Preventing littering : It’s not all about sticks!

Journal article

Almosa, Yara, Parkinson, Joy and Rundle-Thiele, Sharyn. (2022). Preventing littering : It’s not all about sticks! Journal of Nonprofit and Public Sector Marketing. 34(4), pp. 371-394. https://doi.org/10.1080/10495142.2020.1865236
AuthorsAlmosa, Yara, Parkinson, Joy and Rundle-Thiele, Sharyn
Abstract

Littering is an important issue in the public policy domain and contributes significantly to environmental problems. Identifying and understanding the factors that influence littering behavior is therefore critical for designing effective interventions for reducing littering. Littering is not only a concern for Western-developed societies, but also for developing societies such as the Middle East. This research examined individual littering behaviors using the Motivation, Opportunity, Ability and Behavior (MOAB) framework. This study provides actionable insights for public sector marketers to assist in reducing littering behavior. A total of 25 qualitative semi-structured interviews were conducted, drawing on a purposeful sample of adults aged 20–40 years from Saudi Arabia. Findings revealed that at the individual level a lack of knowledge influences littering behavior. Contextually, social norms and the built environment were also found to influence littering behavior. Implementing a combination of individual and contextual level strategies will assist public sector marketers and policymakers to achieve reduced littering in public spaces.

Keywordsprosocial behavior; behavior change; environmental behavior; littering
Year2022
JournalJournal of Nonprofit and Public Sector Marketing
Journal citation34 (4), pp. 371-394
PublisherRoutledge
ISSN1049-5142
Digital Object Identifier (DOI)https://doi.org/10.1080/10495142.2020.1865236
Scopus EID2-s2.0-85098582814
Page range371-394
Publisher's version
License
All rights reserved
File Access Level
Controlled
Output statusPublished
Publication dates
Online28 Dec 2020
Publication process dates
Deposited30 Oct 2023
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