A Communications Strategy for Kerbside Recycling

Mee, Nicky

doi:10.1080/13527260500124265

Cited by 4 publications

(3 citation statements)

References 5 publications

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“…Information about how to recycle should ideally use different designs, texts, pictures, illustrations, etc. for the convenience of the individual, since people process information in various ways [41,42]. It is also evident that if municipalities want to increase their recycling rates, they must plan long-term communication campaigns to encourage and maintain the recyclers in the long run [42].…”

Section: Simplicitymentioning

confidence: 99%

“…for the convenience of the individual, since people process information in various ways [41,42]. It is also evident that if municipalities want to increase their recycling rates, they must plan long-term communication campaigns to encourage and maintain the recyclers in the long run [42]. New designs can also help to reduce the need for detailed information, such as the reverse vending machine, where people do not need to separate cans and bottles [43].…”

Section: Simplicitymentioning

confidence: 99%

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Understanding recycling behavior: a study of motivational factors behind waste recycling

Johansson

2016

WIT Transactions on Ecology and the Environment

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Globally, waste volumes are increasing rapidly and the World Bank estimates a 70% global increase in municipal solid waste up to 2025. Waste may have serious environmental consequences and there is a strong correlation between solid waste generation rates and greenhouse gas emissions. These two observations alone indicate that this development is not sustainable. Recycling is one of the most important actions currently available to reduce the environmental impact of waste. While, waste recycling in OECD countries is reported to be approximately 22% on average, many developing countries have recycling rates in the range of 1-3%. A key aspect in succeeding with any recycling effort is how authorities and other actors relate to both informal and formal waste workers. This paper reports on the findings of a systematic literature study with the aim of exploring waste recycling behavior, with a special focus on motivational factors, both physical and psychological, behind recycling. Three levels of descending importance for recycling have been identified, where two are vital for success, and the third is desirable; 1) a well-designed infrastructure for recycling 2) specific recycling knowledge, and, 3) a general understanding of environmental aspects. Any attempt to implement or improve recycling systems and/or recycling behavior, needs to consider these aspects and the insights gained through this research may provide decision makers with practical assistance. The paper also contributes by providing academia with a framework for further studies on the behavioral aspects of recycling.

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Section: Simplicitymentioning

confidence: 99%

Section: Simplicitymentioning

confidence: 99%

Understanding recycling behavior: a study of motivational factors behind waste recycling

Johansson

2016

WIT Transactions on Ecology and the Environment

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“…Indeed, our systematic search of the literature in an extensive collection of databases (including EBSCO's Academic Search Premiere, the world's most comprehensive scholarly database for multidisciplinary research) produced less than 50 refereed articles focused on pro-recycling communication campaigns during the last four decades. Most of those articles were descriptive case studies of local municipality campaigns (Mee, 2005;Vicente and Reis, 2008;Evison and Read, 2001) or field experiments (Krendl et al, 1992;Lord and Putrevu, 1998) and a majority involved direct marketing and interpersonal messages rather than mass mediated communication (Cotterill et al, 2009;Read, 1999). The effectiveness of mediated messages was tested empirically in only four of those articles.…”

Section: Introductionmentioning

confidence: 99%

In the mood for [the right kind of] social marketing communication

Anghelcev

Sar

2014

Journal of Social Marketing

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Purpose – The effectiveness of social marketing communication should depend both on message features and on the psychological characteristics of message recipients. This premise was tested in an experiment focused on why consumers may respond differently to different types of pro-recycling advertisements. The message feature was the way in which the advertisements were framed. The psychological characteristic of the message recipient was the respondent's mood. The paper aims to discuss these issues. Design/methodology/approach – Hypotheses were tested in the context of an experiment focused on paper recycling. Findings – It was hypothesized that congruity between mood and the frame of the message would result in more favorable message evaluations and higher intentions to recycle than incongruity. Supporting the study's hypotheses, the data showed that participants in a negative mood had higher intentions to recycle paper and evaluated pro-recycling advertisements more favorably when the ads emphasized avoiding negative consequences as opposed to attaining desired benefits. Among participants in a positive mood, desired benefit advertisements induced higher intentions to recycle paper and were evaluated more favorably than advertisements framed in terms of avoiding negative consequences. Practical implications – A clear message placement strategy is suggested to increase the effectiveness of social marketing communication campaigns. Originality/value – This mood congruity effect has not been reported before in the context of pro-environmental communication. Furthermore, the study provides empirical evidence of the underlying psychological mechanisms that cause the observed interaction. The evidence suggests the data could be predictive of similar response patterns in other social marketing communication domains (e.g. in response to health messages, volunteering, charity, etc.).

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