Topic 3 - Recycling + Other Conservation Behaviours

Question 1

Key Research

Answer 1

Lord (1994) - Motivating recycling behaviour: a quasi experimental investigation of message and source strategies

Question 2

Aim

Answer 2

To investiate the effectivness of different sources in enhancing people’s beliefs about, attitudes towards + behavioural compliance with community recyling programmes

Question 3

Sample

Answer 3

140 Households
North-East
US Metropolitan Community
Kerbside recycling programme
Quota sampling to match community diversity

Questionaire respondents - 57% female, Age 19-65, Mean age = 34.9

Question 4

Method

Answer 4

1. Student observers recorded the total quantity recycled + categories of items
2. The following day, each household was given a stimulus message (except 20 control). This was either an advertisment, newspaper article or personal influnce, framed postively or negatively.
3. The observation was then repeated on the following bin collection day.

Question 5

Results

Answer 5

All groups which recieved a stimulus recycled more.

Those who recived a positvely framed message displayed a more favourable attitude towards recyling in the post study questionaire.

Advertisment was most effective

Question 6

Conclusion

Answer 6

Lord suggests that implementing a combination of these strategies will best increase recycling behaviours.

Question 7

Yale Model of Persuassion

Answer 7

Developed in the 1950s. It suggests that there are 4 major factors in persuassion.

1. The Source - Credability improves believability
2. The Message - Two-sided arguments work best for educated people, not too fear arousing.
3. The Recipient - If the audience is stubborn then smaller changes are better.
4. The Situation - Messages are best received in an informal setting

Question 8

Positive Reinforcement

Answer 8

Oregon’s Bottle Bill - $0.05 for every bottle returned, this led to a 90% increase in recycling.

Question 9

Luben + Bailey

Answer 9

Proxemity

Study was carried out in 4 mobile home parks

Increasing the number of newspaper recycling facilities, 52 % increase in the recycling of newspaper.

Question 10

Cialdini

Answer 10

Social Norms

260 Hotel guests were asked to re-use thier towels using a range of messages.

Most Effective - “Join your fellow citizens in saving the environment” (creates a social norm)

Least Effective - “Help the Hotel save energy”

Social norms are the best way to promote conservation behaviours.

Question 11

Application - Promoting recycling

Answer 11

1. Rewarding recycling behaviour - PR
2. Create a social norm - cialdini
3. More bins - Luyben + Bailey