A STUDY OF CONSUMER BEHAVIOUR ON

ELECTRONIC WASTE MANAGEMENT

THROUGH REVERSE LOGISTICS

Management Research Project

by
A S Udana Withanawasam
UCD Index Number - 14206468
NSBM Index Number - BSC UCD MGT B18 095

An Independent Research Report

submitted to the University College of Dublin
in partial fulfilment of the requirements for the degree of
B.Sc. in Management

2014/16

Bachelor of Science in Management

University College Dublin
National University of Ireland
Dublin

Declaration

I declare that all materials included in this report is the end result of my own work and
that due acknowledgement have been given in the bibliography and references to ALL
sources be they printed, electronic or personal.

Signed: _______________________

Date: __________________

A S Udana Withanawasam

Certification
This is to certify that the research report presented by A S Udana Withanawasam on
Consumer Behaviour on Electronic Waste Management through Reverse Logistics can
be accepted in partial fulfilment of the requirements of the Bachelor of Science in
Management.

Signed: _______________________

Date: __________________

Research Supervisor
Mr. Feelix Fernando

II

Acknowledgement
First and foremost I offer my sincerest gratitude to my supervisor, Mr Felix Fernando
of the National School of Business Management, who has supported me throughout my
research with his patience and knowledge whilst allowing me the room to work in my
own way and for many insightful conversations during the development of the ideas in
this thesis. I attribute the level of my Bachelor degree to his encouragement and effort
and without him this thesis, too, would not have been completed or written correctly.
One simply could not wish for a better or friendlier supervisor.
Furthermore I would also like to acknowledge with much appreciation the crucial role
of the Dr.Bandara Wanninayaka who gave the guidance to select this topic I would also
like to thank the experts who were involved in the validation survey for this research
project. Without their passionate participation and input, the validation survey could
not have been successfully conducted. I have to appreciate the guidance given by Mr
Baratha Dodankotuwa as the panel member especially in my research presentation that
has improved my presentation skills thanks to their comment and advices. I would also
like to acknowledge University College Dublin.
Finally, I must express my very profound gratitude to my parents, friends and the
authority of National School of Business for providing me with unfailing support and
continuous encouragement throughout my years of learning and through the procedure
of researching and writing this research report. This accomplishment would not have
been possible without them.

III

Preface
Global electronic marketplace is rapidly rising with the development of internet based
communication technology. Continuous competition is leading to innovate products.
This continuous product input to consumer market opens another topic to the world
called, electronic wastes. In todays world electronic waste is increasing at the rate of
3%-5% per annum. Therefore world should to pay attention toward this aspect in
advanced
The purpose of this thesis to examine the consumer behaviour on electronic waste
management in Sri Lankan context and to open the way to sustainable electronic waste
management system within Sri Lankan by proposing integrative approach to electronic
waste management.
In this study, consumer awareness levels on various functions are considered as the
influences to craft the consumer behaviour on electronic waste management. Though
the analysis of this research these factors are critically examined.
Finally research presents appropriate and practical level recommendations to achieve
above mentioned objectives through providing solutions to findings of the analysis.

IV

1 Table of Contents
Chapter One: Introduction ..................................................................................................... 1
1.1

Background of the study ............................................................................................ 1

1.2

Research Problem ...................................................................................................... 3

1.3

Research Objectives ................................................................................................... 4

1.4

Research Questions .................................................................................................... 4

1.5

Significance of the study ............................................................................................ 5

1.6

Limitations of the study ............................................................................................. 6

Chapter Two: Literature Review ........................................................................................... 7

2.1

Electronic waste management.................................................................................... 7

2.1.1

What is meant by Electronic Waste? ................................................................. 7

2.1.2

Categories of Electronic and Electrical Equipment and E-waste ....................... 7

2.1.3

Framework for measuring e-waste flows ........................................................... 8

2.1.4

Conventions regarding e-waste management................................................... 11

2.1.5

Multi-lateral environmental agreements .......................................................... 12

2.2

Reverse logistics concepts ....................................................................................... 16

2.3

A systems analysis approach to the e-waste problem .............................................. 18

2.3.1
2.4

Core theories on e-waste management ............................................................. 19

Consumer behaviour ................................................................................................ 22

2.4.1

Consumer behaviour towards environment ..................................................... 22

2.4.2

Consumer behaviour on e-waste discarding .................................................... 23

Chapter Three: Research Methodology ............................................................................... 26

3.1

Choice of methodology ............................................................................................ 26

3.2

Research Approach .................................................................................................. 26

3.3

Conceptual Framework ............................................................................................ 28

3.4

Hypothesis ............................................................................................................... 29

3.5

Research strategy ..................................................................................................... 29

3.5.1

Data collection ................................................................................................. 29

3.5.2

Sample design .................................................................................................. 30

3.5.3

Sample size ...................................................................................................... 31

3.5.4

Operationalization of variables ........................................................................ 31

3.5.5

Method of data analysing ................................................................................. 32

Chapter Four: Data Analysis ................................................................................................ 33

4.1

Questionnaire analysis Section A ......................................................................... 33

4.2

Questionnaire analysis - Section B .......................................................................... 42

4.3

Questionnaire analysis - Section C .......................................................................... 54

Chapter Five: Discussions and Findings .............................................................................. 60

5.1

Levels of impacts ..................................................................................................... 61

5.1.1

Awareness on electronic waste management with consumer behaviour ......... 61

5.1.2

Awareness level on disposal function with consumer behaviour .................... 61

5.1.3

Awareness level on costs associated with disposal with consumer behaviour 62

5.2

Discussion I - Consumer awareness on general ....................................................... 63

5.3

Discussion II Demography and Consumer perceptions on disposal methods ...... 64

5.4

Discussion III Demography and consumer perception on cost factors ................. 65

5.5

Discussion IV - Demography and behavior ............................................................. 66

Chapter Six: Recommendations ........................................................................................... 68

6.1

Main recommendation ............................................................................................. 68

6.2

Secondary recommendations ................................................................................... 69

Chapter Seven: Conclusion ................................................................................................... 73

Bibliography ........................................................................................................................... 75
Appendix ................................................................................................................................. 78

VI

List of Tables
Table 3.5-1 - Percentage of computer owned households by Sector and Province ................. 31
Table 3.5-2 - Operationalization of variables .......................................................................... 32
Table 4.1-1 - Sample gender analysis ...................................................................................... 33
Table 4.1-2 - Age analysis ....................................................................................................... 34
Table 4.1-3 - Marital status of the sample ............................................................................... 35
Table 4.1-4 - Number of family members ............................................................................... 36
Table 4.1-5 - Educational level of the sample ......................................................................... 37
Table 4.1-6 - Type of family .................................................................................................... 38
Table 4.1-7 - Type of accommodation ..................................................................................... 39
Table 4.1-8 - Type of employment .......................................................................................... 40
Table 4.1-9 - Level of income.................................................................................................. 41
Table 4.2-1 - Preference collection method ............................................................................. 42
Table 4.2-2 - Awareness on symbols ....................................................................................... 43
Table 4.2-3 - Awareness about e-waste collectors ................................................................... 43
Table 4.2-4 - Perception on responsibility ............................................................................... 44
Table 4.2-5 - Preference disposal cost responsibility .............................................................. 45
Table 4.2-6 - Willingness to pay for green products................................................................ 46
Table 4.2-7 - Preference costs for green products ................................................................... 47
Table 4.2-8 - Reasons for low recycling rates ......................................................................... 48
Table 4.2-9 - Awareness on impacts of improper disposal ...................................................... 48
Table 4.2-10 - Awareness on hazardous contents .................................................................... 49
Table 4.2-11 - Awareness on precious metal contents............................................................. 51
Table 4.2-12 - Awareness on Governments e-waste guidelines ............................................. 52
Table 4.2-13 - Awareness on extended producer responsibility .............................................. 53
Table 4.3-1 - Motivations to purchase decision ....................................................................... 54
Table 4.3-2 - Spending on electronic equipment ..................................................................... 55
Table 4.3-3 - Type of purchase ................................................................................................ 55
Table 4.3-4 - Condition of purchase product ........................................................................... 56
Table 4.3-5 - Behaviour on product replacement .................................................................... 57
Table 4.3-6 - Reasons for disposes .......................................................................................... 58
Table 4.3-7 - Condition of the product at disposing ................................................................ 58
Table 4.3-8 - Method of disposal ............................................................................................. 59
Table 5.1-1 - Awareness on electronic waste management with consumer behaviour ............ 61
Table 5.1-2 -Awareness level on disposal function with consumer behaviour ........................ 62
Table 5.1-3 - Awareness level on costs associated with disposal with consumer behaviour... 62
VII

List of Graphs
Graph 4.1.1-1 - Gender analysis .............................................................................................. 33
Graph 4.1.2-1 - Age analysis ................................................................................................... 34
Graph 4.1.3-1 - Marital status .................................................................................................. 35
Graph 4.1.4-1 - Number of family members ........................................................................... 36
Graph 4.1.5-1 - Educational level ............................................................................................ 37
Graph 4.1.6-1 - Type of family ................................................................................................ 38
Graph 4.1.7-1 - Nature of accommodation .............................................................................. 39
Graph 4.1.8-1 - Employment type ........................................................................................... 40
Graph 4.1.9-1 - Income level ................................................................................................... 41
Graph 4.2.9-1 - Awareness on impacts of improper disposal .................................................. 49
Graph 4.2.10-1 - Awareness on hazardous contents ................................................................ 50
Graph 4.2.11-1 - Awareness on precious metal contents ......................................................... 51
Graph 4.2.12-1 - Awareness on Governments e-waste guidelines ......................................... 52
Graph 4.2.13-1 - Awareness on extended producer responsibility .......................................... 53

VIII

List of Figures
Figure 2.3.1 - Casual loop diagram for e-waste management.................................................. 21
Figure 3.3.1 - Conceptual framework ...................................................................................... 28

IX

Chapter One - Introduction

1 Chapter One: Introduction

1.1 Background of the study
Electronic product industry is the worlds largest and fastest growing industry. Past two
decades information technology aspect of electronic industry lead to innovate number
of electronic products to world and growth the usage behaviour from business ventures
to households. Role of this electronic development pushes globe towards electronic
based socio cultural environment which always updated with technological advances.
Since industry is based on speedy changing environment rapid product obsolesce can
be seen. Parallel development of marketing methods and competition among electronic
manufactures tend to produce their products with limitless differentiations. With bless
of powerful marketing arms consumer market tend to renew their electronic equipment
rapidly. This shorter technological lifecycles lead them to become as technologically
obsolescent. But physical presence of the product after technological obsolescence,
become waste to the environment.
European Union studies say that level of electronic waste is increasing at a rate of 3%5% per annum. It is approximately three times larger than other waste streams. Together
with rapid product obsolescence due to short product life cycle, lack of the end of life
management systems of electronic products make unsustainable electronic waste
management behaviour.
When finding the solutions for electronic waste problem, number of solutions are
practiced by various producers, environmental organisations and countries. Those
bodies are doing their electronic waste management practices based on areas of cleaner
production, design for the environment, standards and labelling, extended producer
responsibility, product ownership, recycling and remanufacturing, etc.
From the producers side, they are expected to be responsible for their products through
product life cycle. Electronic waste management seeks extended producer
responsibility towards sustainable life end. Recyclers are expected to be eco-friendly
business holders. Therefore they collect and recycle electronic wastes.
When studying already implemented e-waste management systems, most European,
American and some of Asian countries implements e-waste management systems.
1

These approaches have some systematic differences, but fundamentally all of these
systems are working and helping in collecting and treating e-waste.
As these electronic waste management discussions and responsibilities are greatly
contributed by the producers, recyclers and governmental organizations, aspect of
consumers is considered less at e-waste discussion. But e-waste generation and efficient
treatment are closely related to consumers of electronic products. This research mainly
studies role of consumers at the e-waste problem, their awareness of problem and
solutions, their direct and indirect contribution to reverse logistics of electronic items
and consumers awareness and possibilities to make changes in electronic waste
management sphere.
In the electronic waste management problem consumer have no legal or financial
responsibilities. Therefore no punitive systems to force consumers to give their
contribution to solve e-waste consequences. Although they have no legal
responsibilities, number of regulatory practices can be seen in e-waste management
systems in various countries. Since business functions like marketing stimulates to
consumers to buy products through injecting their objectives to consumers behaviour,
this research expects to analyse e-waste problem in consumer behavioural point of
view. Report discuss ways of strengthening the voluntarily participation of consumers
in mitigating e-waste management problem instead of regulatory actions. And further
studies ways of delivering the motivation to accept responsibility of e-waste
management at competitive marketing environment which pushes customers to
purchase more.

1.2 Research Problem

Electronic waste problem affects consumers in two aspects. One aspect comes from the
point of when obsolete product has to be replaced and when the old equipment is
discarded.
Problem is supported by loss of storage space, cost for recycling and disposal, potential
environmental contamination from recycling and disposal process. Cumulative cost to
consumer may be significant and most of consumers are not willing to bear that cost.
Consumers post purchasing behaviour is less organized to get responsibility of
obsolescent electronic equipment. Due to that consumer contribution toward electronic
waste management is mainly governed by government bodies through regulatory
actions.
This report studies the area that consumers own willingness to manage their e-waste
and their behaviour and awareness level regarding e-waste issues. Research identifies
behavioural improvement is more effective than regulatory actions toward sustainable
e-waste management system. Consumer is becoming responsible party for middle
phase of the product life cycle. After that phase product responsibility is becoming
unclear and it leads to obsolescent equipment to become electronic waste.
Research gap is identified as level of consumer awareness and post purchasing
behaviour on e-waste management against to desired level of e-waste management. Gap
is widen by the factors such as lack awareness, low behavioural responsibility towards
e-waste management, undefined responsibilities of consumers and lack of proper
identified effective e-waste management practises.
With the reference to these problem facts and problem symptoms of increasing
electronic waste amount in western province, this research identifies Assessing the
level of consumer behaviour on electronic equipment discarding by using reverse
logistics functions as problem to be examined.
Throughout this study solutions for this problem will be built by using already revealed
processes and through collected data. Study expects to examine relationships among
affecting factors and define them to build sustainable e-waste management function.

1.3 Research Objectives

Main Objective

To propose a systematic approach to reach proper e-waste management system

through integration between positive consumer attitudes and proper reverse
logistic function.

Secondary Objectives

To provide an exhaustive review of consumer awareness and behaviour on

Electronic waste management with available reverse logistic functions

To discuss current status of e-waste management in western province, Sri Lanka

To outline the importance of electronic waste management

1.4 Research Questions

With the less developed electronic waste management functions, actual responsibility
delegation is become complex. Although reverse logistic is the managements solution
toward electronic waste management, it is not properly interconnected with responsible
parties. Due to that still unable to develop totally benefited final solution to issue.
Therefore this research hope to find out answers for some fundamental questions
regarding e-waste management through studying definitions of key terms and referring
past publications. Also answers of questionnaire will be used for finding answers for
these questions from consumer knowledge aspect.

What is meant by electronic waste management?

What are the consequences of lack of proper electronic waste management

function?

Does current electronic waste management functions can actually help to mitigate
electronic waste issue in western province

Who are the stake holders of electronic waste issue and how is the their contribution
to electronic waste management

What are the responsibilities of consumers regarding electronic waste management?

