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Emerald Article: The influence of corporate communications on recycling behaviour Nicky Mee, Debbie Clewes

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To cite this document: Nicky Mee, Debbie Clewes, (2004),"The influence of corporate communications on recycling behaviour", Corporate Communications: An International Journal, Vol. 9 Iss: 4 pp. 265 - 275 Permanent link to this document: http://dx.doi.org/10.1108/13563280410571004 Downloaded on: 15-10-2012 References: This document contains references to 32 other documents Citations: This document has been cited by 4 other documents To copy this document: permissions@emeraldinsight.com

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The inuence of corporate communications on recycling behaviour

Nicky Mee
Rushcliffe Borough Council, Nottingham, UK, and

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Debbie Clewes
University College Northampton, Northampton Business School, Northampton, UK
Keywords Recycling, Communications, Case studies, Local authorities Abstract This paper is a case study which explores the impact of a variety of communication tools and the way in which they inuence the recycling behaviour of residents in Rushcliffe Borough Council. Despite the fact that household waste is growing at a signicant rate, very little empirical research has been conducted to explore the role that effective corporate communications can play in inuencing attitude change and recycling behaviour or to determine which communication tools are considered to be most effective by local residents. The research reported is longitudinal involving three large-scale surveys assessing attitudes to current refuse collection, the recycling service and the effectiveness of the various communication tools used. Results are presented together with recommendations for improving the effectiveness of any councils corporate communications strategy for increasing recycling rates.

Introduction This paper explores the strategic impact of a variety of communication tools and their inuence on the recycling behaviour of residents in Rushcliffe Borough Council in Nottinghamshire. In March 2002, the Council implemented a kerbside and recycling wheeled bin refuse collection service, branded as recycling2go, into a pilot city area. In other parts of the Borough household waste is collected in black sacks. The recycling2go service will be introduced throughout the Borough in 2004. Refuse collection is any local councils highest prole service and the Government has imposed very challenging recycling targets (DETR, 2000). The Government set out the waste problem and statutory targets to reduce waste and increase recycling in its document Waste Strategy 2000 for England and Wales. The strategy describes the UKs vision for managing waste and resources better. Each year the UK produces huge quantities of waste over 400 million tonnes one-quarter of which is from households, commerce and industry. About 28 million tonnes is household waste and most currently ends up in landlls, 9 per cent of household waste is recycled or composted, with a further 8 per cent of household waste having energy recovered from it. The UK is behind many of its European Union partners in the recycling league Germany already recycles or composts 46 per cent of its household waste, while Austria recycles 64 per cent. Household waste is growing by around 3 per cent each year. Although it is a relatively small part of the overall waste stream, it is important that signicant progress is made towards managing it more sustainably. If this growth rate continues there will be a need for nearly twice as many new waste

Corporate Communications: An International Journal Vol. 9 No. 4, 2004 pp. 265-275 q Emerald Group Publishing Limited 1356-3289 DOI 10.1108/13563280410571004

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management facilities by 2020. The latest Government Strategy Unit (2002) report published on 27 November, Waste not, want not, highlights the economic as well as the environmental benets of acting now: waste volume will double and disposal costs will increase by 1.6 billion per year by 2020, unless action is taken. Statutory targets have been set by the Government for each council (DETR, 2000), Rushcliffe have the following: . By 2003/2004 to achieve a recycling rate of 12 per cent; . By 2005/2006 a recycling rate of 18 per cent; . By 2010/2011 a recycling rate of 30 per cent; and . By 2015/2016 a recycling rate of 33 per cent. Local authorities need to make signicant strides in recycling and composting to meet their statutory standards. Communicating a coherent recycling message will be one of the key factors for success of local authorities over the next decade, in response to the agenda being set by central government policy. There has also been signicant growth in publicity for local recycling schemes in recent years, but a general neglect of issues concerning public participation and the need for effective corporate communications (Evison and Read, 2001). Despite the fact that household waste is growing at a signicant rate very little empirical research has been conducted to explore the role that corporate communications can play in inuencing attitude change and recycling behaviour and determining which communication tools are considered to be most effective by local residents. The research reported is longitudinal involving three large scale surveys assessing attitudes to current refuse collection, the recycling service and the effectiveness of the various communication tools used. Results of the surveys are presented together with recommendations for improving the effectiveness of any Councils corporate communications strategy for increasing recycling rates. Literature review The waste management and recycling literature is interdisciplinary with contributions from psychology, economics, management, environmental and civil engineering. The psychology research is focussed on the characteristics of recyclers in an effort to understand motivation, values, attitudes and likely behaviour, while the other waste management disciplines outlined above are largely concerned with improving the performance of the recycling schemes through addressing design elements. Key themes which emerge include: . the role of knowledge in recycling (Barr et al., 2001; Perrin and Barton, 2001); . the possibility of predicting green behaviour from socio-demographic characteristics or other traits (Roberts, 1996; Wagner, 1997); . incentives and convenience (Foxall, 1995; Noehammer and Byer, 1997); . gaps between attitudes towards recycling and actual behaviour (Chung and Poon, 1994; McDonald and Ball, 1998; Perrin and Barton, 2001); . the social context of recycling (Dahab et al., 1995; Tucker et al., 2001); and . and the perceived barriers to participating in recycling (McDonald and Oates, 1999; Foxall, 1995; Simmons and Widmar, 1990).

