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We care a lot: Formative research for a social marketing campaign to promote school-based recycling

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  • Prestin, Abby
  • Pearce, Katy E.

Abstract

A city environmental services department aimed to increase recycling in city schools. This study serves as formative research to assist the ESD staff's efforts to encourage pro-recycling knowledge, attitudes, and behaviors to city junior high and high school students. Using a social marketing framework, a review of the literature on antecedents to recycling behavior with a particular focus on adolescents is presented. Based on seven focus groups (total participants N=62) conducted with adolescents attending city junior high and high school, this study presents formative research findings demonstrating adolescent knowledge, attitudes and behaviors toward recycling. Four recommendations are made: consistent and accessible recycling infrastructure must be in place, an improvement in adolescents’ knowledge of what is and what is not recyclable is important, adult advocates should consider a two-step flow approach using adolescents to promote recycling to adults rather than enhancing adolescent concern for social acceptance, and finally, adolescents may be more globally minded and future-oriented than adults may presume them to be.

Suggested Citation

  • Prestin, Abby & Pearce, Katy E., 2010. "We care a lot: Formative research for a social marketing campaign to promote school-based recycling," Resources, Conservation & Recycling, Elsevier, vol. 54(11), pages 1017-1026.
    • Handle: RePEc:eee:recore:v:54:y:2010:i:11:p:1017-1026
    DOI: 10.1016/j.resconrec.2010.02.009
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    References listed on IDEAS

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    Cited by:

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    2. Moh, Yiing Chiee & Abd Manaf, Latifah, 2014. "Overview of household solid waste recycling policy status and challenges in Malaysia," Resources, Conservation & Recycling, Elsevier, vol. 82(C), pages 50-61.
    3. Ward, Miriam N. & Wells, Blake & Diyamandoglu, Vasil, 2014. "Development of a framework to implement a recycling program in an elementary school," Resources, Conservation & Recycling, Elsevier, vol. 86(C), pages 138-146.
    4. Byrne, Susan & O’Regan, Bernadette, 2014. "Attitudes and actions towards recycling behaviours in the Limerick, Ireland region," Resources, Conservation & Recycling, Elsevier, vol. 87(C), pages 89-96.
    5. Moh, YiingChiee & -->Abd Manaf, Latifah, 2017. "Solid waste management transformation and future challenges of source separation and recycling practice in Malaysia," Resources, Conservation & Recycling, Elsevier, vol. 116(C), pages 1-14.

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