1.5 Significance of the study

This study is conducted for assessing the level of consumer awareness and behaviour
towards electronic waste management in western province Sri Lanka. Since study
examine relationship among number of factors around this study area, it will give clear
picture of independencies and interdependencies among influencing factors. And
through examine of consumer behaviour, study expects to address e-waste issue
through behavioural approach than regulatory method. It is important to examine
consumer behaviour regarding this problem since consumer owns the prior stage of
equipments lifecycle before disposing. This study expect to provide guidance for
design sustainable e-waste management system through developing consumer
behaviour phase and expect to deliver benefits to number of sub parties around this
subject area.
Environment: Since increasing of e-waste is becoming major issue for environment,
findings and recommendations of this study may be provide sustainable e-waste
management system which friendly to environment
Government: Central Environmental Authority and other government bodies are
contributing to solve this issue through different approaches. Most of those approaches
are focusing on removing e-waste through getting greater responsibility of e-waste
management to government. Through clarifying consumer responsibility regarding
issue, study seeks to improve consumer commitment to e-waste management as
behavioural commitment. It will lead to government find more effective e-waste
solutions
Consumer: Through this study consumer awareness level and behaviour is studied.
Through participating this study consumers have opportunity to evaluate their
knowledge level and their contribution toward e-waste issue.
Electronic equipment manufacturers: This study is influencing manufactures to re-think
about limitless product delivering to country without maintain proper reverse logistic
function to disposed equipment. Findings can be used them to strengthening their
corporate environmental responsibility by implementing proper reverse logistic
functions and instructing consumers to proper disposal.

E-waste collectors: Number of small scale emerging e-waste collectors and recyclers
are motivated to develop their business and provide them to more consumer based
details to design and identify their target supplies.
And this study expect to be a solid platform for future studies regarding this subject and
findings expect to be a more reliable support to develop future e-waste management
systems.

1.6 Limitations of the study

Studies based on behaviours of target groups are more complex. Target groups
behaviours and attitudes are impacted from their environment, political, economic and
education level and many more factors. Due to that defining the limitations of the
studies are important to mention.
Sri Lanka is not an only country which is impacted from electronic waste related issues.
All societies within world are experienced this issue and there are number of studies
already done for examine this subject area. And also globally and locally number of ewaste management practices are implemented with different approaches. It is required
to mention that this research is only a one approach to e-waste issue from consumer
aspect and there are number of other different researches exist based on different
behaviour segments. This research is limiting itself on to consumer behaviour and
awareness on e-waste management in western province of Sri Lanka.

This study is conducted within the electronic equipment consumers within Sri
Lanka to study their awareness and behaviour on electronic waste management.
Since behaviour and awareness is depended on number of factors which differ on
socio-cultural basis and economic levels, findings of study may not applicable to
other different behavioural groups.

Study is limited to one province of Sri Lanka and findings may not present the actual
picture of whole Sri Lankan consumer behaviour

Since western province is the Sri Lankas major province with leading economic,
population, educational and information technology literacy, findings may differ
from the average of Sri Lankas general data regarding e-waste management.

Limited available time for research is narrowing the scope of the study and sample
size.
6

Chapter Two - Literature Review

2 Chapter Two: Literature Review

2.1 Electronic waste management
2.1.1

What is meant by Electronic Waste?

The self-explanatory term, e-waste is the abbreviation of electronic waste.

Definition is coming from two key words and word, waste logically implies that
the item has no further use and is rejected as useless or excess to the owner in its current
condition. With that definition of e-waste that has been defined by Step Initiative (2014)
is: E-Waste is a term used to cover items of all types of electrical and electronic
equipment (EEE) and its parts that have been discarded by the owner as waste without
the intention of re-use. This definition includes all types of electronic and electrical
equipment, as there is no sub definitions for regional variance of preferences in a global
definition; the fact that the item in question meets the definition with circuitry or
electrical components with power or battery supply qualifies it for insertion. The
presence of parts at the definition refers to parts that have been removed from EEE
at the disassembly point and are electrical or electronic in nature. The word, discarded
is also central for this definition with having meaning of throw away or get rid of as
useless. The term implies that the item in question is considered excess or waste by the
owner. It is the critical point at which the potential nature of the item changes from a
useful product to that of waste.
2.1.2

Categories of Electronic and Electrical Equipment and E-waste

Basically EEE can be categorized into six areas and therefore also e-waste can be put
into same categories.
Temperature Exchange Equipment: This category commonly includes cooling and
freezing equipment. Typically Air conditioners, refrigerators, freezers and heat pumps.
Screens and Monitors: Equipment includes monitors, televisions, laptop screens and
tablets are considered as equipment in this category.
Lamps: Lighting items are owned to this category. Compact fluorescent lamps, straight
fluorescent lamps, LED lamps and high intensity discharge lamps can be identified as
this type of items.

Large equipment: Typical equipment includes large volume items such as washing
machines, electric stoves, clothes dryers, dish washing machines, copying equipment,
printing equipment and photovoltaic panels.
Small equipment: Equipment comprises microwaves, vacuum cleaners, toasters,
electric kettles, ventilation equipment, scales, radio sets, electric shavers, cameras,
small electrical and electronic tools, toys, medical devices and small monitoring
devices.
Small IT and telecommunication equipment: This area covers equipment such as mobile
phones, pocket calculators, routers, personal computers, laptops, telephones and
printers.
For each category, its weight, original function, size and material composition differ.
Through these facts each category includes different wastes quantities, economic values
and potential health and environmental impacts. Consequently with these differences
collection, logistic and recycling technologies are different for each category in same
way as user behaviour and attitude in disposing of the electrical and electronic
equipment.
The environmental problems associated with e-waste arise from the minimal collection
rates, due to final owner either stores equipment in drawers, cabinets, attics or disposes
those off through the normal household bins, finally ending up with landfilling of
incineration. Another method of improper disposal of e-waste is distributing them
through undesirable channels to developing countries. At the ideal level, optimum
resource efficiency and low environmental impacts can be achieved through collecting
and treating e-waste in the state of art facilities.
2.1.3

Framework for measuring e-waste flows

Internationally recognized measurement framework for e-waste statistics is developed

in the context of the Partnership Measuring ICT for development (Bald et al., 2015).
This framework covers the most important elements of the e-waste disposal scenarios
around the worlds so as to measure the dynamics of e-waste in a steady manner.
The framework for measuring starts with sales of electronic and electrical equipment.
After the product is sold it spends in household or offices for some time. This time of
8

equipment spends at households, offices and public sector is called as products

lifetime or residence time. This also includes the second-hand equipment exchange
between households and businesses. Each products residence time should ideally be
an empirically per product. After completing certain residence time, the product is
disposed. It means product becomes waste. This is called as e-waste generated. It is
the annual supply of domestically produced e-waste prior to collection and without
imports. This generated e-waste can be collected through one of four scenarios which
will be described in following.
Scenario 1: The official take-back system
In this situation, usually according to the requirement of national e-waste legislation, ewastes are collected by chosen organizations, producers and/or government. This
procedure is happens via retailers, municipal collection points and through the pick-up
services. In this scenario final destination of the collected e-waste is state of art
treatment facilities which recover the valuable materials in an environmentally friendly
way and diminish the negative impacts. In global arena, European Union roughly treats
to 40 percent of annually generated e-waste via this method. In the United States and
Canada, this level is around 12 per cent while China and Japan treats nearly to 24 to 30
per cent. And Australia just hold 1 per cent for this scenario.
Scenario 2: The e-waste can also end up in non-separately collected household waste
(waste bin).
Consumers directly dispose of e-waste via the normal waste bins together with other
types of household waste. As a significance, the disposed of e-waste treated with the
other regular mixed waste from households. Since treating level is different from region
to region, country to country, it can either be sent to landfill or municipal solid waste
burning with having low chance of separation prior to this final destinations. These two
destinations are not regarded as an appropriate technique to treat e-waste, because it
directly leads to resource lost and has potential negative impacts to the environment.
Landfilled e-waste can lead to toxin leaching while burned e-waste emissions toxin into
air. This disposal method exists in both developed and developing countries. Mostly
product like small equipment, lamps and small IT equipment includes in this scenario.
In most of developing countries it is hardly to see valuable e-waste in dustbins, but
invaluable e-waste like lamps and small products can be easily disposed via dustbins
9

and then sent to landfill or incinerator. There is no official statistics in countries regard
the quantities of e-waste that is disposed with other wastes in dustbins. However
researches shows that roughly 1 to 2 kg per inhabitant was disposed in the waste bin in
Europe. This accounts for nearly 8 per cent of the total European e-waste generation.
Scenario 3: The collection outside formal take-back systems in developed countries
In developed countries, e-waste is also collected by individual waste collecting dealers
or companies and then traded them through various channels. This scenario identifies
metal recycling, specialized e-waste recycling, plastic recycling and also export as
possible destinations for e-waste. Usually e-waste managed in this scenario is not
reported as part of the official treatment amount discussed in the established take back
systems. This informal collection systems covers products in categories of temperature
exchange equipment, screens, large equipment and IT products. Main feature of this
scenario is that e-waste is traded freely, and its quantity is not methodically reported or
documented to national authorities due to lack of proper reporting framework or
requirements. In this method e-waste is often not treated in the state of the art facilities,
and there is a huge potential to ship off these e-waste to developing countries. There is
an extensive amount of e-waste being composed from developed countries and then
exported to developing countries for further treatment. This scenario is strengthen
through the demand for inexpensive second hand products and raw materials in less
developed countries. These countries are the biggest driver for the inter-regional and
global trade of e-waste.
Trading of second hand equipment is legal only if is allowed by the both government s
of sending and receiving countries. If the exporting country is following the Basel
Convention, exports of hazardous waste must according with the Basel Convention.
The Convention prevents illegal waste dumping from developed countries to
developing countries, where proper recycling infrastructure is typically absent.
Scenario 4: The collection outside formal take-back systems in developing
countries.
In most developing countries, there are number of self-employed people engaged in the
collection and recycling of e-waste. They normally collect e-waste on a door to door
basis to buy e-waste from consumers at their home, and then trade it to recyclers and
10

refurbishes. These types of informal collection methods provide the basic incomes
necessary for number of unskilled workers to pay for their living. Apart from domestic
collection of e-waste, the demand for inexpensive second hand goods and secondary
materials is incentive of to import e-waste from industrialised countries.
After these informal collection, if electronic equipment do not have any reuse value,
they are mostly recycled through backyard recycling or substandard ways. This
methods can do severe damage to environment and human health. These substandard
methods include acid leaching for precious metals, open burning to extract metals,
direct dumping of hazardous residuals and insecure melting of plastics. This occurs due
to lack of environmental protection standards, lack of legislation, recycling standards
and treatment standards.
In practice, movement of e-waste take place from developed to developing countries,
most commonly between scenario 3 and 4.
2.1.4

Conventions regarding e-waste management

With the increasing behaviour of globalisation, environmental impacts are also widen
through the spread of international trade. One major technological issue is international
trade in hazardous wastes, including e-waste. This is causing damage to both human
health and environment. Global institutions present range of legislation to control the
trans-boundary movements of hazardous materials.
Major international conventions hoping to control the shipping of waste are the Basel
Convention on the control of Trans-boundary Movements of Hazardous Wastes and
their Disposal (1989), Rotterdam Convention on the Prior Informed Consent Procedure
or Certain Hazardous Chemicals and Pesticides in International Trade (1998) and
Stockholm Convention on Persistent Organic Pollutants (2001). Apart from these
various regional agreements have been signed to manage and regulate hazardous waste
movements. Supplementing international and regional agreements, international
organizations also have a significant role to play in e-waste issue. As an examples they
have roles in monitoring the movement of toxic materials and implementing
programmes on diminish the negative impacts of e-waste on human health and
environment.

11

2.1.5

Multi-lateral environmental agreements

The Basel Convention

The Basel Convention manages the trans-boundary movement of hazardous wastes and
their discarding. This is the most substantial multilateral environmental agreement
(MEA) regarding of issues neighbouring e-waste and its management. When
September 2010, the Convention had 178 participants (Basel Convention,2010).
However major e-waste actor, United States has not signed in.
Although Convention mainly relates to the trade measure, it also includes numerous
non-trade measures. Basically it presents four main aims related to the waste hierarchy
of prevention, reduction, recovery and final disposal. It initially attempts to reduce
hazardous waste generation at its source, secondarily to promote and certify the
environmentally sound management (ESM) of hazardous waste; third, to promote the
proximity norm, encouraging disposal as close to the source as possible, And fourth is
to regulate and monitor the remaining trans-boundary movements of hazardous waste.
Basel convention imposes a series of trade restrictions on trans-boundary movements
of hazardous waste with the aim of regulating and monitoring. Provided no outright ban
on hazardous wastes has been implemented by the importing country, wastes may only
be exported should the exporting state lack ESM capacity or should the wastes be
destined for recycling and recovery options. After met the all these criteria, hazardous
waste shipment must undergo the prior informed consent (PIC) procedure. According
to Article 6 of the Basel Convention, this system requires exporters to inform the
destination country, intermediary countries, of its purpose to trade in hazardous waste
to that country, via a notification of consent prior to the trans-boundary movement.
Basel Convention is not only to regulate and monitor the activities regarding e-waste
movement, it also provides facilities to develop tools and training activities through the
Green Customs Initiative (GCI) with the aim of assist to parties to enforce the
convention and to fight against illegal traffic. This Convention also connects with
organizations of the relevant MEAs with trade-related areas including hazardous
chemicals and wastes (Basel, Stockholm and Rotterdam Conventions, and the Montreal
Protocol on Substances that Deplete the Ozone Layer), biosafety (Cartagena Protocol
on Biosafety to the Convention on Biological Diversity) and endangered species
12

(Convention on International Trade in Endangered Species of Wild Fauna and Flora,

CITES). The partnership also includes the Organization for the Prohibition of Chemical
Weapons (OPCW), INTERPOL, United Nations Office on Drugs and Crime
(UNODC), United Nations Environment Programme (UNEP) and World Customs
Organization (WCO).
In the third conference of the Basel parties in 1995 was about the BAN Amendment
or Basel BAN. It decides to ban the shipments of hazardous wastes from OECD
countries to non-OECD countries for the purpose of final disposal. It was accepted on
the grounds that exports to developing countries were unlikely to suffer ESM. However
there were few member parties in agree with BAN Amendment and due to that it did
not come to implementation stage. In October 2011, during COP 10, all 178 Parties
agreed to allow an early entry into force of the BAN Amendment, a major breakthrough
decision (BAN, 2011).
In 2006, COP8 adopted the Nairobi ministerial declaration on the environmentally
sound management of electronic and electrical waste, and called for urgent global
action on e-waste with the aim to create innovative solutions through the Basel
Convention for the environmentally sound management of e-waste (UNEP, 2006).
This also provides the mandate for a roadmap for future strategic action on e-waste.
The Rotterdam Convention
Main aim of the Rotterdam Convention is promoting shared responsibility between both
e-waste exporting and importing countries to protect human health and environment.
And play an information providing role on potentially hazardous export and import
chemicals. Convention makes legally bonded place for the implementation of the PIC
procedure. This convention directly covers pesticides and industrial chemicals that have
been banned or strictly controlled by parties. (Rotterdam Convention, n.d.).
The Stockholm Convention
The Stockholm Agreement on Persistent Organic Pollutants was established in 2001
and started to perform in 2004. This convention needs members to take procedures to
eliminate or reduce the release of POPs into the environment (Bell & McGillivray,
2006). E-waste comprises many chemicals identified as POPs. Convention performs to
protect human health and the environment from hazardous chemicals that remain
13

persistent for long time. These chemicals are spread globally and gather in the fatty
tissue of humans and animals. Three identifies categories of POPs are pesticides,
industrial chemicals and unintentionally produced by-products. There are 176 parties
agreed on Stockholm Convention (Stockholm Convention, n.d.).
Synergies among the Basel, Rotterdam and Stockholm conventions
Main disadvantage of most MEAs is they are designed to protect one identified medium
without considering other areas. This leads to inconsistencies among methods. If there
is a risk of treaty blocking, overlaps and conflicts of MEAs, Propagation and expansion
of MEAs should be evaded (Beyerlin, 2002). This issue can be overcome through
synergies among three main chemical conventions. Synergy can promote a life-cycle
approach to hazardous chemical management since each convention targets different
life cycle stages of chemical life cycle. The main target of the Synergies Decision is to
improve programmatic cooperation and support for the application of the three
conventions in areas of mutual concern, such as e-waste. (Synergies among the Basel,
Stockholm and Rotterdam Conventions, n.d.).
A global instrument on mercury under negotiation
UNEP Governing Council decided to design a global, legally bonded instrument on
mercury in February 2009. It targets to get immediate actions against releases of
mercury and its compounds to protect human health and environment. UNEP
established an intergovernmental negotiating committee (INC) to work to reduce the
supply of mercury, improve capacity for environmentally sound storage, reduce
demand in products and processes such as electronics, international trade and
atmospheric emissions, address mercury containing waste and address compliance
(UNEP, n.d.).
The Montreal Protocol
The Montreal Protocol on Elements that Diminish the Ozone Layer was established in
1987 with the aim of protecting Ozone layer from hazardous chemicals which
destroying it. Currently 96 chemicals are controlled by the Montreal Protocol. (UNEP,
Ozone Secretariat, n.d.).

