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.     

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.     

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.     

Normative Influences in Household Waste Recycling

It is often stated that social pressures to conform to the norm can help stimulate some individuals into recycling. Whilst this can be intuitively accepted by most people, there have been few scientific studies to show if and how these normative influences can make any significant impact on recycling behaviour within a community. Normative influences, however, are not directly measurable quantities. Their presence may only be supposed either: (1) by showing that models of the expected effects are consistent with observed behaviours; or (2) by questioning individuals on their motivation for recycling. This paper explores both approaches. Measured recycling performance indicators have been examined for evidence that non-chance behaviour is occurring. Results show that if natural normative influence is occurring, its measurable effects are likely to be small and substantially masked by natural random variation. The effects themselves serve more to increase recycling frequency than to increase absolute levels of participation. Simulation studies, based on a new model of normative influence, show that increased overall weight recovery may be achieved, from a recycling scheme, through management interventions to stimulate normative influences. This is, however, at the expense of substantially more pick-ups being required to collect the extra weight. The simulation results are consistent with the hypothesis that there needs to be a certain threshold level of participants within a locality before the normative influences are triggered.     

The role of perceived effectiveness of policy measures in predicting recycling behaviour in Hong Kong

Hong Kong is a compact and ‘land-hungry’ city where recycling has become an important measure for treating waste and reducing the demand on the limited landfills. The objectives of this paper are to extend the model of recycling attitude and behaviour to explain the relationship between perceived policy effectiveness and recycling behaviour. Previous studies on recycling attitude and behaviour had widely adopted the theory of planned behaviour (TPB) and the norm activation model (NAM), and drawn policy implications from them. Nevertheless, little research has been conducted to investigate the role of perceived effectiveness of policy measures in predicting recycling behaviour. To address this, a model that integrates the TPB and NAM was proposed in this study, and a street survey was conducted to investigate the case. The results illustrate that recycling intention is influenced by subjective norms, perceived behavioural control, moral norms, and awareness of consequences, as well as a newly proposed construct, namely perceived policy effectiveness. The study proved self-reported recycling behaviour (direct behaviour) and support for policy measures (indirect behaviour) are influenced by recycling intention. All in all the Government should provide more recycling bins, guidelines on recycling activities, and should accent what it has been doing to facilitate and encourage recycling.     

More than good intentions: the role of conditions in personal transportation behaviour

Engaging individuals in pro-environmental behaviours is critical to addressing today’s environmental challenges. This study examines how conditions – or an individual’s context – influence action. Through semi-structured narrative interviews and document analysis, we examined the influence of conditions in five individual cases involving attempted change in personal transportation behaviour. The cases, studied over the course of one year, are derived from participants in a sustainability institute, representing a range of attempted behaviours, and highlight numerous potential barriers to desired pro-environmental behaviours. We found that the degree of engagement with sustainable transportation primarily was influenced by the amount and intensity of supportive conditions relative to barriers. Participants who successfully engaged in their desired transportation-related pro-environmental behaviours experienced physical, social, and learning conditions that promoted competence and satisfaction. We discuss the implications for designing interventions that encourage pro-environmental behaviours.     

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.     

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.     

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.     

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.     

Ambivalence and conservation behaviour: An exploratory study on the recycling of metal cans

As resource conservation is an imperative for sustainable development, it is crucial to achieve a deeper understanding of the factors involved in people's decisions to recycle. This is even more so because the level of environmental concern is usually higher than the level of ecological behaviours. In this paper we take this fact as indicating that decision-making regarding conservation behaviours happens in the context of an internal debate where contradictory ideas are weighed up and the possibility of ambivalence arises. The main aim of this paper is therefore to explore how contradiction and ambivalence impact upon the attitudes, intentions and pro-ecological behaviours of the private sphere. The paper focuses specifically on the separation and deposition of metal cans, and compares the predictive capacity of beliefs, attitudes and intentions for two groups of respondents – one with a high and another with a low level of ambivalence, as assessed with a direct measure. The role of personal identity and the influence of structural constraints are also explored. Results demonstrate a clear moderating effect of experienced ambivalence, and show how beliefs, particularly negative ones, present a higher predictive capacity of the attitude in the high-ambivalence group, and personal identity plays a relevant role in predicting behaviour in both groups. We discuss the importance of pursuing the study of ambivalence when analysing decision-making in the conservation area.     

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.     

Public participation in plastics recycling schemes

Without public contributions, recycling from domestic waste would not be possible. In order to support recycling projects it is important to try to understand who recycles, how they recycle, and why they recycle. This paper presents the results of a structured survey of 500 members of the public served by schemes to collect plastics waste for recycling. Data were gathered on the characteristics, behaviours and motivations of recyclers. The authors also sought to discover how the public perceive plastics compared to other materials, and as a recyclable material. Responses were collected in such a way that the awareness of the recyclability of materials could be compared with the recycling behaviour of respondents. An element of comparison was introduced between those served by a system of bottle banks (bring scheme) and those covered by a household collection (collect scheme). The survey results are reported and their implications for the management of post-consumer plastics waste collection schemes are discussed.     

