The social dilemma of household recycling

Abstract

This study analyses the role of subjective norm in understanding recycling behaviour and considers the likelihood of social pressures influencing recycling behaviour in South Africa. While attitude is personal in nature, the subjective norm relates to how the individual perceives the surrounding systems, e.g. what others think, what others do, what others expect. This paper, supported by qualitative data, explores how the individuals responsible for recycling in their households perceive the spheres of influence around them, which include perceptions of fellow South Africans, municipalities, their communities, neighbours and friends, as well as other household members’ recycling behaviour. All these influences have the potential to impact on the individual’s recycling behaviour. The results show that the potential of social pressure to positively influence recycling behaviour in South Africa is limited. The visibility of recycling bags in areas with a street collection service exerts some social pressure. However, this effect is limited because recycling is not a discussion point between family members, friends and neighbours. Personal norm (internalised), and not so much subjective norm (what others think), appears to be the driving force of the individual in the household who takes responsibility for recycling, often without support from the other household members. In order for subjective norm to play the most effective role in household recycling, there will have to be a concerted approach between national government, local government, private recycling companies and the media to encourage households, set the example, motivate and provide the necessary infrastructure and services.