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With the gap identified in the literature, the study proposed and tested the three competing models to identify the better fit and explanatory power among competing models. The study aimed to validate the extended version of TPB by testing the best competing model among the TPB model, Extended TPB Model-A and Extended TPB Model-B to predict Indian youth’s waste recycling behaviour.

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This page is a summary of: Moral obligation for recycling among youth: extended models of the theory of planned behaviour, International Journal of Advertising and Marketing to Children, December 2022, Emerald,
DOI: 10.1108/yc-05-2022-1520.
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