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Study Looks at Consumer Willingness to Supply and to Pay for Curbside Recycling
Researchers from the Gatton College of Business and Economics at the University of Kentucky, Lexington, KY and the John B. Goddard School of Business and Economics at Weber State University, Ogden, Utah wanted to understand household recycling behavior. Their study looked at both demand and supply of household recycling by researching both consumers’ willingness to pay for curbside recycling as well as the effectiveness of monetary incentives and communication appeals on influencing decisions to recycle and how much to recycle.
Curbside recycling programs have increased significantly in recent years (1988 – 2009), however participation lags well behind 100%. The researchers wanted to investigate how best to incentivize curbside recycling programs in a large southeastern U.S. city. Conducting a study that looked at both monetary incentives and communication appeals, the researchers found some very interesting results. Can monetary incentives change behavior? Does the incentive cost outweigh the cost to run the program? Does appealing to consumers’ sense of “guilt” or “feel good” response have an effect on recycling behavior? How do these approaches interact?
For the results of the study and answers to the above, look at published results at http://www.secat.net/includes/open.php?id=17