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Towards a sustainable consumer model: The case study of Bulgarian recyclers
Abstract
For several years, Bulgaria has been implementing systems for separate collection of packaging waste as elements of environment policy, which aims to decrease the quantity of the municipal-generated waste deposited in land. The effectiveness of these systems is largely determined by consumers' recycling behaviour in post-socialist countries with emerging sustainable behaviour patterns. The aim of this article is to identify different segments among Bulgarians based on their attitudes towards recycling in order to highlight the characteristics of recyclers and non-recycler groups and, subsequently, to elaborate on possible tailored marketing and communication plans to promote recycling among Bulgarians. A national survey was conducted with 968 people over 18 years of age from the municipalities covered by the system for separate collection of packaging waste. The cluster analysis of the results of the survey made possible the segmentation according to the attitudes towards recycling. The following four clusters were identified: the Environmentally sensitive' (18.46%); the Inert' who do not appreciate the benefits of recycling for the environment (26.14%); the Indifferent' to the separate collection of waste (29.57%); and the Recycling' (25.83%). The composition of each of the clusters is analysed both according to recycling practices and according to other types of sustainable behaviour (buying of organic foods, non-food ecological products, energy-efficient household appliances, etc.). The contextual factors that have demotivating effects on consumer behaviour for separate collection of waste in the country are also discussed. The correlations between cluster belonging and socio-demographic characteristics of the participants in the study are examined. The implications of the study may be associated with the development and implementation of public policy strategies for the separate collection of waste and the promotion of sustainable consumer behaviour patterns.
... In Bulgaria, most of the young, well-educated Bulgarians, who lived in major cities and had above average incomes, showed pos- itive attitudes towards waste separation, while most of the poor, uneducated older Bulgarians, who lived in small villages and had low incomes, tended to show indifference towards waste separa- tion ( Vasileva and Ivanova, 2014). Insufficient recycle-bin supply, as well as their inconvenient placement, discouraged people in Bulgaria to engage in waste separation ( Ivanova et al., 2010). ...
... Insufficient recycle-bin supply, as well as their inconvenient placement, discouraged people in Bulgaria to engage in waste separation ( Ivanova et al., 2010). Their participation rate had decreased by 5% from 2008 to 2011 because of inefficient waste management strategies and policies (Vasileva and Ivanova, 2014). ...
... Thus, a possible explanation of the results in the Bulgarian group could be that the respondents had low actual control over their waste separation behaviour. Vasileva and Ivanova (2014) reported that poor waste management in Bulgaria has resulted in the decrease of household participation in waste separation by 5% in 3 years (from 24% in 2008 to 19% in 2011). ...
To achieve high rates of waste reuse and recycling, waste separation in households is essential. This study aimed to reveal how recycling programmes in Sweden and Bulgaria influenced inhabitants’ participation in separation of household waste. The waste separation behaviour of 111 university students from Kalmar, Sweden and 112 students from Plovdiv, Bulgaria was studied using the Theory of Planned Behaviour framework. The results showed that a lack of proper conditions for waste separation can prevent individuals from participating in this process, regardless of their positive attitudes. When respondents were satisfied with the local conditions for waste separation their behaviour instead depended on their personal attitudes towards waste separation and recycling.
... Surprisingly, although studies highlight the critical role of the service audience augmentation approach in the success of recycling programs, very few studies have comparatively investigated subgroups/segments within a particular region to reveal and manage the respective household heterogeneity. Among these few, Vasileva and Ivanova (2014) and Vicente and Reis (2007) segment households according to their recycling attitudes and suggest customized market communication actions. Padilla and Trujillo (2018) reveal household waste separation profiles for each socioeconomic class and suggest ways of improving recycling efforts for each. ...
... The extant literature mainly focuses on the significant drivers of recycling behavior, but does not sufficiently reveal the heterogeneity among households or consider how this should be managed. Very few studies directly focus on the heterogeneity in recycling behavior; but rather on recycling attitudes (Vasileva and Ivanova, 2014;Vicente and Reis, 2007) or preferences (Nainggolan et al., 2019). Moreover, they assume one group (i.e., segment) for each level of recycling behavior (e. g., Heidari et al., 2018;Zen et al., 2014). ...
... Consumer attitudes are an important factor in evaluating the environmental impact of the food supply chain, particularly in waste disposal and recycling [33]. Some studies have found that changes in consumer behavior at the waste disposal stage can significantly reduce CO 2 emissions [34]. Despite consumers' environmental awareness, most people are unaware of how food waste is generated, as well as recooking leftovers and reusing meal containers in the future [12]. ...
... Consumer attitudes are an important factor in evaluating the environmental impact of the food supply chain, particularly in waste disposal and recycling [33]. Some studies have found that changes in consumer behavior at the waste disposal stage can significantly reduce CO2 emissions [34]. Despite consumers' environmental awareness, most people are unaware of how food waste is generated, as well as recooking leftovers and reusing meal containers in the future [12]. ...