14

The Strategic Approach to International Chemicals Management

SAICM is an internationally developed policy agenda to promote safety from chemicals
with having overall objective of achieving sound management of chemicals throughout
their life cycle. It targets to minimize negative impacts on human health and
environment from chemicals produced and used. It hopes to achieve this goal on 2020.
Objectives of this framework are categorized under five themes, risk reduction,
knowledge and information, governance, capacity building, technical cooperation and
illegal international traffic. SAICM has number of stakeholders and multi-sectorial
coverage and it strengths the aims of agenda (SAICM, 2009). Also, the second
international conference on chemicals management, ICCM2, decided to implement a
project on chemicals in products, one being electronics (Nimpuno & Scruggs, 2011).
The London Guidelines for the Exchange of Information on Chemicals in International
Trade
The London Guidelines (1989) aims to support to governments in the process of
increasing chemical safety frameworks in their countries via exchange and providing
of information on international trade of chemicals. Their goal is to enhance the sound
management of chemicals through the exchange of scientific, economic, technical and
legal information, and support countries in the progression of developing future
methods (UNEP, 1989).
The Code of Ethics on the International Trade in Chemicals
The code of Ethics on the International Trade in Chemicals (1994) complements the
London Guidelines. It covers industries and other private sectors in all countries with
having the objective of developing principles, guidance and governing standards of
conduct for the promotion of ESM of chemicals in international trade. Private sector
parties are expected to enter into voluntary contribution to e-waste management through
the implementation of this code (UNEP, 1994).

15

2.2 Reverse logistics concepts

One huge problem in handling waste is collecting e-waste from the source and
providing it to the appropriate party for processing and production of eco-friendly
products (Jang and Townsend, 2003). According to Ravi (2012), if there is demand for
certain products, then new business will be created which will in turn create more effort
to process waste. This is the point of business of returns emerge. According to the
European Working Group on Reverse Logistics (2004), Reverse Logistics is: The
process of planning, implementing, and controlling flows of raw materials, in-process
inventory, and finished goods, from a manufacturing, distribution or use point to a point
of recovery or point of proper disposal. Apart from that Gattuso (2005) defines reverse
logistics as the logistics process of removing new or used products from their initial
point in a supply chain, such as returns from consumers, over stocked inventory, or
outdated merchandise and redistributing them using disposition management rules that
will result in maximised value at the end of the items original useful life.
Another study stated that reverse supply chain is an integrated economic network of
people, businesses and/or government engaged with not the distribution of good or
service as the traditional supply chain, but the collection and reclamation of some
previously distribute material, good or product. Originally considered to deal with
product recalls; in which products have to be returned to the producer, defective
products; which often times would end up in alternative markets, or dedicated service
industries; in which products or services are guaranteed for some period of time, this
management paradigm has gained popularity in material reclamation industries. From
this end number of studies have been performed that highlight the growing popularity
of returnable containers [19], waste collection for material reclamation [20, 21], and
even e-waste [22, 23]. In fact, an extensive survey of RSCs performed in 2002 [24]
reports that more than 25% of all of the case studies performed deal with e-waste. This
is disproportionate to the total waste stream, but indicates the high level of interest in
either utilizing e-waste as a resource for raw materials or spare parts, or just extending
the life-cycle of the complex materials that enable electronics to function.
Reverse logistic process has considerable differences from forward logistics (Williams,
2004). It should have convenient collection points to collect used goods from consumer
or remove assets from the supply chain so that more efficient use of inventory / material
16

overall can be achieved (Shih, 2001). It needs proper packaging and storage
methodologies which will ensure that most of the value of the used product still remain
without lost due to careless handling (Xu and Li, 2012). It also requires the
improvement of proper transportation mode that is compatible with existing forward
logistic systems (Williams, 2004). There is a rich vein of research dealing with
characterizing reverse logistics [25] and developing new management strategies [26].
RSCs are conflictingly described as either a completely different phenomenon from
forward supply chains [18] or an element in a new breed of green supply chain that
merges forward and reverse supply chains [27]. Finally, the applications of reverse
logistics are just as broad as any other econometric paradigm. Purely economic
concerns [28] and approaches that embody the entire life-cycle of a product [29] have
many instances of overlap. The differences between forward and reverse logistics
comes from activities of each functions. Forward logistics is functioning on new
product development, material management, manufacturing, storing and distribution.
Once product reaches the final consumer, the reverse logistic function starts to perform.
Main aspect of reverse logistic is product returns to producer after use. According to
report of PricewaterhouseCooper in 2008, there is a growing trend of finding profits
through reverse logistics. However these business returns start when a consumer,
dealer, retailer or manufacturer finds something wrong in product. Most of these
wrongs includes outdating, spoiled, broken of flawed. This single fact should initiate a
response that through appropriate automation takes care of blame, return transport,
physical processing and eventual redistribution or recycling and finally compensation
to the customer (Lai and Wong, 2012). The whole idea of business returns may be
painful, time consuming, unclear and costly for all or some involved parties such as
manufacturer, consumer, retailer or distributers (Min and Galle, 2001). Many ideas,
methods and technologies need to be combined in to reverse logistics parallel to the
advanced benefits which has been combined in the field of forward logistics (Kim et
al., 2011).
Still there are many challenges exists regarding reverse logistics. Number of significant
cost points can be identified in reverse supply chain (Singh and Siddique, 2012). If
responsible parties unable to address these cost factors properly, they can have negative
impacts on profitability and consumer satisfaction. Due to that manufacturing firms are
more sophisticated in designing their returns approach. Global environmental laws such
17

as European Unions Restriction of Hazardous Substances (RoHS), Waste Electrical

and Electronic Equipment (WEEE) directives and global conventions are forcing
manufactures on how to plan proper retake of goods from consumer after the end of
products lifecycle (Lee et al., 2007). It also open the area of new opportunities to cut
wastes, understand trends and manage the supply chain better (Jang and Townsend,
2003).

2.3 A systems analysis approach to the e-waste problem

Systems approach analyse the root causes and effects, drivers and impacts of the ewaste issue. It aims to find holistic solution instead of quick and temporary solutions.
Systems analysis is an emerging tool which use in sustainability research, economics,
policy and management to designing interventions. System analysis tool identifies and
maps the interrelated nature and complexity of real world situations.
Spangberg (2005) argues that every society can be described as containing four areas
namely, economic, social, environmental and institutional. Each of these dimension is
a complex, self-organizing, dynamic and evolving entity, making the coupled system
one of tremendous complexity. Most of problem solving strategies are based on linear
thinking, which disregards the feedback and behaviour of the problem. From that,
systematic approach is greatly oriented towards long term conditions, which open the
ways to identification of delays and feedback loops determine the behaviour of the
system (Haraldsson, 2000). This systems approach helps highlight those policy issues
that permit more in-depth study. Although systems model may not go for definitive
answers, it raises relevant questions (Chan, Hoffman & McInnis, 2004).

18

2.3.1

Core theories on e-waste management

E-waste problem is the underlying assumption of this research and the theories
discussed below presents the basis and underline theoretical assumptions of the systems
analysis that follows. These theories will facilitate to get better understand both issue
and its background.
Race-to-the-bottom theory
The race-to-the-bottom is a hypothesis which consider as a common critique of
globalization. It argues that increasing behaviour of competition for foreign trade and
direct investment leads to decreasing the environmental regulations. This is caused
because of strict labour laws, high rates of corporate taxation and rough environmental
protection laws lowering the profit margins. Governments which effort to maintain high
principles will see their efforts weakened by the presence of less strict regulations
elsewhere and this will lead to an overall lowering of standards internationally (Medalla
& Lazaro, 2005).
There are exceptions and complexities within this general theories. Some states
establish strict environmental laws to improve quality of life without seeing economic
aspect as an obstacle. And large companies who move their production facilities from
developed to developing countries sometimes brings advanced environmental practices
with them (Konisky, 2007). However regarding e-waste, there is evidence of a race to
the bottom and lax enforcement of regulations.
Pollution haven theory
This theory directly related to the rate-to-the-bottom theory. But specially address the
aspect of environmental law and standards. It mentions that pollution-intensive
economic activities will tend to migrate to those authorities where costs related to
environmental regulation are lowest (Lepawsky & McNabb, 2010). This theory
overlaps with globalization and northsouth issues,
the debate over the unequal implications for the developed and developing countries,
and whether globalization will lead to industrial flight from the north and the growth
of pollution havens in the south (Medalla & Lazaro, 2005). In the case of e-waste,

19

the pollution haven is in developing countries where, in practice, waste handlers face
strong incentives to avoid taxes and regulations and dispose of their waste illegally.
Distancing theory
Since waste collectors have slight understanding about what will happen to the
collected waste and where, modern consumers are geographically more distant from
their wastes than past. This is aggravated by consumer culture, waste habits,
disposability of products and denial (Hawkins, 2006). Excess shopping and wastage are
the features of modern lifestyles. And wealth and convenience play against responsible
disposal behaviours. More consumers havent close connection with environment
regarding their consumption (Bekin, Carrigan & Szmigin,
2007).

Regarding to the e-waste in developed countries which disposed to the

developing countries, extending the distance from original consumers in developed

countries and consumer information is lacking due to distance. It has been remarked
that, as a result, the consumer will make decisions that will perpetuate the generation
of waste (Vasudev & Parthasarathy, 2007).
Casual Loop Diagram for E-waste issue
Causal-loop diagram (CLD) is used to understand the complex network of influences
that often result in various forms of feedback loops. This type of loops add a time
element to system complexity and often magnify or dampen the intended influence of
an action in a non-obvious way. It is important to understand the causes and effects of
a problem, and how different aspects of society and the natural environment interrelate
through feedback loops. The concept of feedback shows how actions can reinforce or
counteract (balance) each other. With a CLD it is possible to construct circular
connections and the feedbacks of the problem. A CLD of the e-waste trade problem is
provided as figure 9. The red Rs represent a reinforcing system that has an mounting
effect due to equal impacts between the mechanisms, which can be either a downward
or an upward spiral. The red Bs symbolise a balancing or stabilizing system in which
there is an agent that controls the exponential growth or is a limiting factor to the
growth.

20

Figure 2.3.1 - Casual loop diagram for e-waste management

Key drivers of the system are recognised at the top of the diagram. Planned or perceived
obsolescence, demand, natural resources, economic growth and internet use can be
identified as these drivers. The key driver of the shipment of e-waste (at the lower left)
can be identified as the cost of waste management carried out in an environmentally
sound manner in developed countries. Although practises are unsafe, risky for health
and creating environmental pollution, e-waste movement between national boundaries
creates jobs in developing countries. These negative significances are often displayed
in the system. Finally, key factors limiting the creation of e-waste and the improvement
of e-waste recycling in developed countries are identified as natural resource
accessibility, awareness and waste management policies. In addition, shipments to
developing countries do enhance reuse and recycling, which limits the amount of ewaste to some extent (ILO, 2012).

21

2.4 Consumer behaviour

2.4.1

Consumer behaviour towards environment

The concerns regarding consumer behaviour towards environment have reached a

distinct character, in the context of natural resources depletion, increasing pollution,
climate changes and so forth. Researching this topic has resulted in numerous studies
that have contributed to the emergence of theories and models in this field. Study
identifies three approaches regarding consumer behaviour towards the environment,
namely:
Internalist approach - that analyse the consumer behaviour mainly from the perspective

of processes and characteristics which are conceived as being internal to the consumer:
attitudes, values, habits and personal norms etc.
One of the most important theories of this approach is the Ecological Value Theory,
which suggests that pro-environmental behaviour arise from a particular set of values
specific to each individual (such as : social, moral values etc.).
One shortcoming of the Ecological Value Theory is the attitude-behaviour gap - more
precisely, the fact that one consumer has certain social values and pro- environmental
attitudes does not mean that his actions will reflect a responsible behaviour towards the
environment. In support of this shortcoming, we can mention the Bickmans (1972)
study regarding the consumers attitude towards litter (small wastes from the street).
According to his study, from the total of 500 respondents, 94% of them stated that they
have a responsibility towards litter, but only 2% of the interviewees have put the wastes
encountered on their way on the container.
Externalist approach claims that external, contextual factors are those carrying a
significant influence on individual behaviours of consumption. Therefore, according to
this approach, consumers are locked in the choice of consumption pattern by a variety
of external factors, such as: economic constraints, financial incentives, institutional
barriers, inequalities of access, expectations and dominant cultural values, social norms
and so forth. Regarding the role of economic incentives in order to change consumer
behaviour towards waste, studies carried out so far have revealed two different views:
for example Pieters (1991) argues that in order to change the consumers habits

22

regarding waste disposal, the financial incentives and legal regulations are essential and
is important to find them in any environmental policy, while studies by Oskamp et al.
(1991) and De Young (2000) have showed that financial incentives do not produce
long-term changes in consumer behaviour regarding the responsible management of
waste.
A possible explanation for this is found in, Jackson T. argues that environmental
concerns, sustainability and proper management of waste are difficult to maintain,
because the impact of choices that consumers make, is not usually immediately or is
spatial isolated.
Integrative approach takes into account both internal and external factors as having
a significant role in influencing consumer behaviour towards the environment.
One of the most significant attempts to combine both internalist and externalist
perspectives is the Sterns Attitude Behaviour Context (ABC) Model.
The fundamental starting point for Sterns approach is the understanding of consumer
behaviour as a function dependent of the sphere of personal, attitudinal variables and
contextual factors. The structural dynamics between the influence of attitudes (ie
internal factors) and contextual (ie external) factors is a key dimension of the ABC
model. In particular, its proponents claim that the attitude-behaviour link is strongest
when contextual factors are weak or non-existent; and that, conversely, there is virtually
no link between attitudes and behaviours when contextual factors are either strongly
negative or strongly positive.
For example, in the case of waste recycling, according to the ABC Model when access
to recycling facilities is either very hard or very easy, it scarcely matters whether or not
people hold pro-recycling attitudes. In the first case, virtually no-one recycles; and in
the second case most people recycle. In a situation, however, in which it is possible but
not necessarily easy to recycle, the correlation between pro-environmental attitude and
recycling behaviour is strongest.
2.4.2

