Consumer attitudes and understanding of recycling labels towards recycling in Leicester

Table of Contents

1.0 EXECUTIVE SUMMARY

2.0 LITERATURE REVIEW

3.0 RESEARCH METHODOLOGY AND DESIGN
3.1 Research Objectives
3.2 Quantitative Research Method and Design
3.3 Research Sample
3.4 Research Proposition

4.0 ANALYSES OF PRIMARY DATA
4.1 The Key Dimensions and Questions for the First Objectives Propositions 1 and 2 Analysis 6-
4.2 The Key Dimensions Questions for the Second Objective and Propositions
4.3 Analysis

5.0 IMPLICATIONS

6.0 References

1.0 EXECUTIVE SUMMARY

Green is life; it signifies growth, renewal and health the Circle mean continuity. The two elements form the whole.

This report aims to highlight the key aspects of consumer attitudes and awareness of recycling issues in Leicester. The study will focus on consumer attitudes towards as well as to identify the extent of the understanding of recycling labels on the packaging between Leicester residents. There is evidence to suggest that some consumers, interested in green environmental products may be less pressured by brand. Marketers may take this opportunity to identify these consumers and attract them by applying eco friendly messages to product advertising strategies and linking them with their brands. The communication link between consumers and companies is the recycling label on the package this enables consumers to sort their waste and determine whether to send a used packaging item to landfill or to a recycling waste bin. Understanding recycling labels it is becoming more difficult for the average person. The primary data in this report was acquired by quantitative closed and derelict questions questionnaire survey method. The SPSS software program was used to analyse the primary data.

2.0 LITERATURE REVIEW

During recent decades, many people have begun to change their behaviour and attitudes towards protecting the environment. This trend began in the early 1970s during that time the first phase of environmental issues appeared in the news and advertisements, the second phase appeared in the late 1980s when society became involved in looking at the performance of companies and responsibility. One aspect of this awareness was that, some companies such as Body Shop and Shell Canada began adopting an environmental approach in their companies. The third phase dating to the 1990s saw society placing high pressure on governments and companies by beginning to examine products and look for certified environmental standards (Jones, Comfort, and Hillier, 2005). This summary of recent history reveals that, there is no doubt that social environmental responsibility

has begun to play an important role in the success of any business. In fact, the main engine of the environmental issues process is its consumers. In the last decade companies and marketers have recognised this trend and have moved towards it on the basis of attracting more consumers therefore, radical change in consumer preferences motivates the business to develop new products innovations. As a result, the green market segments new customers in response to this green consumer demand (Tsen, Phang, Hasan and Buncha, 2006)

Webster 1975 (cited in D'Souza, 2004, p. 182) defined that “a socially conscious consumer as a consumer who takes into account the public consequences of his or her private consumption or who attempts to use his or her purchasing power to bring about social change”. So, consumers often evaluate their purchases to determine if they are eco environmental purchases before paying for them (D'Souza, 2004). Often people are willing to pay more or drive further to acquire green products (Tsen, C. et al. 2006).

There are several studies showing that consumers who are involved eco purchase (Biswas, Licata, McKee, Pullig, and Daughtridge, 2000)

In the UK, as well as in many other countries, environmental issues are one of the most important concerns for the government. In the last five years UK recycling rates have increased from 17% to 34% (Smith, 2009) however, according to the Department for Environment Food and Rural Affairs (DEFRA) the UK is still using landfill (DEFRA, 2008). The consumer recycling program is used to decrease waste and conserve resources. There is a simple message “Please Recycle” on most products packaging although it is not always so easy. According to the Federal Trade Commission, the message “Please Recycle, should be made only if a substantial majority of people have access to recycling for that type of package” (Johnson, 2009). Due to this growing awareness of environmental issues there is a movement of companies and consumers towards recycling as much as they can. In Leicester, like many cities in the UK, there is access to a wide range of recycling services for both residents and retailers including a weekly kerbside collection of plastic glass, paper and bottles, as well as two Community Recycling Centres, over 60 Recycling Banks and Ball Mill which can treat up to 70% of waste from landfill (Leicester City Council n.d.).

