Understanding the normalisation of recycling behaviour and its implications for other pro-environmental behaviours: a review of social norms and recycling

This paper examines our understanding of recycling behaviour in the context of its increasing normalisation in the UK. It reflects on the recent history of dry recycling (i.e. recycling of ‘dry’ materials such as paper, glass, plastics and cans) and asks the question as to what influence policy drivers and the increased provision of facilities for recycling have had on people’s behaviour. In reviewing the evidence for recycling being considered a norm, this paper explores what influence norms, habit and identities have on recycling behaviour. It then considers what lessons the evidence offers for using the normalisation of recycling behaviour in influencing more people to recycle and to adopt other sustainable behaviours. The somewhat contentious issue of whether engaging in recycling behaviours has a positive or negative effect on people engaging with other pro-environmental behaviours is discussed. The evidence shows that both positive and negative spillover occurs and understanding where the balance lies, as well as what effect recycling being a norm plays in this, is important in determining appropriate interventions to influence pro-environmental behaviours. The paper concludes with some observations on implications of the evidence on intervention approaches to influence pro-environmental behaviours.