In order to determine public attitudes on recycling and related environmental subjects, nine focus group discussions were conducted with 31 residential customers, 32 small business customers and 31 USPS employees in Sioux Falls SD, Los Angeles CA and Philadelphia PA from August 24 - 31, 1998. Each session was led by a professional moderator and lasted two hours.

Recycling is a Low-Involvement Activity

Participants see recycling as an activity in which they separate their trash for collection. Few think of reusing items or reducing consumption as part of recycling.

The recycling symbol is universally recognized, but the breadth of its meaning and use are not well understood. Most say it means "recyclable," some know it is used for recycled items, and relatively few understand the use of numbers (1,2,3,4, etc.) in the center for plastics. Some understand the chasing circles and a few verbalize the concept of closing the loop.

Many are not aware of the wide variety of products that are recyclable and have been made from recycled materials. They fail to mention everyday items such as laundry detergent containers and cereal boxes.

The recycling symbol is poorly positioned on packages and is too small. It is often on the bottom or on a side that dosen't show when stacked on a store shelf. Stores do not promote recycled products, i.e., there are no super market sections for recycled items like exists for bulk or ethnic foods. "If they want us to buy recycled items, then they should make the symbol big and advertise the items."

Consumers do no actively seek to purchase recycled products or look for items in recycled packaging. In fact, the general public is wary about buying recycled items; they perceive many recycled items to be low quality, unreliable, not available, and sometimes more expensive than non-recycled products. While napkins and paper goods are acceptable to virtually all, there is a strong aversion to such items as recycled oil, retread tires, clothing made from recycled cotton, etc.

At the community level, recycling efforts are slowing down. In Sioux Falls glass is no longer accepted for recycling. In several areas participants say that communities cannot dispose of the materials. This calls to question the value and importance of recycling -- "Why are we doing this?"

People recycle for a variety of reasons -- because it is "the right thing to do" for the environment and the future of our children, and also because of community sanctions and fines.

The general public is most likely to say that the benefits of recycling are saving trees, conserving resources for future generations and saving space in landfills. They are uncertain about other benefits of recycling. In reviewing a list of 10 benefits, people say they simply do not have enough information to know if these are true benefits of recycling:

• Reduce production of gases associated with climate change -- greenhouse gas emissions
• Reduce waste -- toxic waste and solid waste
• Reduce chemical use in making paper
• Create jobs in local communities

While most people agree it is important for communities to recycle, as individuals, they feel they are doing their part if they sort trash and reuse items for secondary purposes. Buying recycled is for someone else.

These participants say they need more information about recycling in order for them to make informed purchase decisions and to reinforce the need to recycle.

Participants say they do not have enough or accurate information about recycling. The main source of learning about recycling is from the local community or trash haulers. However, that information is more instructional (trash-sorting instructions) than educational. Most say they also learn about recycling from television and newspapers, but can not recall any specific occasions. A few mention PBS programs.

Schools and children are also a major source of learning for families. Many schools have recycling programs and recycling days. In every session parents commented on the level of knowledge their children possess about recycling and the children's acceptance of recycling as an everyday habit.

Government agencies, major corporations and political leaders are not thought to be recycling leaders and are not mentioned as sources of information. Only a few mention the EPA as an environmental leader or source of information. Al Gore is mentioned by four participants for his programs and interest in recycling.

The main barriers to individual recycling are:

• Lack of time
• Recycling is not promoted
• Resist change
• Don't see the need -- it's not a proven fact
• No containers in parks and public places
• Community does not accept some materials
• Not enough information available (in print) to justify the long term effects and effect on individuals and explain WHY

Participants say that they can be motivated to recycle. The main ways to promote recycling are by providing accurate information about recycling and creating visible and stable recycling programs at the community level.

