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Characteristics of effective battery recycling slogans: A Swiss field study

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  • Hansmann, Ralf
  • Loukopoulos, Peter
  • Scholz, Roland W.

Abstract

An initial survey (N=183) revealed that overall impressions of 10 different slogans for the promotion of battery recycling were significantly correlated with participants’ survey judgements of their effectiveness. Estimates of slogan effectiveness were positively related with ratings for good and ecological argumentation, creativity, humour, and easy comprehensibility. The overall impression of the slogan was also positively related to these characteristics and, additionally, negatively related to an authoritative wording. The behavioural effectiveness of a humorous slogan urging people to return used batteries, and a prosaic factual slogan informing people that batteries are separately collected were then investigated in a 9-week field experiment in supermarkets (N=21). The informative and easily comprehensible factual slogan achieved an increase of 35.8% in the weight of returned batteries. The prescriptive humorous slogan did not show a positive effect as compared to the pre-intervention baseline. These results contradicted the judgements of the initial survey, where the humorous slogan was better liked and was expected to be more effective than the factual slogan. The results are consistent with previous research, which suggests that factual communication avoids the elicitation of reactance, thereby facilitating behavioural effectiveness.

Suggested Citation

  • Hansmann, Ralf & Loukopoulos, Peter & Scholz, Roland W., 2009. "Characteristics of effective battery recycling slogans: A Swiss field study," Resources, Conservation & Recycling, Elsevier, vol. 53(4), pages 218-230.
    • Handle: RePEc:eee:recore:v:53:y:2009:i:4:p:218-230
    DOI: 10.1016/j.resconrec.2008.12.003
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    References listed on IDEAS

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    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Hansmann, Ralf & Bernasconi, Petra & Smieszek, Timo & Loukopoulos, Peter & Scholz, Roland W., 2006. "Justifications and self-organization as determinants of recycling behavior: The case of used batteries," Resources, Conservation & Recycling, Elsevier, vol. 47(2), pages 133-159.
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    Cited by:

    1. Lizin, Sebastien & Van Dael, Miet & Van Passel, Steven, 2017. "Battery pack recycling: Behaviour change interventions derived from an integrative theory of planned behaviour study," Resources, Conservation & Recycling, Elsevier, vol. 122(C), pages 66-82.
    2. Gionata Castaldi & Grazia Cecere & Mariangela Zoli, 2021. "“Smoke on the beach”: on the use of economic vs behavioral policies to reduce environmental pollution by cigarette littering," Economia Politica: Journal of Analytical and Institutional Economics, Springer;Fondazione Edison, vol. 38(3), pages 1025-1048, October.
    3. Dominic Balog‐Way & Katherine McComas & John Besley, 2020. "The Evolving Field of Risk Communication," Risk Analysis, John Wiley & Sons, vol. 40(S1), pages 2240-2262, November.
    4. Ritesh Jain & Edwina Luck & Shane Mathews & Lisa Schuster, 2022. "Creating Persuasive Environmental Communicators: Spokescharacters as Endorsers in Promoting Sustainable Behaviors," Sustainability, MDPI, vol. 15(1), pages 1-18, December.

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