Ka Yan Lui

• BA (Hons) Marketing and Management
• UK household recycling behaviour: can it be increased through community based social marketing?

Success of any household recycling program hinges on the support of local residents. Without behaviour change on the part of community residents, the program will fail (Tabanico and Schultz). This research applies the concept of Community-Based Social Marketing (CBSM). It begins with the selection of specific target behaviour and uses a four step process to foster sustainable behaviour change. This study examines how CBSM can be applied to increase the UK household recycling behaviour, and try to measure how effective CBSM is in comparison to simply putting out promotional materials that encourage people to reduce, reuse and recycle.

Project Supervisor: Prof Gu Pang, Newcastle University Business School
 
Funding Source: Newcastle University