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  • What motivates people to recycle?
  • What motivates people to recycle?
    Treefort Music Fest (2019) ©

Who knew! The science of turning trash into treasure

People are keen to recycle, but often don’t because they find it burdensome or inconvenient. As eco action becomes more important to people the world over, how can brands better motivate them to recycle their waste? Canvas8 spoke to Karen Winterich, professor of marketing at PennState, to find out.

Location Global


The 2019 Wimbledon tennis championships partnered with bottled-water brand Evian to raise awareness of on-the-go recycling. At the championship, event-goers could only buy 100%-recycled plastic water bottles from Evian, and were further encouraged to recycle thanks to an ‘I recycle’ logo on the bottle. As people are looking to adopt more sustainable practices, what actually motivates them to recycle in the first place?

Consumers’ motivations towards green behaviours are largely tempered by convenience. Research finds that 66% of Americans say that if something weren’t easy or convenient to recycle, they probably wouldn’t ...



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