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Household recycling: Behaviour change and awareness

Wilma Strydom

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Is a Babylonian confusion created and are communications

‘lost in translation’?

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Contents

• Theory • The study • Some findings• Conclusion• Summary

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Theory of Recycling Behaviour

Recycling Behaviour

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IntentionPerceived behavioural

control

Attitude

Subjective Norm

Beliefs about opportunity

Beliefs about ability

Evaluation of consequences

Beliefs about consequences

Past Behaviour

Desire

Beliefs about what others

thinkAwareness of consequences

Habit

Negative / positive

experience

Willingness

Motivation to comply

Situational factors

Facilities

Emotions

Current experience

Policy support

Descriptive Norm

(what others do)

Injunctive Norm

(Moral rules)

Value Orientations

Egoistic

Altruistic

BiosphericMotivation

Peripheral cues

Rewards

association

Ascribe responsibility

Goal directed(Conscious and unconscious)

New environmental

paradigm

Personal Norm

Environmental Awareness

Communication

Anticipated emotions

(positive/negative)

Information

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The study

• Explorative study to explain/understand household recycling behaviour

– When you hear the word recycling, what comes to mind?

– How do you experience recycling in your household?– Do you receive sufficient communication about

recycling?

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We communicate

We communicate (what, how, when, where)• Flyers • Print on bags• Web sites• Advertisements on vehicles• Local newspaper articles • …• …• BUT

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“Lost in translation”?

• Do households understand what recycling is and why it should be done?– No, not really

• Do households understand what is expected of them?– No, not really

• Do households feel they get adequate communications? – No, not really

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In Conclusion

While a Babylonian confusion

might have been created,

and much is lost in translation,

ALL hope is not lost …

not yet

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In Summary

Human behaviour is a very complicated subject

What can we do to help change people’s recycling behaviour?

Communication is a vital component in shaping human behaviour

Do we sufficiently communicate to households:

- what is expected of them,

- how they can contribute, and

- to help them understand why it is important?

For someone operating in the waste sector RRR is second nature

The public does not have the same level of understanding of RRR

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Thank you

Name (email@csir.co.za)