The COVID-19 pandemic and the subsequent lockdown of cities have led to the rapid growth of online food delivery (OFD). Moreover, there are concerns that OFD platforms may impose offers on users in order to continue to increase their market share, leading to numerous environmental issues such as overconsumption and a significant increase in plastic packaging waste. Most studies have focused on the environmental impacts associated with food packaging and have been mostly limited to China. However, less research has been carried out on the overall CO2 emissions of an OFD order including food. In this study, the CO2 emissions of an OFD order were assessed by considering the production, distribution, consumption and disposal of the ingredients, based on lifecycle thinking and existing secondary data, for three representative food groups (Western food, Japanese food and Chinese food) in Japan. This study found that the food production of an OFD order accounts for more than 70% of the CO2 emissions of the entire process, especially food ingredient production. Policy support and initiatives such as OFD platforms being able to serve different quantities of food based on actual consumer demand to avoid food waste, as well as changes in delivery methods, would help reduce the CO2 emissions of OFD.
... The information value of packaging plays also a crucial role in shaping the recycling behaviour of consumers, therefore proactive efforts are globally being made by researchers to improve the knowledge in this area [41][42][43][44][45]. The results of several works highlight the potential of packaging as an initiator of waste-sorting activity and indicate its impact on recycling effectiveness. ...
... In the scientific literature, two main approaches are applied in a cluster analysis [41]. One is based on socio-demographic criteria and another on psychographic and behavioural criteria. ...
The purpose of this study was to widen the knowledge about the recycling behaviour of consumers in order to understand their motivations related to the separate collection of house- hold waste. This work encompasses a segmentation analysis revealing discrepancies between the respondents, who were profiled into three clusters: Engaged in green, characterised by high values of pro-environmental attitudes; Indolent adopters, described by respondents revealing moderate attitudes towards sorting waste; and Ecological objectors, who do not appreciate the benefits of recycling. The re- sults showed that regardless of the cluster type, the level of actual knowledge about segregation rules was similar and insufficient, which hinders the correct sorting of household waste. It was also found that special attention should be paid to the quality of the information provided by FMCG packaging. Our study highlighted the need for a mandatory, precise, and coherent system of packaging labelling in order to promote pro-environmental attitudes and enhance the effectiveness of recycling.
... The collection system of Bulgaria included three containers: green (glass), yellow (metal and plastic), and blue (paper and cardboard) (Stoeva & Alriksson, 2017). Nonetheless, residents were not keen on waste separation in small uneducated Bulgarian villages with low incomes (Vasileva & Ivanova, 2014). Developing countries have also been exploring suitable source separation methods, but the implementation rate is not high. ...
... Sustainable source separation management requires the continuous participation of the government, municipal sector (private sector), and the public. Multiple studies examined the internal factors that affect people's waste sorting behavior, such as habitual attitude (Moh, 2017), satisfaction , moral norm (Razali et al., 2020), environmental awareness (Echegaray & Hansstein, 2017;Zhang et al., 2017;Fan et al., 2019), family time (family structure) (Matsumoto, 2011), peer-pressure (Lu & Sidortsov, 2019), public education (Miafodzyeva & Brandt, 2013;Vasileva & Ivanova, 2014), and gender ratio. Economies of scale and cost drivers vary by waste types (Greco et al., 2015). ...
Waste sorting is an effective means of enhancing resource or energy recovery from municipal solid waste (MSW). Waste sorting management system is not limited to source separation, but also involves at least three stages, i.e., collection and transportation (C&T), pretreatment, and resource utilization. This review focuses on the whole process of MSW management strategy based on the waste sorting perspective. Firstly, as the sources of MSW play an essential role in the means of subsequent valorization, the factors affecting the generation of MSW and its prediction methods are introduced. Secondly, a detailed comparison of approaches to source separation across countries is presented. Constructing a top-down management system and incentivizing or constraining residents' sorting behavior from the bottom up is believed to be a practical approach to promote source separation. Then, the current state of C&T techniques and its network optimization are reviewed, facilitated by artificial intelligence (AI) and the Internet of Things technologies. Furthermore, the advances in pretreatment strategies for enhanced sorting and resource recovery are introduced briefly. Finally, appropriate methods to valorize different MSW are proposed. It is worth noting that new technologies, such as AI, show high application potential in waste management. The sharing of (intermediate) products or energy of varying processing units will inject vitality into the waste management network and achieve sustainable development.
Graphical abstract
... Bans and increased costs as well as awareness interventions seem to be adapted measures to reduce plastic consumption and increase return/recycling behaviour. Education level, age and household income were found to be significant factors for willingness to pay for recycled and recycling products (Siddique et al., 2010;Vasileva and Ivanova, 2014). ...
... The communication should be improved regarding the issues related to the recycling process and the reasons for the amount of plastic waste being incinerated and accumulated in landfills. Research showed that incentives and feedback were highly effective at reducing the contamination of recycling materials (Timlett and Williams, 2008;Vasileva and Ivanova, 2014). The compensation system put in place in the framework of PlastiCircle had the objective to motivate the participants to increase their knowledge and skills necessary to effectively recycle. ...