There is a paucity of articles relating specically to marketing and recycling. Marketing has largely focussed on the green consumer (rather than the green disposer) in an effort to target this particular audience. The green market is an attractive marketing platform which many companies use to gain competitive advantage (e.g. Co-op Bank, Ben & Jerrys, Body Shop), the environmental disposal of material, however, has not received much attention from marketers and, consequently, an understanding of recycling in marketing terms is incomplete. However some specic texts and studies do provide useful communication principles for councils to consider which focus on the role of information and, of particular relevance, promotion (Tucker and Speirs, 2002; Evison and Read, 2001; Read, 1999; Rothwell and Walker, 1995; Reams and Ray, 1993). Harrison (1992) describes sustainable communications as a continuous and consistent exchange between the organisation and its customers to reinforce a co-operative green mentality in the organisation and its customers. Fuller (1999) also supports this point, stressing the importance of message design, structure and content and message source as being key infuencers in sustainable communications. Harrison (1992, p. 45) argues that the challenge is to move from unsustainable to sustainable communication where a credible organisation builds trust in the minds of its customers, with communication that manages expectations, is open, focuses on the creation of relationships and interacts with customers. Ottman (1992) recommends that organisations should anchor their response to the green consumer around four E factors: (1) make it easy for customer to be green; (2) empower customers; (3) enlist the support of customers; and (4) establish credibility. Clearly these latter two points require persuasive communications. As Peattie (1995) points out, communicating successfully is not just a question of putting out positive messages regarding eco-performance, it involves a multi-party dialogue about the business and the environment. For the Council, signicant stakeholders include residents plus parish councils, the voluntary sector, organisations involved in recycling and schools. Research by Charter (1992) revealed that environmental awareness is increasing in schools throughout Europe, with the introduction of environmental topics in a range of school syllabuses, together with wide recognition of the importance of environmental issues as a cross-curricular subject. This has resulted in environmental awareness and concern diffusing among children, who then use this information when making their own buying decisions. Children represent three markets in one: (1) a primary purchasing market; (2) a future market; and (3) an inuential market that directs parents actions. Strong (1998) also asserts that the consumer power of children is growing in importance. Her research investigated childrens knowledge and awareness of environmental issues at primary schools. The exploratory study conrmed that levels

