Managing Electronic Waste: A Qualitative Inquiry into the Behaviour of Young Indian Consumers

Introduction

Electrical and electronic equipment (EEE) has become an indispensable part of our lives. The ever-escalated use of EEE though helps us navigate through our daily chores conveniently but has increased our dependence on them. The unprecedented challenges induced by the Coronavirus Disease 2019 (COVID-19) pandemic have led to an upsurge in the use of digital devices. Subsequently, it has raised concerns about judiciously managing the waste of electrical and electronic equipment (WEEE) or e-waste. As per the global e-waste monitor, 2020, the global generation of e-waste was 53.6 Mt in 2019 (21% increase in the past 5 years), and it is expected to reach 74 Mt by 2030. The worrying part is that only 17% of this e-waste was collected and recycled. India stands at the third position among e-waste-producing countries (3.2 Mt in the year 2019), after China and the USA. The per capita production of e-waste in India is much less (5.6 kg per capita) as compared to Europe (16.2 kg per capita) or Oceania (16.1 kg per capita), but it ought not to act as a solace. The infrastructure to recycle e-waste is currently underdeveloped in India. Only 10% of the e-waste generated in the year 2018–2019 was recycled as per the report published by the Central Pollution Control Board (CPCB, 2020). The majority of the e-waste in India is handled by the informal sector (Kumar et al., 2017).

The term e-waste is defined as all types of EEE discarded by the owner without the intention of reusing the same (Aboelmaged, 2020; Kumar et al., 2017). Thus, for the customer, e-waste is considered as all broken, obsolete or out-of-fashion products having a circuit board that reaches the waste stream (Saphores et al., 2012). The European Union (EU) WEEE directive defined e-waste as ‘the waste from electrical and electronic equipment (WEEE) that includes all the components of electronic equipment, its subassemblies, and consumables which are the part of the product at the time it is discarded’ (Eur Lex, 2012).

As e-waste poses severe environmental threats, proper management is crucial, and it is imperative to develop efficient practices of e-waste recycling (Echegaray & Hansstein, 2016). As per the United Nations Environment Programme (UNEP), 2011, efficient practices of e-waste recycling include the collection of EEE, followed by careful segregation into valuable e-waste and harmful components. The reusing, recycling and remanufacturing of significant waste streams have resulted in the development of the concepts like circular economy. It is defined as ‘an industrial economy that is restorative or regenerative by intention and design’ (Ellen MacArthur Foundation, 2013). This can be achieved through long-lasting design, maintenance, repair, reuse, remanufacturing, refurbishing and recycling (Geissdoerfer et al., 2017).

The fuelled consumption of electronic devices during the COVID-19 pandemic requires greater accountability to dispose of the waste generated (The Times of India, 2021). The demand for laptops and tablets has jumped to 200% and 90%, respectively, in the year 2020 in India. Moreover, 45% of the laptop and tablet demand has been driven by the student cohort (Ganjoo, 2021). Several studies have highlighted the severe surge in the use of digital devices after the COVID-19 lockdown (Bahkir & Grandee, 2020; De et al., 2020; Pandya & Lodha, 2021). Given the low percentage of e-waste collection and recycling in India, the present study attempts to investigate the factors influencing the e-waste disposal behaviour among the Indian youth. Since India’s socio-economic, cultural and environmental circumstances vary substantially, it is pertinent to look into the factors determining the e-waste disposal behaviour (Borthakur, 2020). The study is specifically focused on the young customer segment as they are the ones who are buying the maximum number of electronic devices for work or academic purposes. Kanchanapibul et al. (2014) also suggest the need to understand the pro-environmental behaviour of youth as they are the prospective consumers and society representatives. Later, the ill-effects on the environment will be borne by them only (Hume, 2010).

The study is predicated on the theory of planned behaviour (TPB) (Ajzen, 1991) to develop the discussion guide. A qualitative approach is deployed to investigate and explore the dimensions of TPB and describe the evolving nature of e-waste disposal behaviour among the Indian youth. The focus is not to predict the future course of action but rather to identify and elaborate on the antecedents of e-waste disposal behaviour (Chopra et al., 2021). The qualitative methodology is best suited to the authors’ endeavour to comprehend what constructs can be tested (Eisenhardt, 1989; Ryan et al., 2002).

