of belonging to environmentally conscious groups. Social desirability was evident in Company BR23, which encouraged public commitments to recycling by hosting events where consumers could sign pledges to participate, reinforcing the perception of recycling as a socially valued behavior.
Habit Formation. Efforts to establish sustainable habits among consumers were evident across multiple initiatives. Company BR07 utilized visible signage at drop-off points as prompts to remind consumers of proper disposal practices. Company BR14 implemented financial incentives, such as discounts on future electronics purchases, to encourage recycling participation. Digital platforms developed by Company BR30 simplified the recycling process, aligning with the making it easy facet by providing clear instructions and easily accessible drop-off locations. Evidence of discontinuity was observed in campaigns by Company BR19, targeting consumers during transitional life moments, such as relocating to a new home, to introduce recycling routines and disrupt unsustainable disposal habits.
Individual Self. The connection between recycling behaviors and personal values, identity, and goals was frequently emphasized by the companies analyzed. Company BR03 framed recycling as an ethical and responsible act, appealing to consumers’ values of environmental stewardship. Company BR10 used messaging that emphasized the alignment of past recycling actions with future commitments to sustainability, encouraging self-consistency. Additionally, Company BR25 provided personalized feedback reports on the environmental impact of recycled items, reinforcing a sense of self-efficacy and motivating continued engagement.
Feelings and Cognition. The emotional and cognitive dimensions of behavior were addressed through strategies that combined rational information with emotional engagement. Company BR09 utilized emotional appeals in its communication, sharing impactful stories about the environmental harm caused by improper disposal and the positive effects of recycling. Company BR28 focused on rational information, offering workshops and infographics explaining the benefits of e-waste recycling and the processes involved. Furthermore, Company BR36 employed visual representations, such as lifecycle diagrams of recycled electronics, helping consumers understand the tangible impact of their actions and enhancing both emotional and rational engagement.
Tangibility. Efforts to make recycling accessible and its benefits concrete were apparent in the practices of several companies. Company BR05 emphasized immediate benefits of recycling, such as reduced clutter and the satisfaction of contributing to environmental protection. Company BR20 provided concrete communication through simple, actionable messaging, including step-by-step guides for recycling. Company BR47 installed clearly marked and strategically placed drop-off points as physical reminders, making recycling a visible and convenient option for consumers.
These findings illustrate how Brazilian e-waste management companies operationalize the dimensions of the SHIFT framework, demonstrating varying levels of alignment with its behavioral principles. While many initiatives effectively employ social and cognitive strategies to engage consumers, opportunities remain to enhance these practices further, particularly by integrating multiple dimensions more comprehensively into their programs.
4.3. Circular Behavior Integration Framework (CBIF)
The Circular Behavior Integration Framework (CBIF) is proposed to advance sustainable consumer behaviors and material circularity in e-waste management systems. Grounded in the SHIFT framework (Reference White, Habib and HardistyWhite et al., 2019) and aligned with principles of the circular economy (Ellen MacArthur Foundation, 2013), the CBIF integrates behavioral dimensions with reverse logistics services (Agrawal, Singh, & Murtaza, 2015) to create a robust theoretical structure for intervention design.
The CBIF seeks to promote behaviors that facilitate the reintegration of waste materials into productive cycles while reducing environmental burdens. Its structure is organized around three key elements: reverse logistics services, behavioral dimensions, and circular economy principles.
Reverse Logistics Services form the operational backbone for material recovery and reintegration. Defined by Agrawal et al. (2015), these services include acquisition, collection, sorting, recovery, and disposition. These processes ensure that waste materials are effectively managed to minimize environmental impacts and support the goals of the circular economy.
Sustainable Behavioral Dimensions of the SHIFT framework provide the theoretical basis for designing interventions that align with consumer motivations. These dimensions include Social Influence, which normalizes sustainable behaviors through community engagement; Habit Formation, which reinforces consistent participation via cues and incentives; Tangibility, which makes the benefits of sustainable actions visible and concrete; Individual Self, which links behaviors to personal values and identity; and Feelings and Cognition, which combines emotional appeals with rational arguments to foster deeper engagement (Reference White, Habib and HardistyWhite et al., 2019).
Circular Economy Principles act as normative guides to ensure that behaviors and operational processes maximize material retention, close resource loops, and extend product lifecycles (Ellen MacArthur Foundation, 2013). These principles emphasize the importance of redesigning systems to prioritize reuse, remanufacture, and recycling as key strategies for sustainable development.