Consumer behaviour on e-waste discarding

Post-purchase behaviour involves all the consumers' activities and the experiences that
follow the purchase. Usually, after making a purchase, consumers experience post23

purchase dissonance. Unlike consumer packaged goods, which are impulse-buy,

consumer electronic goods invoke more thought and involvement from the consumers
before making a final purchase. These include cost of storage, replacement and residual
value in case of resale, and the availability for the market after end of its life use (Bayus,
1991). The lifespan of the most electronic products has reduced to between six months
and five years, on which the products breakdown or need replacement due to emergence
of new advanced models making the current one obsolete.
Harrell and Mcconocha (1992), and Bianchi and Birtwistle (2012), noted that a
comprehensive typology of disposal choices in the extended channel involves a
combination of non-altruistic behaviours such as keeping, throwing away,
selling/swapping as well as altruistic aspects such as giving away and donating. The
following disposal options were identified:
Keeping: Chronic keepers sometimes referred as to pack rats have a tendency to
hoard items. This has been regarded as an example of obsessive-compulsive behaviour
largely governed by personality traits (Leitner, 1985) although no immediate disposal
actually occurs, keeping may account for a considerable quantity of no longer used
items. This constitutes potential waste of resources that could be utilized by secondary
owners.
Throwing away: Discarding through garbage system or trashing usable items may be
viewed as irresponsible behaviour, if however the owner of the good does not perceive
value in it, s/he probably does not consider trashing it to be irresponsible. A consumer
who chooses this option may not be aware of the societal effect.
Trading in: Extended channels of distribution provide numerous options for
consumers who wish to move still useful but unwanted products to other consumers.
The rationales consumers use in choosing disposal options, includes those resulting in
redistribution (Harrell and Mcconocha, 1992). Recycling has become a huge business
opportunity, especially in e-waste. Other methods include Selling/Swapping and giving
away
Jean-Daniel et al. (2009), Nnorom and Osibanjo (2008), Widmer et al. (2005), Kang
and Schoenung (2006), Lee et al. (2007), noted that a large percentage of discarded ewaste in developed countries is exported to Asia and Africa. Unfortunately e-waste is
24

often handled improperly, which often results in severe human exposure and
environmental pollution. Indeed e-waste contains much toxic material such as lead,
cadmium, mercury, barium, beryllium, hexavalent chromium and brominated flameretardants. www.ewaste.com (2007) elaborates on measures that can be taken to discard
computer components properly after upgrading or where a customer opt to completely
replace a computer. Apart from following the right disposal procedure, marketers have
a duty to ensure consumers are not only aware but follow the right disposal for
hazardous products thus ensuring green marketing. This creates customer satisfaction
and build long-term profitable customer relationships which are some of the primary
objectives firms try to achieve to sustain their businesses in the competitive business
world. With an increase in the social and political pressures, many firms embraced
green marketing strategies and exploited these environmental issues as a source of
competitive advantage (Tan et al., 2010).

25

Chapter Three Research Methodology

3 Chapter Three: Research Methodology

3.1 Choice of methodology
This research is theoretical research based on primary data collected from a sample 100
people randomly selected by the author within western province. Sample consisted
from persons within the age group of 18-60 years. Research mainly targets computers
and mobile phones for this study due to information technology related equipment are
the highly growing e-waste category in Sri Lanka. Structured questionnaire is used as
data collection method for this survey since quantitative data collection is becoming
major target of this data collection phrase. Throughout nine provinces in Sri Lanka,
study focuses on western province since western is the Sri Lankas leading province
with all education, industry, economy aspects and specially from computer literacy and
computer and mobile phone usage.
To gain maximum feedback from respondents, questionnaire will not include more
complex questions which expects descriptive answers. Study expects to collect more
quantitative data through checklist approach which reduces ambiguity at answering.

3.2 Research Approach

Quantitative research approach is generally allied with positivist or post-positivist
paradigm. This method is usually identified as statistical process which collecting and
converting information into numerical form. This method generates statistically agreed
conclusions through calculations.
This approach suggests postulating hypothesis. In this study researcher considers few
hypothesis which will discuss in this chapter lately. These hypothesis are the questions
which researcher wanted to address through this study. They are presented as
predictions about possible relationship between variables. To find answers to these
questions or in other words; to test these hypothesis research needs possible instruments
and materials. Through doing quantitative studies study checks the sustainability or
rejection of the hypothesis based on well planned statistical analysis. This verification
or falsification of the hypothesis can be identified as most suitable method for testing
the consumer behaviour and awareness of this study. Questionnaire method is identified

26

as most appropriate method for gathering data for this study. This instrument is mostly
used in previous studies related to this topic.
Questionnaire is designed to address wide area of consumer behaviour and reverse
logistics. It is followed strict procedure to design direct answers which can be used for
statistical analysis. This study uses SPSS for statistical analysing purposes of data and
it allows researcher to determine the extents of relationship between variables.
In this study, objectivity is considered as important factor and researcher expects to take
effort to avoid own behaviour, bias and attitudes to affecting the results of the study.
Throughout this study researcher greatly use measurements to ensure that study is really
measuring what it claim to be measuring through this survey.
Deductive reasoning is the main emphasis of this quantitative research. It tends to
convert study from general to the specific. This method is also referred as top to down
research approach. Validity of all conclusions are dependent on one or most statistically
proved premises within the study.
Researcher has rare access to the all the members of the particular population. However
this study is usually interested in large population to strengthen the conclusions. Due to
this reason, researcher wants to have healthy sample which can represent the wider
population regarding study area. The extent to which simplifications are probable
depends to a certain degree on the number of people tangled in the study, how this
sample is selected and whether it is demonstrative of the wider population. Although
some studies need specific sample with certain number of people with indication
specific characteristic, this study is not required specialized sample. Therefore random
sampling can be used as possible method.
When considering at results of the study P value is always important. P value represents
the probability and it indicates the likelihood that an identified finding or difference is
due to chance. It is between 0 and 1. If the P value is closer to o, it represents the less
likely of the identified difference is due to the chance. And if value closer to 1, it
represents greater like hood of the finding is coming from random variation and it
ensures that there is no significant different between population and sample.

27

3.3 Conceptual Framework

Since this research is focusing on assessing the level of consumer awareness and post
purchasing behaviour on electronic equipment discarding by using reverse logistics
functions, there are number of aspects to be discussed. Main problem of lack of having
proper e-waste management is based on those aspects which have not yet integrated
properly to mitigate issues regarding e-waste. This paper expects to clarify relationships
among those aspects with consumer behaviour towards e-waste management through
reverse logistic functions
Background of the study identifies three major independent variables regarding e-waste
management and term, e-waste management as dependent variable. From those
independent variables, this study is based on consumer behaviour towards e-waste
management. To address these independent variables through term, consumer
behaviour, study is conducted via consumer perception on those three identified
independent variables.

Independent variables

Dependent variable

AWARENESS LEVEL

Awareness on impacts and e-waste

management

Consumer
behaviour on
Electronic Waste
Management

Awareness on Disposal function

Awareness on Costs associated with

disposal
Figure 3.3.1 - Conceptual framework

28

3.4 Hypothesis
H1: There is weak awareness level on impacts of electronic waste disposal and mean
of electronic waste management
H2: Low awareness on waste disposal methodologies directly impact on having weak
electronic waste management system in Sri Lanka
H3: Costs engaged with reverse logistics have significant impact on crafting consumer
behaviour

3.5 Research strategy

3.5.1

Data collection

Data collection phase of the research is based on general data collection methods of
primary and secondary data collection. Primary data are the data collected by researcher
with the aim of objectives of this study. These data directly target the specific purposes
of the study. In this case researcher designs questions to address his study area and
answers for these questions will be considered as input data for the analysis. In primary
data collection phase, researcher plans to present his questions via structured
questionnaire
Secondary data collection phase is varied with several type of secondary data sources.
It this study Sri Lankan government publications and environmental authoritys
publications are used mainly as secondary data sources. Beyond those sources, previous
research data and findings are used for analysis.
Since data collection methodology is mainly focusing on quantitative data from
electronic equipment consumers within western province Sri Lanka, well defined
questions are required for study consumer behaviour. Therefore questionnaire is
designed based on following five areas which can address greater extent of the study
area.
I) Demographic profile of consumers: information included age, gender, marital status,
occupation, income and education. This initial part of the questionnaire basically
examines the consumer segments within the selected study area.

29

II) Information regarding the use of electronic devices: to understand the various types
of devices used, period of use, methods of storage, etc. Secondary part of the
questionnaire is focusing on electronic equipment usage statistics of consumer base.
III) Awareness regarding e-waste: to better understand the awareness of e-waste among
the public. Through examine awareness level, research gain fundamental knowledge
about consumers mind-set on e-waste issue.
IV) E-waste disposal practices: included to evaluate individual perceptions and
methods of e-waste disposal. Consumers willingness regarding e-waste disposal is
examined by this part and it can be used to design more consumer friendly practices for
e-waste discarding.
V) Consumer behaviour: to comprehend the readiness of the consumer concerning
various disposal options provided by the manufacturer and government. Through this
final stage of questionnaire, research expects to collect most important data to evaluate
consumer behaviour regarding e-waste management.
Questionnaire method is the most suitable method for this type of study to obtaining
more possible answers from consumers. And study expects to utilize most of the
questions in checklist approach in order to facilitate quantitative analysis and reduce
ambiguity.
3.5.2

Sample design

Selected sample includes 100 persons from western province of Sri Lanka. It represents
all population within Western province of Sri Lanka.it includes both computer and
mobile phone users and non-users within area. Simple random sampling method is
using for selecting sample since there is no specific considerations to sample. Western
province is selected due to it is the main province of Sri Lanka with including Colombo
capital. Considered area is accounted for most usage statistics of computers and mobile
phones. And therefore researcher assumes that western province has greater
relationship to selected topic of e-waste generation and management. Usage of
electrical and electronic equipment in this area is greater than other areas due to urban
areas and more industrialized facet of the Colombo. Computer literacy is also greater
and all of these related topics strengths the decision to conduct this research based on

30

Western province of Sri Lanka. Following table will ensure the computer usage
statistics in Western province.
Sector/
Province
Sri Lanka
Urban
Rural
Estate
Province
Western
Central
Southern
Northern
Eastern
North-western
North-central
Uva
Sabaragamuwa

Desktop (%)
2004
3.8
10.5
3.1
0.3

2006/07
8.2
17.8
6.9
1.1

2009
10.6
23.6
9.2
3.1

2014
16.6
25.8
15.3
2.7

8.4
3.3
2.2

16.4
6.7
4.9

19.0
9.7
6.6

N.A.

N.A.

N.A.

1.2
3.1
1.4
0.4
2.0

3.7
4.8
2.7
2.7
3.3

5.8
6.9
6.1
4.6
7.3

24.5
18.0
16.0
10.8
9.6
14.5
7.4
9.2
13.7

Desktop or Laptop
(%)
2009
2014
11.4
22.4
26.3
35.8
9.8
20.4
3.3
4.6
20.7
10.4
7.2
N.A.

5.9
7.1
6.8
4.9
7.5

33.0
23.5
21.0
19.5
14.7
20.1
10.1
11.1
16.6

Table 3.5-1 - Percentage of computer owned households by Sector and Province

Researcher assumed that mobile phone usage statistics are also high in western province
since it also varies in line with communication statistic factors in the country. Fixed
line and CDMA phone usage is high in western province than other provinces in Sri
Lanka. Hence study assumes mobile phone usage is also highest in this area.
3.5.3

Sample size

Sample size is limited to 100 respondents from western province due to time limitation
and practical difficulty of geographical coverage. Sample is to be selected randomly
within western province. The sample size is considered as appropriate size based on
Sekarans (2003) view that sample sizes larger than 30 and less than 500 are appropriate
to satisfy most quantitative research requirements for accuracy, validity and
repeatability of the ranges in the wider cluster.
3.5.4

Operationalization of variables

Questions of the questionnaire are categorized according to variables described in

conceptual framework. Statistical analysis is done by using these questions.
Conceptual framework factor

Related questions

Awareness on impacts and e-waste

management
Awareness on Disposal function

BQ09 / BQ10 / BQ11 / BQ12 / BQ13

BQ01 / BQ02 / BQ04

31

Awareness on Costs associated with

disposal
Consumer behaviour on electronic
waste management

BQ05 / BQ07 / BQ08

CQ01 / CQ02 / CQ05 / CQ06 / CQ07 / CQ08

Table 3.5-2 - Operationalization of variables

Other questions (including questions of Section-A) which are not mentioned in the
operationalization table are mainly considered as qualitative factors and those factors
are used in descriptive analysis under discussions and findings.
3.5.5

Method of data analysing

To achieve the successful completion data analysing phase is important. In this study
Statistical Package for the Social Sciences (SPSS) and other data analysing methods
are used as analysing tools. By using those tools, tables, graphs and Chart are generated
accordingly to the requirements of analyse process.
Initially all collected data are represented descriptively in Data Analysis chapter. For
these data representations, tables, pie charts and histograms are widely used by
researcher due to those are the widely using tools for describing data in most social
studies.
Secondly, relationships of independent and dependent variables are assessed through
SPSS. In this phase research identified three correlation coefficients from the
relationship bases of three independent variables and consumer behaviour factor.
Furthermore, descriptive analysis is done for demographics, awareness levels and
behaviour. Through four main discussions, critical findings are identified by the
researcher.
Finally recommendations are generated by using these findings as bases. In
recommendation designing, main and common recommendation is designed as the
major outcome of this report by giving priorities to previously calculated coefficients
of correlations. And secondary recommendations are suggested as the approaches for
major recommendation.

32

Chapter Four Data Analysis

4 Chapter Four: Data Analysis

4.1 Questionnaire analysis Section A
4.1.1

Part A Question 01 - Gender

In human being, gender plays critical role in deciding behaviour patterns. It is extremely
important to study gender base variations of factors in questionnaires and studies.
Frequency

Valid

Percent

Valid Percent

Cumulative Percent

Male

63

63.0

63.0

63.0

Female

37

37.0

37.0

100.0

100

100.0

100.0

Total

Table 4.1-1 - Sample gender analysis

From sample of 100 entries, 63% of persons are males and 37% are females. Research
identified this majority male entries as rich base for further questions in provided
questionnaire since in local households decision making power and purchase and
disposal decision powers are mostly centralized to males in households. Through using
database which is rich from majority of that kind of powerful sources, expected
objectives of the research will strengthened and it may open more wide space for
analysis of advance variables which discussed in next stages.

