Households and individual consumers generate approximately 14 million tonnes of waste each year. Despite this, they have a recycling rate of only 13%.
New research from Dr Ben Nguyen is attempting to address this critical waste crisis.
“My research focuses on how to improve consumer recycling activities to mitigate the waste issue in Australia. It examined recycling shopping intention, as the most relevant touchpoint to the whole recycling process.”
Dr Nguyen found that while increasing consumer knowledge can boost recycling intentions, not all knowledge is equal. Most efforts so far have focused on peripheral cues, like packaging colours or materials, to signal recyclability. However, these cues only lead to short-term or weak changes in behaviour.
In contrast, he says that central indicators like recycling signs or symbols have been largely overlooked, even though they have the potential to drive long-term changes in consumer attitudes.
“The discovery was really intriguing,” he says. “Consumers still tend to rely on packaging colours or materials. But when recycling symbols are clear and informative, they’re more likely to influence lasting behaviour change.”
He says the findings are particularly valuable for manufacturers, consumers and policymakers.
“This research will help retailers, manufacturers and policymakers better guide consumer behaviour. For example, retailers or manufacturers can use this information to reposition signs or symbols on product packaging.”
“Local councils can also enforce this compliance from retailers and manufacturers or incorporate recycling education into their social marketing campaigns.”
