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Targeting Plastic Recycling Intentions: Insights from a Community-Based Social Marketing Approach
University of Gävle, Faculty of Engineering and Sustainable Development, Department of Building Engineering, Energy Systems and Sustainability Science.
University of Gävle, Faculty of Engineering and Sustainable Development, Department of Building Engineering, Energy Systems and Sustainability Science.
2023 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Mitigating the negative environmental impact of plastics is an important part of achieving the Sustainable Development Goals. Despite plastics having great recycling potential, it is the waste fraction with the lowest recycling rate in Sweden (with 33% being recycled). Hence, efforts must be made to promote households' engagement in plastic recycling. Therefore, an informational campaign with the aim of increasing residents’ plastic recycling intentions was designed, using Community-Based Social Marketing. The campaign was made in collaboration with the real estate company Ikano Bostad, and was implemented in their residential area in Danderyd, Sweden. The campaign was running for 5 weeks and was designed and distributed as two posters, which addressed the context-specific barriers and enablers to plastic recycling among residents. To aid the design and evaluation of the campaign, the Theory of Planned Behaviour (TPB) was applied for a deeper understanding of the underlying constructs of plastic recycling intentions. To measure the campaign's effectiveness, two questionnaires (one pre-campaign and one post-campaign) were distributed to the residents, consisting of 294 individuals, to obtain quantitative data about their intentions towards plastic recycling. The results did not show any empirical support for the campaign's effectiveness in increasing residents’ plastic recycling intentions. However, this study contributes important insights and recommendations for increasing future campaign effectiveness, such as highlighting the importance of empowering and motivating individuals and the benefits of conducting a profound pre-study before designing the campaign.

Place, publisher, year, edition, pages
2023.
Keywords [en]
Plastic Recycling, Waste Sorting, Community-Based Social Marketing, Theory of Planned Behaviour, Barriers and Enablers, Intentions, Behaviour
National Category
Environmental Sciences
Identifiers
URN: urn:nbn:se:hig:diva-42716OAI: oai:DiVA.org:hig-42716DiVA, id: diva2:1779829
External cooperation
Ikano Bostad
Subject / course
Sustainability science
Educational program
Master in Sustainability Science – Environment and Decision Making
Supervisors
Examiners
Available from: 2023-07-05 Created: 2023-07-04 Last updated: 2023-07-05Bibliographically approved

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fulltext(2362 kB)208 downloads
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File name FULLTEXT01.pdfFile size 2362 kBChecksum SHA-512
47b913307698e8ae2e8bcdef6a532798aaace767722efaa873499f17253ea9154745ee9ff68e3f3747137cc5a2cad59c2c12cc41110710d3bc401838a90df629
Type fulltextMimetype application/pdf

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Department of Building Engineering, Energy Systems and Sustainability Science
Environmental Sciences

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf