| Abstract: | A waste disposal problem of looming proportions, coupled with a lack of sufficient public engagement in the preferred alternative to disposal, which is recycling, continues to perplex English policy‐makers. Based on both a literature review across a wide range of disciplines and a national survey of consumer attitudes towards their own participation in recycling, this paper finds that past efforts at increasing recycling have been based on an implied model of consumer recycling behaviour that is not supported by what happens in practice. By disentangling thinking about recycling behaviour from academic thinking about green consumerism, the paper considers the waste and recycling problem from a different angle. It suggests that research on the personal values of people who recycle could be utilized in marketing communications that show these values being fulfilled by recycling. Focusing greater marketing attention on people who already claim to recycle, and helping them through better communication and improved practical help, could achieve much higher levels of reclaimed materials. Copyright © 2005 John Wiley & Sons, Ltd and ERP Environment. |
