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Purpose: The purpose of this study is to develop and empirically test a model that can predict factors affecting student recycling behavior. The theoretical model was based on motivation, place attachment, environmental concern and interpersonal altruism. Design/methodology/approach: A cross-sectional study was conducted with college students in Taiwan using self-report questionnaires. Of the 800 distributed questionnaires, 523 were completed (response rate of 65.4%) and were analyzed using structural equation modeling. Partial least squares (PLS) were used to test the models and hypotheses. Findings: The results showed that environmental concern, motivation, interpersonal altruism and place attachment have significant positive effects on recycling behavior and motivation and place attachment have significant positive effects on interpersonal altruism. This research contributes to the existing literature by discriminating between two sorts of motivation: intrinsic and extrinsic. Based on these findings, suggestions for future research and practical implications are presented. Originality/value: Few studies have linked motivation, interpersonal altruism, environmental concern and place attachment to recycling behavior. Therefore, this study aimed to explore these relationships, specifically as they affect college students' behavior. This paper anticipates that increased knowledge about recycling behavior could be used to support the wider adoption of recycling practices.

Circular economy products are one of the solutions that can help solve the current environmental crisis and consequently achieve environmental sustainability. The theory of planned behavior (TPB) is the most important social psychological theory to explain individual purchasing behavior. However, the theory lacks a consideration of emotions, green altruism, and other factors. In order to address the research gap, this study proposes and tests a new theoretical model that incorporates variables such as emotions, green altruism, and the willingness to be environmentally friendly (WEF) into its extended model based on the TPB framework, in order to investigate the determinants that have an effect on Taiwanese consumers' purchase intention toward circular economy products. This study also uses multi‐group analysis (MGA) to analyze the moderating effects of WEF on its new theoretical model. It collected data from 387 Taiwanese consumers and analyzed the data using partial least squares (PLS). The research results showed (1) emotions, attitudes, green altruism, and perceived behavior control have a positive effect on consumer purchase intention toward circular economy products; (2) emotions have a positive effect on attitudes, green altruism, subjective norms, and perceived behavior control; and (3) groups with different levels of WEF have significant differences on consumer purchase intention toward circular economy products, in terms of emotions, attitudes, and green altruism. The results of this study can provide a reference for manufacturers and public policy makers to understand how consumers' emotions and green altruism can affect the decision‐making process to making purchase of circular economy products. [ABSTRACT FROM AUTHOR]