Motivating recycling behavior: A quasiexperimental investigation of message and source strategies

Abstract This research contributes to the area of environmental management by investigating strategic approaches to motivating increased citizen compliance with community recycling programs. Using a quasiexperimental design, direct behavioral observations and attitudinal and other survey data were drawn from 140 households in a northeastern metropolitan community, to test hypotheses related to the efficacy of different message appeal (fear, satisfaction) and source (advertising, publicity, personal) strategies. Although positive appeals yielded most favorable levels of beliefs and attitude toward recycling, the greatest increase in recycling behavior came in response to a negatively framed message conveyed by a personal acquaintance. © 1994 John Wiley & Sons, Inc.