Mass communication and pro-environmental behaviour: waste recycling in Hong Kong

Treatment of domestic waste has been one of the major environmental problems in Hong Kong. The Government has a stated policy to advocate the minimization of waste disposal through the encouragement of waste reduction, re-use and recycling. The current study applies Ajzen's theory of planned behaviour to predict behavioural intention and actual behaviour of voluntary use of waste recycling receptacles. A systematic random sample of 173 household members in a public housing estate were interviewed. The results indicated that attitude was the major factor in predicting behavioural intention, followed by behavioural control and social norms. Attitude, subjective norm and perceived control together explained 44% of the variance of behavioural intention. Perception of mass media as a major source of subjective norm was first introduced and tested. Mass communication stood out as one of the major sources of influence in establishment of subjective norms. The study has the implication that more publicity messages should be put on the mass media to promote green behaviours.     

A comprehensive action determination model: Toward a broader understanding of ecological behaviour using the example of travel mode choice

This paper examines a first version of a Comprehensive Action Determination Model (CADM) of ecological behaviour that incorporates intentional, normative, situational, and habitual influences on environmentally friendly behaviour. The main assumptions of the theory of planned behaviour (TPB), the norm-activation model (NAM), the theoretical concept of habit and the ipsative theory of behaviour were integrated into a comprehensive model. The model was tested using a structural equation modelling approach on a sample of 389 students in the domain of travel mode choice and compared to established less comprehensive models (TPB, NAM and a combination of both). The results show that all compared models had a good to excellent model fit and explained a substantial amount of variation in travel mode choice. The CADM, however, explained the greatest degree of variation as compared with the other models, at 65%. Subjective and objective situational constraints were responsible for most of the variation in travel mode choice in the CADM, but intentions and habits also had a significant impact. The influence of social and personal norms was mediated by habits and intention, while habits moderated the relationship between intention and behaviour. The importance of the CADM as a framework for other domains of ecological behaviour is also discussed.     

The social psychology of biodiversity conservation in agriculture

We investigate farmers’ intentions to apply biodiversity conservation practices from a psychological perspective, using an adapted version of the theory of planned behaviour (TPB), including group norms and putting emphasis on moral norms and self-identity. The study is based on a quantitative survey (n = 99) in Belgium, analysed using confirmatory factor analyses and path analysis. Results suggest that the impact of attitudes, social norms and perceived behavioural control on intentions is almost fully mediated through moral norms and self-identity. To have a sustained impact, change actions should strive to embed biodiversity conservation into the social norms and into the good farmer identity of the farming community. While acknowledging the explanatory nature of this study, the findings could suggest another view on how to induce behavioural change.     

Sustainable Food Consumption: Exploring the Consumer “Attitude – Behavioral Intention” Gap

Although public interest in sustainability increases and consumer attitudes are mainly positive, behavioral patterns are not univocally consistent with attitudes. This study investigates the presumed gap between favorable attitude towards sustainable behavior and behavioral intention to purchase sustainable food products. The impact of involvement, perceived availability, certainty, perceived consumer effectiveness (PCE), values, and social norms on consumers’ attitudes and intentions towards sustainable food products is analyzed. The empirical research builds on a survey with a sample of 456 young consumers, using a questionnaire and an experimental design with manipulation of key constructs through showing advertisements for sustainable dairy. Involvement with sustainability, certainty, and PCE have a significant positive impact on attitude towards buying sustainable dairy products, which in turn correlates strongly with intention to buy. Low perceived availability of sustainable products explains why intentions to buy remain low, although attitudes might be positive. On the reverse side, experiencing social pressure from peers (social norm) explains intentions to buy, despite rather negative personal attitudes. This study shows that more sustainable and ethical food consumption can be stimulated through raising involvement, PCE, certainty, social norms, and perceived availability.     

Towards sustainable consumption: Predicting the impact of social‐psychological factors on energy conservation intentions in Northern Cyprus

The incessant demand and consumption of energy services among individuals’ is increasing throughout the world. Individuals’ electricity consumption in Northern Cyprus has risen considerably. However, the demand for electrical energy services on the island is heavily reliant on imported fossil fuels. Burning fossil fuels has adverse effects on its environment. Therefore, sustainable energy consumption is required and individuals are targeted for energy conservation to reduce electricity consumption. Against this background, using the Structural Equation Modeling approach, this research incorporates social‐psychological factors; personal norms, positive and negative emotions into the theory of planned behaviour (TPB) model to assess the relationships among the variables, explain their impact on consumers’ electricity conservation intentions and enhance the explanatory power of the model. Data was conveniently obtained from a quantitative sample of 400 electricity consumers. The results indicate that negative emotions have the strongest significant influence on intentions, but personal norms have the least effect on intentions to save electricity. Furthermore, the study revealed that our expanded TPB model can provide improved explanatory power more than the original TPB. Policy implications, limitations and future research are discussed.     