Some suggestions include:

• School recycling programs -- teach the children who will teach the parents
• Reduce the price of recycled items
• Enlarge the symbol and openly display it on goods-- "Make us believe it is important to look for the symbol"
• Education -- raise our consciousness
• Mandate businesses to recycle, rather than leaving it to the discretion of office buildings
• Offer tax incentives for new business ventures for recycled goods
• Better recycled products at competitive prices
• Make it easy to do--everyone wants to do it
• Help communities to initiate successful recycling programs

Seven messages were presented to the 94 participants. Two messages were ranked equally as #1 in terms of overall ability to communicate the message of recycling:

Recycling is everyone's business 41%

Recycling is critical for future generations 40%

Everyone's business hits home. It is a message to which everyone can relate -- households, businesses and employees. It is all inclusive because it has a double meaning -- individual responsibility and an economic connotation of recycling as a business.

Critical for future generations is the "warm and fuzzy." It makes people concerned and it sounds important, making the reader want to ask and learn more about how recycling is good.

All other messages received few votes for first or second preferred message. They are thought to be untrue and/or evoke strong negative reactions for many participants.

The #1 environmental activity is not true, according to many participants. It is an important component of the environment, but not #1.

Zero Waste is viewed as an unattainable goal and therefore provides no motivation to recycle.

If you're not buying recycled, you're not recycling" is misunderstood by most participants. They feel accused and shamed by this message to the extent of saying that it is a complete turnoff to motivating them to recycle. While they understand the concept of closing the loop, the message does not convey this action in a positive way.

Recycling means jobs has limited value for most participants, although most understand the nature of the jobs as local, unskilled and low paying. This message doesn't affect them directly, sounds political, and has little meaning in an economy with very low unemployment.

Recycling = Sustainable Development is a message that is too difficult for people to understand today. A few can dissect the words and explain the message, but most say it takes too long to figure it out

While these messages may be appropriate as themes for specific markets such as technical seminars or a national convention among recycling experts, some of the messages are not appropriate for use with the general public AT THIS TIME.

People have limited understanding of the recycling message -- reduce, reuse and recycle. Immediate education is needed to refresh the public's understanding of recycling and its benefits.

New campaigns might begin with easy to understand messages that are inviting and encouraging (Future Generations) and all encompassing (Everyone's business). Later messages might address closing the loop (Zero Waste and Sustainable Development).

A. Background and Purpose

On behalf of the Council on Environmental Quality, Office of the Federal Environmental Executive, the United States Postal Service (USPS) commissioned SOFRES Intersearch Corporation to conduct qualitative research on recycling attitudes and behavior among the general public (households and small businesses) and USPS employees.

The research focused on recycling awareness, understanding and practices among households, small businesses and USPS employees, both at home and at work. Additional questions concerning corporate communications were included for USPS employees.

The objectives of this research were to:

1. Determine current level of awareness and understanding of recycling;
2. Examine attitudes towards recycling;
3. Explore recycling habits -- recycling practices and purchase/use of recycled products;
4. Uncover barriers to recycling and buying recycled;
5. Explore motivations to recycle;
6. Determine understanding, emotional reactions, and overall preference among seven media messages;
7. Learn communication preferences, sources of learning about recycling, perceived recycling leaders, and awareness of USPS as an environmental leader; and
8. Determine USPS employee awareness, attitudes and practices regarding recycling at work, and learn about communications received and desired.

Research results will be used by the USPS to develop communication strategies with the general public and employees and by the Office of the Federal Environmental Executive to prepare for a national conference.

B. Methodology

Focus group sessions were conducted in three cities, one group in each city with households, one with small businesses and one with USPS employees. The following table shows the number of participants for each group:

All residential and business participants were selected without regard to recycling knowledge, attitudes or practices.

Residential participants (heads of the household) were selected to represent a cross section of U.S. households in terms of age, gender, ethnicity, education, occupation, household size, children in the household and household income.

Small businesses with 5-19 employees were selected. This excluded very small businesses or the self-employed that often work out of the home. Requirements included being independently owned and operated (not a franchise or chain) and having work locations away from the home. Participants were the owners or individuals who oversee the daily operations and were selected to include a mix of males and females, ages, ethnic groups, and income levels.

In all general public groups, those who work for the U.S. Postal Service, national delivery companies, advertising or marketing research companies, government agencies, companies involved in collection or recycling of trash and waste products, or manufacturers of recycled goods were excluded.