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of environmental understanding among children are high, hence communication with and education of parents via their children is likely to be benecial to recycling rates. According to Rothwell and Walker (1995) communication and education play a vital role in increasing participation. Their study of consumer attitudes indicated that the use of mass-media to promote multi-material recycling positively impacted on the recovery of all materials. Published recycling scheme performance gures show a wide variation in household participation and average weights recovered. The more successful schemes are operator and user friendly which requires promotional material to be easy to understand (Read, 1997). Reams and Rays (1993) study of residential participation in recycling schemes indicated that a general information only approach to promotion was ineffective in changing behaviour whereas direct and personal contact was more effective in gaining pledges to participate. This is supported in a more recent study by Read (1999) into the use of a recycling roadshow in Kensington and Chelsea borough. Read (1999) reports that the recycling unit staff went door-to-door to inform residents of the doorstep service and raise general awareness surrounding waste management issues. This resulted in an increase in the recycling rate from 9 per cent to 11 per cent in 18 months. The estimated annual cost of the roadshow programme was 20,000 (two ofcers for six months, promotional items and transport). The estimated savings in annual disposal costs were 22,838, thus the programme effectively does not cost the Borough anything, while raising awareness and resulting in positive environmental behaviour change. Evaluation of the cost-effectiveness of any communication activity is important, as Read (1999) highlights the difculty of obtaining adequate funding for corporate communications in the local authority context, a point reinforced by Dolphins (2003) unique study into how well the function is funded. In a more recent study Evison and Read (2001) considered the effectiveness of the waste reduction publicity material of three local authorities in England. They concluded that: education, publicity and promotion are essential for the success of any recycling scheme (Evison and Read, 2001, p. 11). Quality promotional material on a regular basis is required including regular leaets which help to maintain public awareness and knowledge. Tucker and Speirs (2002) recently carried out research for the Cabinet Ofce Strategy Unit into forecasting recycling participation rates in England, the behavioural aspects inuencing recycling rates and how the strength of promotional campaigns might impact on the performance. They conclude that there is little information on the quantitative effects that various information and promotional campaigns have on recycling behaviour because most campaigns are not adequately monitored, particularly in the long-term to assess the sustainability of any increased recycling behaviour. The main promotional strategies used so far have been based around rewards (which are not successful if they are withdrawn) and prompts (such as persuasive verbal or written messages), where impact depends on the credibility of the source (with councils being seen as authoritative). They argue that negative messages or personally relevant messages tend to work best. They state that feedback is relatively little used in recycling to date. Their research showed that four classes of educational material may be needed: (1) addressing pro-recycling attitudes (newsletters and media campaigns); (2) specic information/awareness (e.g. reminders to put out bins on certain weeks);

(3) reinforcing the idea that every individuals action counts (personal letters); and (4) addressing forgetfulness (e.g. reminders to wash and squash plastic bottles). They conclude that the following pro-recycling attitudes should be addressed that residents should accept personal responsibility for waste and that each residents should understand the saliency of the issue (e.g. that the council is running out of local landll space). In summary, while the subject of recycling is considered in detail in the waste management literature, this issue has received very little attention from marketing and corporate communication academics. Of the studies that have been conducted, a major criticism outlined by Tucker and Speirs (2002) is that little research has been carried out to investigate the impact of communications on recycling behaviour over a long time period. As such, the case study that follows should help expand our understanding of how corporate communications can inuence recycling behaviour over time. Research design The research design is a single case study built from multiple sources of evidence (Yin, 2002). As one of the authors is directly involved in implementing the recycling scheme on a day-to-day basis, the case study that follows is built from a variety of secondary and primary research methods including participant observation, documents, archival records and three structured surveys. The survey research was designed to measure satisfaction rates with the scheme, measure the impact of a variety of marketing communications methods on inuencing residents pro-recycling attitudes and behaviour and evaluate which communications media were more inuential than others. The rst postal survey was sent to 1,000 residents on the Councils Citizens Panel in February 2002 prior to the commencement of the scheme to gauge residents reactions to the introduction of the scheme in all areas. The Citizens Panel comprises 1,000 residents who are statistically and demographically representative of the population as a whole, 502 useable questionnaires were achieved. Two further surveys were sent to all 5,600 residents in the pilot area, one in June 2002, three months into the pilot resulting in 2,200 usable questionnaires and the third in December 2002, nine months into the pilot resulting in 961 useable questionnaires. The case study The business issue waste Rushcliffe Borough Council is situated in south Nottinghamshire with a population of 108,000 and 44,500 domestic properties from which household refuse is collected. Prior to the recycling2go scheme household waste was collected in black sacks once a week. The new scheme consists of an alternate weekly collection of green garden waste (in a green wheeled bin) and a separate collection of paper and card one week, and collection of normal household refuse in a grey bin the second week. In addition, the council operates 72 mini recycling bring sites, where residents are encouraged to take recyclable items that will not initially be collected from the kerbside, namely glass, cans, plastic, textiles, shoes, and books. As a high prole service, changing the refuse collection service meant that the Council anticipated resistance to change. The Council expected an increase in residents

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comments/complaints both to individuals involved in the service (e.g. refuse collectors, staff in the waste service and communications, Councillors) as well as to the Customer Services Centre via a variety of communications channels. The Council also realised the importance of an integrated approach to marketing communications in helping to reduce resistance to change, to increase acceptance of the new system, to improve education and ultimately to reduce the waste and increase the recycling behaviour of residents. Household and municipal waste collected locally in Rushcliffe grew steadily between 1997 and 2002 coupled with a steady increase in recycling. However the recycling rate based on household waste only reached 9.7 per cent by the end of 2002. Despite the fact that most people will endorse recycling as a useful and important task, a large proportion of the population continues not to recycle and continues to place recyclables in mainstream waste (Chung and Poon, 1994; Tucker, 1999). Nationally, the landlling of municipal waste has been the subject of much legislation over the past four years. The European Unions Directive 1999/31/EC on the landll of waste requires a reduction in biodegradable waste in the UK to 75 per cent of 1995 levels by 2010 and 35 per cent by 2020. The UK Government has set ambitious recycling targets for England and Wales the aim being to recycle or compost 25 per cent of household waste by 2005, up to a level of 33 per cent by 2015 (DETR, 2000). Most waste currently ends up in landlls and the current recycling rate for the UK is 9 per cent, which is very low in comparison with other EU countries. This low recycling rate has been attributed to factors such as insufcient provision of suitable recycling schemes, poor use of current schemes, the lack of ease with which the public can dispose of waste, inadequate markets for recycled materials, socio-economic factors such as age, life stage and income levels and apathy towards recycling (McDonald and Oates, 1999; Foxall, 1995; Simmons and Widmar, 1990). Corporate communications should be able to directly inuence the last factor in particular. Although household waste is a relatively small part of the overall waste stream, it is important that signicant progress is made towards managing it more sustainably. To try to achieve this goal, the following communications programme was implemented. What was done: the corporate communications programme The timetable for communications began in November 2001 with the aim of delivering information and education and encouraging recycling on a regular basis prior to the start of the scheme in March 2002. The Council adopted an integrated approach to communications (Fill, 2002; Pickton and Broderick, 2001) around the recycling2go branding concept. This concept was tested at focus groups in the pilot area. Branding was considered necessary to raise awareness of the need to cut waste and recycle more, to raise the prole of the Councils most visible service, and an innovative approach was necessary to add value to the service generally. The recycling2go branding was chosen as it was innovative and links with the current throwaway, fast moving society. It also appealed to children the recyclers of the future. The 2go was chosen as the new wheeled bin system has two bins a green bin for recycling/garden waste and a dark grey bin for the rest of the rubbish and has a modern feel being cognisant with texting communications. The communications budget was approximately 10,000 and the mix comprised media relations, articles in the residents newsletter, internal communications and training. In addition, brieng sessions, personal visits, letters and phone calls were used

to inform local Parish Councils, schools and community groups with an offer to give personal presentations to any of these groups. Rushcliffe also became involved in the countywide Schools Waste Action Club and visited schools in the pilot area. Consultation and marketing research was also considered imperative and residents were consulted regularly both before and throughout the implementation of the scheme. The Council has developed media campaigns around the themes of reduce, re-use, recycle. Campaigns have included promoting discounted compost bins and rainwater butts, encouraging the use of traditional nappies and the need to buy food locally, encouraging residents to stop junk mail by registering with the mailing preference service and encouraging staff to contact customers via e-mail to reduce paper waste. Promotional material was produced for the three local public roadshows held in February 2002 in the pilot area. All residents were invited to attend their local roadshow, meet Council staff, ask questions and view the new initiative. The Councils mini Web site www.rushcliffe.gov.uk/recycling2go was launched in March 2002, giving a lot of information about the scheme and the need to recycle and with links to many other useful sites. A Your bins are coming pack was sent to residents one week before the start of the scheme with the delivery of their bins. This pack contained a recycling calendar for the kitchen and the bins, a general leaet explaining the importance of recycling, a leaet explaining which types of paper could be recycled and stickers for the inside lids of the green and grey bins advising which material should be put in which bin. In June 2002 the rst recycling2go newsletter was delivered to all residents in the pilot area with a questionnaire. This was repeated in December 2002. In addition, personal letters and direct mail are sent to each resident as appropriate, for example, to praise good recycling behaviour and provide encouragement or to resolve problems as they arise. Evaluation: citizen panel and pilot area surveys The survey results specically asked residents whether the aforementioned communications were inuencing their attitudes and behaviour and, in their opinion, which media was most effective. The Citizen Panel survey informed the Council about the satisfaction levels with the current refuse collection service and recycling service and the reasons people recycle (e.g. moral obligation, reduces waste, less to landll), and factors which discourage recycling (e.g. no storage place, lack of kerbside delivery). In terms of developing marketing communications media, 75 per cent of respondents had seen leaets regarding the Councils proposal for the introduction of wheeled bins and recycling collections to replace sack collections prior to participating in the survey. The vast majority of respondents (85 per cent) agreed that the information in the leaets is clear. Only 5 per cent disagreed with this statement. When asked how they would like to be kept informed of the Councils proposals for the refuse and recycling collection service in the future, the highest proportion of respondents indicated that they would like to have pamphlets/leaets delivered to their door (79 per cent). A smaller proportion would like to read about it in local newspapers (34 per cent) and receive personalised letters (33 per cent). Interestingly, 11 per cent indicated that they would like to receive e-mails and men (15 per cent) are twice as likely as women (7 per cent) to have provided this response. Those who are in work (14 per cent) are also more likely than the retired (9 per cent)

