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Pro-Ecological Recycling
A recycled product is a product made wholly or partly from material recovered from the
waste stream, e.g. a remanufactured laser toner cartridge, recycled paper, and recycled plastic
consumption that harms the environment as little as possible, or even benefits the environment.
Within this type of behavior is private-sphere behavior which refers to the purchase, use and
disposal of personal and household products that have environmental impact, such as
automobiles, public transportation, or recycling. The benefits of recycling include saving natural
resources, saving energy, saving clean air and water, saving landfill and saving money and
creating jobs.
Taxes, subsidies, and quotas are policy instruments sometimes used by policymakers
to encourage socially desired behavior. However, there are some economic environments
where the implementation of such market-based instruments is challenging. Taxes and quotas
are not always politically feasible or practical, and subsidies may add significant burdens to
limited government budgets. Moreover, there may be instances, such as with recycling and
reuse, where costs of monitoring behavior would be prohibitive. In such cases, policymakers
are increasingly interested in mechanisms to influence individual decision-making that are not
challenges compared to, for example, conservation programs that discourage consumption.
monitor individual behavior toward some types of recycling and waste disposal. For example,
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in some situations (e.g., schools, universities, and corporate offices) it could be difficult to tax
paper disposal that could be recycled, or conversely subsidize paper that is reused or recycled.
Accordingly, while energy and water conservation programs may focus on consumption
reduction associated with monetary incentives through lower utility bills, recycling and reuse
psychological and economic concepts. The provision of information may alter behavior by
providing psychic taxes (with negative information) or psychic subsidies (with positive
information). The information provided to influence behavior may appeal to social norms,
which Scott and Marshall (2005) define as a set of rules that determine appropriate and
inappropriate values, beliefs, attitudes and behaviors. The authors explain that failure to
follow the rules of social norms can result in punishments, including social exclusion.
Following the theoretical model of Ferraro and Price (2013), we assume that moral
values are a function of social norms and may affect the conservation decisions of rational
economic agents. The provision of information in these contexts may appeal to social norms
that change the benefits and costs to individuals, and thereby influence behavior.
There have been numerous information-based initiatives that have attempted to change
behaviors that can generate negative social spillovers, such as excessive alcohol consumption,
drug use, gambling, and littering. Other studies have shown that information campaigns can
reduced bottled water consumption, increased re-use of hotel towels, reduced electric energy
There is also research that suggests that information about recycling can increase
recycling behavior. The success of such information campaigns could arise because the
information provided appeals to, and/or reinforces, accepted social norms and/or attitudes
(Schwab, Harton & Cullum, 2014). For example, Abbott et al. (2013) find evidence that social
norms influence recycling in England. Thomas and Sharp (2013) observe that a number of
studies have found that over time, an increasing number of individuals are recycling regularly
to the point where it can be deemed a common behavior. They conclude that recycling is
becoming socially normalized in the United Kingdom. Nolan (2015) provides a discussion
Hornik et al. (1995) offer a literature review of the determinants of recycling behavior,
highlighting the role of incentives and facilitators. They discuss the limitations of economic
incentives in promoting long-term sustainable changes in recycling behavior. They also argue
that awareness of the importance of recycling and knowledge about recycling programs is an
recycling education and improve social image may induce more consumers to begin recycling.
Another challenge in the literature around information induced behavior arises because
information is only one of many types of determinants that can influence behavior, cross-
sectionally, and over time. To address this identification issue, it can be useful to have
observations before and after a treatment, and controls that do not receive the current
experimental framework (Ferraro & Price, 2013) and even fewer with respect to recycling
One definite way of encouraging people to recycle has been identified as to reward them
for doing it. In the UK Eric Pickles, the communities secretary, piloted a reward scheme in
Windsor and Maidenhead, in which 70% of the families which were offered the chance to take
part, did so. It is noted that the good people of Windsor and Maidenhead voluntarily and
possibly happily increased their recycling by 35% in six months (Garvey 2010).
Another way to encourage recycling is to set an example. If neighbors see that you are
recycling and buying recyclable products, they are likely to do the same. Or organize a recycling
event on the importance of recycling. Such an initiative may encourage more people to begin
separating their recyclables from regular trash. The event may include recycling games, food and
informational packets on the positive effects of recycling. Such an effort also helps to overcome
References
Abbot, A., Nandeibam, S., & OShea, L. (2013). Recycling: Social norms and warm-glow
Austin, J., Hatfield, D.B., Grindle, A.C., & Bailey, J.S. (1993). Increasing recycling in office
environments: The effects of specific, informative cues. J. Appl. Behav. Anal., 26,
247253.
Ferraro, P.J., & Price, M.K. (2013). Using nonpecuniary strategies to influence behavior:
Evidence from a large-scale field experiment. Rev. Econ. Stat., 95, 6473.
Garvey, J. (June 8th, 2010). Rewards for Recycling May Encourage People to Create Waste. The
http://www.theguardian.com/environment/cifgreen/2010/jun/08/rewards-for-recycling-
createwaste
Hornik, J., Cherian, J., Madansky, M., & Narayana, C. (1995). Determinants of recycling
Nolan, J.M. (2015). Using Jacksons return potential model to explore the normativeness of
Schwab, N., Harton, H.C., & Cullum, J.G. (2014). The Effects of Emergent Norms and
Scott, J., & Marshall, G. (2005). Oxford Dictionary of Sociology. Oxford, UK: OUP Oxford.
Thomas, C., & Sharp, V. (2013). Understanding the normalisation of recycling behaviour and
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its implications for other pro-environmental behaviours: A review of social norms and