The USPS selected craft employees in each city from a variety of postal locations around the local Metropolitan Area. These employees included clerks and carriers in post offices and those who work at the mail processing centers. Non-union employees were excluded. Efforts were made to recruit employees who did not know each other and who had five or more years of service.

Throughout this report focus group sessions are identified as residential, small business or employee.

Copies of the recruitment questionnaires and participant demographic profiles are located in the Appendix.

A moderator led all sessions. The two-hour discussions began with a discussion of participant's awareness, knowledge and attitudes towards recycling. The recycling symbol and a variety of recyclable and recycled items were shown and discussed. The moderator distributed a sheet containing the definition and benefits of recycling. These were reviewed and assessed by the group.

Seven message themes were presented, one at a time, and participant's understandings and reactions were solicited. Then participants were asked to prioritize and rank the messages as communication vehicles for recycling.

The last part of the discussion focused on communications, awareness of recycling leaders and ways for government agencies to motivate citizens to recycle.

C. Notes on Using Focus Group Research

All of the findings are based upon the statements of at least one, and sometimes several group participants. This openness can bring to light the breadth and expression of opinions in a way that can aid marketing decision-makers, researchers, advertising agencies, and service providers.

In reading this report, however, it is important to remember that the findings described are qualitative. Focus groups provide useful insight for understanding a particular audience's attitudes and perceptions. However, focus group research is not designed to provide objective, representative findings. Samples are small and not random. The focus group moderator exercises judgment in following up on comments and occasionally suppressing discussion. The dynamics of group discussions can shape the expression of individual viewpoints. Therefore, a summary of the findings is necessarily selective and may not properly weight different opinions.

Verbatim comments by participants are included when they add additional insight. These comments are italicized.

Findings are presented for all nine focus groups taken together. The term "general public" or "public" is sometimes used in this report to describe all participants. Differences between households, businesses and USPS employees are identified and discussed when they exist.

Recycling has become a national way of life, but recycling regulations and practices vary considerably from community to community. In order to develop the setting for the group discussion, participants were asked to describe recycling practices at home and work. This ice-breaking technique was used to establish a common frame of reference and to instill an open forum for expressing opinions.

These groups were conducted in three regions of the country -- east, midwest and west -- in medium to large cities, and recycling procedures varied within each city for both households and businesses. After discussing the logistics of local recycling, the participant's attention was turned to discussing the main purposes of the sessions.

The general public has a limited view of recycling, but understands some of the broader purposes of recycling.

Recycling is most often described as an activity in which people separate their trash (glass, plastic, paper and the residual) for the purpose of reusing the materials or making new products. This is because the general public is caught up in the daily logistics separating their trash and complying with the trash hauler requirements.

Some can distinguish recycling and reusing as parts of the concept, but few address the issue of reducing consumption. When asked about the three R's, a few think that reducing means reducing trash in landfills.

Almost all participants recognize the recycling symbol, but they do not grasp the breadth of its application on products. To some it means a recyclable item, to others it is printed on items of recycled content.

Few understand the three R's, and there is no symbolic association of the three R's with the three arrows.

Literally, the symbol is described as:

• What goes around comes around
• Keep cycling it
• Whatever it is stamped on has been recycled
• It is recyclable or can be reused again

Few are familiar with the words "Post Consumer Content." In fact no participants mentioned or used these words until after the moderator showed products that contained the symbol with text or numbers.

Plastics often have numbers 1-7 inside the circle to identify the type of plastic. These numbers are used by haulers to identify which plastics are recyclable. Some participants are aware of the numbers, but only a few know that significance of 1,2,3, etc.

Participants were quick to point out that identifying recycled items is difficult. The symbol is always small on the product; the symbol is often placed on the bottom of the product; or the symbol may not be used, i.e., soda cans printed "Please recycle" without the symbol.

Most people accept recycling as "a good idea," "a necessary thing we have to do for the good of all," but "it can get to be a pain in the neck." Thus, there are those who accept and go along with recycling programs, while others are more likely to question the reasons and will need other incentives to recycle.

