Motivating recycling behaviour
What do you do with the deposit bottle or can that you buy at the canteen, when there isn’t a collection point? The chances are very high that you are going to throw it in the bin. But what if we add one? This project tested how behavioural change can be achieved through nudging using the NHL Stenden canteen as a living lab.
What was the motivation for the project?
An observation of the canteen showed that students and staff continuously throw deposit cans in the bin after consumption. Conversations with both showed that most of them were still unaware of the fact that with the new Dutch law since January 2024, cans also have a deposit value on them and therefore should be returned and not disposed of. Greater efforts are therefore needed to motivate recycling behaviour among guests of the canteen.
What problem did the project solve?
The problem was not a lack of willingness among guests to hand in the deposit cans separately. Instead, the absence of a separate collection point for deposit made guests unaware that they should return the cans instead of throwing them out with regular waste. After testing various deposit collection point designs, new deposit collection points were installed in the canteen based on the outcome. As a result, guests began to separate deposit cans more consistently. Adding a new option, also known as nudging, to the existing set up for garbage disposal in the canteen, allows guests to make a more informed choice.
What are the main (or preliminary) results?
From the various designs of deposit collection points, it was found that the design of a crate was the most successful. Almost 90% of the cans were returned and contrary to the bin-shaped collection point, recycling contamination was eliminated. The research showed that deposit collection point design is important for the nudge to be successful.
Moreover, this project led to the installation of Reversed Vending Machines (RVM) at the NHL Stenden campus in Leeuwarden, with special thanks to Statiegeld Nederland. Here students and staff can return bottles and cans and get the money back via Tikkie or donate it to the Waddenvereniging. The machines are a big success since over 200 bottles and cans are returned every week in Leeuwarden. With this, we contribute to closing the loop for aluminium and plastic packaging, as everything collected is returned to make new cans and bottles out of the materials.
Who was the project team?
NHL Stenden Hospitality Group (NHG) and specifically the canteen department were used as a living lab environment for this research. Cooperation with the practical facilitators and students was vital for data collection and testing of the nudge. Students working at the canteen were involved in testing verbal prompts. Finally, dr Elena Cavagnaro supported the project and is co-author to the research paper.
