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Different kinds of consumer response to the reward recycling technique: similarities at the desired routine level

Gonzalo Díaz Meneses (Universidad de Las Palmas de Gran Canaria, The Canary Islands, Spain)
Asunción Beerli Palacio (Universidad de Las Palmas de Gran Canaria, The Canary Islands, Spain)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 1 January 2006

Abstract

Purpose

The objective of this research is not only to provide a new theoretical framework to overcome doctrinal inconsistencies related to the reward recycling technique but also to empirically contrast the proposed explanations.

Design/methodology/approach

This research follows a quasi‐experimental design. This type of treatment comprises the application of a draw‐based prize technique. A questionnaire was issued to gather the information from a sample with 123 individuals. The approach is quantitative.

Findings

It was found that recycling behaviour has become a routine or habit with recognized awareness of ecology and recycling, but without a high level of involvement, since today's adoption process does not require such effort. This implies that the efficacy of the reward technique has been transformed and consequently its effects must be understood differently. To be specific, responders and non‐responders are similar, in terms of their levels of beliefs about recycling, ecological concern and involvement with recycling, and both show the same model of adoption with a low hierarchy of effect and with a few minor differences. Nevertheless there is only one difference between sustainers and non‐sustainers, namely, the sustainers’ greater ecological concern before the promotion application.

Research limitations/implications

The non‐existence of a control group is a limitation with the result that the validity of the experiment is not being totally checked.

Originality/value

This research provides some empirical evidence challenging some old presumptions concerning the understanding of recycling.

Keywords

Citation

Díaz Meneses, G. and Beerli Palacio, A. (2006), "Different kinds of consumer response to the reward recycling technique: similarities at the desired routine level", Asia Pacific Journal of Marketing and Logistics, Vol. 18 No. 1, pp. 43-60. https://doi.org/10.1108/13555850610641082

Publisher

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Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited