At the moment of disposal: how messaging techniques at university public outdoor waste receptacles can improve the solid waste stream

Abstract

Purpose This study aims to test how waste disposal behaviors can be changed such as higher recycling diversion and lower contamination rates using signage and messaging techniques at public outdoor waste receptacles on a university campus. Design/methodology/approach The experiment took place at five public outdoor receptacle stations, each with a landfill and recycling receptacle, which were located in highly trafficked areas on the University of Florida campus. The study consisted of three phases, each lasting for three weeks. During phase one, no signage and messaging were introduced; during phase two, negative and concrete messaging was placed on signs that stood above the two receptacles; and during phase three, positive and abstract messaging was placed above the receptacles. Waste audits were conducted by separating and weighing the waste. Findings With signage and messaging implementation, the recycling diversion rates increased and contamination in the recycling receptacles decreased. However, there was not a consistent decrease in contamination in the landfill receptacles. The study also showed that the negative and concrete messaging was more effective at both increasing diversion rates and decreasing contamination rates at the recycling receptacles. Practical implications Waste managers on university campuses need to address the purpose and type of messaging being used at waste receptacles to maximize behavior and/or education outcomes. Originality/value To the best of the authors’ knowledge, this study represents the first time waste disposal behaviors have been analyzed and experimented on at public outdoor receptacles on a university campus.