Bearing in mind that only 42% of plastic packaging post-consumer waste is recycled in Europe, the European Directive 2018/852 established the key target of a 55% plastic packaging waste recycling rate by 2030. For this reason, PlastiCircle, funded by the European Union’s Horizon 2020 research and innovation program project, aims to foster the recycling of packaging, improve all stages of the waste collection, and promote responsible consumption. Three European cities have been selected as locations for pilot implementation: Valencia (Spain), Utrecht (The Netherlands) and Alba Iulia (Romania). The main objective of the present study has been to evaluate the participants’ opinion and attitudes on plastic recycling. This paper presents the results from the district of San Marcelino in the city of Valencia, the first PlastiCircle pilot to face the challenges of encouraging households to participate more in plastic waste sorting and recycling.
... Many researchers have tried to figure out what makes people behave in a more sustainable way (e.g., Carrero, Redondo, & Fabra, 2016;Vasileva & Ivanova, 2014), especially when it comes to JAMŠEK And CULIBERG choosing more sustainable modes of transportation like bicycles or public transit (Carrus, Passafaro, & Bonnes, 2008;Claudy & Peterson, 2014;Kaplan, Manca, Sick, & Prato, 2015;Passafaro et al., 2014;Yin, Qian, & Singhapakdi, 2018). While taking different research paths, a particular stream has focused on the acceptance of new, sustainable transport technology, which is particularly relevant for this study (Chen & Chao, 2011;Chen & Lu, 2016;Chen, 2016aChen, , 2016b. ...
There is growing interest among the general public and researchers in the sharing economy, because of its profound impact on individuals, businesses and governments today. A particular kind of the sharing economy is bike‐sharing systems which provide benefits for users, societies and the environment, suggesting sustainability could play an important role in their use. With this in mind, the purpose of this paper is to examine bike‐sharing users through a three‐tier framework, where sustainability is considered at multiple tiers, that is, micro (personality), mezzo (relations) and macro (system) tiers. In line with this proposition, the conceptual model is an extension of the Technology Acceptance Model (TAM), representing factors at the macro tier, that is, perceived sustainable usefulness and ease‐of‐use, influenced by bike quality. The effect of sustainable subjective norms on loyalty plays out at the mezzo tier, while sustainable extraversion is linked to loyalty at the micro tier. The model was tested on a sample of bike‐sharing system users. The results show that bike quality positively influences perceived sustainable usefulness, but not ease‐of‐use; however, ease‐of‐use positively influences loyalty among users, while usefulness does not. In addition, sustainable subjective norms and sustainable extraversion have a significant positive effect on user bike‐sharing system loyalty. The findings offer a range of implications for the providers of bike‐sharing systems, municipalities and governments which are promoting alternative means of transportation to reduce the carbon footprint.
... The concept of sustainable development as a global and long-term philosophy of development is directed towards achieving a balance and interconnectedness between economic activities, social aspects and the environment, and offers an overall approach to solving the growing and complex global problems. The concept of sustainable development, most often perceived as "development that meets the needs of the present without compromising the ability of future generations to meet their own needs" (WCED 1987, р.43), is subject to much debate (Hall, et al., 2010;Moon, J. 2007;Ivanova D. et al. 2016;Vasileva, E., 2014) and continuous development. It receives a widespread support from a number of international institutions (United Nations, European Union, the World Bank, United Nations Industrial Development Organization (UNIDO), UNDP, etc.), the governments of many countries from all over the world, non-governmental organizations and others, since it creates actual opportunities to mitigate poverty, problems related to the environment and climate change, the adverse effects of industrial development, including changes in existing unsustainable consumption, etc. ...
The concept of sustainable development as a global and long-term philosophy of development is directed towards achieving a balance and interconnectedness between economic activities, social aspects and the environment and offers an overall approach to solving the growing and complex global problems. This paper examines the possibilities that clusters' main characteristics-spatial proximity, strategic collaboration and competition; interaction between stakeholders (businesses, educational institutions, non-governmental organizations)-can provide for the implementation of responsible business practices and joint corporate socially responsible activities which contribute to sustainable development. Based on publications in academic literature regarding the relationship between clusters and corporate social responsibility (CSR), known as the "cluster" approach to CSR, as well as the results from a practical study of an industrial cluster in Bulgaria, we outline the potential of clusters to bring about not only economic benefits but also social and environmental improvements. The conditions for successful implementation of CSR actions in the cluster are studied, which for some industrial clusters can be prerequisites for improvement of their actual capacity for contribution to sustainable development and for others, they can turn into significant limitations. The results of the practical study show that in order for industrial clusters to use their potential for contribution to sustainable development, based on the main cluster characteristics (according to cluster theory), in addition to cluster activity, the social-economic and environmental context and the state of development of CSR and clusters in the respective country are also of defining importance.
... Quantitative data was then collected through the use of survey employing a structured questionnaire. Such a methodology is prevalent in the field of ethical and recycling behavior [11,[79][80][81]. ...
This research aims to provide new insights into various determinants affecting household recycling. By focusing on Vietnam, this research also extends knowledge about sustainable behavior in emerging markets, which are the major culprits in terms of greenhouse gas emissions. Hypotheses were developed as a result of the critical review of relevant studies in the fields of marketing, psychology, and economics, and then tested using a quantitative survey data. Structured questionnaires were administered to Vietnamese respondents which yielded 486 usable responses. Multivariate statistics reveal that all the determinants influenced their recycling behavior except for moral norms. Attitude towards the importance of recycling exerted the strongest influence, followed by subjective norms and warm glow respectively. On the other hand, attitude towards the inconvenience of recycling significantly reduced recycling behavior. The research findings have important implications for strategies aimed at promoting recycling behavior. Communication and education programs should emphasize how household recycling contributes to environmental protection, as well as stress intrinsic rewards when recycling. Public media campaigns should feature opinion leaders and attractive communicators, who can effectively apply social pressure to perform recycling behavior. Organizations should also make every effort to make recycling more convenient.