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and others not working (3 per cent) to have specied e-mail as a mechanism for communication about the Councils refuse and recycling service. Respondents were also asked to indicate the information and communications technology they currently have access to in order for the Council to establish the importance of developing the recycling2go mini Web site and electronic/interactive services in the future. A relatively high proportion have a personal computer at home with access to the Internet (66 per cent), and their own external e-mail address with at home, work or their place of study (58 per cent). Only 17 per cent of respondents do not have access to any of the specied technologies. The propensity to have a PC at home with Internet access decreases considerably with age; (100 per cent) 16-24; (78 per cent) 25-44; (66 per cent) 45-64; (23 per cent) 65+. The retired (32 per cent) are also considerably less likely than others not working (73 per cent) and the employed (77 per cent) to have a PC at home with Internet access. Two-thirds of respondents (67 per cent) currently use the Internet, and the propensity to do so decreases with age and among the retired. Of those who use the Internet, 23 per cent have visited the Councils Web site. The Web site has been well received among those who have visited it with 72 per cent rating it as good or very good. All residents in the pilot area were sent a questionnaire three months and nine months after the start of the scheme to ascertain attitudes and behaviour change. The results from the June 2002 survey were compared with the ndings from the December 2002 survey and the analysis revealed that 78 per cent of respondents were satised with the recycling2go scheme in June 2002 and this increased to 88 per cent in December 2002. Of the respondents, 66 per cent stated they were satised with the alternate weekly collection system in June this increased to 78 per cent in December 2002. Of the respondents, 55 per cent were recycling more compared to the start of the scheme (June) and this has increased to 72 per cent in December 2002. In addition, by December, 91 per cent of people felt they were being kept informed about the scheme and 75 per cent said the communications had inuenced them to recycle, although 23 per cent stated they had no inuence and 2 per cent said they did not read them. Respondents stated that the following communications had the most inuence on recycling behaviour newsletters (70 per cent), personalised letters (22 per cent), roadshows (4 per cent), word of mouth (3 per cent) and Web site (1 per cent). Discussion Given the large increase in satisfaction rates, and the fact that there had been no improvements to the scheme between June 2002 and December 2002, this provides some empirical data to show a link between regular communications over time and recycling behaviour (Tucker and Speirs, 2002). As stated by respondents, communications is inuencing the recycling behaviour among 75 per cent of the sample. In addition, the Council carried out a waste analysis of 200 properties in July 2002, which revealed that over 30 per cent of waste in the grey bin (for nominally non-recyclable waste) could still be easily recycled. This prompted a leaet to all residents and a PR campaign to remind residents of the need to recycle more and the residual waste fell to 15 per cent the following month a more direct indication that communications are effecting recycling behaviour. This study adds weight to the results of Reads (1999) and Evison and Reads (2001) research that effective communications result in increasing recycling performance and participation.

