Understanding the normalisation of recycling behaviour and its implications for other pro-environmental behaviours: A review of social norms and recycling

This paper examines our understanding of recycling behaviour in the context of its increasing normalisation in the UK. It reflects on the recent history of dry recycling (i.e. recycling of ‘dry’ materials such as paper, glass, plastics and cans) and asks the question as to what influence policy drivers and the increased provision of facilities for recycling have had on people's behaviour. In reviewing the evidence for recycling being considered a norm, this paper explores what influence norms, habit and identities have on recycling behaviour.It then considers what lessons the evidence offers for using the normalisation of recycling behaviour in influencing more people to recycle and to adopt other sustainable behaviours. The somewhat contentious issue of whether engaging in recycling behaviours has a positive or negative effect on people engaging with other pro-environmental behaviours is discussed. The evidence shows that both positive and negative spillover occurs and understanding where the balance lies, as well as what effect recycling being a norm plays in this, is important in determining appropriate interventions to influence pro-environmental behaviours. The paper concludes with some observations on implications of the evidence on intervention approaches to influence pro-environmental behaviours.     

Green identity,green living? The role of pro-environmental self-identity in determining consistency across diverse pro-environmental behaviours

Policy-makers are interested in cost-effective and socially acceptable ways of encouraging the public to adopt more environmentally-friendly lifestyles. One area which UK policy-makers are focussing on is ‘catalyst behaviour’, the notion that taking-up a new behaviour (such as recycling) may cause people to adopt other pro-environmental behaviours. Yet, evidence for such ‘spill-over’ effects is so far limited, and it is unclear when and how cross-situational motivations (e.g., pro-environmental identity) may predict behaviour and when contextual factors are more important. We report on a postal survey (N = 551) of pro-environmental behaviours amongst the UK public. We assess the influence of pro-environmental self-identify on consistency across a range of behaviours. Pro-environmental values, perceived behavioural control, subjective norm, attitudes, and demographic factors were also measured. Findings show self-identity to be a significant behavioural determinant over and above theory of planned behaviour variables for carbon offsetting behaviour. However, pro-environmental self-identity was only a significant predictor for certain other pro-environmental behaviours; background variables were also important predictors. Limitations of the study, and implications for theory and policy, are discussed.     

Improving Pro-environmental Behaviours in Spain. The Role of Attitudes and Socio-demographic and Political Factors

Over the last 30 years, Spain has witnessed great economic growth. Nevertheless, in spite of an increasing degree of environmental concern, environmentally friendly attitudes and behaviours are still clearly below the European average. In this context, this paper analyses the impact of personal control and attitudes, and of certain socio-demographic, economic and political variables in the development of two environmentally friendly behaviours in Spain: consumption and purchase. The data were provided by a survey carried out in 2007 by the Centro de Investigaciones Sociológicas (Centre for Sociological Research) in Spain. The results show the importance of personal control, level of environmental information, political ideology, age and educational level variables to explaining the development of pro-environmental-related consumption behaviours. Personal attitudes, work situation, female gender and level of environmental information influence pro-environmental purchase behaviour in a positive way. Taking into account that personal attitudes are more determining of pro-environmental purchase than consumption behaviour, policy measures such as informal education, tax measures, social and individual norms and interpersonal and institutional trust are discussed to increase the development of pro-environmental behaviours in Spain.     

Re-imagining the environment: using an environmental art festival to encourage pro-environmental behaviour and a sense of place

Environmental art can be used by government as an engaging medium to encourage pro-environmental behaviour and a sense of place at a grassroots level. By stimulating discussion and reflection, environmental art offers an imaginative format to promote environmental engagement. In this case, by placing artworks in nature, a community's focus was drawn to the beauty of their everyday environment and the ideas communicated by the works, in an effort to encourage environmental awareness and stewardship. This study explores audience responses to Floating Land – a local-government-initiated environmental art festival held in the Noosa Biosphere in Australia. A multi-layered perspective of the festival's impact on pro-environmental behaviours and sense of place was investigated via questionnaires administered to the audience, workshop participants and local residents. Data offered insights into attitude differences between those who intended to change their behaviour and those who did not; understandings about the influence of workshop facilitators; and revelations about a community finding opportunities to re-imagine their place through environmental art. Recommendations are offered as a way for governments to incorporate environmental art into their role of educating for the environment. This study contributes to the under-researched area of audience responses to environmental art by providing qualitative and quantitative analysis that draws out understandings of the impact of art that promotes environmental awareness and a sense of place. The study reveals that Floating Land contributed to reinforcing the essential role of local people in engendering positive change, thus manifesting the aims of the Biosphere Reserve and Agenda 21.     