Graph 4.1.1-1 - Gender analysis

33

4.1.2

Part A Question 02 - Age

This question is asked for identifying age range of target group. According to data
gathered through questionnaire, age ranges are distributed among major age categories
which use in researches. Researcher mainly targets active age categories regarding
electronic equipment buying and using. It is important to centring the age groups who
have more power in decision making regarding electronic equipment usage.
Frequency

Percent

Valid Percent

Cumulative Percent

Below 20

12

12.0

12.0

12.0

20 to 29

29

29.0

29.0

41.0

30 to 39

29

29.0

29.0

70.0

40 to 49

17

17.0

17.0

87.0

50 or more

13

13.0

13.0

100.0

100

100.0

100.0

Valid

Total

Table 4.1-2 - Age analysis

58% from valid total sample is in age category of 20 39years. This age category can
be considered as combination of more technological oriented and more buying power
categories. Although 12% of below 20 years category may have more technological
oriented knowledge and usage skills, this category is in relatively weak status is buying
power and decision making power within local households. 17% of 40-49 years age
category is considered as age category which experienced the introduction of first
personal computer base technologies and mobile telecommunication

Graph 4.1.2-1 - Age analysis

34

4.1.3

Part A Question 03 - Marital status

Relationship status of selected sample is also considered in this study. Researcher

identified relationship status as important fact in behaviour analysis. Purchasing and
disposal behaviours of households may vary based on relationship status. It directly
impact on amount of money spend for purchases and bearable costs at disposal.
Frequency

Valid

Percent

Valid Percent

Cumulative Percent

Married

52

52.0

52.0

52.0

Single

37

37.0

37.0

89.0

Widow

7.0

7.0

96.0

Divorced

4.0

4.0

100.0

100

100.0

100.0

Total

Table 4.1-3 - Marital status of the sample

From selected sample 52% of participants are married and considered as responsible
persons for households. 37% are single and considered as independent decision makers
for some extent. And data set includes 7% of widowed persons and 4% of divorced
persons.

Graph 4.1.3-1 - Marital status

35

4.1.4

Part A Question 04 Number of family members

Number of family members within households is questioned through this study.

Through this question research expected to realize family environment of participants.
Number of members in household can impact on behaviour on one another. Level of
spending and household income distribution are impacted from number of family
members.
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

2 or less

16

16.0

16.0

16.0

28

28.0

28.0

44.0

32

32.0

32.0

76.0

5 or more

24

24.0

24.0

100.0

100

100.0

100.0

Total

Table 4.1-4 - Number of family members

Only 16% of participants come from families with 2 ore lest than 2 members. In these
families decision making powers are more clear and centralized. 28% of families have
three family members while 24% of persons answered from families which have 5 or
more than 5 members. Majority of 32% of persons come from households with 4
members.

Graph 4.1.4-1 - Number of family members

36

4.1.5

Part A Question 05 Educational level

Educational level of target sample can be considered as significant demographic aspect

of the participants. Education level directly impact on behaviour of human and it plays
major role in decision making stages. With increase of sound educational background
of human, expected to see advance social, environmental behaviour from them..
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Up to Higher secondary

27

27.0

27.0

27.0

Diploma and other

37

37.0

37.0

64.0

Graduate

27

27.0

27.0

91.0

9.0

9.0

100.0

100

100.0

100.0

Professional Degree
Total

Table 4.1-5 - Educational level of the sample

Educational level of sample is distributed among four stages. 27% of participants have
educational level up to higher secondary while diploma and other related qualification
levels stand for 37% of total sample. 27% are graduates and 9% poses professional
degree qualification. In Western province educational levels are in higher level than
other local provinces and this composition of educational levels establishes strong
educational base for sample.

Graph 4.1.5-1 - Educational level

37

4.1.6

Part A Question 06 - Type of family

Type of family analysis is a further extension of Question 06. Family content or

household type impact on behaviour pattern of participant. It may impact on decision
making process and responsibility levels in advance ways. This study categorized its
participants into three family types.
Frequency

Percent

Valid Percent

Cumulative
Percent

Uni-Member

22

22.0

22.0

22.0

Nuclear

48

48.0

48.0

70.0

Joint

30

30.0

30.0

100.0

Total

100

100.0

100.0

Valid

Table 4.1-6 - Type of family

Uni-member family consist only one member at his/her accommodation. Respondent

is that member and his expressions are independent from most of external factors. 22%
of respondents fell to this category, which is relatively higher level than expected. In
Western province this rate can be high due to major commercial city of Colombo. It is
assumed most of this 22% may be migrant city-dwellers who works and study in
Colombo. Majority stands for nuclear type family. It accounts for 48% from total
sample. 30% of sample accounts for joint families.

Graph 4.1.6-1 - Type of family

38

4.1.7

Part A Question 07 - Nature of accommodation

Waste management practises of individuals are also affected from their accommodation
type. Respondents who have own accommodation has more freedom to make e-waste
disposal decisions than rented accommodation users. Own house holders have more
alternative practises in disposal and storing old electronic equipment. Rented
accommodation users have limited alternatives in discarding their wastes. Their limited
storing facilities and pressures from external environment play significant role in
crafting their e-waste disposal behaviour.
Frequency

Valid

Percent

Valid Percent

Cumulative Percent

Own

62

62.0

62.0

62.0

Rented

38

38.0

38.0

100.0

100

100.0

100.0

Total

Table 4.1-7 - Type of accommodation

In this study 62% from total sample has own accommodations. 38% are rented
accommodation users. Research is expected to monitor more e-waste management
concern from respondents who use rented accommodations since they have limited
alternatives and external pressures.

Graph 4.1.7-1 - Nature of accommodation

39

4.1.8

Part A Question 08 - Employment

Question based on employment type is directed for measuring social status of

respondents. Their employment level decides their economical level and social
awareness. Workplace employees are considered as more social awareness group than
isolated employment groups.
Frequency

Percent

Valid Percent

Cumulative
Percent

Government Employee

27

27.0

27.0

27.0

Business/Self-employed

14

14.0

14.0

41.0

Private Employee

33

33.0

33.0

74.0

Private Professional

17

17.0

17.0

91.0

Other

9.0

9.0

100.0

Total

100

100.0

100.0

Valid

Table 4.1-8 - Type of employment

In this study 60% from selected group represents government and private employees.
Government employees account for 27% while private employee base accounts for
33%. 14% of respondents engage in businesses and self-employment practices while
17% represent private professionals. This category is considered as highly educated
category. 9% of respondents have different income methods than provided alternatives.
These employment types differentiate behaviours of participants in different levels.

Graph 4.1.8-1 - Employment type

40

4.1.9

Part A Question 09 Income level

Income level of households directly impact on crafting the purchasing and disposal
behaviour of households. Household income play major role in turn of behaviour
decisions to action decisions in different ways. Income factor limits these behaviour
aspects of consumers towards cost efficiency aspect. While customer tend to pay higher
prices for purchase of computer or mobile phone base on its features, they do not tend
to bear higher cost in disposal of product after usage.
Frequency

Percent

Valid Percent

Cumulative
Percent

Less than 20000

Valid

8.0

8.0

8.0

between 20000 and 40000

21

21.0

21.0

29.0

between 40000 and 60000

32

32.0

32.0

61.0

More than 60000

39

39.0

39.0

100.0

100

100.0

100.0

Total

Table 4.1-9 - Level of income

Only 8% from sample has monthly income less than Rs.20,000. 21% is in the range of
Rs.20,000 40,000. 32% of sample has income between rs.40,000 and 60,000 while
39% has income over Rs.60,000. It is important to monitor that 71% from the sample
is in over Rs.40,000 range which strengths their income side and parallel purchasing
side.

Graph 4.1.9-1 - Income level

41

4.2 Questionnaire analysis - Section B

4.2.1

Part B Question 01 Preference collection method

Frequency

Percent

Valid

Cumulative

Percent

Percent

Old for new

20

20.0

20.0

20.0

Door to door collecting

22

22.0

22.0

42.0

Government's collecting sites

31

31.0

31.0

73.0

Business hall of producer/ Dealer

16

16.0

16.0

89.0

Service & maintenance Centre

11

11.0

11.0

100.0

100

100.0

100.0

Valid

Total

Table 4.2-1 - Preference collection method

This question is measured preference patterns of respondents regarding electronic

equipment disposal. Question provided valid alternatives regarding waste electronic
equipment discarding. These five alternatives covers number of responsible aspects of
this issue and question expected to find consumers attention towards those alternatives.
Through that research expected to achieve trustworthy conclusions about preference
patterns of consumers in advanced way.
From selected sample 20% of respondents favour in old for new activities. They like to
exchange their used electronic products for new products. And 22% of respondents
prefer to door to door waste electronic equipment collecting services. With tight life
schedules within limited time frames, respondents like to door to door services. 31% of
respondents favour in governments centres for collecting waste electronic equipment.
This can be monitored as important preference range since it develops some impression
about responsibility of e-waste. When examining this result, 31% of sample attempts
to transfer responsibility of e-waste toward government bodies. 16% of respondents
prefer on disposal centres which provided by manufacturers or dealers of those type of
electronic products. And 11% of respondents prefer to deal with service and
maintenance centres. They like to dispose those products in responsible way via service
and maintenance centres which can repair those products and use while extending
product lifecycle.

42

4.2.2

Part B Question 02 Awareness on symbols

Symbols which mentioned in the electronic equipment give important messages about
product usage and limitation. Manufacturers use standard symbols for conveying these
messages to customers. But in local context it is assumed that there is a weak behaviour
on referencing those indications and weak following behaviour. Most of consumers do
not tent to read these product messages in general use. They refer them if they have
difficulty in product usage. But reputed electronic product manufacturers always
indicate do not put to the dustbin symbol in their product as green environmental
advice and/or as a disposal advice. From that manufacturer directly advice consumers
to not to dispose electronic equipment to environment in unsafe methods.
Frequency

Valid

Percent

Valid Percent

Cumulative Percent

Yes

83

83.0

83.0

83.0

No

17

17.0

17.0

100.0

100

100.0

100.0

Total

Table 4.2-2 - Awareness on symbols

From covered sample, 83% of respondents know the meaning of waste bin symbol.
They may see it in their equipment and know the simple graphical meaning of it. But
17% respondents have no idea about this symbol. It is an extremely weak level and can
be regarded as weak referencing skills. Although 83% of respondents aware on waste
bin symbol, their disposal behaviour may not base on that.
4.2.3

Part B Question 03 Awareness about e-waste collectors

As a direct question about awareness about disposal methodology this question is

directed to consumers to assess their awareness about used electronic equipment
collectors in Sri Lanka. For earn greater results from reverse logistic functions it is vital
to have knowledge in e-waste collectors.
Frequency

Valid

Percent

Valid Percent

Cumulative Percent

Yes

22

22.0

22.0

22.0

No

78

78.0

78.0

100.0

100

100.0

100.0

Total

Table 4.2-3 - Awareness about e-waste collectors

Awareness level may be depend on weak communication of e-waste collectors or

carelessness of consumers. From those two aspects, final outcome is weak linkage
43

between consumer and collectors while reducing the opportunity for potential solution.
Only 22% from the respondents aware about collectors of waste electronic equipment
for recycling. This awareness level is a weak level and can be taken as significant
disruption for collectors based reverse logistic functions. 78% of respondents have no
aware about e-waste collectors in Sri Lanka. Therefore those 78% category may follow
unsafe discarding practices due to lack of knowledge about related parties of proper
disposal.
4.2.4

Part B Question 04 Perception on responsibility

Consumer aspect and its perception about responsibility of electronic waste

management is a vital area in e-waste management study. This perception is based on
number of factors around consumers. Responsibility delegation is not a single aspect
topic which based on single responsibility holder. According to literature discussion it
is a common responsibility among all stake holders.
Frequency

Percent

Valid Percent

Cumulative
Percent

Government

14

14.0

14.0

14.0

Manufacturer

20

20.0

20.0

34.0

Seller

22

22.0

22.0

56.0

Consumer

11

11.0

11.0

67.0

Common responsibility

33

33.0

33.0

100.0

100

100.0

100.0

Valid

Total

Table 4.2-4 - Perception on responsibility

According to collected data, 14% of respondents thinks government has the

responsibility of proper electronic disposal. They tend to transfer responsibility to
government since they are implementing other waste management practices within
Western Province. Another 20% directly transfer the responsibility to manufacturers
who produced the product. They think that since manufacturer has the total knowledge
about product and since they are the producer of the product, manufacturer has the
responsibility to dispose equipment properly. They argue that since producer is the
starter of product life cycle, they have the responsibility to end that life cycle in proper
manner. 22% of participants transfer the responsibility of electronic wastes to seller of
the product. Since seller or distributor is the closest factor of the marketing chain to
consumer, this category thinks they should get the responsibility of disposed
44

equipment. Only 11% of consumers think proper disposal is their own responsibility
since they are the users of products. They like to bear responsibility themselves since
33% of respondents think it as a common responsibility of all stakeholders.
4.2.5

Part B Question 05 Preference disposal cost responsibility

When considering the payment methodology for disposing products, selected sample
has variety of preference payment patterns. It is important to have exact knowledge of
point of cost holds to design and decide most appropriate electronic waste management
system. Different levels of consumer groups have different ideas on allocating reverse
logistic costs among number of parties around this issue. Validity of these payment
systems may be different than practical scenarios. But this can be taken as notion from
consumer side.
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

disagree

13

13.0

13.0

13.0

Agree, Deposit system

40

40.0

40.0

53.0

Agree, embedded to

24

24.0

24.0

77.0

23

23.0

23.0

100.0

100

100.0

100.0

purchase price
Agree, Paying at disposal
Total

Table 4.2-5 - Preference disposal cost responsibility

According to generated data, 13% of consumers directly rejected the idea of bearing
disposal cost themselves. They do not tend to get the responsibility of disposal cost and
do not like to bear any cost related it. It may be attitude level of those category and their
behaviour may base on this result. Most of respondents, who account for 40% from
total sample agreed to deposit system. Just 24% for respondents agreed to bear cost of
disposal which embedded to purchase price. It this case responsibility of disposing
through proper reverse logistic function is going to manufacturer of dealer, but cost for
that is accepted by consumer. This can be taken as one of the most successful and
practical method since manufacturer or dealer has relatively higher technological
knowledge and infrastructure in reverse logistics than all other parties and consumer
supports the process by accepting cost. Both manufacturing and distribution parties and
consumer groups share the responsibility of disposal in advanced way in this scenario.
And another 23% of consumers prefer to pay for disposal at disposing stage. They agree
45

to pay, but they do not tend to do early payment for disposal. At the stage of proper
disposal function, they wish to pay for reverse logistic function. This is also acceptable
way since consumer willing to bear cost of disposal. But practical issue is after using
the product, consumers responsibility toward equipment is decreased in large portion.
At this level reverse logistic system cannot expect enough cost spending from consumer
for disposed product.
4.2.6

Part B Question 06 Willingness to pay for green products

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

Yes

92

92.0

92.0

92.0

No

8.0

8.0

100.0

100

100.0

100.0

Total

Table 4.2-6 - Willingness to pay for green products

Through this question, consumer attitude toward paying for environmental friendly
green product is assessed. In electronic waste management discussion, green products
have great place. It is considered as successful solution for reducing future electronic
waste amount. Electronic equipment manufacturers around world are continuously
engaging in innovating green products which save energy consumption and
environment. Environmental friendly products may have significant features which
minimize harms to natural environment and living things. Relatively green products are
costly than common electronic equipment. These costs include high costs of
environmental friendly materials and experiment costs. Although whole world may like
to use green products, purchasing cost factor may limit that vote. Therefore it is
important to assess the willingness to pay for green products.
From selected sample, 92% of respondents like to pay for green products. It is important
result since greater portion of respondents like to pay for green products. It reveals that
cost factor is manageable for green products. Just 8% from sample do not tend to pay
for green products. Main reason for that may be cost factor. They do not tend to pay
extra amount for equipment which have same functionality as non-green product. This
portion can be taken as cost sensitive group than environmental and health sensitive
behaviour.

