The Strange Psychology of Recycling: Why We Don’t and How We Could
Recycling has been a cornerstone of the UK’s waste management strategy for nearly two decades, yet many of us are still struggling with the basics. The solution may lie in the intriguing field of psychology. By understanding how our minds work, we can transform recycling from a tedious chore into a seamless part of daily life. This month, we will look at four physiological phenomena that could be used to boost recycling rates.
The Inconvenience Factor
Recycling bins are everywhere—at home, at work, and on the street. Yet, recycling still feels like such a hassle. Sorting, rinsing, and figuring out which bin is which can seem like a daunting task.
Psychologist Olivia Pattison has a simple fix: “Simplify the behaviour, and people will follow.” In other words, the easier we make recycling, the more likely people will engage with it. Pattison advises, “Convenience is key. Move recycling bins closer to where the waste is and push general waste bins further away.”
A 2008 study with the memorable title “It Matters a Hole Lot” showed that bins with cleverly designed lids—like a narrow slit for paper—can increase correct recycling by 34% and cut contamination by a staggering 95%. It shows that simple design choices that make recycling easier can have a big impact.
The Power of Social Norms
Have you ever noticed how quickly you pick up on what your friends are doing? Social norms play a crucial role in shaping recycling behaviour, as people are heavily influenced by the actions of those around them. When recycling is visibly embraced by a community, individuals are more likely to follow suit, driven by a desire to conform and be seen as responsible. By fostering a culture where recycling is the standard practice and highlighting collective efforts, we can significantly boost participation and create a more environmentally conscious society.
Behavioural Scientist Owen Powell reveals that when people see their neighbours recycling, they’re more likely to do the same. This idea isn’t new; it echoes Robert Cialdini’s 1990 experiment, which found that people litter less in clean environments and more in dirty ones. Cialdini’s recycling ads in Arizona, which depicted recycling as the norm and made non-recyclers look out of place, boosted recycling rates by 25%.
Powell suggests that small, visible reminders—like recycling stickers—can make recycling the new norm. So, if you want to boost recycling, make it trendy.
The Knowledge Gap
Many people find themselves baffled by the recycling process, often unsure about which items are recyclable and how their efforts contribute to environmental sustainability. This confusion is heightened by the variety of materials and conflicting guidelines, leaving individuals feeling that their recycling efforts are insignificant.
However, a little feedback can go a long way. A review of 38 studies found that feedback can reduce energy consumption by about 10%. For instance, a feedback sign increased paper recycling by 76.7%, and even after the sign was removed, recycling rates remained 48.4% higher.
The study “Recycling Gone Bad” found that people with recycling bins sometimes used more paper than those without them. This suggests that people might use recycling bins as an excuse to consume more.
The takeaway? Make recycling more transparent and informative. Let people know how their efforts genuinely make a difference.
The Accountability Issue
A significant hurdle in recycling is the lack of accountability, making it difficult to track and reward individual efforts. Without clear incentives or consequences, people often feel their actions go unnoticed, reducing their motivation to recycle correctly. Implementing systems that recognize and reward proper recycling can instil a sense of responsibility and encourage more consistent, effective participation.
People recycle more when the product is tied to their identity. For example, if a coffee cup has their name on it, they’re more likely to recycle it. Misspell the name, though, and the recycling rate drops. Personal connections matter!
Another effective strategy to create accountability is to turn recycling into a competition. The RecycleMania Tournament pits university students in the UK, US, and Canada against each other to see who can recycle the most and waste the least. This competitive spirit works wonders, with dorm energy competitions before 2010 showing median energy reductions of 22%—and some up to 80%! Students, who often don’t have direct financial incentives to recycle, get motivated through competition.
Key Takeaways
Psychological studies reveal that we can boost recycling rates with some clever, low-cost tricks. The secret? Cultivate a culture of transparency around recycling. Key takeaways for boosting recycling at home or in the office include creating a culture of transparency around recycling, sharing information, and tracking progress. Making recycling easy and accessible, while also communicating that individual efforts are appreciated and impactful, can significantly enhance participation and foster a more environmentally responsible community.
Nobody’s perfect. As humans, we are bound to make mistakes when it comes to recycling. But making the effort is worthwhile to build a better future.
Sources:
Bainbridge, J.R. (1999) Motivation through competition? Army Logistician 31(5), 20-21.
Brewer, R. S., Lee, G. E., & Johnson, P. M. (2011, January). The Kukui Cup: a dorm energy competition focused on sustainable behavior change and energy literacy. In System Sciences (HICSS), 2011 44th Hawaii International Conference on (pp. 1-10). IEEE.
Caitlin and Wang (2012) Recycling Gone Bad: When the Option to Recycle Increases Resource Consumption
Cialdini, R.B. (2003) Crafting Normative Messages to Protect the Environment. Current directions in psychological science, 12(4), 105-109.
Cialdini, R.B. & Goldstein, N.J. (2004). Social Influence: Compliance and Conformity. Annu. Rev. Psychol. 55, 591-621.
Darby, S. (2001). Making it obvious: Designing feedback into energy consumption. In P. Bertoldi, A. Ricci, & A. deAlmeida (Eds.), Energy Efficiency in Household Appliances and Lightly. (pp. 685-696). Berlin: Springer.
E-smart recycling (2024) The psychology of recycling: How to motivate your team to recycle more
Grevet, C., Mankoff, J., & Anderson, S. D. (2010). Design and evaluation of a social visualization aimed at encouraging sustainable behavior. In System Sciences (HICSS), 2010 43rd Hawaii International Conference (pp. 1-8). IEEE.
Hopper, J.R., & Nielsen, J.M. (1991). Recycling as altruistic behavior: Normative and behavioral strategies to expand participation in a community recycling program. Environment and Behavior 23(2), 195-220.
Nalebuff, B.J. & Stiglitz, J.E. (1983). Prizes and Incentives: Towards a General Theory of Compensation and Competition. The Bell Journal of Economics 14(1), 21-43.
The british phycological society (2023) The Behavioral techniques helping people to recycle
trudel, argo and Meng (2016) The Recycled Self: Consumers’ Disposal Decisions of Identity-Linked Products
Queen’s University Belfast (2021) The puzzle of plastics – why do some people recycle and others don’t
