Recycling, Norms, and Convenience: A Bivariate Probit Analysis of Household Data From a Swedish City

Abstract

The purpose of this article is to investigate the role of norms and convenience for households' packaging waste sorting activities. The theoretical point of departure is a simple economic model that integrates norm-motivated behavior into neoclassical utility theory by assuming that the individual has a preference for maintaining a self-image as a morally responsible (norm-compliant) person. The empirical analysis rests on survey responses from 398 households in the city of Eskilstuna, Sweden. Self-reported information on recycling contributions and personal norms is analyzed in a bivariate probit model, which estimates the probability of pursuing high-performing recycling efforts as an endogenously determined decisions to the activation of a personal norm for waste sorting. The results suggest that norm activation is an important driver for households' recycling contributions, as is convenience in the form of access to property-close collection schemes. Personal norms are in turn primarily activated by the presence of social, legal, and descriptive norms. One important implication is that policy needs to build on well-aligned policy instrument mixes that combine references to the moral significance of households' recycling contributions with various infrastructural measures that facilitate such contributions.