Sustaining recycling: identification and application of limiting factors in kerbside recycling areas

SUMMARY

Levels of recycling in the UK are substantially poorer than other European countries and American states. One explanation for low participation rates, has been the failure by some local authorities to bridge the gap between people's attitudes and behaviour. Research has shown that a gap exists between people's environmental attitudes and action. Previous experiments have employed antecedent and consequence conditions to influence the factors that limit environmental action, in an attempt to close the gap between attitudes and behaviour. This paper reports on the research carried out by Cardiff University and De Montfort University, which has attempted to identify and manipulate the factors that influence whether or not someone recycles in the Cities of Cardiff and Leicester. Different experiments were applied to different socio-demographic groups. Questionnaires were used to assess attitudes and behaviour before and after the implementation of a series of experiments. The research indicated that the interventions were more effective at increasing levels of recycling among existing recyclers rather than prompting non-recyclers to start recycling. The interventions differed in terms of their effect upon participation in particular sociodemographic groups. Key factors identified from the research could be equally applicable to other contexts of individual environmental action.