The power of nudging ; Using reverse logistics to improve recycling behaviour in household waste management while taking the intention-action gap into account

Abstract

Reverse logistics plays an important role in keeping resources in the supply chain for as long as possible through the creation of a circular waste management system. In household waste management, the success of such a system depends on the end-consumer, which supplies waste to the reverse supply chain. The aim of this thesis is therefore to examine how reverse logistics may contribute to improve the end-consumer-turned-supplier’s recycling behaviour, while taking the intention-action gap into account. A conceptual framework of recycling behaviour has been developed and tested empirically using a two-group dependent post-test quasi-experimental design following ethical guidelines. Data was collected through a pick-analysis and questionnaire. The empirical setting is a source-separation system, and the experimental and control groups were chosen from a high-rise housing cooperative in an urban residential district in Oslo municipality. Three interventions, or nudges, are designed to change behaviour through either the supplier or system dimensions. 1) Informational nudge to improve motivation through activation of social norms. 2) System nudge through reduced distance. 3) System nudge through access to equipment. The latter two aim to improve convenience. Results show improved recycling behaviour for the experimental group. 17% more food waste recycled, 29% less glass and metal disposed of in residual waste, and less contamination within recycled fractions. Control group behaviour stayed constant. Intentions to recycle are similar between the two groups. In conclusion, targeting the end-consumer-turned-supplier through either system or supplier characteristics may improve recycling behaviour and recycling rates. This has both theoretical and practical implications for waste management system design, as this thesis contributes with an increased understanding of the role of the end-consumer-turned-supplier and how any intervention can help improve actual recycling behaviour. Key words: reverse logistics; recycling behaviour; nudging; household waste; circular economy