Effects of a behaviour change campaign on recycling habits in Singapore using the RANAS approach

Abstract

Recent research into the development of novel engineering materials from recycled materials has generated renewed interest in promoting good recycling practices. Given the need to conserve energy, natural resources and landfill space, the necessity to recycle has never been more pressing. However, efforts to improve recycling rates and reduce contamination have seen limited success. This study in Singapore aims to evaluate the effects of a behavioural change campaign to increase household recycling rates while reducing the proportion of contaminants in recyclables. An alternative recycling programme, with the use of a web application, was developed according to the popular RANAS (Risks, Attitudes, Norms, Abilities and Self-Regulation) approach of behaviour change. This programme, known as SURF, is based on tracking each user’s recyclable contribution by issuing personal QR code stickers, from which a large variety of features could be implemented including award of points for incentives, information on recycling history, and display of the individual environmental impact via the application. Results show a significant increase in self-reported recycling activity among participants of the campaign, and significant improvements in the scores of behavioural factors were observed compared to a control group. The ability of the approach to incorporate psychological ownership had a positive impact on contamination rates - analysis on the recyclables collected reveal that contamination rates were below 2%, or more than 20 times below the national baseline. All 5 blocks of factors in the RANAS approach were found to have a positive correlation with recycling activity, while the self-regulation block, or one’s ability to plan and self-monitor their behaviour, was found to have the strongest correlation. Overall, the results indicate strong potential in this alternative recycling programme while highlighting opportunities for improvements to its design to suit various local contexts.