highlighted the importance of other people’s recycling behaviour of influencing an individual’s recycling rates and that ultimately individuals are more likely to change their behaviour to a behaviour that is seen as a social norm and that increased awareness of other people recycling would aid the change in behaviour (Vining and Ebreo 1990). A paper by Tucker (1999) emphasised the significance of this effect by studying the effect of curb side placement of recycling bins in Scotland, where he found a linear relationship between the amount of bins that were set out and the amount that households recycle. It is evident therefore that social norms do play a role in influencing peoples recycling behaviour, but to what significance this is still remains uncertain and will be looked for within this research.

Scholars had argued of the importance of personal norms as well as societal pressure in influencing the way people behaved and was initially excluded in Ajzen’s (1991) theory of planned behaviour. This resulted in Beck and Ajzen (1991) measuring the behavioural drivers behind shoplifting with the inclusion of a persons perceived personal moral obligation. They argued that “perceived moral obligation seems to contribute to the formation of intentions to perform dishonest behaviours” even if the significance of someone’s personal moral obligation is limited. Conner & Armitage (1998) agreed with this statement and said that including a measure of personal norms when analysing moral of ethical behaviour is appropriate and should be considered. Given the positive effect that recycling can have on the environment such as diminishing waste in landfills or reduced pollution in the oceans it is quite obvious that the choice to recycle can be considered a moral decision (Chu & Chiu, 2003). Tonglet et al. (2004) when researching this variable did notice its significance but couldn’t fully explain environmental behaviour but makes a contribution along with other variables towards motivating an individual to recycle.

An additional psychological factor is the degree to which an individual feels the impact or if they are having an impact when deciding whether to or not to behave environmentally. Firstly we can analyse the literature of the impact that the threat to an individual’s well-being has on influencing behaviour. According to Baldassare and Katz (1992) the threat to an individual’s well-being is the biggest influencer on people’s behaviour, and especially among students; overriding many of the other factors discussed above. These findings have been further reinforced by studies conducted by Hines, Hungerford, and Tomera (1987) emphasising the positive relationship between environmental