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.     

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.     

Environmental attitudes and behaviour of secondary school students in Hong Kong

Summary A postal survey of 992 secondary students in Hong Kong using the Weigel and Weigel environmental concern scale was conducted to investigate their environmental attitudes which were reflected in a readiness to engage in various pro-environmental behaviours including paper recycling at school and at home and the use of less tissues and plastic bags. The results indicated that students' expressed great concern about the environment and exhibited a strong willingness to participate in pro-environmental behaviour. However, students' overoptimism towards technological development and the perceived importance of the benefits of modern consumer goods were two major factors that contradicted their concern for environment. The Pearson correlation coefficient between environmental concern and comprehensive behavioural intention was strong and positive (0.52). Television and school were cited as major sources of environmental information. Mass media were more important than personal media in the dissemination of environmental information. Female students, older students and students living in private housing held more positive environmental attitudes and were more willing to engage in pro-environmental behaviour. Factor analysis indicated that the environmental concern scale was composed of two factors, personal sacrifice and optimism/issue.Ms Kara K.W. Chan is currently an assistant professor in the Department of Communication Studies, School of Communication, Hong Kong Baptist University. She has previously worked in the advertising and public relations profession and as a statistician for the Hong Kong Government. She is actively involved in research on Hong Kong and China's mass communication and advertising industry, consumer behaviour and the promotion of pro-environmental behaviour.     

Trade and recycling of used tyres in Western and Eastern Europe

Truck tyres can cause significant environmental pressure through the life cycle. The main aim of this paper is investigate to what extent international policy measures on foreign trade, international recycling and harmonisation of legislation can contribute in effectively reducing environmental pressure caused in the truck tyre life cycle. A two-region simulation model, representing Western and Eastern Europe, is developed that integrates the complete life cycle, incorporates environmental impacts in its economic analysis, is technically dynamic by accounting for learning-by-doing effects, and allows for variations in trade of new and old truck tyres. In this study the economic, environmental and social effectiveness of harmonisation and trade measures in the European life cycle for truck tyre is tested. Several conclusions can be drawn from the model simulations. First, the environmental effects caused by the trade of used tyres from Western to Eastern Europe are of limited impact on the overall environmental damage caused by truck tyres. The consumption stage is by far the main contributor to environmental damage. Within the marginal analysis of trade, harmonisation of disposal fees illustrated to generate very limited positive results. The private and external costs in the solid waste management (SWM) stage are too limited to have a notable impact on the overall configuration of the European tyre life cycle. The introduction of strict laws on tread depth in Eastern Europe has a much stronger impact on material flows than the harmonisation scenario. This suggests that domestic policy measures should be the primarily focus on interventions in this stage of the life cycle, for instance, by improving the management of tyre pressure. Because trade of used tyres has little impact on the consumption stage, this issue should not get priority in European environmental programs.     

The Value-Action Gap in Waste Recycling: The Case of Undergraduates in Hong Kong

The discrepancy between verbal and actual commitment in waste recycling and environmental behavior is thought to have attenuated the effectiveness of many environmental policy and measures. Studies purport to show the existence of such a value-action gap in environmental issues has been largely based on matching the verbal commitment to environmental value through self-reported environmental behavioral data. Therefore, there is a lack of direct evidence to prove that such a discrepancy exists. This study demonstrates a methodology (contrasting on-site observation with self-reported results) to measure the gap between verbal commitment and actual recycling behavior and provides an explanation on the recycling behavior of students at Hong Kong Baptist University in the hope that the lessons learnt can be generalized to a wider context. Our findings indicate that a gap between verbal recycling commitment and corresponding action does exist in waste recycling on this university campus. By using multiple linear regression analysis, we found that the self-reported recycling behavior of undergraduates cannot be meaningfully explained by most variables previously suggested in the general value-action model.     

General vs. domain specific recycling behaviour—Applying a multilevel comprehensive action determination model to recycling in Norwegian student homes

This paper reports the results of a multilevel structure equation model predicting general and fraction specific self-reported recycling behaviour. The model was tested on a sample of 697 undergraduate students from four Norwegian universities who each reported their degree of participation in the local recycling schemes for paper/cardboard, glass, metal, and plastic. It was demonstrated that variance in recycling behaviour can be divided into a smaller general part that is relatively stable across waste fractions and a specific part that depends on the respective fraction. General recycling behaviour is well predicted by intentions to recycle and recycling habits, whereas perceived behavioural control is to a large extend fraction specific and influences the fraction specific recycling. Perceived behavioural control mediates the influence of the recycling scheme type, distance to recycling containers, and transport mode used to reach the recycling containers.     

