towards a better understanding of recycling behavior - a conceptual extension to the theory of...

Towards a better understanding of recycling behavior: A conceptual extension to the

theory of planned behavior

By: Dr. Calvin Lakhan

Overview• What is the theory of planned behavior?

• Ethnic variation in environmental attitudes and behavior

• Planned vs Transient Behavior

• Cognitive Compliance

The Theory of Planned Behavior (Azjen, 1981)

Recycling Behavior is mediated by….

My attitudes towards recycling: “I think it is good for the environment and the community. Recycling helps conserve resources”

Subjective Norms: “My family and friends think it is important that I recycle. My city expects me to recycle. It is my duty as a responsible citizen”

Perceived Behavioral Control: “How easy is it for me to recycle? Can I drop everything in one bin, or do I have to separate into different streams. Do I have to drive to a depot, or does the city offer curbside pickup?”

Question: Do we all have the same behavioral triggers?

• Existing research has assumed perceived behavioral control (convenience) is most important predictor of behavior.

• This is not necessarily true• Depending on the target demographic, different

communities have different behavioral triggers to encourage recycling behavior

Ethnic Variation in Recycling Attitudes and Behavior

• 6 month study in the GTA• 10 ethnic groups (including 2nd and 3rd generation

Canadians)• 500+ total respondents • Different ethnic groups have different behavioral triggers

for recycling behavior

Ethnic Variation in Recycling Attitudes and Behavior

Racial Group TriggerWhite, Canadian Appeals to conscience (it is good for

the environment)

Eastern European, Immigrant Perceived legal obligation

Asian (Chinese), Immigrant Perceived legal obligation

South Asian (Indian, Pakistani), Immigrant

Peer Pressure (shame from community)

Asian (Filipino), Immigrant Peer Pressure (religious motive)

Black, Canadian/Immigrant Convenience

Why does this matter?• Different demographics will require alternative means

and methods for engagement

• Evidence to suggest that community organizations are more effective in the provision of recycling services/P&E relative to the municipality

Planned vs. Transient Behavior• Transient recycling behavior: Short term consumption

and disposal decision – “I consume and put my pop can in the recycling bin”

• Planned recycling behavior: Planned behavior that incurs a time cost “I am taking my old TV to the depot next Sunday”

Planned vs. Transient Behavior• Behavioral antecedents to transient (immediate)

action differ from the antecedents to planned action – with respect to what is most important.

Transient Behavior Planned BehaviorConvenience “It’s easy for me to recycle once I have finished my item”

Attitudes towards the behavior – “These old paint cans are bad for the environment, I should probably take it to the depot”

Awareness “Where does my Tim Hortons Cup actually go? Garbage or recycling”

Impact – “Do they actually recycle my old TV when I drop it off at the depot? – a friend told me it goes in the landfill anyways”

Awareness – “Where on earth do I take my old mattress?”

Why does it matter?• You cannot use the same messaging/tools to

encourage both behaviors simultaneously.

• Means of engagement need to be differentiated, as the “triggers” aren’t the same

Cognitive Compliance

• Cognitive Compliance: Behavior conforms to our expectations of “what should be”

• People make recycling decisions (in public spaces) in split seconds

• Example (picture three bins):

Plastics GlassNewspaper

Cognitive Compliance Cont’

• People don’t pay attention to the labels on recycling bins

• They group “Like with Like”, i.e. “If I see a bin has a lot of newspaper in it, that’s where I’m going to put my newspaper”

• In the Colored Box example from previous slide, people will put newspaper in the plastics bin, glass in the plastics bin etc if that’s what they see is in it.


• Opaque (or “Black Bins”) where people can’t see what’s inside is even worse, it becomes a “Catch all” for everything

• You can use this to your advantage, and “Prime the Bin” in public spaces, by pre sorting material into the correct bins, thereby encouraging cognitive compliance


• Why not use multi stream bins with appropriately sized openings? (Forcing people to put bottles in the bottle bin etc.)

• Picture the following:

Cans NewspapersGarbage


• People almost always put their garbage/recyclables in the spot that has the biggest opening – which tends to be the waste bin

• “Bad Behavior” is reinforced (via cognitive compliance) when people see that the garbage bin is full of recyclables – “Other people are doing it, so it is ok if I do it to”

Why is this important?

• Potential implications for public space recycling, and choice of bins

• Cognitive compliance also applies to “Clear Bags” – they are an “easy win” for driving diversion in almost all instances

Contact Us• Dr. Calvin Lakhan • [email protected]• Waste Wiki Project, Faculty of Environmental Studies @

York• https://wastewiki.wordpress.com/