In the face of accelerating climate challenges and increasing electric vehicle (EV) adoption globally, the question of how to manage the lifecycle of EV batteries has taken center stage in environmental research. A pioneering study published recently in Humanities and Social Sciences Communications delves into the psychological and social factors influencing consumers’ willingness to recycle retired EV batteries, employing a sophisticated theoretical model to unravel the drivers behind this critical sustainability behavior.
This research stands out by utilizing an extended version of the Norm Activation Model (NAM)—a framework traditionally focused on moral psychology—to explore the depth of personal and social motivations behind recycling intentions. The NAM framework hinges on the idea that individuals’ pro-environmental behaviors are often driven by an activated sense of moral obligation, a construct known as personal norm (PN). Alongside this, the model incorporates social norm (SN) influences, which capture the social pressures and expectations exerted by peers, family, and broader society.
At the core of the study’s findings is the confirmation that both personal norms and social norms significantly shape the consumers’ intention to recycle retired EV batteries. This echoes the results of earlier investigations (Wu et al., 2022; Yuda Bakti et al., 2020) that emphasize the importance of moral convictions in motivating behaviors that benefit the environment. Notably, the role of social norms illuminates how behaviors are not merely individual choices but are heavily intertwined with prevailing societal expectations and communal influences.
Crucially, the research underscores the role of “awareness of consequences” (AC)—a psychological recognition of the environmental impact that one’s actions can have. This variable was found to exert a significant influence on personal norms, implying that individuals are more likely to feel a moral obligation to recycle when they are acutely aware of the damage that retired batteries could inflict on the environment if mishandled. The importance of environmental consciousness as a precursor to moral commitment aligns with previous empirical evidence and theoretical understandings (Wu et al., 2022).
Equally intriguing is the study’s finding regarding after-sales service quality, a variable that has traditionally been considered in consumer recycling and product lifecycle studies. Contrary to earlier research such as that by Kong et al. (2017), this investigation reveals that the quality of after-sales services does not significantly influence recycling behavior for EV batteries. This divergence could reflect a shift in consumer behavior, where high costs of repair and the rapid technological evolution in EV markets are encouraging users to upgrade rather than repair or recycle, pointing to systemic economic barriers beyond mere service support.
Another fascinating insight emerged unexpectedly: high-income and well-educated consumers are not markedly more engaged in recycling their EV batteries compared to other demographic groups. This suggests that economic resources and educational background alone do not bridge the gap in recycling behavior, signaling potential deficiencies in communication strategies or motivational frameworks that fail to resonate with these segments. The authors suggest future qualitative research to unpack these subtleties and explore the psychological or contextual factors at play.
Methodologically speaking, the extended NAM model employed in this research passed rigorous reliability and validity tests, affirming its robustness in capturing the complexity of behavioral intentions. Unlike the more commonly used Theory of Planned Behavior (TPB), which has traditionally dominated environmental behavior research, the NAM offers a moral dimension that better explains pro-environmental intentions such as recycling, highlighting the model’s growing relevance in this field.
The fitted model’s parameters met all acceptable thresholds, signaling a good fit that strengthens the confidence in these findings. This methodological rigor not only advances theoretical contributions but also provides policymakers and practitioners with a validated tool to better understand and influence recycling behaviors in the context of EV batteries.
Beyond the psychological constructs, the study importantly sheds light on systemic barriers that limit recycling participation, emphasizing that promoting moral and social norms alone will not suffice. Structural challenges such as accessibility of recycling services and the availability of clear and reliable information remain significant hurdles to scaling recycling efforts. The interplay of individual intentions and systemic infrastructure calls for a holistic approach to policy design.
From a policy perspective, the findings suggest multiple actionable pathways to stimulate EV battery recycling. Strengthening both personal and social norms through education and public engagement emerges as a critical lever. Integrating moral education into school curricula can nurture environmental responsibility from an early age, creating long-term cultural shifts toward sustainability.
Financial incentives represent another powerful avenue. Subsidies, rebates, or discounts for those who participate in battery recycling programs can offset the perceived costs and inconvenience associated with proper disposal, effectively nudging behavior. Designing these incentives to be straightforward and widely accessible will be key to maximizing uptake.
The study also advocates for the establishment of convenient, visible recycling channels to reduce friction for participants. The easier and more intuitive the recycling process is made, the more likely consumers are to engage. This infrastructural approach complements psychological motivators and ensures no logistical barriers deter potential recyclers.
Public campaigns and community engagement initiatives hold promise in amplifying social norms that encourage recycling. By leveraging trusted voices—community leaders, social media influencers, and peer networks—these campaigns can shift perceptions and behaviors at a grassroots level. The power of social proof and contagious positive attitudes should not be underestimated.
Collaboration between government bodies and private enterprises is highlighted as critical to creating a shared, trustworthy network for EV battery recycling. Establishing joint platforms can enhance system efficiency, transparency, and consumer confidence. This cooperative governance model points to an integrated solution that combines regulatory support with market mechanisms.
Ultimately, this study reveals that fostering a sustainable circular economy for EV batteries requires a nuanced understanding of human psychology, social dynamics, and systemic infrastructure. The extended NAM model serves as a vital instrument in dissecting these complexities and guiding intervention strategies.
As the world accelerates toward electrified mobility, responsible end-of-life management for EV batteries will be pivotal in mitigating environmental risks associated with toxic materials and resource depletion. Harnessing social and moral dimensions, while simultaneously addressing structural limitations, offers a multifaceted approach to bolster recycling behaviors at scale.
In light of these findings, the pathway to achieving meaningful environmental outcomes in EV battery management resides not only in technological innovation but also, importantly, in the design of psychologically informed policies and seamless service ecosystems. This integrative strategy promises to accelerate the transition toward sustainable consumption patterns indispensable for a greener future.
With regulatory frameworks and market actors increasingly attuned to these behavioral insights, future research could expand on these findings by incorporating cross-cultural comparisons, longitudinal designs, and experimental interventions. Such efforts will deepen our understanding of how to cultivate enduring recycling habits amidst evolving economic and technological contexts.
This study marks a significant advancement by linking moral psychology and social influence theories to an emergent environmental challenge. It invites environmental scientists, behavioral economists, policymakers, and industry stakeholders to collaborate toward solutions that align individual motivations with collective sustainability imperatives.
Subject of Research: Factors influencing consumer intention to recycle retired electric vehicle batteries, examined through an extended Norm Activation Model framework.
Article Title: Factors influencing residents’ inclination towards engaging in the recycling of electric vehicle batteries.
Article References:
Zuo, C., Yan, X., Chen, Z. et al. Factors influencing residents’ inclination towards engaging in the recycling of electric vehicle batteries. Humanit Soc Sci Commun 12, 1380 (2025). https://doi.org/10.1057/s41599-025-05704-z
Image Credits: AI Generated
