Botha, Euodia IsabellaWiese, Melanie2024-10-012024-10-012024-03Botha, E.I. & Wiese, M. 2024, 'Modelling zero waste behavioural intent : the moderating role of perceived behavioural control and socio-demographic factors', Cleaner and Responsible Consumption, vol. 12, art. 100177, pp. 1-11, doi : 10.1016/j.clrc.2024.100177.2666-7843 (online)10.1016/j.clrc.2024.100177http://hdl.handle.net/2263/98413DATA AVAILABILITY : Data will be made available on request.The global culture of consumerism is fuelling the climate crisis. An increase in household consumption and the waste it creates holds many negative implications for consumers, businesses, brands, and governments alike. Thus a shift towards zero waste (ZW) behaviours among consumers is essential. To address a lack of understanding of ZW behaviours among individuals, this study investigated the intention to engage in these behaviours through the lens of the original theory of planned behaviour (TPB), with perceived behavioural control (PBC) as moderator. A survey of 486 South Africans validated the original TPB's ability to successfully model ZW behavioural intent, and confirmed the role of perceived behavioural control as moderator as opposed to its popularly accepted role as predictor. Various socio-demographic variables also played a significant moderating role in the model. This study also contributes to seven of the 2030 sustainable development goals (SDGs) of the United Nations (UN), and adds to the emerging stream of transformative consumer research (TCR). Several practical strategies are also offered to assist marketing practitioners and governments in increasing ZW behaviours to create a better environmental, economic, and societal future.en© 2024 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).Zero wasteTheory of planned behaviour (TPB)Perceived behavioural control (PBC)Sustainable development goals (SDGs)Transformative consumer research (TCR)SDG-06: Clean water and sanitationSDG-14: Life below waterSDG-11: Sustainable cities and communitiesSDG-08: Decent work and economic growthSDG-15: Life on landSDG-12: Responsible consumption and productionSDG-13: Climate actionArticle