The European Union aims to recycle 60% of its total waste by 2030, for which waste collection infrastructure and the source-separation behaviour of waste producers are among the crucial prerequisites. Proper source separation increases the chances of waste getting recycled. For this, identifying the key drivers influencing the source separation behaviour is crucial. The present study identified 12 drivers for each non-demographic and demographic category from 43 scientific publications and calculated their relative importance based on the perceptions of three groups: (i) the expert group, (ii) the population group from Leoben (Austria), and (iii) population group from Barcelona (Spain). Using the pairwise comparison matrix of the Analytical Hierarchy Process, weights were calculated based on the relative importance of the drivers. From the non-demographic category, ‘Beliefs and values’, ‘Environmental concern’, and ‘Habits’ were rated as most important, while from the demographic category, ‘Level of education’ and ‘Location’ had the highest importance. The results were discussed in terms of biodegradable plastic waste.
This chapter provides a comprehensive overview of the background of natural resource and environmental economics and its connotation, and analyzes the inseparable relationship between human economic development and environmental protection. With the development of human society, resource and environmental crises emerge at times. For this reason, China actively promotes the construction of ecological civilization, and seeks to achieve the synergistic development of social economy and ecological environment (Sect. 1.1). Studies have shown that demographic, economic and technological changes in history have had a certain impact on the natural environment and have persisted for a long time. The unique asset attributes of the environment and natural resources closely link the economy and the environment. From an economics perspective, theories such as Resource Scarcity, the Homo Economicus Hypothesis, and the Environmental Kuznets Curve provide the basis for this complex relationship (Sect. 1.2). On the basis of defining the various concepts of natural resource and environmental economics clearly (Sect. 1.3), the chapter goes on to explain the issue of benefits in economics. Governments and markets play an important role in resource allocation, and the rational use of resources can in turn improve economic efficiency and thus play a positive role in socio-economic development (Sect. 1.4).
This field experiment increased the frequency of curbside recycling among community residents using feedback interventions that targeted personal and social norms. My team of researchers observed curbside recycling behaviors of 605 residents of single-family dwellings for 17 weeks. Groups of contiguous houses were randomly assigned to 1 of 5 experimental conditions: plea, plea plus information, plea plus neighborhood feedback, plea plus individual household feedback, or the control condition. Interventions were implemented using door hangers delivered to each household over a 4-week period. Results showed significant increases from baseline in the frequency of participation and total amount of recycled material for the individual (i.e., personal norm) and the group feedback (i.e., descriptive norm) interventions. None of the interventions altered the amount of contamination observed. These findings are interpreted as consistent with recent research on personal and social norms and suggest a link between behavior change produced through norm activation and behavior change produced through feedback. Implications for research and public policy are discussed.
Presents an integrative theoretical framework to explain and to predict psychological changes achieved by different modes of treatment. This theory states that psychological procedures, whatever their form, alter the level and strength of self-efficacy. It is hypothesized that expectations of personal efficacy determine whether coping behavior will be initiated, how much effort will be expended, and how long it will be sustained in the face of obstacles and aversive experiences. Persistence in activities that are subjectively threatening but in fact relatively safe produces, through experiences of mastery, further enhancement of self-efficacy and corresponding reductions in defensive behavior. In the proposed model, expectations of personal efficacy are derived from 4 principal sources of information: performance accomplishments, vicarious experience, verbal persuasion, and physiological states. Factors influencing the cognitive processing of efficacy information arise from enactive, vicarious, exhortative, and emotive sources. The differential power of diverse therapeutic procedures is analyzed in terms of the postulated cognitive mechanism of operation. Findings are reported from microanalyses of enactive, vicarious, and emotive modes of treatment that support the hypothesized relationship between perceived self-efficacy and behavioral changes. (21/2 p ref)
Consumer behaviour is key to the impact that societ y has on the environment. The actions that people take and choices they make – to consume certain products and services or to live in certain ways rather than others – all have direct and indirect impacts on the environment, as well as on personal (and collective) well-being. This is why the topic of ‘sustainable consumption’ has become a central focus for national and international policy. Why do we consume in the ways that we do? What fact ors shape and constrain our choices and actions? Why (and when) do people behave in pro-environmental or pro-social ways? And how can we encourage, motivate and facilitate more sustainable attitudes, behaviours and lifestyles? Motivating Sustainable Consumption sets out to address these questions. It reviews the literature on consumer behaviour and behavioura l change. It discusses the evidence base for different models of change. It al so highlights the dilemmas and opportunities that policy-makers face in addressing unsustainable consumption patterns and encouraging more sustainable lifestyle s. Changing behaviours – and in particular motivating more sustainable behaviours – is far from straightforward. Individual behaviours are deeply embedded in social and institutional contexts. We are guided as much by what others around us say and do, and by the ‘rules of the game’ as we are by persona l choice. We often find ourselves ‘locked in’ to unsustainable behaviours in spite of our own best intentions. In these circumstances, the rhetoric of ‘consumer s overeignty’ and ‘hands-off’ governance is inaccurate and unhelpful. Policy-make rs are not innocent bystanders in the negotiation of consumer choice. Policy interven es continually in consumer behaviour both directly (through regulation and taxes eg) and more importantly through its extensive influence over the social con text within which people act. This insight offers a far more creative vista for policy innovation than has hitherto been recognised. A concerted strategy is needed to make it easy to behave more sustainably: ensuring that incentive structures and institutional rules favour sustainable behaviour, enabling access to pro-environmental choice, engaging people in initiatives to help themselves, and exemplifying the desired changes within Government’s own policies and practices.
