Psychological power of positive recycling

In Business, May/Jun 2000

Arizona State University psychology professor Robert Cialdini has conducted considerable research to see how people respond when they have the opportunity to recycle. As reported in Arizona Pride, newsletter of Arizona Clean & Beautiful, his findings verify the importance of the behavior-based approach to recycling. Cialdini observed that "if people see others recycling, then it is more acceptable for them to recycle too."

Public service announcements (PSAs) titled Arizona Recycles were run in four communities (Tucson, Flagstaff, Yuma and Prescott) to test their effectiveness in boosting recycling compared to two cities (Phoenix and Snowflake) where PSAs were not run. The result - a 24 percent increase in recycling where PSAs were run. The PSAs showed people recycling and receiving social acceptance for their actions. Those who did not recycle were the exception and "not normal." Observed Dr. Cialdini in Arizona Pride: "We are encouraged by the results of the test. They proved that to effectively address recycling and other clean community issues, we need to illustrate and reward the positive behaviors while singling out the negative behaviors."