However, the communications having most stated inuence on increasing recycling behaviour in this study is direct mail i.e. newsletters and personalised letters and not the roadshows or Internet. Given the results of Reads (1999) research and the high access to the Internet and the increases in the number of hits to the Web site, the apparent contradiction of the small stated inuence of the road shows and Web site in this survey is an interesting area for future investigation. Conclusions A recycling rate of 50 per cent is being achieved to date in the pilot area and this far exceeds statutory targets set by the government for Rushcliffe or any Council (DETR, 2000). There are several ways that attitudes and recycling behaviour are being changed at Rushcliffe. First, a vital step is forcing change by the introduction of a new service (from black sacks to kerbside collection) which makes recycling easier (McDonald and Oates, 1999; Foxall, 1995; Simmons and Widmar, 1990). At the same time, long-term campaigns and communications are required to change beliefs which involves the use of frequent repetition and exposure to well-planned and integrated communications (Tucker and Speirs, 2002; Evison and Read, 2001; Pickton and Broderick, 2001). The Council has opened a dialogue with residents encouraging comments and feedback via a multi-channel approach. The Council also continually monitors recycling rates and uses marketing research to shape the service and to strengthen communications. The surveys have indicated that residents nd Council communications to be clear and informative (91 per cent) with the majority of respondents (75 per cent) saying that communications had inuenced them to recycle more. Printed material has the most inuence on changing attitudes with the recycling2go newsletter and personalised letters having the most stated inuence on changing attitudes and behaviour. Public satisfaction (currently 88 per cent) with the initiative is high and continues to increase over time in the pilot area and people are recycling much more now than they did before the start of the initiative. Marketing communications have the most stated impact on residents who are more favourably pre-disposed towards the introduction of the recycling2go project and has some inuence among those who are fairly dissatised with the introduction of the project. The main areas of communications that need addressing to help boost recycling rates include the Web site, Customer Services Centre and roadshows. There is also a need to continually improve those communication tools identied as being successful by residents or believed to be successful internally such as media relations, printed material, internal communications and consultation. There is also a need to work more closely with partners such as other councils, parish councils, schools, the voluntary sector and organisations involved in recycling. Finally, communications need to encourage non-recyclers and those dissatised with the scheme to recycle more. Further market segmentation research would be useful to help develop specic communications and messages targeted at different segments. There is a need to communicate differently with committed recyclers, with converts and non-recyclers to understand their drivers or resistance and to propose ways of maintaining or changing these attitudes. Further research would also be useful linked to the inuence of children on parents recycling behaviour and the most appropriate communications media for the younger generation as they become the future recycling market.

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External commendations (Audit Commission Best Value review and National Recycling Awards) place Rushcliffe among the best councils in the country at recycling. The communications team will continue to enter the initiative for award schemes as a means of keeping internal morale high. This case study should be viewed as an example of best practice in corporate communication programmes for other local authorities that face similar difculties in raising awareness and involvement in local services.

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Pickton, D. and Broderick, A. (2001), Integrated Marketing Communications, FT Prentice-Hall, London. Read, A. (1997), Going on the road raises the numbers, Resources Recycling, September, pp. 53-6. Read, A. (1999), A weekly doorstep recycling collection, I had no idea we could! Overcoming the local barriers to participation, Resources, Conservation and Recycling, Vol. 26 No. 3-4, pp. 217-49. Reams, M. and Ray, B. (1993), The effects of three promoting methods on recycling participation rates: a eld study, Joint Environment Systems, Vol. 22 No. 4, pp. 371-9. Roberts, J.A. (1996), Green consumers in the 1990s: prole and implications for advertising, Journal of Business Research, Vol. 36, pp. 217-31. Rothwell, S. and Walker, W. (1995), Development of Community-based Social Marketing Approaches for Achieving Sustainability, Pinecrest Queensway Community Economic Development Group Inc., Ontario. Simmons, D. and Widmar, R. (1990), Motivations and barriers to recycling, Journal of Environmental Education, Vol. 22 No. 1, pp. 13-18. Strong, C. (1998), The impact of environmental education on childrens knowledge and awareness of environmental concerns, Marketing Intelligence & Planning, Vol. 16 No. 6, pp. 349-55. Tucker, P. (1999), A survey of attitudes and barriers to kerbside recycling, Environmental and Waste Management, Vol. 2 No. 1, pp. 55-63. Tucker, P. and Speirs, D. (2002) Model forecasts of recycling participation rates and material capture for possible future recycling scenarios, Report to Cabinet Ofce Strategy Unit, Paisley. Tucker, P., Grayson, J. and Speirs, D. (2001), Integrated effects of a reduction in collection frequency for a kerbside newspaper recycling scheme, Resources, Conservation and Recycling, Vol. 31 No. 2, pp. 149-70. Wagner, S.A. (1997), Understanding Green Consumer Behaviour, Routledge, London. Yin, R. (2002), Case Study Research: Design and Methods, 3rd ed., Sage, London. Further reading Tucker, P. (2001), Understanding Recycling Behaviour, University of Paisley, Paisley.

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