Like father,like son? Intergenerational transmission of values,attitudes, and behaviours in the environmental domain

How is young people's pro-environmental orientation related to their parents' pro-environmental values, attitudes, and behaviours? To answer this question, we examine parent–child similarities of general values as well as specific attitudes and behaviours related to three common household practices: purchasing environmentally friendly products, curtailing electricity use, and handling waste responsibly in a sample of 601 Danish families. Significant and positive, but weak correlations between parents' and children's values are found across all of Schwartz's ten value domains. The parent–child correlations are stronger for specific pro-environmental attitudes and behaviours. The positive correlations suggest that family socialization exert a significant influence on young consumers' pro-environmental orientation. Still, the young generation is, on average, significantly less environmentally concerned than their parents' generation. Implications of these findings are discussed.     

The role of parental behaviour for the development of behaviour specific environmental norms – The example of recycling and re-use behaviour

Based on the norm activation theory we developed assumptions about how parents may influence specific pro-environmental behaviours (i.e. re-use of paper and recycling) of their children (age 8–10). A sample of 206 parent-child-dyads were investigated using questionnaires recording norm activation model variables for children (i.e. awareness of need, awareness of consequences, personal norm, subjective norm, pro-environmental behaviour), as well as communication behaviour and actual behaviour of parents. For both behaviours (re-use and recycling) two separate structural equation models were tested (N = 206 and N = 194). Model fit statistics indicate a good fit of empirical data and model structure for both behaviours, supporting our assumption that the norm activation model can be applied to pro-environmental behaviour of young children. Communication behaviour of parents had a different influence on the two respective behaviours. While parents seemed to influence their children's recycling behaviour via sanctions and their own behaviour, re-use of paper was mainly influenced via communication of problem knowledge.     

The role of personal experience in frequency of rainwater tank maintenance and policy implications

Domestic rainwater tanks have a long history in Australia, although more recently they have been common only in remote and rural areas. However, in some urban areas, recent drought conditions have led to the promotion of rainwater tanks to supplement domestic water supplies. Evidence suggests that water tank maintenance may be insufficient in many cases, leading to problems with water quality and the potential spread of vector-borne disease. Drawing on research into the impact of personal experience (i.e. procedural knowledge) relating to pro-environmental behaviour, a survey of urban residents with mandated rainwater tanks (N?=?746) was conducted. The study assessed whether past personal history of living with a tank influenced the frequency of tank maintenance behaviours. Analyses indicated that both childhood and prior adult experience with rainwater tanks were important in predicting adequate tank maintenance behaviour, particularly among males. The results also showed that attitudinal perceptions of water culture did not influence maintenance behaviour, whereas direct past experiences did, suggesting an important role for procedural knowledge. These results are discussed with reference to the promotion of tank maintenance and other pro-environmental behaviours through the development of future environmental policies designed to foster the development of pro-environmental skills to empower citizens.     

Football and climate change: strange bedfellows or a means of going beyond the usual suspects in encouraging pro-environmental behavioural change?

Academics and policy-makers claim that community-based organisations may be able to encourage individuals to adopt pro-environmental behavioural changes; however, at present, there is limited research-based evidence to support this assertion. This paper sets out to provide a contribution to the evidence base by examining the role that community can play in tackling climate change. It does this through a case study analysis of a community-based pro-environmental behavioural-change campaign – Ipswich Town Football Club's “Save Your Energy for the Blues” campaign. The paper examines existing theories on encouraging behavioural change based on a range of cognitive and contextual constraints. Based on the findings of this research, the paper goes on to suggest that by focusing on the individual as the appropriate unit of change, much current policy fails to incorporate the contextual constraints that may limit an individual's ability to adopt behavioural change regardless of their willingness to do so. The case study analysis indicates how framing of appropriate responses to climate change in a largely positive light, with a range of individual, collective and environmental benefits, is shown to have resonated strongly with many participants in the campaign, including a significant number whose participation was not based on pro-environmental values.     

