Purpose – The rapid consumption of new electronic devices has expanded the volume of electronic waste (e-waste) and created a potential threat to the environment. Recycling of e-waste (eCycling) can help stem the proliferation of e-waste and its environmental threat. In order to increase this positive involvement in eCycling and design effective eCycling programs, a better understanding of eCycling behaviors is needed. The purpose of this paper is to employ the Theory of Reasoned Action as a framework to develop a model to identify the determinants of eCycling behavior. Design/methodology/approach – To assess the model, a survey of 327 university students is undertaken. To analyze the eCycling behavior from the survey data, a structural equation modeling technique is used. Findings – The findings suggest that: attitudes and moral norms positively influence eCycling behavior; the higher the awareness of consequences, the more the eCycling involvement; and perceived convenience is an important factor that leads to more involvement in eCycling. Research limitations/implications – This research is limited by the student sample and campus environment that might confine the generalizability of the study. Also, additional variables need to be examined in order to better explain eCycling behavior. The result of the study provides insights for organizations to build successful eCycling programs, engage young adults such as college students in eCycling, and increase involvement in eCycling. Practical implications – This study provides insights that can help supply chain managers to better understand the consumer involvement in eCycling. Managers’ understanding of eCycling behavior would encourage eCycling involvement by placing drop-off units in convenient locations and by creating campaigns that motivate consumers to return their e-waste. An increased consumer involvement in eCycling can help manufacturing companies lower the cost of e-waste across the supply chain and regain the value of returned materials by adopting reverse logistics. Originality/value – This study contributes to the stream of eCycling literature by investigating students’ eCycling intentions and behaviors on a university campus. The paper develops an understanding of how eCycling involvement might be improved.