Session Chairs: Cecile Carson, Keep America Beautiful; P Wesley Schultz, California State University
This session is focused on behavior scientists, researchers, community leaders, NGOs, local government, and the general public who are interested in learning more about why people litter and ways to address the issue.
Like many social problems, litter and marine debris is caused by human behavior. Whether intentional or accidental, litter begins with the individual. Given the social, economic, and environmental problems that result from litter, numerous interventions have been developed, implemented, and evaluated. Yet despite these efforts, litter continues to be a problem. In an effort to go beyond the typical self‐report measures used to study littering behavior, our research includes observations of individuals in a diverse sample of public locations. With regard to general littering, our statistical analyses revealed several important predictors. In addition to our systematic observations of disposal behaviors, Keep America Beautiful randomly selected locations where we conducted intercept interviews with the observed disposers. The goal was to obtain a small, representative sample of individuals and to link the responses from our intercept interview to the observed disposal behaviors. At each of the selected intercept locations, individuals who had been observed disposing (either properly or improperly) were approached to take part in a face‐to‐face survey.
A combined set of strategies is necessary to address the issues to end littering and improve recycling. For over 40 years, Keep America Beautiful has used a Behavioral Methodology to identify littering behaviors and implement and evaluate strategies that change littering behaviors. A Behavioral Advisory Council consisting of academic and cultural experts began a refresh and relaunch of the original model. During this session, researchers and in-field practitioners will share current research to address the behaviors and strategies and methods to encourage proper disposal and reduce waste.
Topics of discussion will include but not be limited to: community appearance and value of consistent and ongoing community clean‐up activities convenience to containers – clean‐up efforts in the absence of infrastructure changes are likely to produce effects that are short‐lived; role for awareness and motivation campaigns – Ad Council, local messaging and signages using research from the I Want to Be campaign targeting recycling and plastic recycling specifically; review of 2016 recycling attitudes and behavior survey to determine the value individuals place on recycling and convenience.
Abstracts
Prevent Marine Debris Through Empowering New Generations’ Actions at Educational Institutions
presenting: Christine Flowers (CSU Sacramento, United States); authors: Christine Flowers (CSU Sacramento, United States), Sammi Dorfan (San Diego Jewish Academy)
This session will provide examples of how to use tools and resources developed by Keep America Beautiful (KAB) and examples from California State University’s Sac State Sustainability program to focus on protecting local watersheds. Sac State Sustainability became the first KAB University Affiliate as the program expands to accommodate colleges and universities.
KAB has developed a Youth Advisory Council (YAC) to provide a national framework for youth engagement. To support implementation the Youth Initiatives Program Guide includes three modules that address litter, solid waste and beautification. These modules are user friendly for all grade levels, address the National Stem Initiative and provide opportunities for Service Learning. Currently there are ten local YACs and two State level YACs. A pilot was completed at three schools. There is a potential for outreach to 9,000 schools annually through the KAB Affiliate system.
The Litter Free Places Initiatives piloted by the YAC is showing a sustained 38% reduction in litter. A member of the National Youth Advisory Council who has started a YAC located in a coastal community will provide her insight into how this program has changed her perspective and given her the confidence to establish a program at her school and seek ways to expand efforts in the broader San Diego Community.
SacState Sustainability will showcase efforts to improve local storm water quality through prevention, volunteer efforts and education. In 2015, SacState Sustainability found a way to focus on keeping the neighboring American River clean through construction of 25 stormwater capture and treatment devices, making the campus a model for LID. Sacramento State has adopted multiple areas along the American River Parkway and 2-3 times a year coordinate river clean-ups.
Regional Litter Prevention Campaign: Building a Campaign That Works
presenting: Hannah Seligmann (Alice Ferguson Foundation, United States); authors: Hannah Seligmann (Alice Ferguson Foundation, United States)
The Anacostia River Total Maximum Daily Load (TMDL) for trash requires jurisdictions to capture, prevent from entering, or remove baseline trash loads. In order to meet these trash load expectations, the Anacostia River watershed has developed new infrastructure, watershed framed policy, social marketing campaigns, and regional collaboration. Despite this mandate to clean-up the river, stormwater outflows continue to carry food packaging, beverage bottles, and take out containers from the streets into the streams. The Regional Litter Prevention Campaign aims to change individuals littering behaviors through community based social marketing.
This workshop will contribute littering behavior observation research, motivating factors that foster proper waste management habits on a personal and communal level, and a case study of a community based social marketing campaign.
The Alice Ferguson Foundation partnered with a social research firm to conduct focus groups and interviews with residents of the Potomac River watershed. Further research was conducted to target millennial and Spanish speaking audiences. The findings resulted in images and words that can promote behavior change in people who litter. Statements like, “Your litter hits close to home” and images of parks, green space, and community pillars have ranked highly in focus groups with admitted litterers.
Over 9 years, the campaign has been piloted in single neighborhoods, expanded to larger communities, and most recently has encompassed the entire District of Columbia.
The campaign has successfully reduced littering behavior by 30% in DC neighborhoods pre/post campaign signage. We’ll discuss lessons learned, success stories, and what’s next.
Who Gives a Hoot Intercept Surveys
presenting: Renee Bator (SUNY Plattsburgh, United States); authors: Renee Bator (SUNY Plattsburgh, United States)
Across 14 different outdoor settings in 8 states, the authors interviewed 102 disposers to examine how littering behavior is affected by environmental factors, social norms, demographic characteristics, and self-reported motivations. Observations revealed that 25% of all disposals were littered,and the most commonly littered item was cigarette butts. Participants were less likely to litter in locations with more receptacles available and with receptacles positioned so they could be easily reached. Younger participants, who reported weaker personal norms against littering, were more likely to litter. Implications of this work suggested the necessity of adequate receptacle availability and accessibility, especially cigarette-butt receptacles. In addition, antilittering campaigns were advised to direct their appeals to those most at risk for littering—targets under the age of 30.
Behavior Change Strategies to End Littering and Improve Recycling
presenting: Wes Schultz (Cal State – San Marcos, United States); authors: Wes Schultz (Cal State – San Marcos, United States)
In an effort to go beyond the typical self‐report measures used to study littering behavior, our research includes observations of individuals in a diverse sample of public locations. With regard to general littering, our statistical analyses revealed several important predictors. In addition to our systematic observations of disposal behaviors, we randomly selected locations where we conducted intercept interviews with the observed disposers. The goal was to obtain a small, representative sample of individuals and to link the responses from our intercept interview to the observed disposal behaviors. At each of the selected intercept locations, individuals who had been observed disposing (either properly or improperly) were approached to take part in a face‐to‐face survey. During this session, researchers and in-field practitioners will share current research to address the behaviors and strategies and methods to encourage proper disposal and reduce waste.