Measures of proenvironmental behavior in psychological studies do not always reflect the actual environmental impact of a person or household. Therefore, the results of these studies provide little insight into variables that could be helpful in reducing household environmental impact. In this article, an environmentally significant measure of household consumer behavior (i.e., combined direct and indirect energy use) is presented and compared with a common social science measure of proenvironmental behavior (based on popular notions of environmentally significant behavior). Two large-scale field studies were conducted among representative samples of Dutch households. The results showed respondents who indicate they behave more proenvironmentally do not necessarily use less energy. Also, proenvironmental behavior is more strongly related to attitudinal variables, whereas household energy use is primarily related to variables such as income and household size. More multidisciplinary research seems necessary to identify variables that influence the actual environmental impact of household consumer behavior.
This field experiment increased the frequency of curbside recycling among community residents using feedback interventions that targeted personal and social norms. My team of researchers observed curbside recycling behaviors of 605 residents of single-family dwellings for 17 weeks. Groups of contiguous houses were randomly assigned to 1 of 5 experimental conditions: plea, plea plus information, plea plus neighborhood feedback, plea plus individual household feedback, or the control condition. Interventions were implemented using door hangers delivered to each household over a 4-week period. Results showed significant increases from baseline in the frequency of participation and total amount of recycled material for the individual (i.e., personal norm) and the group feedback (i.e., descriptive norm) interventions. None of the interventions altered the amount of contamination observed. These findings are interpreted as consistent with recent research on personal and social norms and suggest a link between behavior change produced through norm activation and behavior change produced through feedback. Implications for research and public policy are discussed.
Knowledge and motivational factors represent important but neglected topics in the study of recycling behavior. This article examines differences in knowledge, motives, and demographic characteristics of people who have the opportunity to recycle voluntarily. Information on these variables was obtained for 197 households in Illinois. The results indicated that recyclers in general were more aware of publicity about recycling and more knowledgeable about materials that were recyclable in the local area and the means for recycling these materials than were nonrecyclers. While both recyclers and nonrecyclers were motivated by concerns for the environment, non-recyclers were more concerned with financial incentives to recycle, rewards for recycling, and with matters of personal convenience. Few demographic characteristics distinguished recyclers from nonrecyclers.
Purpose
The purpose of this paper is to identify distinct market segments based on several environmental variables. Given the complexity and the range of variables that may determine the characterisation of these groups, as was made evident in the literature review, it was decided to focus this research mainly on analysing the environmental and demographic criteria.
Design/methodology/approach
The data were collected through a survey of Portuguese consumers, aged over 18. The model of data collection was a survey conducted by self‐administered questionnaire. A total of 887 were considered valid (the final sample). The questionnaire is composed of two sections. In the first part, data are collected about the demographic characteristics of respondents. The second part examines the environmental dimension (concern, affect, knowledge, environmentally friendly behaviours, information search, activism, green products buying behaviour, sensitivity to price, waste separation/recycling, perceived efficiency, scepticism, etc.). After collection, the data were statistically analysed and interpreted using the statistical software Statistical Package for Social Sciences 15.0. The data obtained were submitted to a multivariate statistical analysis, which included the following sequence of statistical treatment: factor analysis, cluster analysis and discriminant analysis. After this, a characterisation was made of the segments found.
Findings
The results of this study show that there are consumers who buy green products and that certain environmental and demographic variables are significant for differentiating between the “greener” segment and the other segments. Yet, generally speaking, one is left with the impression that the Portuguese, despite their support for policies designed to improve the environment, do not translate their concerns into actions: they rarely join environmentalist associations and they do not take part in policy making. Their participation is often based on protecting the environment by saving electricity and water, which shows that these concerns may be more closely related with economic factors than with an environmental consciousness. It can be concluded that Portuguese consumers understand the challenges currently placed before the environment, and that they are aware of the existence of environmental problems, even though their concerns are not always translated into environmentally friendly behaviour. It was also noted that there are consumers who are prepared to base their buying decisions on purchasing products that do not harm the environment. In fact, it was seen that there is a segment of “greener” consumers in the sample that differs significantly in some aspects from the other market segments.
Originality/value
The importance of market segmentation is highlighted, together with a presentation of the most relevant criteria for differentiating individuals in terms of their environmental behaviour. The results of this study show that there are consumers who buy green products and that certain environmental and demographic variables are significant for differentiating between the “greener” segment and the other segments.
