Commitment, behavior, and attitude change: An analysis of voluntary recycling

Abstract This project was designed to help local agencies select the least effortful but most impactful method of inducing residents to participate in a free curbside recycling program. It also provided an opportunity to study attitude change. Results indicated that residents making a written commitment were more likely to participate (and to participate more than once) than those who learned about the program face-to-face, by telephone, or from only a flyer (all residents received the flyer; the signature-commitment and face-to-face groups also received telephone calls to prepare them for the experimenter's visit). Although groups had similar recycling histories—and by implication similar prior attitudes—those who participated had more favorable attitudes after 4 months than those who did not participate. In contrast to research showing that commitment could lead to behavior without corresponding changes in attitudes, the data supported the view that commitment and behavior can lead to changes in attitudes. The study sets the stage for systematic examination of the hypothesis that at first commitment leads to behavior without attitude change, but over time, if the behavior continues, attitude change occurs.

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