Market Segmentation for Recycling

A study of recycling perceptions, opinions, and behaviors of members of 578 households on Chicago's North Side illustrated the value of market segmentation for planning a recycling program. Analysis focused on nonrecyclers (61% of respondents), and their reasons for not participating. Factor analysis of Likert-type scores revealed three salient dimensions—indifference, location issues, and household nuisance—among 12 important reasons for not recycling. The internal composition of these factors lent support to a three-part decision model for recycling that involves motivation, information, and overcoming practical obstacles to recycling. Opinion scores showed the relative importance of 12 obstacles to recycling. Moreover, cluster analysis was used to identify the concerns of a sizable group that appears to be on the verge of participation. Addressing their issues would be a cost-efficient way to increase participation rates. Differences in perceptions and opinions between racial/ethnic groups were also identified.

[1]  Raymond De Young,et al.  Encouraging Environmentally Appropriate Behavior: The Role of Intrinsic Motivation , 1985 .

[2]  P. Bloom,et al.  Problems and Challenges in Social Marketing , 1981, Journal of marketing.

[3]  Raymond De Young,et al.  Some Psychological Aspects of RecyclingThe Structure of Conservation - Satisfactions , 1986 .

[4]  R. Dunlap,et al.  The Impact of Political Orientation On Environmental Attitudes and Actions , 1975 .

[5]  F. Buttel,et al.  The Structure of Support for the Environmental Movement, 1968-1970. , 1974 .

[6]  Joanne Vining,et al.  What Makes a Recycler? , 1990 .

[7]  Joseph R. Hopper,et al.  Recycling as Altruistic Behavior , 1991 .

[8]  Frederick H. Buttel,et al.  Environmental Politics: the Structuring of Partisan and Ideological Cleavages in Mass Environmental Attitudes* , 1976 .

[9]  E S Geller,et al.  Facilitating paper recycling: effects of prompts, raffles, and contests. , 1976, Journal of applied behavior analysis.

[10]  Michael R. Anderberg,et al.  Cluster Analysis for Applications , 1973 .

[11]  R. Dunlap,et al.  The Social Bases of Environmental Concern: A Review of Hypotheses, Explanations and Empirical Evidence , 1980 .

[12]  S. Murdock,et al.  Social and Economic Determinants of the Level of Support for Environmental Protection and Economic Growth in a Rural Population. , 1977 .

[13]  Marvin F. Wideen,et al.  Environmental Quality , 1972 .

[14]  Jack Arbuthnot,et al.  A Comparison of French and American Environmental Behaviors, Knowledge, and Attitudes , 1975 .

[15]  Raymond De Young,et al.  Exploring the Difference Between Recyclers and Non-Recyclers: The Role of Information , 1988 .