Buelow, Sarah, Lewis, Helen and Sonneveld, Kees (2010) The role of labels in directing consumer packaging waste. Management of Environmental Quality: an international journal, 21 (2). pp. 198-213. ISSN 1477-7835

Abstract

The purpose of this paper is to examine the extent to which consumers in Melbourne understand recycling information on packaging labels and their resulting recycling behaviour. Mixed research methods were used in the study (qualitative and quantitative approaches) in the form of randomly distributed surveys and structured face-to-face interviews. Both methods were administered with consumers from three demographically different areas in the metropolitan Melbourne (Australia) region. The software program SPSS was used to analyze some of the results. The research shows that despite good intentions, consumers’ understanding of packaging materials and labelling for common products, and therefore resulting sorting behaviour, is often very poor. The confusion surrounding current labelling and recycling schemes can be attributed to incorrect labelling and system complexity combined with a lack of consumer understanding and care.

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