In addition, qualitative research is instrumental to investigate the differences between attitude and actual behaviour (Sinkovics et al., 2005). In-depth interviews help gain useful insights to understand lucidly the respondents’ behaviour. This allows the respondents to discuss freely and also gives the flexibility to the interviewer to intervene whenever necessary (Bernhard, 1988)

The data collected through in-depth interviews were synthesized using the thematic analysis approach. The outcome of the study yields a more robust and comprehensive framework by extending the TPB and identifying the key factors that impact the e-waste disposal behaviour of young Indians.

The subsequent section of the article discusses the rationale of the study, followed by a review of extant literature. The third section discusses the methodology used in the study; the fourth section on data analysis, followed by the discussion and implications in the fifth section. The sixth section lays down the limitations and scope for the future.

Background

Material and Methods

Description of the Sample

Of the 19 respondents, 9 were males and 10 were females. All the respondents belonged to the age group between 18 years and 23 years. A total of 16 respondents were pursuing undergraduate courses, 2 were in postgraduate and 1 was working as a professional (Table 1).

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Table 1.

Profile of Respondents.

Gender	Male Female	9 10
Education	Undergraduate Postgraduate	17 2
Occupation	Students Professional	18 01

Source: The authors.

Data Analysis

The data were then analysed using thematic analysis. Thematic analysis is a search for themes that emerge as being important to the description of the phenomenon (Daly et al., 1997). The process involves the identification of themes through ‘careful reading and re-reading of the data’ (Rice & Ezzy, 1999, p. 258). It is a form of pattern recognition within the data, where emerging themes become the categories for analysis. There are various methods of analysing the qualitative data; a comprehensive list used in psychology is given by Madill and Gough (2008). The present study uses a content-coding approach (phase-wise) followed by thematic analysis as presented in the following discussion:

Phase 1: To begin with, the transcripts were analysed to comprehend the information and look for the patterns in meanings (Spiggle, 1994). A multistage analysis involved a repetitive process of reading, coding and discussing, and categorization to identify patterns and themes (Krippendorff, 2004).

A generic overview of the pattern of the data and the themes around the discussion with the respondents was obtained. The transcripts were entered into the QSR Nvivo software, and by using the ‘auto coding’ option, an overview was taken. The results are presented in the word cloud generated, which depicts the most frequent words as presented in Figure 1.

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Figure 1.

Source: Nvivo output.

Phase 2: The auto-coding option gave an overview only and helped the researchers to set the basis for a detailed process. The researchers independently examined the transcripts and assigned the data under different codes. The codes were then clubbed into themes after a careful discussion and looking for similarities in them. A more rigorous, hybrid approach using both deductive and inductive reasoning was deployed for theme development (Fereday & Muir-Cochrane, 2006; Swain, 2018).

The deductive a priori template of codes approach suggested by Crabtree and Miller (1999) was used as some of the codes were derived based on the existing theoretical framework of TPB explaining the disposal behaviour. The data-driven inductive approach of Boyatzis (1998) was also incorporated, allowing for the themes to emerge directly from the data using inductive coding.

Phase 3: The codes developed in Phase 2 were cross-checked until a consensus was reached between both researchers. The codes and themes created by both the researchers were compared, and to remove the inconsistencies, the mutually consented themes were retained based on the views of the majority of respondents.

The independent analysis by the researchers improved the reliability. Credibility is crucial for any qualitative study. As suggested by Lincoln and Guba (1985), prior engagement in the field, diligent data collection and persistent observation, and other criteria to ensure credibility in the findings were met.

An estimate was taken on the average life of the two most frequently used electronics by the young adults, that is, laptops and mobile phones, which were found to be 3.5 years and 5.6 years, respectively as shown in Table 2. The primary reasons for changing the devices included complete use upon a useful life, technical problems, obsolescence, alternate use, etc.

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Table 2.

Average Life of Electronics (Laptops and Mobile Phones).

