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https://theconversation.com/wishcycling-how-eco-friendly-labels-confuse-shoppers-and-make-recycling-less-effective-253867>
"Have you ever thrown something in the recycling bin, hoping it’s recyclable?
Maybe a toothpaste tube, bubble wrap or plastic toy labelled “eco-friendly”?
This common practice, known as “wishcycling”, might seem harmless. But my
colleagues and I have published research that shows misleading environmental
claims by companies are making recycling more confusing – and less effective.
This kind of marketing leads to greenwashed consumer behaviour — when people
believe they are making environmentally friendly choices, but are being misled
by exaggerated or false claims about how sustainable a product is.
We surveyed 537 consumers from 102 towns across the UK to explore a simple
question: is there a link between greenwashed consumer behaviour and
wishcycling? We wanted to find out whether they feed into each other, what
drives them both, and how consumers perceive the connection.
What makes this issue particularly interesting is its psychological foundation.
We argue that modern consumers have been burdened with a responsibility that
may be beyond their capacity: deciding what to do with product packaging after
use.
Many people are unprepared, undereducated or simply unaware of the full effect
of their choices — and why should they be? This is a burden that should not
rest on their shoulders. Into this gap has stepped recycling, presented as the
solution. Consumers are led to believe that by recycling, they are doing their
part to help the environment.
However, when products carry environmental claims or symbols — even vague ones
like a green leaf, green banner or “earth-friendly” label — consumers often
fall prey to what we call the “environmental halo effect”. This cognitive bias
causes people to attribute positive environmental qualities to the entire
product, including how it’s disposed of, even when those claims may not be
accurate.
Surprisingly, our study reveals that environmentally conscious consumers can be
most susceptible to this effect. Their strong environmental values may make
them more inclined to trust green marketing claims, even when those claims are
vague or misleading.
Driven by their desire to make sustainable choices, these consumers often
accept green marketing claims at face value, assuming that environmental claims
reflect genuine efforts toward sustainability.
Even more intriguingly, we found that people with higher levels of education
tend to trust companies’ environmental claims more readily, especially when
these companies present themselves as environmentally responsible.
This all leads to more wishcycling, not less. When companies talk about their
environmental ethos and social responsibility, we’re more likely to believe
their packaging is recyclable – even when it isn’t.
Our research also suggests that younger consumers, despite being generally more
environmentally aware, are more likely to wishcycle. While millennials and
generation Z often express strong environmental values, they’re also often more
likely to contaminate recycling streams by throwing in non-recyclable items."
Cheers,
*** Xanni ***
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mailto:xanni@xanadu.net Andrew Pam
http://xanadu.com.au/ Chief Scientist, Xanadu
https://glasswings.com.au/ Partner, Glass Wings
https://sericyb.com.au/ Manager, Serious Cybernetics
