Original scientific paper
INFLUENCE OF NORMATIVE INFORMATION AND STIMULATION OF INDIVIDUAL RESPONSIBILITY ON THE INTENTION TO RECYCLE HOME WASTE
Zrinka Ristić
; Faculty of Philosophy, Zagreb
Dejan Dedić
Abstract
The research on efficiency of the message to stimulate the behavior of recycling the home waste has been carried out on 140 subjects of a Zagreb secondary school. Two factors were varied in the messages: normative information (the figure showing the number of people in the West who recycle and the quantity of waste recycled — 10 or 90% of people who recycle) on the one hand, and the stimulation of individual responsibility (the part of individual responsibility and efficiency of individual efforts is or is not contained in the message.) Thus, there were four groups with different messages and one control group to which no message was presented.
Subjects were divided with regard to the attitude towards recycling and previous recycling experience.
The result showed that the groups with different messages do not significantly differ statistically according to the evaluation of probability that in the month following the research they will recycle paper, glass, plastic bottles and cans, neither reciprocally nor from the control group.
The subjects of more positive attitude towards recycling as well as those who recycled until the moment of examination, show bigger intention for recycling than the subjects of negative attitude and without the recycling experience.
The interaction attitude message for the intention of recycling plastic bottles is the only statistically important interaction.
The subjects who have intention of recycling their home waste consider themselves personally more responsible for the protection of the environment and estimate that higher percentage of people in Zagreb recycle than the subjects who do not have intention of recycling.
Keywords
attitude towards recycling; individual responsibility and efficiency of individual recycling efforts; normative information; recycling experience; recycling intention
Hrčak ID:
141545
URI
Publication date:
15.9.1997.
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