Why aren't we recycling more?

Preliminary research by YouGov found that while 76% of consumers claim to “always” recycle plastic bottles at home, half of all plastic bottles are not collected for recycling.

The research was commissioned by Coca-Cola Enterprises( CCE), which manufactures, bottles and markets Coca-Cola products in Western Europe.

While 64% of consumers claimed that recycling is “a moral and environmental duty', actual at-home recycling rates do not reflect such intentions and reveal a significant ‘value-action gap’. In addition to creating unnecessary waste this also results in "a critical shortage" in the supply of locally available high-quality recycled PET for manufacturers.

CCEsaid these initial survey findings marks the next phase of a six-month study with a research institute at the University of Exeter.

It aims to discover why at-home recycling rates in Britain are below European average.

It will explore the impact of generational differences, on-pack information and understanding of infrastructure on influencing recycling behaviour

The research is being supported by CCE’s Recycle for the Future campaign and it will observe ten GB households over a six-month period, to explore the dynamics that drive waste and recycling behaviours in the home.

Dr. Stewart Barr, from the College of Life and Environmental Sciences at the University of Exeter, said:

“Our research team has been working on pro-environmental behaviour change for many years and we are very familiar with the ‘value/action gap’. People say they want to be environmentally friendly and want to recycle, but in many cases they don’t. This study will explore the intricacies of household decisions on recycling and identify actions that could to drive long-term consumer behaviour change.”

CCEhas identified that packaging accounts for almost half of its carbon footprint. As part of its commitment to reduce the carbon footprint of its products by a third by 2020, the company has committed to recycle more packaging than it uses.

“Our commitment to reduce the carbon footprint of the drink in your hand by a third by 2020 means we must inspire change in consumer recycling behaviour,” said Joe Franses, director of Corporate Responsibility and Sustainability.

“Recycle for the Future will unlock the dynamics of household recycling behaviours and allow us to explore collaborative solutions to this challenge with the wider sustainability community. We believe this project will provide real value for other businesses, NGOs and public authorities.”