This study used a cluster analytic approach with the purpose of arriving at a nuanced picture of consumers, in relation to green purchase and curtailment behaviors. Based on Swedish car owners' values, beliefs, norms, habits, and personal capabilities, three clusters emerged that were validated using discriminant analysis: non-greens, curtailers, and ecovators. The profiling constructs showed that ecovators (ecological innovators) had the highest levels of green beliefs and were found to be innovators with respect to a high involvement eco-innovation (the alternative fuel vehicle). Marketing and policy implications together with suggestions for further research on proenvironmental consumer behavior are provided.
Environmental quality strongly depends on human behaviour patterns. We review the contribution and the potential of environmental psychology for understanding and promoting pro-environmental behaviour. A general framework is proposed, comprising: (1) identification of the behaviour to be changed, (2) examination of the main factors underlying this behaviour, (3) design and application of interventions to change behaviour to reduce environmental impact, and (4) evaluation of the effects of interventions. We discuss how environmental psychologists empirically studied these four topics, identify apparent shortcomings so far, and indicate major issues for future research.
In 1996 Statoil, Amoco, BP, Conoco and Shell wished to benchmark how companies in the oil business deal with the issues of the environment and sustainable development. The initial conclusion was that a methodology or process had to be developed first. It was decided that the principle focus of the process should be the management systems that each company had in place and the sharing of best practice. A four year journey of discovery began.
The process included the following elements:an agreement on assessing sustainable development through a process of mutual learningan agreement based on trust and openness to enable learningdefinition of relevant sustainable development indicators along the value chaina description of an implementation chain for management processesmeasuring management processescomparing and discussing results of measurementusing case studies to modify and/or verify indicator definitions used in the process.
GRI, Gothenburg Research Institute acted as facilitator and was primarily responsible for the format and organisation of the many project meetings.
In 1997 the process that included what we called "Environmental Management Indicators" (EMI) for the oil industry was concluded. A final report was prepared, discussed and agreed upon. However, this final report became the first phase in applying the same process to consider the sustainable development issue.
This second phase was more difficult and ambiguous, compared with the environmental management indicator exercise. No ready-made standards are available with regard to the definition and measurement of Corporate Social Responsibility. Although there is some more or less theoretical literature at hand, this literature is of relatively little use when it comes to definitions and measurement of management systems that deal with sustainability issues on a company level, specifically in the oil industry. Much effort went into defining indicators, measurements and profiles for single indicators and the management systems that control sustainable development issues in the companies.
The exercise resulted in a methodology and a set of indicators for assessing a company's management of sustainable development, which probably is in the forefront of the development in this area. The process has been extremely interesting and proved valuable but there is still room for improvement.
The benefits of this methodology have included:learning from the sharing of best practiceproviding a framework for discussions with othersassessing where a company's strengths and gaps are
The methodology
Sustainable development requires the integration and balancing of activities with respect to each of the three "pillars", economics, environmental and social.
The indicators produced in this project concern management's adaptation of sustainable development, that means the management processes that are implemented in order to achieve companies' policies related to sustainability.
This article is adapted from the executive summary of a technical monograph "Understanding Recycling Behaviour", published by the University of Paisley. It summarises the results and conclusions from a five year research programme, sponsored by the Newspaper Industry, aimed at optimising the recovery of post-consumer newspapers. The research sets out a framework of model theories and rules that help explain household recycling behaviours and how they might change.
This study characterizes participants in three related, but different environmental protection activities. The activities studied here are donating items for reuse, recycling newspapers, and walking when possible for reasons of conservation and environmental concern. The findings indicate that demographic, media usage patterns, information sources, and knowledge provide modest understanding of environmental protection activities. Participation can be better understood in terms of personal values and when aspects of helping behavior are considered. The empirical findings of this study provide policymakers with insights into how environmental protection activities can best be promoted
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.
Three waste management behaviors (waste reduction, reuse, and recycling) were examined with the use of a conceptual framework developed by the author. It was posited that environmental values, situational characteristics, and psychological factors all play a significant role in the prediction of waste management behavior, within the context of a core intention-behavior relationship. The framework was tested in a self-report questionnaire of 673 residents of Exeter, UK. It was found that the predictors of reduction, reuse, and recycling behavior differed significantly, with reduction and reuse being predicted by underlying environmental values, knowledge, and concern-based variables. Recycling behavior was, in contrast, characterized as highly normative behavior. The use of the approach taken for investigating other environmental behaviors is examined.
Recycling is an effective resource-recovery mechanism with significant economic and environmental benefits. The success of the Portuguese Integrated System of Packaging Waste Management (SIGRE), managed since 1997 by a private company called SPV, depends on a growing and sustained participation of consumers through the correct separation and disposal of recyclable waste. Within this frame-work, the present research applies different multivariate data analysis techniques to some specific questions of the most recent national survey about recycling behavior with the purpose of identifying factors able to motivate consumers to participate in the selective-collection program. Results suggest differences between recyclers and nonrecyclers concerning specific attitudes toward recycling and also the need of improving the provided logistic service. This research proposes also some guidelines that may be considered in future communication and intervention strategies, designed to promote recycling participation.