Emotions,habits and rational choices in ecological behaviours: The case of recycling and use of public transportation

Two field studies examined the role of attitudes, subjective norms, perceived control, anticipated emotions, past behaviour and desire in the prediction of pro-environmental behavioural intention. The model of goal-directed behaviour (MGB) was applied to predict intentions to use public transportation instead of the private car for going to work (Study 1, N=180), and to recycle household waste (Study 2, N=154). Multiple regression and structural equation modeling were used to test the hypotheses in studies 1 and 2, respectively. As expected, results of the two studies indicate that negative anticipated emotions and past behaviour are significant predictors of desire to engage in pro-environmental action. Desire, in turn, positively predicts pro-environmental behavioural intentions. A direct link between past behaviour and intentions was also detected. Implications of the results for the promotion of pro-environmental behaviour are discussed.     

The influence of place attachment, and moral and normative concerns on the conservation of native vegetation: A test of two behavioural models

This study examines the influence of place attachment, values, beliefs and personal norms about environmental action on the conservation of native vegetation in two primary production settings in South Australia. We use regression and multiple mediation analyses to test a base model of pro-environmental behaviour which includes variables from value-belief-norm (VBN) theory and then compare it to an expanded model which includes the same variables and five dimensions of place attachment. The expanded model including place attachment explained up to twice the amount of variance in native vegetation planting than the base model when controlling for all variables preceding behaviour, but the overall explanatory power was low (<22%). Place attachment had a stronger influence on the antecedents of behaviour compared with the behaviour itself, particularly nature bonding which was a significant moderate predictor of both personal norms and awareness of consequences in the two study regions. We assert that place attachment has statistically significant direct and indirect effects on variables included in VBN theory. Future studies may reveal stronger effects in settings where there are fewer resource and monetary costs associated with pro-environmental behaviour.     

The role of place identity and place attachment in breaking environmental protection laws

Place identity and place attachment have been related to several environmental variables such as appropriation, residential satisfaction, physical care taken of the neighbourhood, restorativeness, environmental attitudes and, especially, pro-environmental behaviour. However, the role of place identity and place attachment has not been analyzed in relation to anti-ecological behaviours such as transgressions of environmental protection laws. The aim of this study is to analyze the relationship of place identity, place attachment and environmental attitudes to the personal and social norms that explain the likelihood of illegal behaviours against the environment. The sample was composed of men and women, aged from 19 to 70 years, who were resident in rural, urban or tourist areas of a territory under high environmental protection. The strongest predictor of environmental transgression is personal norms, whereas place identity and place attachment have no direct relation with future transgression or personal norms. Place identity influences environmental attitudes and social norms, which are both antecedents of personal norms. The results led us to reconsider the efficacy of interventions aimed at encouraging compliance with environmental laws by only emphasizing individuals' bonds with the environment, and the need to extend the study of the role of personal and social norms in environmental protection.     

Cui bono: the Scottish Climate Challenge Fund and community benefits

This study adopted an open-ended exploratory approach to elicit the perspectives of a selection of six Climate Challenge Fund projects. This central idea is that communities' perspective on attempted carbon reduction initiative in their areas has use in other contexts and could enable better design of such interventions in future. The main finding was that emphasising local benefits was conducive to their achieving local involvement in the project. The results of this research should be tested in other contexts. Three broad implications for the design of community carbon reduction initiatives are raised in assuming these outcomes are correct. First, the community hosting such initiatives should be perceived to hold a degree of power over the project. Second, central authorities should not be overly prohibitive about the motivations of those participating in such projects. Finally, the use of non-environmental messaging has value in shifting people to more pro-environmental behaviours.     