46

4.2.7

Part B Question 07 Preference cost for green products

After assessing the willingness to pay for green products, this question is directed for
measure the amount they prefer to pay for green products. Question provided four
alternatives to select their preference paying range. From that it is easy to identify
bearable green product costs for consumer base.
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Up to 5%

24

24.0

24.0

24.0

6 - 10%

37

37.0

37.0

61.0

11 - 20%

27

27.0

27.0

88.0

More than 20%

12

12.0

12.0

100.0

100

100.0

100.0

Total

Table 4.2-7 - Preference costs for green products

24% of respondents prefer to pay up to 5% for green product features. It means this
category like to pay extra 5% from total non-green product price to green product. It
can be taken as reasonable percentage for both price sensitive and green product
preferable group. 37% from sample fell to range who willing to pay between 6%-10%
for green product. And 27% of respondents like to bear 11%-20% extra cost for green
products. It is good finding since most of green products have their extra price around
20% from common price. And 12% of sample wish to pay over 20% for green products.
This category can be considered as a highly environmental and health sensitive group
since they tend to pay more extra amount for green products.it is good to have 64% of
consumer base who is willing to bear extra amount between 6% - 20% for green
products while another 12% prefer to pay more than 2% for environmental and health
friendly products. These results can be identified as healthy base for proper electronic
waste management in future since green products leads to mitigate bad effects of
electronic waste in higher portion.
4.2.8

Part B Question 08 Reasons for low recycling rates

Consumers perception of low recycling rates means low commercial benefits to the
customers. Consumers expect normally higher price for disposed equipment. They
calculate value of disposed item relative to purchase price. In local reverse logistic
environment there are paying low prices for buy back procedures. And it may impact

47

on changing the disposal behaviour of consumers. They may not to tend sell used
electronic products for lower rates and tend to store in households. And expect to sell
them in higher rates in future.
Frequency

Percent

Valid Percent

Cumulative
Percent

Absence of sound recycling

17

17.0

17.0

17.0

Weak environmental awareness

33

33.0

33.0

50.0

Absence of laws & regulations

50

50.0

50.0

100.0

100

100.0

100.0

system
Valid

Total

Table 4.2-8 - Reasons for low recycling rates

17% of respondents thinks that absence of proper recycling system is the reason for low
disposal prices. They think if there is proper reverse logistic system with the
contribution of active parties, there may be proper value for disposed equipment. 33%
of participants think the weak environmental awareness of parties is the reason for this.
They argue that if there is higher level of environmental and heath sensitivity and
impact awareness, there may be higher values engage in disposal functions than current
rates. Half of the respondents take this as an issue of weak lows and regulations.
4.2.9

Part B Question 09 Awareness on impacts of improper disposal

This question is asked for assessing the knowledge of participants on effects of

disposing electronic equipment to the environment. It is important to have knowledge
about impacts of disposing electronic equipment to environment. Lack of knowledge
leads to increase improper disposal practises and it increases the amount of electronic
wastes and its impacts.
Frequency

Percent

Valid Percent

Cumulative
Percent

No idea

14

14.0

14.0

14.0

Very little knowing

17

17.0

17.0

31.0

Know

43

43.0

43.0

74.0

Knowing quite well

18

18.0

18.0

92.0

8.0

8.0

100.0

100

100.0

100.0

Valid
Very familiar
Total

Table 4.2-9 - Awareness on impacts of improper disposal

48

Graph 4.2.9-1 - Awareness on impacts of improper disposal

According to results of this question, 14% of respondents have no idea about effects of
discarding waste electronic equipment to the environment. 17% of respondents have
slight knowledge of its impact while 43% have general knowledge about its impacts.
18% of participants have proper knowledge on it and only 8% of respondents have
higher level knowledge regarding environmental impacts of waste electronics. Overall
results shows that 31% of respondents are fell to category of lack of knowledge in
impacts of improper electronic waste discarding
4.2.10 Part B Question 10 Awareness on hazardous contents
This question is directed for assessing the respondents awareness toward toxic and
hazardous contents in electronic equipment.
Frequency

Percent

Valid Percent

Cumulative
Percent

No idea

18

18.0

18.0

18.0

Very little knowing

29

29.0

29.0

47.0

Know

39

39.0

39.0

86.0

4.0

4.0

90.0

10

10.0

10.0

100.0

100

100.0

100.0

Valid
Knowing quite well
Very familiar
Total

Table 4.2-10 - Awareness on hazardous contents

49

Graph 4.2.10-1 - Awareness on hazardous contents

According discussions in Chapter 2, study identified computes and mobile phones are
rich sources of hazardous toxics than other consumer electronic products. Therefore it
is important to monitor the users level of awareness toward those contents. According
to responds, 18% of consumers have no idea about toxic and hazardous substances
included in electronic equipment. 29% of respondents have slight awareness on it. But
it cannot be taken as active level of knowledge to make decisions regarding it. 39% of
respondents have general awareness on those toxic and hazardous contents. 4% of
respondents have good awareness on hazardous contents while 10% of participants
have higher level knowledge about those contents. When going for further analyse 47%
of respondents have no proper knowledge on hazardous contents while only 14% of
respondents have acceptable level knowledge which can make decisions based on it.
4.2.11 Part B Question 11 Awareness on precious metal contents
According to discussions in Chapter 2, electronic equipment contains recyclable
precious metal substances. Manufacturers use these metals in manufacturing circuit
boards and regulating units of computers and mobile devices. Through this question
study monitored the level of consumer awareness regarding those precious metal
substances.

50

Frequency

Percent

Valid Percent

Cumulative
Percent

No idea

22

22.0

22.0

22.0

Knowing very little

36

36.0

36.0

58.0

Know

24

24.0

24.0

82.0

Knowing quite well

11

11.0

11.0

93.0

7.0

7.0

100.0

100

100.0

100.0

Valid
Very familiar
Total

Table 4.2-11 - Awareness on precious metal contents

Graph 4.2.11-1 - Awareness on precious metal contents

22% of respondents have no idea about these metal contents in electronic equipment. It
means over one fifth of total respondents have no awareness about valuable metal
contents. And 36% of respondents have slightly awareness on this topic. 24% of
participants have general knowledge level while 11% have good knowledge on subject.
Only 7% of respondents have great awareness on precious metal contents. This can be
taken as weak awareness position since 58% of respondents fell into negative awareness
level. Only 18% of sample shows acceptable level of active awareness results which
can convert awareness into decision making processes regarding electronic equipment
disposal.

51

4.2.12 Part B Question 12 Awareness on Governments e-waste guidelines

This question is asked to measure the consumer awareness on electronic waste
guidelines of the government of Sri Lanka. Since Government and Central
Environmental Authority publishes e-waste management guidelines for Sri Lanka,
consumers should have proper awareness on those guidelines and practises for
implement them in their electronic equipment disposal events. And it is also important
to have knowledge on valid disposal methodologies which accepted by government of
Sri Lanka.
Frequency

Percent

Valid Percent

Cumulative
Percent

No idea

23

23.0

23.0

23.0

Knowing very little

35

35.0

35.0

58.0

Know

33

33.0

33.0

91.0

Knowing quite-well

5.0

5.0

96.0

Very familiar

4.0

4.0

100.0

100

100.0

100.0

Valid

Total

Table 4.2-12 - Awareness on Governments e-waste guidelines

Graph 4.2.12-1 - Awareness on Governments e-waste guidelines

According to data gathered from respondents, 23% of consumers have no any idea or
awareness on governments e-waste guideline. It means nearly one fourth of
respondents have no awareness regarding these guidelines. 35% of respondents have
52

slight awareness, but it cannot be taken as acceptable level of result since activeness of
this category is not enough for good preview. 33% of participants have general
knowledge level on this topic. And 5% of sample have acceptable level knowledge
while only 4% from the sample have higher level of awareness regarding e-waste
guidelines of the Sri Lankan government. Main finding of this question is, 58% of
participants have no acceptable level awareness regarding national e-waste guidelines
while only 9% of respondents have acceptable level awareness.
4.2.13 Part B Question 13 Awareness on extended producer responsibility
Consumer awareness about extended producer responsibility is assessed through this
question. Awareness on producers reverse logistic activities may impact greatly on
consumers electronic equipment disposal behaviour.
Frequency

Percent

Valid Percent

Cumulative
Percent

No idea

20

20.0

20.0

20.0

Knowing very little

26

26.0

26.0

46.0

Know

29

29.0

29.0

75.0

Knowing quite well

17

17.0

17.0

92.0

8.0

8.0

100.0

100

100.0

100.0

Valid
Very familiar
Total

Table 4.2-13 - Awareness on extended producer responsibility

Graph 4.2.13-1 - Awareness on extended producer responsibility

53

Electronic equipment manufacturers implement different type of reverse logistics

functions in global level for used electronic equipment. But weak linkage between
producer and consumer make it difficult to maintain smooth disposal function which
implemented by producer. 20% of respondents have no idea about extended producer
responsibility. 26% have slight knowledge about it while 29% of respondents have
general level awareness. 17% of respondents have good awareness on extended product
responsibility of producer while only 8% of respondents have higher level knowledge
on it. According to these results consumers have relatively less awareness on extended
producer responsibility. This lack awareness leads to mitigate consumer-producer
relationship in disposal phase.

4.3 Questionnaire analysis - Section C

4.3.1

Part C Question 01 Motivations to purchase decision

Measuring behavior can be done through different perspectives. In this is study post
purchasing behavior and product disposal behavior are analyzed from initial stage of
product purchasing. Following table categorizes electronic equipment purchasing
decision to five sections. Through that study can identify what are the most influencing
factors which motivate consumers to purchase electronic equipment.
Frequency

Percent

Valid Percent

Cumulative
Percent

Necessity/ Convenience

23

23.0

23.0

23.0

New/ Advanced features

24

24.0

24.0

47.0

Status Symbol

14

14.0

14.0

61.0

Increase in Income

23

23.0

23.0

84.0

Advertisements

16

16.0

16.0

100.0

100

100.0

100.0

Valid

Total

Table 4.3-1 - Motivations to purchase decision

23% of sample mentioned that their purchasing phase is done due to necessity and/or
convenience of the product for their requirements. This category strengths the general
economic principle of supplying for fulfil the needs and wants of the market. Therefore
This 23% purchase their products for fulfil their needs and wants. Next 24% of
consumers tend to purchase electronic equipment base on their features. They motivate
to buy products which come with new advanced features. Another 14% purchase
54

products as symbol of their status. With higher income generations in households,

consumers tend to purchase electronic products for them. 23% of sample fell to this
category. And another 16% group purchase products based mainly on advertisements.
Beside from category of necessity/convenience other 76% of purchases are done
without having requirement of clear need or want.
4.3.2

Part C Question 02 Spending on electronic equipment

Through this question it is expected to further examine the spending behaviour on

electronic equipment. Questionnaire motivated respondents to provide their last year
spending on electronic equipment.
Frequency

Percent

Valid Percent

Cumulative
Percent

Below 20000

10

10.0

10.0

10.0

20000 to 40000

30

30.0

30.0

40.0

40000 to 60000

33

33.0

33.0

73.0

60000 to 80000

20

20.0

20.0

93.0

7.0

7.0

100.0

100

100.0

100.0

Valid
Over 80000
Total

Table 4.3-2 - Spending on electronic equipment

According to recorded data 10% of sample spends below Rs.20,000 in last year for
these equipment. 30% of respondents spent cost between Rs.20,000 -Rs.40,000 while
33% of respondents spent cost between Rs.40,000-Rs.60,000. 20% of respondents fell
into category of Rs.60,000 -Rs.80,000 while just 7% of participants spent over
Rs.80,000 in last year for purchasing and/or repair of electronic equipment.
4.3.3

Part C Question 03 Type of purchase

Question has been asked for measure the behaviour pattern of respondents regarding
purchase decision.
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

For the first time

53

53.0

53.0

53.0

As a replacement

47

47.0

47.0

100.0

100

100.0

100.0

Total

Table 4.3-3 - Type of purchase

55

53% of respondents mentioned that their normal electronic equipment purchasing is

done for the first time. Most of them purchased their personal computers and/or laptops
as initial purchase. Other 47% of respondents mentioned their purchasing decisions are
more tend to product replacing. Researcher is assumed that this behaviour is coming
from mobile phone category since most of mobile phone users tend to renew their
mobile phone model than the rate of personal computer and laptops.
4.3.4

Part C Question 04 Condition of purchase product

It is important to measure consumer purchasing behaviour on condition of purchase

product. Equipment in new condition improve the product import flow into country and
it faster the product lifecycle while reducing cycle time. Multiple product usage or
different selling stages lead to reduces new product imports and increase the length of
product lifecycle through multiple channel users.
Frequency

Valid

Percent

Valid Percent

Cumulative Percent

New

78

78.0

78.0

78.0

Used

22

22.0

22.0

100.0

Total

100

100.0

100.0

Table 4.3-4 - Condition of purchase product

In this study 78% of respondents tent to purchase electronic equipment in new

condition. Only 22% of respondents pay their attention to used products. This can be
seen as one of the direct influence to increase electronic wastes. Issue is strengthen
through short product lifecycle and decreasing behaviour of electronic product prices
with time. Most of people do not tent to buy used electronic products due to
unpredictability of its functionality.
4.3.5

Part C Question 05 Behaviour on product replacement

Product usage duration or replacement duration is considered by this study to monitor

consumers behaviour on product purchasing and replacing. Through this study can
identify product lifecycles from consumers aspect. This replacement decisions can be
based on number of other influences. This question is directed mainly to not measure
the reasons but to measure the time scale for general product usages.

56

Frequency

Percent

Valid Percent

Cumulative
Percent

Before one year

14

14.0

14.0

14.0

One year

29

29.0

29.0

43.0

Two year

31

31.0

31.0

74.0

Three years

24

24.0

24.0

98.0

2.0

2.0

100.0

100

100.0

100.0

Valid
Four years or above
Total

Table 4.3-5 - Behaviour on product replacement

14% from the respondents like to replace their electronic equipment before one year.
This category is considered as high end market which is updating their usage behaviour
with product updates. This category may like to spend more on products with new
features and updates. Therefore these results conclude the product usage behaviour of
this 14% as rapid updating since they like to renew product even before exceeding their
warranty periods. 29% of respondents like to replace their electronic equipment after
one year use while 31% like to do it after 2 years. And 24% of respondents like to use
products till 3 years and renew after that. Key result is only 2% of respondents wish to
renew their products after usage of 5 years. Not like many other consumer electronic
products, computer and mobile phones are rapidly updating with the time and
technology. Producer side also produce them with short life cycles. These respond
levels are directly impact on disposal behaviour and amount of disposed electronic
equipment.
4.3.6

Part C Question 06 Reasons for disposes

Question is asked for identifying the product disposal behaviour of sample. Through
this question this study measures the reasons for dispose the electronic products. It may
defer from common electronic products, but these results are valid for personal
computers, laptops and mobile phones. Reasons analyse is extremely vital for behaviour
studies because easiest way to find rationale for behaviour is studying roots of the
behaviour.
In this study 15% of participants mentioned that they tend to renew product due to
current product is in beyond the repair. They may try for repair product or may analyse
effectiveness of repair and decide to go for a new product. 32% from sample dispose
their electronic product due to out-dated features.
57

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Beyond repair

15

15.0

15.0

15.0

Outdated

32

32.0

32.0

47.0

New features

40

40.0

40.0

87.0

Others

13

13.0

13.0

100.0

100

100.0

100.0

Total

Table 4.3-6 - Reasons for disposes

Short lifecycle effect can be seen in this stage. Majority from respondents, 40% of
respondents renew their products due to new features of new products. Their behaviour
tend to purchase products with new updates. This category parallel like to update with
new product releases. Another 13% of respondents failed to report direct reason which
fell to above categories.
4.3.7

Part C Question 07 Condition of the product at disposing

After accessing the reasons for discarding products, then status of the equipment when
discarding is examined. Since there may be exceptions from provided alternatives,
questionnaire is having option called other. Gathered data are healthy since 81% of
respondents clearly categorized their answer to given alternatives.
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Broken

19

19.0

19.0

19.0

Working condition

25

25.0

25.0

44.0

Beyond repair

37

37.0

37.0

81.0

Other

19

19.0

19.0

100.0

Total

100

100.0

100.0

Table 4.3-7 - Condition of the product at disposing

According to results on 19% of participants disposed their products due to not working
(broken). 25% of respondents dispose their products even at working condition while
37% mentioned that their equipment in beyond repair level at disposal. Only 19% have
disposed products in status of broken. They may concern as non-repairable disposals.
But 37% majority disposed products which may have repairable condition. And one
fourth of sample disposed products in working condition and it may lead to create issue
of dispose before ending working life of the product.

