RECOUP study identifies confusion about recycling

RECOUP (Recycling of Used Plastics Ltd.), a plastics recycling charity based in the United Kingdom, has partnered with Marks and Spencer, a retailer in London, and Plastics Europe, Brussels, to perform an observational study to understand the barriers and behaviors of citizens when recycling plastic packaging. RECOUP commissioned “Watch Me Think” to facilitate recordings of citizen behavior to gain an understanding of the actual behavior of consumers at home when recycling and their perceptions on recycling, the charity reports in a news release.

The study identified that citizens remained confused about recycling despite their best intentions, RECOUP reports in a news release. Both the Green Dot symbol and Mobius Loop were being used as recycling indicators. The study also identified that in the case of plastic packaging where recycling instructions were easily detected, then consumers tended to follow these instructions and symbol confusion did not play a part in their recycling behavior. The feedback from citizens indicated that recycling messages needed to be highly visible, unambiguous and ideally on the front of the pack.

“This study identified barriers to behavior change and attitude towards recycling,” says Anne Hitch, communications manager at RECOUP. “Consumer confusion is complex and subjective, but even when people are keen to recycle the labeling means that items may end up in landfill that could otherwise be recycled. RECOUP’s Pledge2Recycle Plastics work shows that there is a need to invest in education and communication.”

The study also highlighted the following points:

• Salmonella and kitchen hygiene concerns: Concerns over kitchen hygiene cross contamination from washing resulting in consumers placing meat trays into general waste.

• Unsure what constitutes a food tray: Where local instructions indicate “food trays,” this can lead to confusion. Consumers are unsure where “food trays” refers to ready-meal packaging or any trays that have contained cooked or uncooked fruits or vegetables.

• Can’t be bothered to clean: Citizens were unwilling to undertake cleaning required and therefore placed soiled items of plastic packaging that could be recycled in their general waste.

• Removing sleeves: The need to segregate some items of packaging before recycling was viewed as a hassle, which led to these products ending up in general waste.

• Insufficient recycling capacity: Even if the consumer knew that the items were recyclable, it could still end up in the general waste due to the size.

Despite the issue of plastics recycling being important to citizens, RECOUP reports that many citizens still do not see this as their responsibility. Citizens do not understand the impact their recycling behavior changes could have on recycling rates.

“This study provides a unique insight into [household] recycling behavior and clearly highlights that there is much confusion on what can or cannot be recycled,” says Adrian Whyle, senior resource efficiency manager at Plastics Europe. “We encourage all stakeholders to work towards a harmonized waste collection system throughout the U.K. with clear labeling on what can or cannot be recycled in order to eliminate confusion and to maximize the recovery of such valuable resources.” 

“We know that the general public are generally keen to recycle more plastics,” adds Stuart Foster, CEO of RECOUP. “We have seen how communication and clear, consistent messaging is critical in driving up recycling rates. We are working closely with our members and across industry to make recycling easy and economically viable.”

RECOUP shared the full report from the study online. The topic will also be debated at the RECOUP Conference on Sept. 26, 2019 in Peterborough, England.