Accordingly, this study aims to (1) evaluate public awareness and recycling intentions among consumers, and (2) analyze how government policies, enterprise services, and individual-level factors collectively influence the use of formal recycling channels. Through this approach, the study contributes to the theoretical understanding of pro-environmental behavior while also providing practical guidance for the improvement of electric vehicle battery recycling systems.
The existing literature will be reviewed from two distinct perspectives to highlight the significance and contributions of this study: (1) the current state of EV battery recycling research, and (2) the determinants and theoretical models of recycling intention.
There is a substantial body of literature on EV battery recycling, with most studies concentrating on government support for enterprises and firms’ self-initiated recycling of retired batteries. For example, Zhang (2021) employed a Stackelberg game model to compare six collection modes and assess their social, economic, and environmental impacts, highlighting competition among recycling channels and the active involvement of enterprises in the recycling process. Tu et al. (2020) further demonstrated that enterprise-provided services, particularly after-sales support, can positively influence consumers’ willingness to participate in recycling activities.
From the government perspective, Zhao et al. (2022) reported that increased subsidies and regulatory mandates, such as requiring EV manufacturers to assume recycling responsibilities and enhancing coordination across the supply chain, can lead to both improved recycling outcomes and increased profits. In China, the government has been actively establishing and refining regulatory frameworks to manage end-of-life (EOL) batteries more effectively.
In addition to policy and enterprise practices, some studies have examined the broader system-level implications of recycling and remanufacturing. Kamath et al. (2023) developed a system dynamics model to evaluate changes in EOL battery availability, raw material demand, net present value, and carbon emissions in the U.S. from 2020 to 2050. Their findings indicate that, compared to direct recycling, remanufacturing can reduce the life-cycle carbon footprint of electric vehicle batteries by 2% to 17% through decreased dependence on virgin raw materials. Similarly, Abdelbaky et al. (2021) used scenario analysis and Monte Carlo simulations to estimate the future recycling capacity of EV batteries in Europe, finding that recycled cobalt could fulfill up to 91% of the region’s demand by 2040. Lima et al. (2022) proposed a business model for battery recycling in Brazil, emphasizing that governmental incentives, such as tax exemptions, regulatory support, and advancements in battery technologies, can significantly improve the economic viability of recycling.
Although institutional and industrial actors have received growing attention, relatively few studies have investigated consumer roles and behavioral drivers in electric vehicle battery recycling (Chen et al., 2024), a domain still underexplored relative to the more developed research on consumer behavior in waste battery recycling (Islam et al., 2022) and lead recovery from motorcycle batteries (Mamede Bezerra et al., 2023). As the original owners of EOL batteries, consumers play a pivotal role in facilitating or hindering the recycling process, thereby influencing both government policy effectiveness and enterprise performance. Therefore, understanding consumer intentions and behaviors regarding EV battery recycling is essential for designing effective recycling systems.
A growing body of literature has explored the factors influencing battery recycling behavior. For instance, Mathew et al. (2023) found that higher levels of education enhance public awareness and encourage the proper disposal of electronic waste and lithium-ion batteries through formal channels. In addition to education, demographic characteristics also play a significant role (Hansmann et al., 2006). Environmental awareness is another important driver; consumers who recognize the environmental benefits of recycling are more likely to participate, which can substantially boost recycling volumes and support the development of the waste electrical and electronic equipment (WEEE) recycling industry (Liu et al., 2021). Chen et al. (2019) identified additional influential factors, such as raw material price fluctuations, geographic imbalances in battery production, and logistical challenges, and emphasized the need for ongoing collaboration between government, industry, and academia to improve the recycling system.
Recent studies have also highlighted the influence of institutional and psychological drivers. Zhu et al. (2020) emphasized the combined effect of policy trust and consumer attitudes within the framework of extended producer responsibility and reverse logistics. Lee et al. (2023) proposed an integrated framework combining the valence theory (VT) and the TPB to comprehensively explain consumer purchase intentions in the EV market, highlighting the mediating roles of environmental personal norms, attitude, subjective norm, and perceived behavioral control.
While previous studies have provided valuable insights, most lack an integrated theoretical framework that simultaneously accounts for both internal and external factors influencing recycling behavior. To address this gap, the present study extends the NAM and systematically investigates the determinants of recycling intention by integrating elements from the TPB and VT. TPB, proposed by Ajzen (1991), posits that behavioral intention, which is the most immediate predictor of actual behavior, is shaped by three constructs: attitude, subjective norm (SN), and perceived behavioral control. Its strength lies in capturing both individual and social influences on decision-making, which explains its widespread application in studies on environmental and recycling behaviors (Chen, 2016). VT complements TPB by introducing a dual-evaluation perspective, wherein individuals assess both perceived benefits and perceived risks, thereby offering a more nuanced understanding of behavioral decision-making (Dhir, 2021). NAM, originally proposed by Schwartz (1977), emphasizes internal normative processes that drive pro-environmental behavior. It includes three key constructs: awareness of consequences (AC), ascription of responsibility (AR), and PN. AC refers to an individual’s recognition of the negative consequences of failing to act responsibly (Han et al., 2016; Klöckner & Matthies, 2004), while PN represents a person’s internalized moral obligation to engage in environmentally friendly behavior (Bamberg et al., 2007).
To develop a comprehensive framework for understanding consumers’ recycling intentions in the context of electric vehicle batteries, this study integrates the NAM, the TPB, and VT. These theories are conceptually complementary, as NAM addresses internal moral motivations through constructs such as awareness of consequences, ascription of responsibility, and personal norm; TPB highlights cognitive and social influences by including attitude, subjective norm, and perceived behavioral control; and VT introduces an evaluative perspective by accounting for perceived benefits and risks in the decision-making process. By combining these frameworks, the study aims to address the limitations of using any single theory in isolation and to provide a more holistic understanding of the psychological, social, and evaluative factors that influence consumers’ participation in formal battery recycling systems.
Various analytical methods have been used to study recycling intention (IN), including Bayesian regularized neural networks and comprehensive action determination models (Fang et al., 2021). In this study, we employ structural equation modeling (SEM), which is well-suited for identifying key behavioral predictors across complex variable relationships and diverse data types (Xu et al., 2017). For example, Pei (2019) used SEM to show that community attachment and neighborhood ties significantly influence household waste recycling intentions. Zhu et al. (2020) also applied SEM to validate the role of environmental attitudes and trust in shaping consumer recycling behavior.
Therefore, the present study employs SEM to develop and validate an integrated framework that incorporates key constructs from NAM, aiming to systematically examine the drivers of consumer intention toward formal EV battery recycling. Specifically, the framework includes policy incentives (PI) at the governmental level, product after-sales service (PAS) at the enterprise level, and AC and PN at the individual level. Additionally, SN from TPB is used to capture perceived social influence. By combining psychological and contextual variables across multiple stakeholders, this study provides a comprehensive understanding of the factors influencing consumers’ recycling intentions in the context of electric vehicle batteries.
To provide a clearer overview of the existing literature and to position the present study within the broader research context, Table 1 summarizes key studies related to EV battery recycling and recycling intention. The table compares their research focus, theoretical foundations, methodological approaches, and key findings.
Our study focuses on consumer recycling intention and adopts the NAM as a theoretical foundation. Based on data from 657 respondents in China, the study integrates multiple behavioral theories and employs SEM to explore the influencing factors underlying formal electric vehicle battery recycling behavior.