58

4.3.8

Part C Question 08 Method of disposal

This question is assessed the method of electronic equipment disposal. This can be
considered as main area of this study and results of this question generate clear picture
of disposal behaviour. Consumers have number of alternatives in discarding their
wastes. Issue is validity of those alternatives from aspect of ethic and law.
Frequency

Percent

Valid Percent

Cumulative
Percent

Store in house

27

27.0

27.0

27.0

Throw it in dustbin

20

20.0

20.0

47.0

Donate

24

24.0

24.0

71.0

Return to seller in exchange

18

18.0

18.0

89.0

Give to scrap dealer

11

11.0

11.0

100.0

100

100.0

100.0

Valid

Total

Table 4.3-8 - Method of disposal

In urban environment in Western province 27% of consumers tend to store used

electronic products in their households. This category may not have alternative to
dispose those equipment from household or may not have care to dispose from
households. Awareness and/or knowledge of disposal factor may also influence for this
alternative. 20% respondents dispose their waste electronic equipment along with other
waste through normal waste disposal method of dustbin. This can be taken as easiest
way to dispose waste without taking responsibility. In local consumer behaviour
context 24% of respondents tend to dispose their used electronic equipment in a way of
donation. Most common way is donating them to relatives or friends. It can be
considered as practically possible way to extend life cycle of usable products without
early ends. With the increasing effect of reverse logistic functions implemented by
major electronic equipment distributors in Sri Lanka, new for old activities are
becoming popular. This is a globally reputed method of disposing electronic equipment
and directly strengthen by original equipment manufacturers. Only 11% of sample
dispose their electronic equipment through scrap dealers. According to discussions
were done in literature review, reputed disposal methods can be identified. Through
that storing in households and throwing to dustbin cannot be identified as proper
disposal methods. But according to result of this survey 47% of respondents fell into
these categories. And it may result for critical issues in e-waste management practises.
Only 53% of respondents are used valid disposal methods.
59

Chapter Five Discussions and Findings

5 Chapter Five: Discussions and Findings

Consumer behaviour on electronic waste management is based on number of factors.
Number of these aspects are discussed descriptively in literature review. Products after
usage life or reverse logistic phase is directly impacted through these consumer
behaviours. Behavioural patterns of consumer base are vary according to different
influences around them. There are no globally accepted constant behaviour systems
which can be recorded and apply for every social system. Although number of
discussions and disposal practises were discussed in global arena, their applicable
strength is finally depend on behaviour on user market. Therefore, through this study,
consumer behaviour on electronic waste management is assessed through survey
questionnaire. This study is laid on area of reverse logistic and all discussions and
analyses are presented within this subject area.
Primary purpose of this research is to assess the behaviour of consumers on electronic
waste management based on their awareness levels which is sub divided into three
bases. Cost of disposal factor, personal concerns and awareness regarding disposal
methodologies are the bases for this study and behaviour is analysed based on those
bases. Represented data of previous chapter makes some new areas of discussion and
significant relationships between demography, awareness levels and behaviour
patterns. In this chapter it is expected to further discuss and analyse the inter
relationships and inter dependencies of these stages in statistical way. Interpreted data
of previous chapter are totally based on demographic environment of Sri Lankan culture
and therefore this analysis can be taken as review of consumer behaviour on electronic
waste management in Sri Lankan context. In this analysis level of relationships from
awareness bases into behaviour of consumers is important for identifying the areas of
issues. In this study, this relationships are measured through the Pearson Correlations.

60

5.1 Levels of impacts

5.1.1

Awareness on impacts and electronic waste management with consumer

behaviour

Awareness level of impacts and electronic waste management are identified as the
factors which may have impact on consumer behaviour. In this study, relationship
between these independent and dependent variables are assessed. Following table
represents the statistically generated relationship level of above mentioned variables.
Correlations
Behavior
1

Pearson Correlation
Behavior

Concerns

Concerns
.248
.936

Sig. (2-tailed)
N

100

100

Pearson Correlation

.248

Sig. (2-tailed)

.936

100

100

Table 5.1-1 - Awareness on electronic waste management with consumer behaviour

Weak awareness levels on term electronic waste management and impacts of waste
management or non-management directly affects to the consumer behaviour. Mainly it
crafts consumers responsibility holding aspect. Consumers do not tend to accept
responsibilities and do not tend to concern about areas which they do not have proper
awareness. In this section it can be seen clearly since Pearson Correlation is 0.248 and
it can be described as positive but extremely weak relationship. Awareness on
hazardous contents in electronic equipment and precious metal substances are
extremely weak in full sample while awareness on electronic waste guidelines and
manufacturer responsibilities are also weak. This poor relationship represents less
strength of the sample to establish and maintain systematic proper electronic waste
management system within selected area.
5.1.2

Awareness level on disposal function with consumer behaviour

According to the conceptual framework of the study, consumers awareness levels on

electronic waste disposal functions is identified as one of the main drivers of consumer
behaviour. In generally proper awareness is needed to behave responsibly. Quality of
the disposal method decides the environmental impact of the process. Therefore
availability and awareness on proper disposal methods are more valuable.
61

Correlations
Behavior
Pearson Correlation
Behavior

Disposal

Disposal
1

Sig. (2-tailed)

.326
.240

100

100

Pearson Correlation

.326

Sig. (2-tailed)

.240

100

100

Table 5.1-2 -Awareness level on disposal function with consumer behaviour

Awareness levels about disposal functions are weak according to the collected data. To
achieve sustainable electronic waste management system, all stakeholders should have
acceptable level awareness on available disposal methodologies. Although every
stakeholder presented their views about disposal functions, votes for acceptable level
alternatives are less than required level. According to above correlation coefficient
between awareness on disposal functions and consumer behaviour, 0.326 is considered
as positive but weak relationship. The weakness is came through the low awareness
levels and votes received for un-acceptable alternative methods.
5.1.3

Awareness level on costs associated with disposal with consumer behaviour

Cost of disposal may impact on consumer behaviour in various methods. Impact of cost
may influence on other independents too. In this behaviour study, cost is identified as
one of the leading influence to consumer behaviour.
Correlations
Behavior
Pearson Correlation
Behavior

Cost

Cost
1

Sig. (2-tailed)

.712
.908

100

100

Pearson Correlation

.712

Sig. (2-tailed)

.908

100

100

Table 5.1-3 - Awareness level on costs associated with disposal with consumer behaviour

According to the coefficient of Pearson Correlation, there is a positive strong

relationship between cost factor and consumer behaviour in this sample. It is identified
as positive sign for the future of Sri Lankan electronic waste management since cost
awareness is high and bearable future costs are accepted by the most of the consumers.
62

5.2 Discussion I - Consumer awareness on general

Personal awareness levels on key terms regarding general electronic waste management
are important to craft the behavior of market place. To perform acceptable level
disposal management function, users should have knowledge about it. From this section
of the study, it is expected to evaluate consumer awareness on key aspects of electronic
waste disposal based on contents of electronic products, governments practices and
manufacturers electronic waste management practices.
32% from higher income category over Rs.40,000 fells into group of lack
knowledgeable customers regarding impacts of improper electronic waste disposal
while 32% from higher educational level participants and 24% from 20-49 years age
category also fell to lack of knowledgeable consumer category. As overall results 31%
of electronic equipment users have no acceptable level awareness on negative impacts
of unsafe electronic waste disposal practices.
47% of respondents from higher level income category have no acceptable level
knowledge about toxic and hazardous contents in waste electronic and mobile phones
while 36% of educated consumers and 42% from age 20-29 category also fell into the
same group of lack knowledgeable consumers regarding toxic and hazardous contents.
As overall 47% of Sri Lankan electronic equipment users hasnt acceptable level of
knowledge in those hazardous contents.
59% of over Rs.40,000 income category has no proper awareness about precious metal
substances includes in waste computers and mobile phones while 54% from higher
educated consumers and 52% of 20-49 age category have lack awareness about those
valuable metal substances.
63% of higher income level consumers have low awareness level on electronic waste
guideline of government of Sri Lanka while 63% from higher educational levels and
58% of age 20-29 category fells into same low awareness group. As overall results,
58% of Sri Lankan consumer base have no knowledge on governments electronic
waste guideline.

63

47% from higher income category have no knowledge about term, extended producer
responsibility while 53% from higher educated group and 45% from 20-49 age
category fell to same low awareness category.
Finding I.

- Nearly one third of Sri Lankan electronic equipment users have no

acceptable level awareness on negative impacts of improper waste disposal.

Finding II.

- Nearly half of Sri Lankan electronic equipment users have no

acceptable level awareness on toxic and hazardous contents and precious metal
contents of the disposing computers and mobile phones.
Finding III. - Majority of Sri Lankan consumer base have no knowledge about
governments electronic waste guidelines and manufacturer activities on reverse
logistic functions.

5.3 Discussion II Demography and Consumer perceptions on

disposal methodologies
Second discussion is done for evaluating internal influences between demography and
consumer perception on disposal methodologies on present behaviour. For that three
levels of data sets are analysed in critically. Since this is a behaviour analysis, larger
part of analyse is done through discussions with the support of statistical figures which
was interpreted in previous chapter.
When considering preference disposal methods for used electronic discarding against
age factor, 36% of 20-49 age category prefer on government collecting centres for
collect waste electronic equipment while 20% prefer on door to door collecting centres
and 17.3% of that age category prefer old for new activities. 32% of same age category
thinks responsibility of electronic waste management is a common responsibility of all
stakeholders while 42% of this category transfer the responsibility to seller and
manufacturer parties.
From the aspect of educational level, 28% of respondents who is in or above diploma
levels prefer the government collecting centres while 21% prefer door to door collection
and 19% prefer old for new activities.30% of upper educational levels thinks that every
stake holder has responsibility on electronic waste management while 42% of them
transfer the responsibility towards seller and manufacturer.

64

32% of consumers in over Rs.40,000 monthly household income category prefer

government collecting centres while 22% prefer door to door collection and 21% prefer
old to new activities. 32% from same income categories thinks that it is a common
responsibility of all stakeholders to bear responsibility of used electronics while 39%
of category transfer the responsibility to manufacturer and seller.
Finding IV.

- Most of the computers and mobile phones users prefer government

collecting centres for collecting discarded equipment

Finding V.

- Most of consumers think that seller and manufacturer have the

responsibility of discarding waste electronic equipment.

5.4 Discussion III Demography and consumer perception on cost

factors
This discussion is done for assessing the internal influences between demography
factors and consumers perceptions in cost factors which associated with reverse
logistics regarding electronic waste disposal. Further, interpreted cost functions in
previous chapter are descriptively analysed against demography factors of Sri Lankan
market place and that will build an examinable relationship phase between demography
and cost decisions.
43% from over higher income categories over Rs.40,000 , agrees to pay for disposing
if payment method is deposit system while 23% of category prefer to have embedded
disposal cost in purchase price and 21% prefer to pay at disposal phase. From same
income category 36% like to pay extra amount between 6%-10% for green products
while 29% of that category prefer to pay extra amount between 11%- 20% from general
product price for green products. And 50% of higher income categories thinks absence
of laws and regulations is the reason for low recycling rates while 32% argues weak
environmental awareness of the stakeholders is the reason for low rates.
39% from higher educated consumer category favour in deposit system as payment
methodology while 24% favour to embed disposal price to purchase price. And 35%
from same educational group likes to pay extra between 6%- 10% for green products
while 27% from same group prefer to pay between 11%- 20% as extra payment for
green product. Over 50% from higher educate category thinks absence of laws and

65

regulations is the main reason for low recycling rates while 31% thinks weak
environmental awareness is the reason for this issue.
36% from 20-29years age category wishes to bear 6%-10% extra amount for green
products while 28% from same category prefer to pay between 11%-20% for green
products. And 48% of same age group thinks absence of laws and regulations is the
reason for low recycling rates while 33% thinks weak environment awareness is the
reason for low rates. And also 38% from this age category favour in deposit system
method for bearing dispose cost. And 25% wish to pay at disposal stage while 22%
from active age categories like to have embedded disposal cost.
Finding VI.

- Most of Sri Lankan electronic equipment users agree to pay for

disposal while most of them prefer deposit system method and embedded cost for
purchase price as payment methodology
Finding VII. - Most of consumers like to pay significant extra amount for green
products which have less impact on environment and health.
Finding VIII. - Majority of respondents thinks absence of proper laws and regulations
is the reason for low recycling rates.

5.5 Discussion IV - Demography and behavior

Main outcome of this study should be a study of consumers behavior on electronic
waste management against the demography and awareness factors. Behavior is based
on attitude and perception of the consumers. These attitudes and perceptions are crafted
through knowledge and awareness level regarding target topic. Since this is a behavior
study, it is important to discuss about behavior phase against demographic factors of
the market place. Through that main study can achieve discussion of linkage between
demography behavior. And previous discussions on behavior and awareness levels
can be critically applied through the behavior discussion.
30% of 20-29years age group of computer and mobile phone users purchase their
equipment based on new and advance features while 22% purchase their products with
their increase in income. 22% from same age category tend to replace electronic
equipment after one year and same amount of portion responded as two years.

66

28% of users from same age category tend to donate used electronic equipment while
25% from same category stores their waste electronic equipment in their household.
Another 22% of consumers follow exchange methods.
24% of advanced educated category make purchase decision with the increase income
while 21% of that category take electronic equipment purchase decision based on new
and advanced features of the equipment. From same educated category, 26% stores
their disposed electronic equipment in households while 24% from same category
donate their used equipment. Another 19% from category adopted in exchange
activities with sellers while 31% of them replace their electronic products after two
years usage while 27% of same category replace products in three years.
26% of consumers who fell into higher income categories take their purchase decision
with increase of their income while 23% of same category takes purchase decision
based on level of necessity and convenience level of the equipment. Another 22% of
higher income category purchase their electronic equipment base on features of the new
equipment. 28% from higher income category which earn over Rs.40,000, engages in
donating while 22% of same category store their used electronic equipment in house.
And 29% from same income range tends to replace their electronic products after two
years while 26% from same category tends to replace products after usage of one year
and same amount of portion replaces products in three years.
Finding IX.

- New and advanced features of the computer and mobile phones are the

strongest reason for purchase decision of majority of respondents.

Finding X.

- Most of computer and mobile phone users in Sri Lanka tend to replace

their products in duration around two or three years.

Finding XI.