Economic and policy instrument analyses in support of the scrap tire recycling program in Taiwan

Understanding the cost-effectiveness and the role of economic and policy instruments, such as the combined product tax-recycling subsidy scheme or a tradable permit, for scrap tire recycling has been of crucial importance in a market-oriented environmental management system. Promoting product (tire) stewardship on one hand and improving incentive-based recycling policy on the other hand requires a comprehensive analysis of the interfaces and interactions in the nexus of economic impacts, environmental management, environmental valuation, and cost-benefit analysis. This paper presents an assessment of the interfaces and interactions between the implementation of policy instruments and its associated economic evaluation for sustaining a scrap tire recycling program in Taiwan during the era of the strong economic growth of the late 1990s. It begins with an introduction of the management of the co-evolution between technology metrics of scrap tire recycling and organizational changes for meeting the managerial goals island-wide during the 1990s. The database collected and used for such analysis covers 17 major tire recycling firms and 10 major tire manufacturers at that time. With estimates of scrap tire generation and possible scale of subsidy with respect to differing tire recycling technologies applied, economic analysis eventually leads to identify the associated levels of product tax with respect to various sizes of new tires. It particularly demonstrates a broad perspective of how an integrated econometric and engineering economic analysis can be conducted to assist in implementing policy instruments for scrap tire management. Research findings indicate that different subsidy settings for collection, processing, and end use of scrap tires should be configured to ameliorate the overall managerial effectiveness. Removing the existing boundaries between designated service districts could strengthen the competitiveness of scrap tires recycling industry, helping to reduce the required levels of product tax and subsidy. With such initial breakthroughs at hand to handle the complexity of scrap tire recycling technologies, there remains unique management and policy avenues left to explore if a multi-dimensional solution is to be successful in the long run.     

Addressing climate change: Determinants of consumers' willingness to act and to support policy measures

Consumers influence climate change through their consumption patterns and their support or dismissal of climate mitigation policy measures. Both climate-friendly actions and policy support comprise a broad range of options, which vary in manifold ways and, therefore, might be influenced by different factors. The aims of the study were, therefore, two-fold: first, we intended to find a meaningful way to classify different ways of addressing climate change. Second, we aimed to examine which determinants influence people's willingness to engage in these behaviors. We conducted a large-scale mail survey in Switzerland in which respondents rated, among other items, their willingness to act or support a range of possible actions and mitigations measures. A principal component analysis indicated that a distinction in terms of a behavior's directness as well as a differentiation according to perceived costs seem to be appropriate to classify climate-friendly actions. Multiple regression analyses showed that perceived costs and perceived climate benefit turned out to be the strongest predictors for willingness to act or to support climate policy measures. The strong influence of perceived climate benefit might reflect a strategy of reducing cognitive dissonance. As high-cost behaviors are more difficult to adopt, consumers may reduce dissonance by dismissing high-cost behaviors as not effective in terms of climate mitigation. Political affiliation proved to be another strong determinant of willingness to act or support. Participants on the right wing were less willing to show indirect climate-friendly behaviors, change their mobility behaviors, and to support any type of climate mitigation policy measures. Climate-friendly low-cost behaviors, however, were not influenced by political affiliation.     

Theory of planned behaviour, identity and intentions to engage in environmental activism

This study incorporated identity constructs into the theory of planned behaviour (TPB) to investigate intentions to engage in environmental activism. First year students and participants of a students of sustainability conference (n=169) were administered a questionnaire survey that measured standard TPB constructs as well as environmental group membership and self-identity as an environmental activist. Consistent with predictions, environmental group membership and self-identity were positive predictors of intentions. Thus, greater involvement in environmental groups and a stronger sense of the self as an environmental activist were associated with stronger intentions to engage in environmental activism. There was also evidence that self-identity was a stronger predictor of intentions for participants with low rather than high environmental group membership. In accordance with the standard TPB model, participants with more positive attitudes toward and a greater sense of normative support for environmental activism also had greater intentions to engage in the behaviour. The implications for groups seeking to harness support for activities to protect the environment are discussed.     

Recycling as appropriate behavior: a review of survey data from selected recycling education programs in Michigan

Data from surveys conducted by six separate recycling education programs funded under the Clean Michigan Fund are compared. The findings indicate that a strong pro-recycling attitude exists among the populations sampled with a significant percentage of respondents planning to increase their level of recycling in the future. To aid this increase in participation these data suggest that education efforts should focus on helping people become more familiar with the details of how to recycle. And finally, these data support the idea that efforts to promote waste reduction and recycling behavior should focus on non-monetary motives.     

