Attitudinal Determinants of Recycling Behavior:

At Home and on VacationJason D. Oliver

Assistant Professor of MarketingCollege of Business

East Carolina University

Stefanie K. BenjaminGraduate Student

MS in Sustainable Tourism East Carolina University

Introduction:Recycling as a Green Behavior

A study examining post purchase behavior…Recycling

Consumers are motivated to recycle by a desire to reduce pollution, avoid waste, conserve energy and improve the future (Howenstine, 1990)

Noneconomic external incentives (actual and perceived social influence) stimulate recycling (Hornik, Cherian, Madansky & Narayana, 1995)

Tourists are expecting green practices to be included within their vacation experience (Chafe & Honey, 2005)

Barriers to Recycling Behavior • Consumer ignorance,

misunderstanding, and confusion (Hornik, et al., 1995)

• Inconvenience as main barrier– Required time and effort– Collection, washing, sorting as obstacles(Howenstone, 1990)

Outer Banks (OBX), North Carolina • 200-mile long string of narrow barrier

islands off the coast of North Carolina • Environmentally sensitive vacation

destination• Over 210,000 visitors come and go

each week in the summer.

Methodology • Online survey (N = 200) promoted by local

visitor's center at tourist destination– Rate how often they recycle at home & on vacation– Indicate amount of waste and what they recycle– Perceptions of whether recycling is worth the effort

and attitudes toward recycling – If on vacation asked

• Did location have recycling bins/instructions on how to recycle?

• If not recycling… why not?

– Demographics

Summary of Results

Dependent Variables Predictors Supported?

H1: Recycling Frequency at Home a. Environmental Values No

Never - Always b. Environmental Self-Efficacy Yes

c. Recycling Attitudes No

d. Recycling Worth Effort Yes

H2: Items Recycled at Home a. Environmental Values No

cardboard, paper, glass, cans, etc… b. Environmental Self-Efficacy Yes

c. Recycling Attitudes No

d. Recycling Worth Effort Yes

Covariates: Age, Income, Education, Gender

Summary of Results

Dependent Variables Predictors Supported?

H3: Familiarity with Policies a. Environmental Values No

Glass crusher, plastic bags & glass bottles in the Outer Banks

b. Environmental Self-Efficacy No

c. Recycling Attitudes No

d. Recycling Worth Effort No

H4: Attitudes toward Green Practices a. Environmental Values No

Perceived importance of green practices in the Outer Banks

b. Environmental Self-Efficacy Yes

c. Recycling Attitudes Yes

d. Recycling Worth Effort No

Covariates: Age, Income, Education, Gender

Summary of Results

Covariates: Age, Income, Education, Gender

Dependent Variables Predictors Supported?

H5: Recycling Frequency on Vacation a. Environmental Values Yes

Never - Always b. Environmental Self-Efficacy No

c. Recycling Attitudes No

d. Recycling Worth Effort Yes

H6: Recycling FrequencyHome vs. Vacation

Vacation/Home Yes

Descriptives • 71% of visitors answered that they always

recycle at home, n = 144• 27 % of respondents usually recycle on

vacation, n = 55• Strongly agree that recycling is:

– Important (79%)– Effective way to reduce waste (80%)– Conserve natural resources (72%)– Right thing to do (79%)

• 43% Recycle more than half of material generated

• Items Recycled Most– Plastic Bottles (88%)– Cardboard (86%)– Aluminum Cans (86%)– Glass bottles (84%)– Newspapers (80%)

• 43% Always Recycle during Outer Banks visit

Descriptives (continued)

Other20.7%

Recycling Facilities Not Easily Accessible27.6%

Always Recycle51.7%

Why Respondent Did Not Recycle During Visit

“Need to sort items keep them in your own personal bin then drive them to the ranger office, gets smelly when you are camping in the heat. They should have recycling containers next to all the garbage bins in Billy Mitchell Campground in Frisco makes it much more convenient.”

“A large hassle to find out the times for the drop off at the KDH facility. Some years I have, this year I just didn't have time at the end.”

Implications • Respondents want to recycle… as long

as it is easy, convenient, and easily accessible

• Vacation rental companies can provide recycle bins in homes for easier access

• Opportunity for “green” rental properties

• Recycling bins throughout communities

If I place recycle bins in the house you will recycle?

YES!

Future Research • Comparison of coastal communities like OBX

– Key West, FL– Virginia Beach, VA

• Implications of recycling behavior on green product/service adoption

• Product Disposal (Post-Purchase) Under Researched

• Volunteer Employed Photography Technique

Special Thanks…

Questions?

Jay D. Oliver oliverj@ecu.edu

Stefanie Benjamin benjamins09@students.ecu.edu