The innovation of technology and the improvement of people’s living standard accelerate the replace ment of consumer electronic appliances, resulting in a significant increase of waste household electronic appliances (WHEA). To address the environmental problems of WHEA, many countries have enacted legislation according to WHEA management, including collecting, processing and recycling. The regulations on the management of WHEA were also drafted in China and pilot programs of WHEA recycling management encountered difficulties in collecting WHEA. The success of a recycling scheme is dependent on people’s willingness of participating in the scheme. This paper applies Ajzen’s theory of planned behavior to seek the main factors to engourage consumers to participate in WHEA recycling management in China. Data from a survey conducted with a sample of 633 consumers show that service motivation is the first predictor of participation behavior intention, followed by environmental behavior at titude, economic motivation, subjective norm, and perceived behavior barrier. Environmental knowledge is found not to be the predictor of behavior intention in this recycling scheme. Study results also suggest that publicity is the key situational factor in the WHEA recycling management. Recycling network and policy have little influence on chang ing consumers’ current behavior intention and participation. Implications of the findings are discussed and future research directions are suggested in the end. The innovation of technology and the improvement of people’s living standard accelerate the replacement of consumer electronic appliances, resulting in a significant increase of waste household electronic appliances (WHEA). To address the environmental problems of WHEA, many countries have enacted, according to WHEA The regulations on the management of WHEA were also drafted in China and pilot programs of WHEA recycling management encountered challenges in collecting WHEA. The success of a recycling scheme is dependent on people’s willingness of participating in the scheme . This paper applies Ajzen’s theory of planned behavior to seek the main factors to engourage consumers to participate in WHEA recycling management in China. Data from a survey conducted with a sample of 633 consumers show that service motivation is the first predictor of participation behavior intention, followed by environmental behavior at ti tude, economic motivation, subjective norm, and perceived behavior barrier. Study results also suggest that publicity is the key situational factor in the WHEA recycling management. Recycling network and policy have little influence on chang ing consumers’ current behavior intention and participation. Implications of the findings are discussed and future research directions are suggested in the end.