"Recycling is an order from someone. I'm taught that I have to recycle. In order not to get in trouble with the law, I recycle. I don't even litter." Residential

"We live in an apartment and there is an area where tenants put recyclables, but it is only glass, newspapers and cans. We try not to be lazy and throw it in the trash. We purposely make an effort to have it recycled because we feel it is beneficial." Residential

"I work in a large building and I do all the office recycling because the building doesn't have any recycling. I take home large containers for recycling, but not things that need washing out." Residential

"Well, it's got to be economically attractive. There's got to be something in it for me. Not just me, but for everybody. What's in it for me? Is this more trouble than it's worth for me to do? You can sum the whole recycling thing up that way." Employee

Participants in all groups occasionally have problems with knowing the rules and getting it right for the trash haulers. Several note that their communities do not recycle glass and other recyclable items.

Overall, there is a sense among participants that the recycling movement is slowing down, that haulers and communities are losing interest in recycling because there is no market for the recyclables and little profit in what is sold. Also, consumers say that businesses do not seem to be displaying signs advertising the use of recycled products.

"Maybe five years ago, the city passed some recycling ordinances. A lot of people recycled to some varying degrees on their own, but once that ordinance went in, the commercial garbage haulers all developed recycling programs. In my opinion, it has deteriorated to the point where they recycle less and less all the time. It has become another value-added service. I lease bins from them at so much a month. They initially were free." Residential

"I agree with him. I think it is slipping. When they started it, everybody was gung ho to do it, and monetarily, it is not any more about the environment. It is about the money you can make off of a product that is supposed to save the environment."

"I don't think they are making any money off of the stuff. That is what we are running into. We recycle a tremendous amount of cardboard. At one point, they would actually pay us a nominal fee for the cardboard. Now, you pay for them to pick up the cardboard."

"They are having a harder time getting rid of it."

"Yes. From my understanding, all of the markets are flooded. In this area, the distance to haul it to the recyclers is so great, that the expense isn't worth it." Sioux Falls Business

"I think the recycling was a hot fad a while back. I think it was a fad of the times. When the city passed the ordinance, everybody got together and said, Hey, this will be great. This will be neat. Pretty soon, it got to be work, and then it got to be expensive, and then everybody started saying, This is too much." Business

People in Sioux Falls are cynical about recycling because the haulers are not collecting the recyclable items, but they still think that recycling is important. They just do not see a main justification.

A few think that recycling is "an intrusion by the government."

Individual participants can each cite a couple benefits of recycling, most often mentioning saving resources for future generations, saving space in landfills and saving trees. At some point early in the discussions, the groups were able to collectively identify most of the major benefits of recycling.

For business customers there can be an added benefit of making money from the recyclable items, such as aluminum, pop cans, etc.

After unaided recall of benefits, participants were given a written list of 10 items "that some people say are benefits." (See list on the next page.) They were asked if they agreed or disagreed that these are benefits of recycling.

The following items are believed to be benefits of recycling by most participants, although a few exceptions were noted for each:

• Save trees.
• Conserve energy and natural resources.
• Reduce the amount of materials mined from the earth.
• Save space in dumps/landfills.
• Save resources for future generations, children.
• Promote a higher quality of life.

There is a modest amount of lack of information and incorrect information about items that are technological or scientifically oriented:

• Reduce production of gases associated with climate change -- greenhouse gas emissions

"What produces the gas, just deteriorating garbage?" Residential

• Reduce waste -- toxic waste, solid waste

"Solid waste, yes; toxic waste, maybe." Business

• Reduce chemical use in making paper

"It takes more chemical, and it needs more toxic chemicals to clean up recycled paper than it does to make new." Residential

Recycling is a system in which we separate materials from our trash; the materials are collected, processed, and used to manufacture a new product; and the new products are purchased for use.

• Create jobs in the local community

"Yes, but this is a trade-off since some higher paying jobs are lost, such as in lumbering."

"Smaller trash haulers can't afford to buy the needed equipment and are going out of business; they can't compete with the big haulers." Employees

An additional benefit mentioned by small businesses is the "recycling consciousness," which has made it harder to be a bad corporation or to do things like dumping paint and solvents. "It is harder to be careless."

Almost all participants recycle to some degree. Participants in Philadelphia (residential, business and employees) are less likely to recycle than those in Los Angeles and Sioux Falls.

