This paper is a case study which explores the impact of a variety of communication tools and the way in which they influence the recycling behaviour of residents in Rushcliffe Borough Council. Despite the fact that household waste is growing at a significant rate, very little empirical research has been conducted to explore the role that effective corporate communications can play in influencing attitude change and recycling behaviour or to determine which communication tools are considered to be most effective by local residents. The research reported is longitudinal involving three large‐scale surveys assessing attitudes to current refuse collection, the recycling service and the effectiveness of the various communication tools used. Results are presented together with recommendations for improving the effectiveness of any council's corporate communications strategy for increasing recycling rates.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.