People to practice: how to create win-win situations

Abstract

Unacceptable waste management practices are the root cause of many problems in South Africa. Failing waste management services impact negatively on environmental and human health. Communication and awareness creation often fail to change people’s mindsets that would allow them to act in ways that would benefit the environment. Research in the fields of psychology and social psychology has lead to the development of many behavioural theories, which also has been extended into the environmental and waste fields. These social theories examine how to get people to perform a specific desired behaviour, in this case pro-environmental behaviour, in the absence of direct personal gain. This paper explores behavioural theory and the application of such theory in international case studies related to environmental behaviour, attitudes and actions, and in particular recycling behaviour. This paper explores the opportunities that social theories present in finding solutions to South Africa’s waste management problems, thereby creating win-win situations for government, society (as consumer) and the environment.