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.     

Connectedness to nature,place attachment and conservation behaviour: Testing connectedness theory among farmers

The aim of this study was to explore the relationship between pro-environmental behaviour and two forms of emotional association: attachment to place and connectedness to nature. This relationship is explored in the context of farmers' management of native vegetation on their properties. A postal survey was conducted to measure the extent to which farmers felt connected to nature and to their property. The survey also measured vegetation management behaviours and associated valued outcomes. A total of 141 farmers in northwest Victoria, Australia, completed the survey. Results showed that vegetation protection behaviours increased with connectedness to nature (CNS), although CNS accounted for only a modest amount of the variation in behaviour. Place attachment was not related to management behaviours. Further analysis suggested that the relationship between CNS and management behaviour was mediated by importance given to environmental benefits of vegetation management. The findings lend weight to studies showing a relationship between CNS and more simple conservation behaviours (e.g. recycling). The findings are also consistent with frameworks suggesting that emotional association with nature leads to an expanded sense of self and greater valuing of non-human species, and so to pro-environment behaviour. This demonstrates the importance of using a range of instrumental and more affective strategies to promote conservation behaviours.     

Attitudes and actions towards recycling behaviours in the Limerick,Ireland region

Recycling across Ireland has increased incrementally since the introduction and implementation of the Landfill Directive 1999/31/EC, the WEEE directive 2002/96/EC, and the Waste Framework Directive 2008/98/EC. As a result of the implementation of the aforementioned directives, the volume of waste sent to landfill has fallen, household composting increased and recovery of municipal waste recyclables continues to improve. The improvements witnessed, are in part achieved as a result of the introduction of the 2-bin and 3-bin collection service. The improvement of facilities at recycling centres and bring banks have been instrumental in the gains achieved in recycling rates.NIMBYism, however, remains a constant impediment to procuring suitable sites for the recycling receptacles. It is not unusual for people to seek convenience whilst not wanting the associated problems on their doorstep. NIMBYism is something that most individuals are guilty of and it is considered to be quite normal. The structural difficulties associated with recycling rates are the first that need to be confronted. By altering the landscape, behaviours can be changed and improved. In the instance of bring banks and the social problems that are associated with them such as fly-tipping, changing the visual aspect of the receptacles and their positioning may improve recycling rates and reduce the number of instances of fly-tipping and littering.This paper presents the results of 509 questionnaires distributed to nine schools in the Limerick City and County environs. The questionnaires, distributed to primary schools actively participating in the Green School Programme, were analysed so as to get an understanding of the motivations and the deterrents surrounding household recycling of waste. From the analysis recommendations are made to reduce the social problems associated with bring banks and to increase the percentage of householders availing of waste collection services.     

The impact of domestic energy efficiency retrofit schemes on householder attitudes and behaviours

Retrofitting existing housing stock to improve energy efficiency is often required to meet climate mitigation, public health and fuel poverty targets. Increasing uptake and effectiveness of retrofit schemes requires understanding of their impacts on householder attitudes and behaviours. This paper reports results of a survey of 500 Kirklees householders in the UK, where the Kirklees Warm Zone scheme took place. This was a local government led city scale domestic retrofit programme that installed energy efficiency measures at no charge in over 50,000 houses. The results highlight key design features of the scheme, socio-economic and attitudinal factors that affected take-up of energy efficiency measures and impacts on behaviour and energy use after adoption. The results emphasise the role that positive feedback plays in reinforcing pro-environmental attitudes and behaviours of participants and in addressing concerns of non-participants. Our findings have implications for the design and operation of future domestic energy efficiency retrofit schemes.     

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.     

Household behaviour and attitudes with respect to recycling food waste--experiences from focus groups

It is a challenge to reduce the ever-increasing flow of waste. In Norway the systems for recycling of organic waste, paper, glass, metals, etc. differ between municipalities, both with regard to organizational and to technological structures. Our hypothesis is that people's attitudes and behaviour may differ with different systems of waste management. People's behaviour and attitudes regarding (organic) waste recycling were investigated in two municipalities with differing technical and organisational systems. Data came from interviews with municipal employees, questionnaires, focus groups and multi-criteria mapping. People seem to be better informed and more positive about organic waste recycling in one of the municipalities (MH, which has recycling of organic waste) than in the other (MS, which has no such recycling). The two municipalities had similar sets of important criteria for waste management (price, environmental friendliness, easy solutions, information). Many participants stated that they had learned from the group process, though only a few reported changed preferences. The institutional context seems to be important for people's behaviour and attitudes towards waste management. This implies that people's recycling behaviour does not only depend on technical and organisational aspects, but also on institutions. These are important messages for policy makers. On an individual basis, the different systems in the two municipalities seem to affect people's stated attitudes. These differences diminish when they are in a common setting where process and dialogue stimulate new thoughts and encourage people to act more altruistically.