Recycling as a marketing problem: A framework for strategy development

Abstract

This article provides a framework for integrating past recycling research by conceptualizing recycling compliance as a marketing problem. Within a social marketing framework, recycling behavior is considered the product, and the marketing problem is to sell recycling to the consumers or public. Recycling research is then categorized as consumer research (research on characteristics of the recycler), pricing research (research on the costs to the consumer, including implicit or less tangible costs), distribution research (research on modes of participation for the recycler), and promotional research (research on intervention strategies such as raffles and contests, personal selling techniques such as block leader programs, and persuasive communications). Using this framework, we provide an integration of a vast amount of recycling research, and also suggest how this research can be used to design actionable strategies for the development of community recycling programs. © 1994 John Wiley & Sons, Inc.

Types and influential factors of consumers' non‐purchasing ecological behaviors

“…With reference to attitudes, the results confirmed the suggestion by Ajzen and Fishbein (1977) as well as previous research findings (Shrum et al, 1994;Tilikidou, unpublished doctoral dissertation, p. 151) that higher correlation coefficients are obtained when behavior and attitudes are measured on the same level of specificity. The measure of specific attitudes towards recycling, which provided exemplary internal consistency, was found to be the most powerful discriminative factor of recycling behavior, among the other independent variables.…”

“…Previous research findings, concerning the impact of demographics upon recycling behavior, do not follow a common pattern (Shrum et al, 1994;Schultz et al, 1995). In reference to attitudes positive relationships have been identified in a number of cases (McGuiness et al, 1977;Kallgren and Wood 1986;Shrum and McCarty, 2001;Tilikidou and Delistavrou, 2004).…”

“…In reference to attitudes positive relationships have been identified in a number of cases (McGuiness et al, 1977;Kallgren and Wood 1986;Shrum and McCarty, 2001;Tilikidou and Delistavrou, 2004). There have been studies that followed suggestions by Ajzen and Fishbein (1977) and indicated that specific recycling attitudes are better correlated to recycling behavior than general social attitudes or general pro-environmental attitudes (Shrum et al, 1994;Martin and Simintiras, 1995;Balderjahn, 1988;Tilikidou, unpublished doctoral dissertation, p. 151). Davies et al (2002) found a positive association between attitudes and intention to recycling but intention was not found to be directly associated to behavior.…”

Recycling Behaviour Among Householders: Synthesizing Determinants Via a Meta-analysis

“…recycling as a product of recycling behaviour of householders, or as a product of their participation in local recycling schemes. According to Shrum et al [12], the problems to be addressed from this perspective are how to get householders to adopt recycling in the home itself. The majority of the studies included in our analysis investigated recycling of packaging materials, such as plastic, glass, metal, paper and carton packaging, as well as newspaper.…”

Prospects and Challenges for Disseminating Life Cycle Thinking towards Environmental Conscious Behaviors in Daily Lives

“…One factor is referred to as perceived effectiveness; people make environmentally conscious actions when they know such an action actually reduces environmental burdens [8][9][10][11]. Some studies provide evidence that people who have more social responsibility tend to engage in environmentally conscious behavior [12][13][14][15][16]. Hondo et al [17,18] argue that much effort has been made for raising awareness and knowledge whereas educational initiatives addressing change in attitude, skills and participation is insufficient.…”