1. Danes’ attitudes towards waste management
Presentation of study from the Danish Waste Association
Line Brogaard – City of Copenhagen
Presentation Title

2. Collection Schemes in Denmark
Collection Schemes in Denmark

3. Curbside collection and collection from public areas
Curbside collection and collection from public areas

4. Recycling stations

5. Aim of the study Study and analysis carried out in 2013
Aim of the study
Study and analysis carried out in 2013
From an economic, environmental and political agenda  Citizens must become better at sorting their own waste.
A mapping of values was needed to target the initiatives towards citizens behaviour.
Give input to the development of new strategies dealing with citizens and waste handling
Give inputs to the political agenda – presenting facts.

6. Respondents 50% women and 50% men
Respondents
50% women and 50% men
Geographically representing all of Denmark
Equal distribution between:
young people without kids
toddlers families
families with teenage kids
empty nesters.
Equal distribution in housing type:
Single family houses
Apartments
Farmhouses.
14 local focus groups
24 home visits and >100 interviews at recycling stations
3 methods
>1650 survey interviews

7. Seven dimensions Idealism Convenience Focus on waste fee
Seven dimensions
Idealism
Convenience
Focus on waste fee
Need for knowledge about waste management
Aesthetics
Other motivators
Satisfaction.

8. Danes are split in 4 different segments
Danes are split in 4 different segments
Profiles:
Ida & Ivan Idealist
Christina & Claus Convenience
Poul & Pernille Pragmatic
Lasse & Linda I don’t care

9. Ida & Ivan Idealist 30% of the respondents
Recycling is their religion
Want to help make a difference in society.
Most of them are:
Women above 50 years old
With own house
Long education
High income.

10. Christina & Claus Convenience 23% of the respondents
Christina & Claus Convenience 23% of the respondents
If they sort their waste it is because it is easy.
They want to help make a difference in society but feel that it is difficult.
They would prefer if all systems helped make the everyday easier.
The majority of the people:
Women under 40 years old
Living in a rental apartments
Income and education are varying.

11. Poul & Pernille Pragmatic 36% of the respondents
Poul & Pernille Pragmatic 36% of the respondents
This group of people does what they are told to do.
They will change behavior if this is needed, one just needs to tell them what to do.
The majority in this group are:
Men above 60 years old
Living in their own house.

12. Lasse & Linda I don’t care 12% of the respondents
Lasse & Linda I don’t care 12% of the respondents
People in this group do not care and have a lack of will.
If they should change their behavior and start sorting their waste it should be very easy and the system intuitively explained.
This group is represented mainly by:
Men under 40 years old
Live in rental houses
Short or no education
Low income.

13. Ideal solution for waste management
Ideal solution for waste management
Convenience is most important!
New initiatives must not affect the waste fee
Proving that you make a difference
Makes you feel good about your effort
Recognition of your effort.

14. Thank you
Line Brogaard, City of Copenhagen
Presentation Title