Boro-Wide Recycling Corp.
Maspeth, NY 718-416-1656
The growth of the recycling rate in the United States is growing, but the progress is much slower than it should be. The recycling rate has risen by less than 6 percent in the last ten years, but why is it so slow? A recent study, published in the Journal of Consumer Research, seeks to answer this common question by looking beyond the typical answers or excuses, like curbside recycling access and confusing plastic resin codes. This study looks to examine the thought process that leads consumers to toss recyclables in the trash.
The study found that consumers are already hardwired to believe that damaged or incomplete products, like small or ripped paper and dented cans, no longer retain their value. After testing their theory through a field study as well as four laboratory studies, they found that once a recyclable item ceased to retain its whole form, users tended to throw it in the garbage. This process is formed out of habit, the only way it can be overcome is by helping consumers realize a product's true value. This could be shifted to a larger scale by designing product packaging to preserve a whole and undamaged appearance after opening. Read more about the study here: http://goo.gl/nTC0kv.
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