Local social capital and the acceptance of Protected Area policies: an empirical study of two Ramsar river delta ecosystems in northern Greece

Managing Protected Areas (PAs) is a challenging task, and globally many instruments have been utilised for this purpose. Existing research demonstrates that the effectiveness of these instruments is highly dependent on their social acceptability among local communities resident within PAs. Consequently, investigating local attitudes and perceptions of Protected Area (PA) policies has been emphasised in recent studies. Drawing on empirical work conducted in two National Parks including river delta ecosystems designated as Ramsar wetlands in northern Greece, this paper examines local residents' perceptions of three hypothesized policy options (regulatory, market-based and participatory) for Park management. The influence of social capital elements (social trust, institutional trust and social networks) on residents' perceptions is explored. The findings reveal a high degree of importance attached by resident communities to Park designation in both PAs, though residents' perceptions of the proposed management options varied. The regulatory option was regarded as the least restrictive, while the most restrictive was perceived to be the market-based option. However, greater benefits were identified by residents from the market-based option, while the fewest benefits were considered to arise from the proposed regulatory option. Furthermore, local residents' perceptions were significantly shaped by the proposed management and decision-making structure offered under each policy option. The influence of different social capital elements on residents' perceptions also varied in the study sample, with social trust and institutional trust positively correlated with the benefits that were perceived to arise from the different policy options. Moreover, when social capital was measured as an aggregate indicator at the level of the individual, it was positively correlated with perceived environmental benefits.     

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.     

Evaluating the impacts of packaging policy in The Netherlands

Packaging materials are one of the largest contributors to municipal solid waste production. This paper evaluates the material impacts packaging policy in The Netherlands in the period 1986-2007. Five different voluntary agreements were implemented over this period to reduce the environmental impact of packaging. The analysis shows that among the investigated indicators, population statistically is the most robust indicator to estimate the packaging demand. A baseline is developed on the basis of population growth in The Netherlands, and is used as reference to evaluate policy impacts. The policy periods are evaluated on the basis of overall effectiveness compared to the baseline and target achievement. Dutch packaging policies have been effective to reduce the total packaging volume until 1999. After 2000, packaging consumption increased more rapidly than the baseline, suggesting that policy measures have not been effective. The largest increase in packaging recycling rates was achieved during the first policy period. More clear and consistent packaging policy measures and targets could improve the effectiveness of policies.     

Demonstrating the need for the development of internal research capacity: Understanding recycling participation using the Theory of Planned Behaviour in West Oxfordshire,UK

Many UK local authorities, looking to meet their regulatory recycling targets, have opted for voluntary kerbside collection schemes for source segregated recyclables from households. The success of a recycling service is highly dependant on the number of people who participate in the service and the frequency of its use. High participation rates are therefore an essential component of any effective kerbside collection scheme. It is commonly accepted that recycling behaviour is strongly influenced and motivated by personal opinions as well as external issues such as access and convenience. This paper characterises the recycling attitudes within West Oxfordshire, UK, and compares them with the results from a previous study conducted during 2003 in Brixworth, in Daventry, UK. From 1st April 2004, West Oxfordshire District Council, expanded its kerbside collection scheme for dry recyclables, adding cardboard, batteries, aerosols and mixed plastics to the already collected recyclables (paper, glass, textiles and metals) and increasing the frequency from fortnightly to weekly In this study, the recycling attitudes and behaviour of a cross-sectional socio-economic sample from households from West Oxfordshire, is investigated. It is observed that the propensity to recycle varies between individuals and socio-economic areas, and that recycling is influenced by concern for future generations, the need to bury less waste in landfills, and the fact that recycling saves resources and protects the environment. The results from this study can be used to help inform local authorities who are considering the development of their recycling schemes and associated promotional campaigns based on an understanding of their socio-demographic profile.     

On the relationship between set-out rates and participation ratios as a tool for enhancement of kerbside household waste recycling

Although the use of kerbside recycling facilities by householders is often key to the reduction of materials disposed of to landfill, the quantitative assessment of householders' recycling behaviour is problematic. This study introduces a method to diagnose recycling behaviour by assessing kerbside scheme use in terms of the set-out of recyclate containers compared to the proportion of households participating in recycling (participation ratio). Application of numerical behaviour models demonstrated that kerbside recycling in sampled regions of the UK tends to be consistent with householders using kerbside schemes more frequently than would be observed with random patterns of use that are uniform amongst all householders. When aggregated to collection rounds, householders' modal recycling behaviour tended towards either non-participation or frequent participation. We propose that initiatives to enhance kerbside recycling should employ such quantitative assessments of recycling behavioural modes to inform and guide promotional and educational strategies. A conceptual model for prioritizing campaigns to promote recycling at the kerbside on the basis of identifiable and quantifiable patterns of householder recycling behaviour is presented.