This study examines the antecedents of recycling and composting intentions in the context of an integrated waste management behavior model. This model incorporates a wide variety of important factors from previous research on environmental behavior. The theory of planned behavior provides a theoretical framework to integrate these factors. The model was tested using both recycling and composting data from a sample of more than 700 individuals. Overall, the results suggest that this model fits the data well, helping to explain intentions to engage in recycling and composting.
Increasing citizens’ participation in recycling programs has been a priority in the environmental policies of developed countries as part of a global strategy to manage the problem of excessive solid waste production. Understanding citizens’ recycling behaviour, and the underlying attitudes and motivations, is crucial to the delineation of efficient future recycling programs. In this paper we apply cluster analysis to segment households in a Portuguese urban area according to attitudes towards recycling. The outcomes reveal three segments, one positive towards recycling and the other two reluctant or indifferent to participating in recycling. We discuss how the segmentation found can be used to customise market-communication actions aimed at stimulating participation in recycling.
Research in consumer behaviour should provide knowledge and understanding of all the phases of the consumption cycle: acquisition and use as well as scrapping of unusable or unwanted waste products. The purpose of this article is to present a coherent theoretical framework for understanding the consumer's careful handling of garbage in a recycling programme. The framework is supported by data from evaluations of early Danish source separation programmes. The review of these evaluations reveals a widespread positive attitude toward sorting one's garbage, motivated primarily by altruistic reasons. However, often times a positive attitude is not enough to bring about high quality source separation. It is necessary to establish conditions—through the system design—that facilitate the carrying out of the good intentions. Also, the Danish experience shows that well motivated citizens may perform badly in source separation programmes because of the force of habit or lack of appropriate knowledge to carry out the specific tasks.
The present paper aims to identify and describe different types of energy consumers in a more comprehensive way than previous segmentation studies using cluster analysis. Energy consumers were segmented based on their energy-related behavioral characteristics. In addition to purchase- and curtailment-related energy-saving behavior, consumer classification was also based on acceptance of policy measures and energy-related psychosocial factors, so the used behavioral segmentation base was more comprehensive compared to other studies. Furthermore, differentiation between the energy-saving purchase of daily products, such as food, and of energy efficient appliances allowed a more differentiated characterization of the energy consumer segments. The cluster analysis revealed six energy consumer segments: the idealistic, the selfless inconsequent, the thrifty, the materialistic, the convenience-oriented indifferent, and the problem-aware well-being-oriented energy consumer. Findings emphasize that using a broader and more distinct behavioral base is crucial for an adequate and differentiated description of energy consumer types. The paper concludes by highlighting the most promising energy consumer segments and discussing possible segment-specific marketing and policy strategies.
Commingled curbside recycling, a system where household residents put all recyclable materials in one container, is a new form of recycling that has been initiated to decrease the amount of household waste sent to landfills. In a suburb with a new commingled program, a mail survey of environmental and recycling attitudes was sent to 603 households with a 76% response rate. Observations of actual recycling behavior showed a 68% average participation rate on five successive collection days, with a total participation rate of 91% over that period. Based on these observations, the level of self-reported participation was slightly overstated. Relevant recycling knowledge was the most significant predictor of observed recycling behavior, and content-specific motivations for or against recycling discriminated between frequent and infrequent recyclers. Relevant recycling knowledge and a few specific attitudinal measures were significant predictors of self-reported recycling behavior.
Editors'Summary:Individualbehaviorimpactstheenvironment,butwhatim- pacts individual behavior? Effective laws and regulations, strong financial in- centives and penalties, social pressure, and the like leave little room for per- sonal values to influence behavior. It is only when these contextual influences are weak that personal factors are likely to play a larger role. Paul Stern there- forearguesthatthebestwaytochangebehaviordependsonthebehaviorandits context and that interventions in the context are more effective than targeting individualsdirectlywithverbalappeals,information,orothereffortstochange attitudes or beliefs. And because a variety of factors influence behavior, cre- ative approaches involving multiple influences on behavior offer the greatest potential for change.
How internalized and integrated into the person’s cognitive and goal structures are norms guiding environmentally desirable behavior? In two surveys (N=206 and N=200), subjective social norms and personal norms for a specific behavior (the purchase of organic food or recycling) as well as self-reported behavior and the person’s reasons and motives for performing the behavior were measured. The number and types of associations differ depending on the strength of the person’s norms and the two types of norms differ in their embeddedness in the person’s cognitive structures. With the partial exception of really low-cost behaviors (e.g., recycling in many contexts), environmentally responsible behavior is guided by what seems to be truly internalized and integrated (personal) norms.
Crises in obesity and changes in the environment illustrate the need to change problematic behaviors and lifestyles in large segments of the population. This article uses social psychological theory and research to understand methods for facilitating lifestyle change. A basic assumption in the social psychological perspective is that the environment and the person interact to determine behavior. Both factors are important for understanding “upstream” and “downstream” approaches to lifestyle change (McKinlay, 1993; Verplanken & Wood, 2006) and consideration of one factor without the other may be disastrous. We review evidence from within and outside of the health context to illustrate the upstream and downstream approaches and then describe implications for public policy and intervention. The evidence and recommendations encompass a wide range of behaviors, ranging from speeding and intoxicated driving to eating an unhealthy diet and energy conservation. When armed with the relevant social psychological theory and evidence, lifestyle change campaigns are likely to be successful.
