1. 1 1 Household recycling: Behaviour change and awareness Wilma Strydom

2. 2 2 Is a Babylonian confusion created and are communications ‘lost in translation’?

3. 3 3 Contents Theory The study Some findings Conclusion Summary © CSIR

4. 4 4 Theory of Recycling Behaviour Recycling Behaviour © CSIR Intention Perceived behavioural control Attitude Subjective Norm Beliefs about opportunity Beliefs about ability Evaluation of consequences Beliefs about consequences Past Behaviour Desire Beliefs about what others think Awareness of consequences Habit Negative / positive experience Willingness Motivation to comply Situational factors Facilities Emotions Current experience Policy support Descriptive Norm (what others do) Injunctive Norm (Moral rules) Value Orientations Egoistic Altruistic Biospheric Motivation Peripheral cues Rewards association Ascribe responsibility Goal directed (Conscious and unconscious) New environmental paradigm Personal Norm Environmental Awareness Communication Anticipated emotions (positive/negative) Information

5. 5 5 The study Explorative study to explain/understand household recycling behaviour –When you hear the word recycling, what comes to mind? –How do you experience recycling in your household? –Do you receive sufficient communication about recycling?

6. 6 6 We communicate We communicate (what, how, when, where) Flyers Print on bags Web sites Advertisements on vehicles Local newspaper articles … BUT © CSIR

7. 7 7 “Lost in translation”? Do households understand what recycling is and why it should be done? –No, not really Do households understand what is expected of them? –No, not really Do households feel they get adequate communications? –No, not really © CSIR

8. 8 8 In Conclusion While a Babylonian confusion might have been created, and much is lost in translation, ALL hope is not lost … not yet © CSIR

9. 9 9 In Summary Human behaviour is a very complicated subject What can we do to help change people’s recycling behaviour? Communication is a vital component in shaping human behaviour Do we sufficiently communicate to households: - what is expected of them, - how they can contribute, and - to help them understand why it is important? For someone operating in the waste sector RRR is second nature The public does not have the same level of understanding of RRR © CSIR

10. 10 Thank you Name (email@csir.co.za)