Recycling as a marketing problem: A framework for strategy development

This article provides a framework for integrating past recycling research by conceptualizing recycling compliance as a marketing prohlem. Within a social marketing framework, recycling hehavior is considered the product, and the marketing prohlem is to sell recycling to the consumers or puhlic. Recycling research is then categorized as consumer research (research on characteristics of the recycler), pricing research (research on the costs to the consumer, including implicit or less tangihle costs), distrihution research (research on modes of participation for the recycler), and promotional research (research on intervention strategies such as raffles and contests, personal selling techniques such as hlock leader programs, and persuasive communications). Using this framework, we provide an integration of a vast amount of recycling research, and also suggest how this research can he used to design actionahle strategies for the development of community recycling programs. © 1994 John Wiley & Sons, Inc.

[1]  Paul D. Luyben,et al.  Motivating Beverage Container Recycling on a College Campus , 1981 .

[2]  M. Rokeach.  The Nature Of Human Values , 1974 .

[3]  Kent L. Granzin,et al.  Characterizing Participants in Activities Protecting the Environment: A Focus on Donating, Recycling, and Conservation Behaviors , 1991 .

[4]  James V. Couch,et al.  Response Maintenance and Paper Recycling , 1978 .

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

[6]  Jon S. Bailey,et al.  Evaluating Participation in a Residential Recycling Program , 1982 .

[7]  Robert J. Lavidge,et al.  The Socially Conscious Consumer , 1972 .

[8]  F. Gibbons,et al.  Self-focused attention and helping behavior. , 1982 .

[9]  James McGuinness,et al.  Attitudinal correlates of recycling behavior. , 1977 .

[10]  I. Altman,et al.  Handbook of environmental psychology , 1987 .

[11]  P. Mohai,et al.  AGE AND ENVIRONMENTALISM: AN ELABORATION OF THE BUTTEL MODEL USING NATIONAL SURVEY EVIDENCE , 1987 .

[12]  Leonard A. Jason,et al.  Effects of Verbal Prompting and Block Characteristics on Participation in Curbside Newspaper Recycling , 1989 .

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

[14]  Stuart H. Mann,et al.  Attitudes and Conditions for Cooperation in a Paper Recycling Program , 1977 .

[15]  Richard D. Katzev,et al.  The Effect of Strength of Commitment on Newspaper Recycling , 1983 .

[16]  Deborah A. Simmons,et al.  Motivations and Barriers to Recycling: Toward a Strategy for Public Education , 1990 .

[17]  F. Buttel.  Age and Environmental Concern: A Multivariate Analysis , 1979 .

[18]  D. Koenig.  Additional Research On Environmental Activism , 1975 .

[19]  L. J. Shrum,et al.  The recycling of solid wastes: Personal values, value orientations, and attitudes about recycling as antecedents of recycling behavior , 1994 .

[20]  F. Webster.  Determining the Characteristics of the Socially Conscious Consumer , 1975 .

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

[22]  G. Zaltman,et al.  Social Marketing: An Approach to Planned Social Change , 1996 .

[23]  Stuart W. Cook,et al.  Approaches to Encouraging Conservation Behavior: A Review and Conceptual Framework , 1981 .

[24]  E. Scott Geller,et al.  Promoting Paper Recycling on a University Campus , 1975 .

[25]  Diane M. Samdahl,et al.  Social Determinants of Environmental Concern , 1989 .

[26]  P. Sabatier,et al.  Liberalism, Environmentalism, and Partisanship in Public Policy-Making , 1981 .

[27]  Lawrence A. Crosby,et al.  Consumer/Voter Behavior in the Passage of the Michigan Container law , 1981 .

[28]  L. J. Shrum,et al.  A structural equation analysis of the relationships of personal values, attitudes and beliefs , 1993 .

[29]  Jon S. Bailey,et al.  Newspaper Recycling Behavior , 1976 .

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

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

[32]  Shawn Meghan Burn,et al.  Social Psychology and the Stimulation of Recycling Behaviors: The Block Leader Approach , 1991 .

[33]  C. Daniel Batson,et al.  Where is the altruism in the altruistic personality , 1986 .

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

[35]  Charles H. Schwepker,et al.  An Examination of Ecologically Concerned Consumers and Their Intention to Purchase Ecologically Packaged Products , 1991 .

[36]  J S Bailey,et al.  Development and analysis of a community-based resource recovery program. , 1984, Journal of applied behavior analysis.

[37]  I. Balderjahn,et al.  Personality variables and environmental attitudes as predictors of ecologically responsible consumption patterns , 1988 .

[38]  Stuart Oskamp,et al.  Increasing Community Recycling with Persuasive Communication and Public Commitment , 1986 .

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

[40]  K. Hanf,et al.  Environmental Concern and Lake Tahoe: A Study of Elite Perceptions, Backgrounds, and Attitudes. , 1972 .

[41]  R. Katzev,et al.  A social-psychological analysis of residential electricity consumption: the impact of minimal justification techniques , 1983 .

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

[43]  Stuart Oskamp,et al.  Factors Influencing Household Recycling Behavior , 1991 .

[44]  W. Diamond,et al.  Effects of Probabilistic Rewards on Recycling Attitudes and Behavior1 , 1991 .

[45]  I. Ajzen,et al.  Attitude-behavior relations: A theoretical analysis and review of empirical research. , 1977 .

[46]  J. M. Hines,et al.  Analysis and synthesis of research on responsible environmental behavior: A meta-analysis. , 1987 .

[47]  E. Scott Geller,et al.  Applied Behavior Analysis and Social Marketing: An Integration for Environmental Preservation , 1989 .