Barriers to recycling at home

The Recycle Now campaign commissioned research to explore people’s barriers to recycling at home. The objective of the research was to generate a more rigorous and in-depth understanding of what prevents householders from recycling. The research has led to some important fresh thinking about how different population groups might be engaged more effectively by recycling campaigns especially at a more local level.

The work involved:

• undertaking qualitative in-depth interviews with 73 householders to explore barriers in detail; and
• carrying out a quantitative household survey with 1,512 householders drawn from a sample of nine local authorities in England, regionally representative and covering a cross section of three recycling collection services.

The report identifies four types of barrier faced by consumers and suggests which communication messages would address the issues for each of seven key audience segments.

A summary report and a full technical report are available to download below.

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