The influence of corporate communications on recycling behaviour

Nicky Mee (Rushcliffe Borough Council, Nottingham, UK)
Debbie Clewes (University College Northampton, Northampton Business School, Northampton, UK)

Corporate Communications: An International Journal

ISSN: 1356-3289

Publication date: 1 December 2004


This paper is a case study which explores the impact of a variety of communication tools and the way in which they influence the recycling behaviour of residents in Rushcliffe Borough Council. Despite the fact that household waste is growing at a significant rate, very little empirical research has been conducted to explore the role that effective corporate communications can play in influencing attitude change and recycling behaviour or to determine which communication tools are considered to be most effective by local residents. The research reported is longitudinal involving three large‐scale surveys assessing attitudes to current refuse collection, the recycling service and the effectiveness of the various communication tools used. Results are presented together with recommendations for improving the effectiveness of any council's corporate communications strategy for increasing recycling rates.



Mee, N. and Clewes, D. (2004), "The influence of corporate communications on recycling behaviour", Corporate Communications: An International Journal, Vol. 9 No. 4, pp. 265-275.

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Copyright © 2004, Emerald Group Publishing Limited

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