Respondent	Use (Complete/Continued Use in Years)
	Phone	Laptop
R1	4	6
R2	6	8
R3	5	7
R4	4	12
R5	3	8
R6	3	3
R7	2	6
R8	5	5
R9	4	5
R10	3	5
R11	3	3
R12	7	4
R13	6	4
R14	4	6
R15	5	6
R16	2	4
R17	4	6
R18	6	7
R19	5	4
Average life	3.5	5.6

Source: The authors.

Research Findings

Subjective Norms

Parents, family members and friends also influence the behaviour:

I am following the same practice which my mother or my grandmother were following; we usually collect the waste over time and then give it to kabadiwalas.

Intention

The young consumers in our study are willing to pay extra and undertake efforts to ensure the proper disposal of e-waste. Pro-environmental policies and strategies by the manufacturers and transparent mechanism of disposal of electronic waste shape their intention:

I will be willing to pay extra to ensure proper disposal of used devices if the manufacturers have a transparent policy and build trust that they are doing what is being promised.

Proposed Conceptual Model

The present study has proposed the conceptual model as shown in Figure 2 after doing an exhaustive analysis of the interview statements.

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Figure 2.

Source: The authors.

Discussion

The recycling behaviour of the young consumers is divided into four categories, namely giving away in charity, resell, reuse and discard. These categories are similar to the previous studies (Bianchi & Birtwistle, 2012; Khan et al., 2019; Weber et al., 2017). On further analysis of the statements, it was found that there is a mixed response to giving away the electronic devices to charity: ‘I have never thought of charity or donating them. We usually do some form of donation like food and clothing but not electronic devices’. But the willingness to donate to the needy is present: ‘I am willing to donate my laptops and phones to needy people’.

It is more common to resell the used electronic device and get some economic benefit out of it: ‘If there is an exchange offer going on, we prefer to go for that’. The exchange can either be with the original manufacturer itself or on the independent exchange portals usually at the time of buying a new device. Alternate use, backup for exigencies and reuse within the family are observed. The respondents exhibit mixed behavioural patterns for discarding electronic devices. Few are very conscious and dispose of the electronic waste responsibly, but few others just throw the electronic devices with the normal waste. Most of them are aware of the concept of kabadiwalas or scrap dealers and try to sell their discarded items to them so that they can get some monetary benefits. Most of them are not aware of the e-waste collection centres.

One of the important aspects of the study is the conceptualization of the nature of the value that an individual places on the e-waste. Earlier studies have examined the concepts like ambivalence (Roster & Richins, 2009) and self-identity (Trudel et al., 2016) on the disposal behaviour of an individual. The present study is able to conceptualize the hidden values that an individual puts on e-waste. These values are economic value, emotional value and future value. The individuals looking for economic value for e-waste would look at the exchange opportunities for their old devices: ‘If the products are no longer in working condition, then I will consider getting them exchanged for some economic value’. The individual who is emotionally attached to his electronic device would like to keep it for as long as possible: ‘I have kept that old phone with me because that was the first phone gifted by my parents’. This aspect was considered in previous studies, and it was concluded that in countries like Mexico and India, people store e-waste for up to 8 and 14 years, respectively (Borthakur & Govind, 2016). People would look at alternative uses for their electronic devices and would like to keep them as backup devices so that they can use them in the future: ‘Usually, we keep old things, thinking they may be of some use, some spare parts can be used in future’.

There is a positive intention to dispose of e-waste and a WTP extra for the proper disposal of e-waste: ‘I am willing to pay extra to the manufacturer if they actively engage in management and ensure proper disposal of e-waste’. Awareness is associated with the recycling intention in past studies (Delcea et al., 2020; Echegaray & Hansstein, 2016; Khan et al., 2019; Wang et al., 2016). In the present study, it was found that though the respondents are aware of the environmental hazard of e-waste, they have a limited acknowledgement of the associated laws and regulations. Coherently, they believe that if the manufacturers and the government undertake awareness programmes, it would have a positive impact on their recycling intention: ‘I think it is the lack of awareness because of which people or even youngsters like us refrain from taking adequate measures to handle the e-waste’.

