HOUSEHOLD RECYCLING BEHAVIOUR: A BEHAVIORAL PERSPECTIVE

Environmental issues put short-term economic gratification in direct conflict with long-term survival of the planet: they are no longer considered ‘distant’. There is a causal link between the disposal and treatment of waste and global environmental problems. Recycling is one of the most effective remedies to the problem of waste. There is evidence of an intention-action gap in household recycling behavior. The psychological nature of the decision to recycle is the most likely explanation for this intention-action gap. The present dissertation combines behavioral economics and psychology of incentives. It studies the cognitive processes underlying the recycling intention-action gap and offers a theoretical framework to design effective nudges. The work consists of three sequential articles: the first two articles include a lab experiment, the third runs a computer simulation. Article 1 considers a semantic stimulus and tests the priming effect on recycling behavior of two stereotypes: the environmentalist and the conscientious citizen. Article 2 considers a contextual (conceptual plus visual) stimulus and tests the priming effect of two induced feelings: spirituality and nature. Article 3 develops an agent-based model to assess the effects of the major findings of Article 1 and 2 on the system as a whole.