Market Segmentation for Recycling

Abstract

A study of recycling perceptions, opinions, and behaviors of members of 578 households on Chicago's North Side illustrated the value of market segmentation for planning a recycling program. Analysis focused on nonrecyclers (61% of respondents), and their reasons for not participating. Factor analysis of Likert-type scores revealed three salient dimensions—indifference, location issues, and household nuisance—among 12 important reasons for not recycling. The internal composition of these factors lent support to a three-part decision model for recycling that involves motivation, information, and overcoming practical obstacles to recycling. Opinion scores showed the relative importance of 12 obstacles to recycling. Moreover, cluster analysis was used to identify the concerns of a sizable group that appears to be on the verge of participation. Addressing their issues would be a cost-efficient way to increase participation rates. Differences in perceptions and opinions between racial/ethnic groups were also identified.