- Donating and exchange for new are the most common practices among

Sri Lankan computer and mobile phone users while significant portion follows inhouse storing as solution.
Finding XII. - In Sri Lankan market context most of consumers purchase products in
new condition while minor portion of consumers tend to purchase used products.
Finding XIII. - With increases in income, most of consumers reduce usage duration of
products.

67

Chapter Six - Recommendations

6 Chapter Six: Recommendations

6.1 Main recommendation
With consideration of previously mentioned findings, this study recommends to create
proper electronic waste disposal system to Western province of Sri Lanka as the
fulfilment of main objective and extend the programme island wide appropriately.
This system should have a participation of every stakeholder parties with representing
their contribution to the issue. It is important to have common objective from every
stakeholder parties to eliminate conflicts. Manufacturer, consumer and government are
the main stakeholders of the system while number of supportive other stakeholders are
in.
This study identifies three priority levels for considered independent factors which
crafts the final behaviour of consumers.
Priority one: to increase the consumer awareness levels on term, electronic waste
management and impact and contents of electronic wastes to the consumers.
Priority two: Improve the awareness level on available proper electronic waste disposal
functions.
Priority three: to define the costs and values engage in electronic waste disposal.
To fulfil these priorities it is needed to implement acceptable level electronic waste
management system. Although proper introduction of electronic waste management
system is difficult only through this type of study, researcher recommends structure for
areas to be covered as approach to advance electronic waste management system.
Since Central Environmental Authority of Sri Lanka is the Governments representative
for the issue, new system should be led by Central Environmental Authority. Initially
there should be an electronic waste management agreement between electronic
equipment manufacturers or distributors with Central environmental Authority. Under
that both parties should take practical communication actions to improve consumers
awareness levels according to above mentioned priority levels. Product distributors are
able to communicate and instruct consumers at purchase stage while Central
Environmental Authority can done it through number of general communication
68

programmes. Besides product exchange services implements by distributors,

consumers are mostly prefer on Governments waste collection centres and door to door
collection services, system should implement and improve government owned
collection centres and door to door collection services which are mostly done by
electronic waste collectors. Through this system can narrow down the available
disposal functions by eliminating improper disposal methods. This collection and
further disposing function can be done through expertise knowledge of electronic
product manufactures and regulatory and trustworthy engagement of government.
Under the system, cost definitions are important and it should define by government
and private sector collectors who engage in the electronic waste disposal functions with
the commercial purposes. This study is not minimize the electronic waste disposal
responsibility of product manufacturers, but it recommends to manufacturers
engagement in higher level in final disposal stage rather than collection stage. Further
since most of consumers prefer to pay extra for green products, Manufacturers and
Central Environmental Authority should promote more green products as a forward
reaction for future electronic waste generations. System expects active consumer
contribution to the above suggestions and in initial communication phase, all parties
including consumers have the responsibility of realizing and actively engaging the
system.
This the main recommendation of the study with short term objective of managing
already generated and presently generating electronic waste and with the long term
objective of minimizing the future electronic waste generation.
This main recommendation represents and highlights the areas to be utilized as an
approach for advanced electronic waste management system with considering available
infrastructure and effective contributions for sustainable reverse logistic function in Sri
Lankan context.

6.2 Secondary recommendations

Electronic equipment users
Electronic equipment users are who uses the equipment to fulfil their needs or wants.
According to life cycle studies of electronic equipment, user is the responsible person
for longest life cycle phase of equipment. With the discussions done in early chapters,
69

research is able to identified number of factors regarding electronic waste management

in Sri Lanka. Since this study is totally examined about consumer knowledge,
awareness and behaviour factors regarding electronic equipment, research identified
various strong and weak factors regarding electronic waste management in Sri Lanka.
Therefore following recommendations are presented base on theoretical and practical
approaches which potential for Sri Lankan consumers.

From the aspect of consumers, it is important to have general knowledge about

product and its functionality. When developing consumer status as an
environmental friendly responsible person, it is important to have general
awareness about content of the product. Every computer and mobile product may
contain toxic and hazardous content which may harmful to environment and health.
Harmful effects from those contents are emerged after the disposal phase and to
implement proper dispose function which will not harm to the environment and
health, consumer should have general level awareness which can convert to
decision making influence.

Consumer should have proper knowledge on governments electronic waste

management guidelines. Through that they can get general knowledge about
acceptable electronic waste disposal practises and with knowledge of available laws
and regulations.

Having awareness about manufacturers electronic waste management practises is

useful to consumers who hope to dispose equipment properly. Since most of reputed
electronic equipment manufacturers are agreed to different level environmental
agreements in global arena, they implements and suggests number of proper
disposal practises to their customers in global scale. Since there is weak inward
communication about those standard practises, consumers have some extent of
responsibility to get knowledge about those manufacturer prefer disposal standards.

Consumer should realize the delegation of responsibility of waste electronic

equipment in advanced way. According to findings most of consumers transfer the
responsibility of disposed electronic equipment to manufacturers and sellers. Since
consumer are the users of products they have greater responsibility to dispose
products properly. But with the un-availability of simple proper disposal practises,
common responsibility of all stakeholders is the globally accepted phrase for
electronic waste disposal.
70

It is better to have more rationalized consumer behaviour at purchase decision stage.

Since most of consumers get purchase decision based on new and advance features
of new products, usage life of the products is decreasing rapidly. Since it leads to
increase the amount of disposals, consumer should take more reasonable purchase
decisions while bearing responsibility of disposed equipment.

Donating and exchange for new products can be identified as successful solutions
to extend product life cycle. But according to findings there is significant level of
consumers tend to store waste electronic equipment in households without taking
any disposal action. It can be identified as short term solution which limit the
national amount of electronic wastes, but this study recommends to take acceptable
proper dispose action instead of storing waste equipment.

For manufacturers and sellers

Since consumer awareness about proper waste electronics disposal methodologies

is in weak level at Sri Lankan context, manufacturers and distributers have
responsibility to give knowledge about applicable disposal practises to their
consumers. Their communication channels have more responsibility than marketing
activities to communicate and utilize consumer mind toward proper after use
disposal functions.

This study is suggested to implement manufacturer and distributer based reverse

logistic functions in wider level than current programmes. Current reverse logistics
systems which is implemented by manufacturers and sellers is not enough to cover
significant level of disposed electronics. Since most of the seller based reverse
logistics functions are implemented with the greater objective of selling new
products through exchange type reverse logistics function, main objectives of
proper reverse logistics are diminished through hidden marketing objectives.
Therefore seller based reverse logistics functions should be utilized into proper
reverse logistics functions while protecting basic objectives of proper electronic
waste disposal.

Since majority of Sri Lankan consumers agree to pay extra amount for green
products, Manufacturers and distributers have opportunity to address market with
more green products in reasonable prices which discussed under findings. Therefore
this study recommends to direct more green certified products in Sri Lankan market

71

with the clear objective of green environment rather than using green certified
products as profit generating tool.
Government/ Central Environmental Authority

Consumers have lack awareness on governments waste electronic management

guidelines. Therefore this study suggests to implement strong communication
programmes to increase consumers knowledge about governments electronic
waste management guidelines and regulations which was announced under the
National Environmental Act in 2008.

Since majority of consumers prefer in governments collection centres for disposed

electronic equipment, it is better to pay more attention to establish proper reverse
logistics functions through Central Environmental Authority.

Results of this study suggest that Government should motivate authorized e-waste
collectors of Sri Lanka to increase their collecting capacity and it is better to provide
necessary infrastructure to existing collectors

Since there are only seven licenced electronic waste collectors in Sri Lanka under
the Central Environmental Authority, it is better to identify potential e-waste
collectors and authorize them to extend licenced electronic waste collector base of
Sri Lanka.

Establish proper laws and regulations to eliminate irregular value compositions

engaged in reverse logistics and to establish reasonable value system in reverse
logistics.

Implement proper legal actions to limit improper electronic waste disposal practises
against irresponsible consumers and electronic waste recyclers who follows
improper practises at disposing the collected equipment.

72

Chapter Seven - Conclusion

7 Chapter Seven: Conclusion

With the rapid growth of electronic equipment industry and its information
technological aspect, comfortableness of human life is continuously increasing. From
the aspect of electronic equipment manufacturers and innovators, they are in never
ending competitive race with the help of marketing arms. With all these growth rates
and benefits, there is another aspect is emerged from the tail of product life, Electronic
waste; the term used to define disposed electronic equipment. In todays world
electronic waste became a huge issue to the most of countries. Rapid input of large
amount of electronic products into consumer market means the same amount of output
after product usage. But globes attention to the two phases of products are differed.
Upper phases of product life are highly utilized according to competitive marketing
needs and down phases after product usage usually earns less attention. Therefore this
study is conducted to examine electronic waste management in Sri Lanka. Consumer
awareness levels and behaviours are examined through this report to identify important
areas.
Assessing the level of consumer behaviour on electronic equipment discarding by using
reverse logistics functions was the research problem for this study and total study was
led on discussions of this issue. And main objective was, to propose a systematic
approach to reach proper e-waste management system through integration between
positive consumer attitudes and proper reverse logistic function. This main objective
was supported through sub objectives and study achieved main objective through
fulfilling secondary objectives. Study identified number of different parties who have
the responsibilities of electronic waste management and consumers, government,
manufactures are considered as directly impacted parties and beside them environment
has impact from this study.
Since this was a behaviour study which was conducted within small geographical area
in Sri Lanka, validity of findings and recommendations may limited only to same level
behavioural groups. Through literature review of the study, it is descriptively examined
this topic base on theoretical aspects which available through global discussions on
electronic waste management. History of this issue, globally available solutions,
manufacturer responsibilities, and government intervention and consumer behaviour
were examined.
73

Questionnaire method was used to collect data and used sample size of 100 respondents.
And data was analysed mainly through discussions and statistical relationships between
independent and dependent variables.
Main findings were identified through analyse and they were further discussed through
discussions. Those findings were categorized and presented separately based on their
discussions. And recommendations were designed based on grouped findings while
considering practical social and economic environment in Sri Lanka. Initially in
recommendations, common recommendation was described which directly address the
main objective and after that secondary recommendations were described separately for
consumers, manufacturers and government.
Finally this study was achieved its objectives by clearly identifying roots of the issues
and responsibility levels. Through recommendations, study suggests and highlights the
areas to be improved in Sri Lankan electronic waste management phase through
utilizing reverse logistics functions. And it is identified that electronic waste
management is a topic which needed collective contribution from all stakeholder
parties.

74

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8 Bibliography

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77

Appendix

9 Appendix
RESEARCH QUESTIONNAIRE
A STUDY OF CONSUMER BEHAVIOUR ON ELECTRONIC
WASTE MANAGEMENT THROUGH REVERSE LOGISTICS

Purpose of this questionnaire is to assessing the level of consumer behaviour on

electronic waste management in Western Province of Sri Lanka.
Survey results will be used to suggest the proper electronic waste disposal system for
Western Province. If you choose to participate in this project, please answer all question
as honestly as possible and return the completed questionnaires.
In order to ensure that all information will remain confidential, please do not include
your name. The questionnaire will be destroyed once the survey has been completed.
Completion and return of the questionnaire with indicate your willingness to participate
in this study. If you require additional information or have questions, please contact me.

Sincerely,

A S Udana Withanawasam
University College Dublin
Voice :+94 771 162 607
Email : a-s-udana.withanawasam@ucdconnect.ie
78

Section A
Q1. Your Gender

Male

Female

Q2. Please indicate your Age

Below 20 20- 29 30-39 40- 49 50 or more

Q3. Your marital status

Married

Single

Widow

Divorced

Q4. Number of Family Members

Two or less
Three members
Four members
Five or more members

Q5. Educational standard

Up to Higher Secondary

Diploma and others

Graduate and above
Professional Degree

Q6. Type of family

Uni-member

Nuclear

Joint

Q7. Nature of Accommodation:

Own

Rented

Q8. Type of Employment:

Government Employee

Business / Self employed

Private employee
Private Professional (Doctor, Engineer, etc.)
Other

Q9. Monthly Income of the household Rs.

Less than 20,000

20,000 40,000
40,000- 60,000
More than 60,000

79

Section B Awareness level

Q1. What is your preference patterns of waste mobile phones recycling? ,

Old-for-New activity
Door-to-door collecting service
Collecting sites in community built by government
Business hall of producer/dealer
Service centre and maintenance centre
Q2. Do you know what does this symbol represent?

Yes

No

Q3. Are you aware of any company that collects discarded e-waste for re-cycling?

Yes

No

Q4. Which department do you think should take the responsibility of waste electronic
recycling?

Government
Manufacturer
Seller
Consumer
Common responsibility

Q5. Do you agree that consumers are the ultimate beneficiaries of product and service,
and should they afford a part of charge for the recycling of their waste electronic
equipment?

Disagree
Agreement, Payment Pattern: Deposit system
Agreement, Payment Pattern: paying when purchasing the product with the

payment embedded in the product price

Agreement, Payment Pattern: paying when the product is asked for disposal
Q6. Are you willing to pay for a green product (which will not affect the health of the
consumers and the environment)?

Yes

No

Q7. If yes, how much would you like to pay (as a percentage of the value of the product):

Up to 5 % 6 - 10 %

11 - 20 % > 20 %

Q8. What is the reason for the low recycling rate?

Absence of a sound recycling system

Weak environmental awareness
Absence of laws and regulations

80

Are you aware of the effect of discarding the

electronic equipment?
Q10. Do you know that waste electronic equipment
contain toxic and hazardous substances?
Q11. Do you know that waste electronic equipment
contain recyclable precious metal substance?
Q12. Are you aware of the e-waste guidelines of the
Government of Sri Lanka?
Q13. Do you know the meaning of Extended
Producer Responsibility?

Section C Behaviour
Q1. Purchase of the gadget (computer and mobile phone) is influenced by:

Necessity/ Convenience
New/ Advanced features
Status symbol

Increase in Income
Advertisement

Others

Q2. Total amount of money spent on electronic products in the last year (Rs.)

Below Rs.20, 000

Rs.20, 000-Rs.40, 000
Rs.40, 000-Rs.60, 000
Rs.60, 000-Rs.80, 000
Over Rs.80, 000

Q3. Purchased product

For the first time

as replacement

Q4. Condition of purchase goods

New

Used

Q5. How many years later did you replace the gadget

Before one year

in one year
81

Very
familiar

Knowing
quite well

Know

Knowing
very little

Have no
idea

Q9.

in two years
in three years
in four years or above
Q6. Reasons for replacement

Beyond repair
Outdated
New features
Other

Q7. Condition of the equipment while discarding

Broken
Working Condition
Beyond Repair
Other

Q8. Options adopted in disposing the gadget

Store it in the House

Throw it in Dustbin along with Other Waste
Donate to Friends, Relatives, Schools, Charitable Institutions
Return to the Seller in Exchange for a New Product
Give it to Scrap Dealer

Thank you for your participation

***

82

Confirmation Certificate
Congratulations!
You have successfully completed the Library Plagiarism Quiz.

Student Name: A S Udana Withanawasam

Student Number: 14206468

Date: 10th October 2014

THIS IS TO CERTIFY THAT HAS COMPLETED THE

PLAGIARISM QUIZ

Remember that the confirmation certificate is a statement by you that you

understand plagiarism and know how to avoid it. If you think that you do
not understand plagiarism and how to avoid it after working through this
tutorial, you should confer with your module coordinator, no matter what
score you have obtained on the test.

Please print out this page and attach a copy of the certificate to the final page in all
assignments you submit on each module as part of your programme

(It is your responsibility to print the certificate, complete the information, sign it, and keep a copy of
it for your records)

83