All too often it is too easy to simply offer financial incentives to encourage greater recycling to households. Municipal waste management often considers that education of households can lead to improvements in recycling outcomes. While this is intuitively appealing, there is often little genuine analysis.
Behavioural economics offers an approach driven by empirical analysis and fieldwork, rather than theory or ‘gut feel’, to develop tailored approaches to achieve better recycling outcomes. Large numbers of household units offer the opportunity to experiment with the recycling incentive architecture before a full roll out across a municipal area.
Behavioral economics is important in recycling because it can help understand why people do or don’t recycle, and how to design policies and programs that encourage more recycling. Here are a few specific reasons why behavioral economics is important in recycling:
- People’s behavior is influenced by more than just economic incentives. Traditional economics assumes that people make decisions based on rational self-interest, but behavioral economics recognizes that people’s decisions are also influenced by factors such as social norms, emotions, and cognitive biases. By understanding these other factors, behavioral economics can help design policies and programs that are more effective in encouraging recycling.
- People’s behavior is influenced by the design of the recycling system. The way recycling is presented to people, such as the location of recycling bins and the clarity of recycling instructions, can have a big impact on whether or not people recycle. Behavioral economics can help identify ways to make recycling more convenient and understandable, increasing the likelihood that people will recycle.
- People’s behavior is influenced by their perception of the benefits and costs of recycling. Behavioral economics can help identify ways to communicate the benefits of recycling more effectively, such as highlighting the environmental and economic benefits of recycling, and can help identify ways to increase the perceived costs of not recycling, such as highlighting the environmental damage caused by waste.
- People’s behavior is influenced by the way decisions are framed. Behavioral economics can help identify how to frame decisions in ways that encourage more recycling, such as by highlighting the social norm of recycling or using loss aversion to encourage recycling.
Overall, behavioral economics can help design more effective policies and programs that encourage more recycling by understanding the factors that influence people’s behavior, and by designing the recycling system in ways that take these factors into account.
To what extent are the incentives in your organisation grounded in analysis, recognise bias factors, presented to encourage action, framed to encourage positive decision making by households?
Lytton Advisory 