“…Literatures on social marketing, noted that it is necessary to understand the “benefit expected from behavior,” “motivation elements,” and “behavioral barriers” of the targeted group and analyze the target group behavioral change (Andreasen, 2006; Drummond, 2008; Jesson, 2009; McKenzie‐Mohr, 2000; Raciti et al, 2013). In this context, motivation and expected benefits for recycling behavior differ depending on individuals' environmental awareness (Chen & Tung, 2010; Echegaray & Hansstein, 2017), level of knowledge (Al‐Mamun et al, 2019; Gadiraju, 2016; Ittiravivongs, 2012), and positive attitudes toward recycling (Fornara et al, 2011; Meng et al, 2019; Mosler et al, 2008).…”