Despite the societal importance of reusing waste materials, few empirical studies have specifically examined recycling behaviors as differentiated from attitudes and intentions. This paper reviews the empirical studies of recycling, summarizes research findings, and identifies areas for future research. The effects on recycling behavior of both personal variables (personality, demographics, and attitudes of environmental concern) and manipulable situational variables are reviewed. Results indicate that high income is a good predictor of recycling, whereas gender and age are not. General environmental concern appears to be related to recycling only when recycling requires a high degree of effort. However, relevant specific attitudes have consistently been found to correlate with recycling behavior. The seven situational variables reviewed (prompts, public commitment, normative influence, goal setting, removing barriers, providing rewards, and feedback) all produce significant increases in recycling behavior. However, there are several major limitations to the research. Results are based largely on single-variable assessments of recycling, and fail to consider interactions with characteristics of the environment or the population involved.
Taking rational choice theory for granted, cooperation in social dilemmas may be seen as mysterious. In one-shot dilemmas where subjects unknown to one another interact and make their decisions anonymously, cooperation could even be regarded as lunacy. Several authors have challenged this view, though. Research has also identified various factors that imply why people cooperate or defect in social dilemmas and what motivations that might guide the decision in one way or the other. Here, a closer look will be taken at social norms as a reason for departure from rational choice, a factor that rarely has been recognised in the social dilemma literature. Social norms imply that people should manifest a prescribed behaviour or not manifest a proscribed behaviour. Furthermore, social norms are often guiding behaviour in specific contexts, and many times they need to be activated. Such an activation process is often unconscious and once a norm has been activated, people tend to keep following the norm that has been primed. We wish to add to the social dilemma literature by suggesting what kinds of norms that are likely to be activated under different conditions such as one-shot vs. iterated dilemmas, but also separate domains of social life.
In response to the EU Landfill Directive and the challenge of mitigating climate change, the UK government (nationally and locally) must develop strategies and policies to reduce, recycle, compost and recover waste. Best practice services that yield high recycling rates, such as alternate weekly collections, are now largely mainstream in suitable areas. However, national recycling performance is short of what is needed; policy makers must look for innovative ways to meet challenging recycling targets. Increasingly, local authorities are using behaviour change interventions to encourage the public to recycle; these tend to be based on the premise that an individuals' behaviour is predetermined by their values. In practice, this has led to a host of initiatives that attempt to change individuals' behaviour without addressing situational barriers. In this paper, we argue that that a behaviour-centric approach has limited effectiveness. Using an analysis of the literature and studies that investigated recycling participation in the city of Portsmouth, we have identified three significant clusters that can facilitate effective recycling: infrastructure, service and behaviour (ISB). We present the ISB model - a tool that can be used by waste practitioners when planning interventions to maximise recycling to better understand the situation and context for behaviour. Analysis using the ISB model suggests that current best practice, "business as usual" interventions could realistically achieve a national recycling rate of 50%. If the UK is to move towards zero waste, policy makers must look "upstream" for interventions that change the situational landscape.
The potential of social marketing has been recognized in the United Kingdom by the Department for Environment, Food and Rural Affairs (DEFRA) as a useful tool for behavioral change for environmental problems. The techniques of social
marketing have been used successfully by health organizations to tackle current public health issues. This article describes a research project which explored the
current barriers to recycling household waste and the development of a segmentation model which could be used at the local level by authorities charged with waste collection and disposal. The research makes a unique contribution to social marketing through the introduction of a competencies framework and market segmentation for recycling behaviors.
The present article presents an integrative theoretical framework to explain and to predict psychological changes achieved by different modes of treatment. This theory states that psychological procedures, whatever their form, alter the level and strength of self-efficacy. It is hypothesized that expectations of per- sonal efficacy determine whether coping behavior will be initiated, how much effort will be expended, and how long it will be sustained in the face of ob- stacles and aversive experiences. Persistence in activities that are subjectively threatening but in fact relatively safe produces, through experiences of mastery, further enhancement of self-efficacy and corresponding reductions in defensive behavior. In the proposed model, expectations of personal efficacy are derived from four principal sources of information: performance accomplishments, vicarious experience, verbal persuasion, and physiological states. The more de- pendable the experiential sources, the greater are the changes in perceived self- efficacy. A number of factors are identified as influencing the cognitive processing of efficacy information arising from enactive, vicarious, exhortative, and emotive sources. The differential power of diverse therapeutic procedures is analyzed in terms of the postulated cognitive mechanism of operation. Findings are reported from microanalyses of enactive, vicarious, and emotive modes of treatment that support the hypothesized relationship between perceived self-efficacy and be- havioral changes. Possible directions for further research are discussed.
The success of a recycling programme depends on the active and sustained participation of citizens in the correct separation and collection of recyclable waste. An effective study of strategies aimed at augmenting people's involvement in recycling involves understanding which factors influence the decision to co-operate with a recycling programme. This research investigates the influence of attitudes, incentives, presence of children in household and information through direct media, on households' participation in recycling. The results suggest that positive attitudes toward recycling and information are important factors in explaining recycling participation. Some guidelines that may be considered in future communication and intervention strategies designed to promote recycling participation are discussed.
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