The Garbage Gospel: Using the Theory of Planned Behavior to Explain the Role of Religious Institutions in Affecting Pro Environmental Behavior Among Ethnic MinoritiesJournal of Environmental Education (IN PRESS)By: Dr. Calvin Lakhan

http://wastewiki.info.yorku.ca/lakhanc@yorku.ca

Overview• Study used the Theory of Planned Behavior to examine

how pro-recycling and pro-environmental messaging delivered by religious leaders affects stated recycling behavior among ethnic minorities

• 12 religious institutions in 3 provincial communities• Partner with religious organizations to develop and deliver

recycling P&E messaging that: 1) Increase awareness about recycling 2) Describe what materials should be recycled 3) Highlight the importance of recycling, and 4) Make a direct appeal asking households to participate in their region’s recycling program

Methods

• Three municipalities in the GTA (Toronto, Peel and York Region)

• 12 Religious Groups, across 5 ethnicities, and 4 faith groups

• Phase 1 assessed attitudes towards recycling and self reported recycling behavior prior to implementation of P&E campaign

• Phase 2 assessed attitudes and self reported recycling behavior post implementation of P&E campaign

• Religious institutions were given full discretion over how to deliver P&E materials

Results and Conclusion• Significant increases in positive attitudes towards the environment and self

reported recycling behavior• Religious groups demonstrably more effective at improving recycling among

ethnic minorities relative to the municipality• Normative influence and perceived behavioral control most significant

predictors of behavior• Municipalities should consider partnering with local religious and community

organizations to deliver P&E materials (Municipalities come up with the “ingredients list” and religious/community groups develop the recipe)

Conclusions • Municipalities need to rethink existing P&E materials,

and potentially explore alternative methods of engagement when targeting first generation ethnic minorities

• What works at a programs onset, does not necessarily work as the program matures, and the city’s demography changes

• P&E is still important, but municipalities need to be able to consider engaging 3rd parties (i.e. churches, community organizations) to help deliver P&E materials