The attitude of the youth towards e-waste is shaped by three factors, namely, their knowledge, environmental concern and whom they think is responsible for the management of e-waste. The knowledge is gained from three sources, that is, social media, print media and educational institutions. Though they are conscious of the environmental hazards, individual concerns precede many: ‘While going for an exchange, my focus was more on monetary consideration rather than thinking about the environment’. Largely, the belief is to have government intervention and assumption of responsibility by them to handle e-waste. A complementary view suggests the sharing of responsibility by the consumers, and a few others think that it is the joint responsibility of all the stakeholders: ‘I feel that it is wrong to blame any single person, responsibility should be distributed and shared by all the stakeholders. Strict laws and regulations will bring a change’.

In the present study, two distinct dimensions of the perceived behavioural control were identified as the external dimension and internal dimension, respectively. These are similar to facilitating conditions and self-efficacy, respectively (Ajzen, 1991). In the present context, the external dimension is defined as the easy accessibility to the recycling centres: ‘I strongly believe that if people come across e-waste collection centers or bins at conspicuous places, they will try to use them’. The internal dimension is defined as the confidence to successfully manage the e-waste. The family plays a pertinent role in forming the recycling intention The results are similar to the previous studies carried out by Khan et al. (2019), Sari et al. (2021) and Valle et al. (2005).

Conclusion and Implications

The objective of this article was to study the factors influencing the e-waste disposal behaviour among young Indian consumers. The results of the qualitative analysis are summarized and presented in the form of a comprehensive conceptual model. In line with the TPB, attitude, PBC and subjective norms affect the intention to recycle the e-waste. Additionally, the perceptions regarding the responsibility to manage e-waste; knowledge through social media, print media and educational institutions; and concern for the environment play an important role in attitude formation. Awareness also impacts the recycling intention. Recycling behaviour is manifested in four forms, namely giving away in charity, reselling, reusing and discarding. Economic, emotional and future values also impact the behaviour.

The study has important academic and practical significance. From an academic perspective, the conceptual model extends the TPB in the context of e-waste disposal behaviour. Previous studies confirmed the use of TPB in explaining pro-environmental behaviours (Dixit & Badgaiyan, 2016; Echegaray & Hansstein, 2016) but had their limitations. The role of external sources and expertise (Strydom, 2018) and awareness regarding the harmful effects on the environment (Akhtar et al., 2014) were precluded. The authors attempted to fill this gap and propose a model that is all-encompassing. The literature also suggests that factors like the shortage of recycling facilities (Sidique et al., 2010) and lack of incentives (Dixit & Badgaiyan, 2016) affect our dealings with the environment. This is reflected in the research model proposed in the study, which puts the responsibility to manage e-waste as an important antecedent affecting the attitude and necessitates a call for action by various stakeholders.

From a practical perspective, the findings would help the government to take decisive steps to tackle the menace caused by e-waste. The legislation is already in place (CPCB, 2016), and some recent initiatives such as electronic waste parks (The Times of India, 2021), websites and toll-free support mechanisms in the capital city (Sharma, 2021) are encouraging. Focus on creating awareness using social and print media, mobilizing youth via educational institutions, shared responsibility and stringent regulations can provide cutting-edge solutions. From the industrial and managerial perspective, this study offers logical implications for the manufacturers to share the responsibility and devise policies that encourage consumers looking for exchange value to safely hand over the used products. Setting up recycling centres, arranging e-waste pick up, partnering with not-for-profit organizations and conspicuous implementation of existing laws and regulations can help the producers. Reconditioning and remanufacturing the e-waste can help in better management and revenue generation as well by extracting valuable components from e-waste. Finally, the consumers should also claim responsibility to avoid the dire health hazards and ensure sustainable consumption of EEE.

Limitations and Scope for Future Research

Despite the cautions in each step of data collection, coding process, interpretation and analysis, the generalization of the research findings needs a more pragmatic and prudent approach. The homogeneous sample of young students is relevant for the study, but with their limited experiences and preferences, a larger sample (cross-generational) from other parts of the country is urged by future researchers. The effects of demographic, psychological and cultural variables, beyond the scope of the current study, unlock the opportunity for future research. The effects of variables like moral norms and convenience in our model would perhaps make it more robust. A quantitative investigation based on the conceptual model with a large sample size and a rigorous approach like the structural equation modelling (SEM) is proposed.