Computer and mobile phone waste in urban India: an analysis from the perspectives of public perception,consumption and disposal behaviour

Sustainable management of Electronic waste (E-waste) is a major challenge for contemporary India, an emerging economy burdened with both the domestic generation and illegal import of E-waste. Considering the ever-increasing complexities of E-waste in Indian cities, this paper aims to evaluate the current trends, opportunities and challenges associated with consumption of electronic items (with respect to computers and mobile phones) and disposal of E-waste in urban India. Bangalore, a city popularly known as the ‘Silicon Valley of India’, is considered as a case study in order to evaluate public awareness, household consumption and E-waste disposal behaviours. The city profile of Bangalore indicates that it has a rapidly emerging market for electronics and thus, has the potential to act as a ‘model’ for evaluating the issues concerning E-waste in metropolitan India. Questionnaires were distributed originally among 300 households with an effective response rate of 63.3%. The results indicate that the majority of households (59.3%) still retain their obsolete electronics due to lack of knowledge about proper E-waste management. High awareness about E-waste and high willingness to recycle/repair their E-waste (above 80% in both cases) are yet to be translated into responsible disposal/recycling behaviour as 95.8% of households have no knowledge about the presence of any formal recycling centre. Income, education, age and gender dimensions associated with E-waste disposal behaviour and awareness were also evaluated. Although we found no gender differences for most of the parameters, there have been some interesting correlations in age and income-wise segregation of disposal behaviour. We noted that the city of Bangalore still possesses some typical Indian socio-cultural characteristics, such as considering E-waste as ‘valuables’, changing several hands before final disposal, defying ‘brand’ or ‘looks’ consciousness, etc., which could be directed towards responsible E-waste disposal behaviours. We suggest that establishing appropriate and convenient E-waste collection/recycling facilities, ensuring responsible household disposal behaviour, implementing effective laws and legislation, and organizing mass E-waste awareness campaigns would aid in addressing the current E-waste concerns in the city.     

Spaghetti soup: The complex world of food waste behaviours

There is growing awareness of the positive impact of reducing the amount of wasted food on greenhouse gas emissions, energy use, food and water security, and land use. In developed nations, food waste generated in homes is a large contributor to the total amount of food waste. The behaviours and practices associated with this waste prevention (and waste generation) are complex for a number of reasons: food waste is the result of multiple, interacting activities and this leads to separation between the activity and their consequences. These behaviours are usually performed for reasons unrelated to waste prevention and have both a marked habitual element and a pronounced emotional component. Furthermore, the prevention of food waste has less ‘visibility’ to other people (e.g. neighbours) than many other pro-environmental behaviours (e.g. recycling), and therefore social norms around ‘waste’ play a reduced role compared to more ‘visible’ activities.This paper discusses insights into these behaviours from research funded by the Waste & Resources Action Programme (WRAP) and its partners in the UK. It discusses how these insights have been used in the development of a successful public-engagement campaign, which has been influential in the recent reduction in household food waste. These insights are also discussed in light of commonly used behavioural models, highlighting that many of these models are not designed for multiple, complex behaviours. However, considering the subject of food waste through the ‘lenses’ of different academic disciplines has helped the development of the public engagement on this issue.     

Identifying motivations and barriers to minimising household food waste

The amount of food discarded by UK households is substantial and, to a large extent, avoidable. Furthermore, such food waste has serious environmental consequences. If household food waste reduction initiatives are to be successful they will need to be informed by people's motivations and barriers to minimising household food waste. This paper reports a qualitative study of the thoughts, feelings and experiences of 15 UK household food purchasers, based on semi-structured interviews. Two core categories of motives to minimise household food waste were identified: (1) waste concerns and (2) doing the ‘right’ thing. A third core category illustrated the importance of food management skills in empowering people to keep household food waste to a minimum. Four core categories of barriers to minimising food waste were also identified: (1) a ‘good’ provider identity; (2) minimising inconvenience; (3) lack of priority; and (4) exemption from responsibility. The wish to avoid experiencing negative emotions (such as guilt, frustration, annoyance, embarrassment or regret) underpinned both the motivations and the barriers to minimising food waste. Findings thus reveal potentially conflicting personal goals which may hinder existing food waste reduction attempts.     

