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How to Get People to Recycle: Show Them the Results

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New research offers evidence that people are much more likely to recycle if they are offered a vision of what their old bottles, cans, and magazines could be turned into.

Even as more and more people express alarm about climate change, rates of recycling—the one simple, Earth-friendly act that virtually everyone can engage in—have been frustratingly stagnant.

But new research indicates a promising approach to increase recycling participation. It offers evidence that people are much more likely to recycle if they are offered a vision of what their old bottles, cans, and magazines could be turned into.

“By bringing consumers’ attention to the transformation of recyclables into new products, the conversation shifts from ‘Where does this go?’ to ‘What can this make?'” writes a research team led by Karen Page Winterich of Pennsylvania State University. That mental image of a future product can apparently inspire people to change their behavior.

In the Journal of Marketing, the researchers describe six studies that support these findings. The first featured 111 Boston College undergraduates who “began the study session by taking one minute to do some doodling and drawing with paper and crayons,” ostensibly to “clear their minds before starting the survey.”



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Thanks !

Thanks for sharing this, you are awesome !