The relationship among these elements is both integrative and iterative. Reverse logistics services provide the infrastructure necessary for operationalizing circular economy principles, while behavioral dimensions ensure that consumers are engaged in ways that align with these processes. Together, these elements create a cohesive framework for advancing sustainability in e-waste management.
Figure 1. Circular Behavior Integration Framework (CBIF)
4.4. Discussion
The Circular Behavior Integration Framework (CBIF) demonstrates its applicability through its alignment with existing practices and gaps identified in the Brazilian e-waste management sector. The framework’s integration of reverse logistics services, behavioral dimensions, and circular economy principles addresses both operational and motivational challenges, providing a pathway to enhanced material circularity.
Our findings indicate that reverse logistics services play a critical role in shaping the infrastructure for sustainable practices. For instance, the widespread use of voluntary drop-off points by Brazilian e-waste management companies highlights the potential for Tangibility and Habit Formation dimensions to enhance consumer participation. By introducing visual cues and reminders at these locations, companies can foster consistent engagement and streamline material recovery processes.
Behavioral dimensions provide valuable insights into motivating consumers to adopt sustainable practices. As Guzzo (Reference Guzzo, Pigosso, Videira and Mascarenhas2022) notes, systemic incentives and coordinated policies are essential to fostering engagement in sustainable behaviors, aligning with the observed practices in Brazilian companies. As highlighted by our analysis of Brazilian e-waste management practices, Social Influence strategies such as public campaigns can normalize proper disposal behaviors. The integration of these strategies with reverse logistics services ensures that consumer engagement is not only incentivized but also sustained over time. Moreover, the use of feedback mechanisms to communicate the environmental impacts of recycling aligns with Tangibility, reinforcing the value of individual contributions.
Circular economy principles serve as the overarching framework for aligning behavioral and logistical strategies. For example, refurbishing and remanufacturing, identified in our findings, exemplify how the extension of product lifecycles can be operationalized. By embedding these principles within the CBIF, companies can ensure that their efforts contribute to systemic goals of material retention and waste reduction.
The CBIF bridges theoretical and practical insights, offering a comprehensive approach to embedding sustainability in e-waste management. Future research can explore its empirical validation, focusing on how its application across diverse contexts enhances both consumer behaviors and operational efficiencies.
5. Conclusions
This study aimed to investigate the behavioral and operational elements influencing the proper disposal of electronic waste within the Brazilian context, leveraging the SHIFT framework and aligning with circular economy principles. Through the development and application of the Circular Behavior Integration Framework (CBIF), the research bridges theoretical and practical domains, offering insights for advancing sustainable consumer behaviors and material circularity.
The CBIF highlights the critical interplay between reverse logistics services, behavioral dimensions, and circular economy principles, emphasizing their combined potential to overcome barriers in e-waste management. By integrating these components, the framework provides a structured pathway for designing interventions that promote sustainable practices, fostering both consumer engagement and operational efficiency.
From a theoretical perspective, the CBIF contributes to the literature on sustainable behavior by operationalizing the SHIFT framework in the context of e-waste management. This approach not only extends the application of the framework but also demonstrates its adaptability to specific challenges within the circular economy paradigm. The findings reinforce the importance of addressing both individual and systemic factors to achieve sustainable outcomes.
Practically, the CBIF offers actionable strategies for policymakers and industry practitioners aiming to enhance e-waste management systems. The insights derived from the analysis of Brazilian companies underscore the necessity of investing in accessible infrastructure, community-based campaigns, and transparent communication to drive behavioral change. Furthermore, the emphasis on circular economy principles provides a normative guide for aligning corporate practices with global sustainability goals.
Future research should focus on empirically validating the CBIF across diverse contexts, examining its scalability and effectiveness in varying regulatory, cultural, and operational environments. Additionally, testing the framework in emerging economies could provide further insights into its adaptability and broader applicability. Such efforts will further refine the framework, enhancing its applicability and impact in advancing sustainability transitions.
By addressing critical gaps in understanding consumer behavior and aligning operational practices with circular economy principles, this study offers a robust foundation for fostering systemic change in e-waste management, contributing to broader environmental and social objectives.
Acknowledgments
The authors thank the Higher Education Personnel Improvement Coordination (CAPES) and the National Council for Scientific and Technological Development (CNPq), for their financial support.
Appendices 1 - Selected Brazilian e-waste management companies
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