Facilitating Recycling: Reverse—Distribution Channel Design for Participation and Support

Abstract

While social change research designed to promote recycling has increased rapidly in recent years, empirical documentation of the importance and effectiveness of distribution channel management for enhancing public support and participation is lacking. In this paper, it is argued mat the design of reverse distribution channels for recyclables influences support and participation through at least three distinct mechanisms: • it influences attitudes and behavior by affecting the perceived costs of recycling; • it influences behavior by affecting the opportunities for acting on recycling intentions, and; • it has the potential for improving attitudes (through dissonance reduction, attribution, and adjusting faulty cost expectations) through inducing trial. The importance of channel design characteristics through these three mechanisms is illustrated by the results from a continuing research program aimed at boosting the recycling of household waste in Denmark.