Social capital as a facilitator of pro-environmental actions in the USA: a preliminary examination of mechanisms

In this article, the mechanisms through which social networks impact individuals' environmentally significant actions are examined through a pilot study. A conceptual model was developed and in-depth interviews were performed with individuals in a North Carolina town in order to understand the mechanisms through which social capital facilitates pro-environmental actions. Individuals with higher social capital were found to act pro-environmentally because they value the collective interest rather than out of self-interest. Social capital was found to play a role in the formation of this valuation mainly through micro-level socialisation processes, particularly by instilling decision-making processes based on values in individuals, which informed individuals then applied to environmentally significant decisions. The results also suggest that the prevalence of the norm of engagement with environmental issues in an individual's social network can be an especially important promoter of pro-environmental actions. The study suggests that the culture of social networks is particularly important in the formation of ecological citizens.     

Reflexive governance: exploring the concept and assessing its critical potential for sustainable development. Introduction to the special issue

ABSTRACT

Elaborated in publications on transition management, sustainability governance and deliberative environmental governance, ‘reflexive governance’ addresses concerns about social-ecological vulnerabilities, flawed conceptualisations of human-nature relations fragmented governance regimes and conditions for a sustainability transition. Key barriers to reflexive government include unavoidable politics; the influence of broader discursive systems that shape actors’ strategic interests; and structural and deliberate limitations to the range of admitted epistemological understandings, normative perspectives and material practices. Against this background, the contributions to the special issue provide novel conceptual linkages between reflexive governance and boundary objects, intercultural dialogue, conflict management heuristics, discourse linguistics, theories of the policy cycle and reflexive law, network and learning theories, and Lasswell’s ‘developmental constructs’. Based on the contributions, we identify five inherent conceptual tensions of reflexive governance: between the openness of horizontal learning processes and the desired direction towards sustainable development; between reflexive governance as a normative or procedural concept; between expected learning orientations and other, strategic orientations; between governance as a precondition for reflexivity and reflexive learning as a precondition for reorganized governance structures; and between reflexivity as an open-ended, evolutionary process and the need to strategically defend the space for reflexivity against powerful groups with an interest in the status quo.     

The relationship between environmental activism,pro-environmental behaviour and social identity

Research on environmental activism remains poorly integrated and ill-defined and to date, there has been little examination of the relationship of environmental activism, pro-environmental behaviour and social identity. 131 students from an Australian University (M = 25.04 years old, SD = 8.17) voluntarily participated by returning an anonymous questionnaire containing an environmental activism scale, a pro-environmental behaviour scale and a social identity scale. The results revealed that while there was a significant relationship between social identity and environmental behaviour, only the citizenship component of environmental behaviour significantly predicted environmental activism. In other words, the relationship between social identity and environmental activism was indirect. This research presents the opportunity for further exploration of these relationships and to further investigate their relationship to inter-group processes.     

Personality, individual differences, and demographic antecedents of self-reported household waste management behaviours

The present study sought to extend recent conceptual frameworks of waste management behaviours by examining personality, individual differences, and socio-demographic antecedents of self-reported waste recycling, reuse, and reduction behaviours. A total of 203 participants from a British community sample completed a questionnaire consisting of measures of their self-reported waste management behaviour, Machiavellianism, political cynicism, the Big Five personality traits, and socio-demographics. The results of structural equation modelling showed that individuals who were less Machiavellian, less politically cynical, older, and more conscientious were more likely to report positive waste management behaviours. In combination, these predictors explained 22.0% of the variance in waste management behaviours. Thus, these variables may improve the predictive validity of existing conceptual models of waste management behaviours. The results are discussed in relation to those models.     

Factors affecting energy saving behaviour: a prospective research

The purpose of this study is to outline the theme of saving energy resources and its relationship with the preservation of the environment, as well as the importance of green marketing in achieving sustainability. The model of data collection was a survey conducted by self-administered questionnaire. After collection, the data were statistically analysed and interpreted. Most individuals claim to be concerned about environmental problems, with 68% of these belonging to the ‘Savers’ group. However, even though they may be concerned with environmental problems, the vast majority of individuals do not have any system of renewable energy in their homes, despite claiming that renewable energies are a viable option for protecting the environment. Women display behaviour that is more favourable to the saving of energy resources than do men. Educational levels are not significant for distinguishing the more pro-environmental individuals from the others.