Attitudinal Determinants of Recycling Behavior: At Home and on Vacation Jason D. Oliver Assistant Professor of Marketing College of Business East Carolina University Stefanie K. Benjamin Graduate Student MS in Sustainable Tourism East Carolina University

Introduction: Recycling as a Green Behavior A study examining post purchase behavior…Recycling Consumers are motivated to recycle by a desire to reduce pollution, avoid waste, conserve energy and improve the future (Howenstine, 1990) Noneconomic external incentives (actual and perceived social influence) stimulate recycling (Hornik, Cherian, Madansky & Narayana, 1995) Tourists are expecting green practices to be included within their vacation experience (Chafe & Honey, 2005)

Barriers to Recycling Behavior Consumer ignorance, misunderstanding, and confusion (Hornik, et al., 1995) Inconvenience as main barrier – Required time and effort – Collection, washing, sorting as obstacles (Howenstone, 1990)

Outer Banks (OBX), North Carolina 200-mile long string of narrow barrier islands off the coast of North Carolina Environmentally sensitive vacation destination Over 210,000 visitors come and go each week in the summer.

Methodology Online survey (N = 200) promoted by local visitor's center at tourist destination – Rate how often they recycle at home & on vacation – Indicate amount of waste and what they recycle – Perceptions of whether recycling is worth the effort and attitudes toward recycling – If on vacation asked Did location have recycling bins/instructions on how to recycle? If not recycling… why not? – Demographics

Summary of Results Dependent VariablesPredictorsSupported? H1: Recycling Frequency at Homea. Environmental ValuesNo Never - Always b. Environmental Self-EfficacyYes c. Recycling AttitudesNo d. Recycling Worth EffortYes H2: Items Recycled at Homea. Environmental ValuesNo cardboard, paper, glass, cans, etc… b. Environmental Self-EfficacyYes c. Recycling AttitudesNo d. Recycling Worth EffortYes Covariates: Age, Income, Education, Gender

Summary of Results Dependent VariablesPredictorsSupported? H3: Familiarity with Policiesa. Environmental ValuesNo Glass crusher, plastic bags & glass bottles in the Outer Banks b. Environmental Self-EfficacyNo c. Recycling AttitudesNo d. Recycling Worth EffortNo H4: Attitudes toward Green Practicesa. Environmental ValuesNo Perceived importance of green practices in the Outer Banks b. Environmental Self-EfficacyYes c. Recycling AttitudesYes d. Recycling Worth EffortNo Covariates: Age, Income, Education, Gender

Summary of Results Covariates: Age, Income, Education, Gender Dependent VariablesPredictorsSupported? H5: Recycling Frequency on Vacationa. Environmental ValuesYes Never - Always b. Environmental Self-EfficacyNo c. Recycling AttitudesNo d. Recycling Worth EffortYes H6: Recycling Frequency Home vs. Vacation Vacation/HomeYes

Descriptives 71% of visitors answered that they always recycle at home, n = % of respondents usually recycle on vacation, n = 55 Strongly agree that recycling is: – Important (79%) – Effective way to reduce waste (80%) – Conserve natural resources (72%) – Right thing to do (79%)

43% Recycle more than half of material generated Items Recycled Most – Plastic Bottles (88%) – Cardboard (86%) – Aluminum Cans (86%) – Glass bottles (84%) – Newspapers (80%) 43% Always Recycle during Outer Banks visit Descriptives (continued)

Other 20.7% Recycling Facilities Not Easily Accessible 27.6% Always Recycle 51.7% Why Respondent Did Not Recycle During Visit “Need to sort items keep them in your own personal bin then drive them to the ranger office, gets smelly when you are camping in the heat. They should have recycling containers next to all the garbage bins in Billy Mitchell Campground in Frisco makes it much more convenient.” “A large hassle to find out the times for the drop off at the KDH facility. Some years I have, this year I just didn't have time at the end.”

Implications Respondents want to recycle… as long as it is easy, convenient, and easily accessible Vacation rental companies can provide recycle bins in homes for easier access Opportunity for “green” rental properties Recycling bins throughout communities If I place recycle bins in the house you will recycle? YES!

Future Research Comparison of coastal communities like OBX – Key West, FL – Virginia Beach, VA Implications of recycling behavior on green product/service adoption Product Disposal (Post-Purchase) Under Researched Volunteer Employed Photography Technique

Special Thanks…

Questions? Jay D. Oliver Stefanie Benjamin