The communication link between consumers and companies is the recycling label on the package this enables consumers to sort their waste and determine whether to send a used

packaging item to landfill or to a recycling waste bin. Understanding recycling labels it is becoming more difficult for the average person. According to Buelow, Lewis and Sonneveld, many companies have launched their own labelling system aiming to inform consumers about how to sort packaging (Buelow, Lewis and Sonneveld, 2010).

One of the programs which operates between the government and businesses is The UK's Waste and Resources Action Program (WRAP) which has introduced a new consumer label see figure[A]

FIGURE [A]

illustration not visible in this excerpt

Source: http://www.recyclenow.com/

The aim of this label is “To establish a harmonized and transparent messaging approach for all materials and packaging formats to encourage greater participation and to incentivize development of better recycling infrastructure” (Bedarf and Digest 2009).

However, there is some confusion about this label amongst Leicester residents (As can be seen from the discussion).

Today, with the arrival of Ms Lucas “The UK has its first Green Party MP” she has achieved great success by moving into government for both her party and for green associations in the UK. It is hoped that this means Britain’s going to become greener (BBC, 2010).

3.0. RESEARCH METHODOLOGY AND DESIGN

3.1 Research Objectives

This report aims to highlight the key aspects of consumer attitudes and awareness of recycling issues in Leicester. The study will focus on two main elements attitudes and understanding of different signage and labels on recyclable material these are the two main research objectives:

1. To identify consumer attitudes towards recycling in Leicester.
2. To identify the extent of the understanding of recycling labels on the packaging between Leicester residents.

3.2 Quantitative Research Method and Design

This report is designed to measure how many people share similar views, awareness and attitude as well as what are now, what t do so can be able to build up a picture of the current situation as regards the recycling knowledge and behaviour of Leicester residents (Wright and Crimp, 2000; Shiu , Hair, Bush and Ortinau , 2009). To achieve this, a large number of people will be studied by applying a quantitative research method (Wright and Crimp, 2000; Smith, Thorpe and Jackson, 2008; Shiu, Hair, Bush and Ortinau, 2009).

The quantitative survey method aims to collect a large amount of data from a sizeable target population sample. Raw data and information is usually gathered by using a questions and answers process to provide useful results for the researcher or marketer. These can then be considered as specific, solid, facts and scientific foundation data that will make the researcher or marketer become confident with his findings ( Denscombe 2007; Shiu , Hair, Bush and Ortinau, 2009). Although it takes considerable time and great expense the complex results produced are useful and valid for this reason quantitative questionnaire research is widely used among businesses due to its flexibility as a marketing tool (Wright and Crimp,2000; Smith, Thorpe and Jackson,2008). The primary data in this report was acquired by quantitative closed and direct questions questionnaire survey method.

3.3 Research Sample

To determine the study's objectives, a non-probability sampling has been applied in this research due to the large number or population (Saunders, Lewis and Thornhill 2009). The quantitative surveys took place with 51 Leicester residents. The age of participants in the sample ranges from 19 to over 61. The quantitative survey was distributed in the following areas: 15 in Leicester Market, 13 High Cross Street and 22 in the Community Recycling Canter.

3.4 Research Proposition

One of the expectations from the primary data in this study was that there might be some degree of association between the two variables. The aim was to obtain a statistical comparison between two variables by analysing the potential relationship amongst the two statements, or two groups, in the sample from questionnaire data. The SPSS software program was used to analyse the primary data. The proposition scenarios to be tested were as follows:

P1: Ability to recycle many materials conveniently will help people to recycling more.

P2: The environmentally high costs involved mean that consumers might be willing to pay more for eco friendly products.

P3: Consumers who have a high level of education are more likely to understand recycling labels.