In all three cities business customers say that recycling is optional for most businesses, and practices vary by office building and by hauler regulations for businesses. Among these small businesses, there is frequently one individual employee who assumes responsibility for the company's recycling.

"The overall drive to recycle in a business is not better than each individual person's drive to recycle. If each person in the business doesn't recycle at home, then they don't care. In a small business like ours, we are not mandated by any big group, and it is up to each person what they do. Each new employee comes in and watches everybody else, and everything goes in the trash. That is just the way it goes. I don't think it is any better than what each person believes in at home." Business

There is a very small number of recycling aficionados who faithfully separate recyclables from trash both at home and work. As an example, one woman in Philadelphia collects trash from work and in parks to take home for recycling and who has trained her three-year old to identify aluminum, plastic, etc. for recycling. Her motivation is believing in the importance of recycling for future generations.

• Aluminum cans
• Plastics -- milk bottles
• Paper -- newspapers, cardboard, computer paper
• Glass, although glass is not recycled in some communities
• Steel (tin cans) and other metals
• Tires
• Batteries
• Automobile oil
• Christmas trees, branches (made into mulch)

Only a few mention reusing items, such as clothing. Some businesses are creative in their recycling efforts, mainly because it is cost-efficient and solves other problems of disposal.

"But recycling isn't just new products that are sold. They're also reusing plastic, like when you get your plastic bags in the grocery store and you use it to line the garbage can, shredded paper that they're using for hamster cages or whatever. So it's not always sold." Residential

"When recycling started, we had glass, paper, cardboard, and plastic. Now, it is down to cardboard. We have started recycling more within our store and finding uses for the things that we would normally recycle with the commercial garbage haulers. For the fees that we would have to pay to have it hauled away, we just do it ourselves in our store. For example, we find other uses for broken glass. When we are making a sympathy arrangement, we need heavy weight in the bottom of something, so we will use it in that way." Business

Only one person mentioned rummage sales as a way of recycling for someone elses use.

Businesses are likely to mention recycling materials specific to their industry or things that are regulated by the government and must be disposed of in certain ways:

• Microfilm, X-ray film recycled for silver
• Aluminum bike parts

A few businesses are heavily invested in recycling, although there usually is a cost/profit motive attached to the recycling effort.

"People bring us newspaper, and we use it, as well as recycle it, because we have to take all of the slicks out of it. We use the newspaper for the bedding at the Humane Society to keep the puppies clean. I consider that recycling, because it has a secondary use. All of the slicks go to the recycler. We are taking it and using it. Also, a lot of companies in town shred their paper, and then give us a call. We go and get it, and that is further bedding for the puppies." Business

"We recycle aluminum bike parts. There is a market for aluminum cans or bike rims, handle bars, and bike frames. Steel parts, we pitch. It is not worth the time, effort, and storage required to do it. The price that we get paid for steel is pennies." Business

Participants are unaware of facilities or companies that recycle electronics, like televisions, computers and VCRs. A few will donate them to charity or to local schools or training centers.

Generally, most participants leave electronics at the curb or take them to the dump.

People have strong feelings about buying recycled products.

For inexpensive and non-consequential items, most people use and/or buy recycled products. But there is a general perception that some recycled items are:

• Low quality
• Unreliable
• Sometimes more expensive, e.g., cotton toilet paper.

"I think recycled items would be used more frequently if there was a lower cost to the user." Residential

"Having recycled written on the item may work against the product in some cases, when it's something that is edible. If it said recycled aluminum, you think, Well, did it have battery acid in it before?" Residential

"Recycled printing paper is cheaper than normal, but it also smear a little bit easier." Residential

"We have had a lot of problems with recycled stuff coming in, product header cards made out of recycled paste board, chipboard. It looks bad. It doesn't show very well on the board. The inks don't print well on it. We see a lot of bicycle damage coming in recycled cardboard boxes, especially from the Orient. They buy a lot of cardboard in the United States. The problem with paper products in general is that if you recycle them numerous times, the fibers start getting shorter and shorter, so they have less ability to hold together. You save a few cents by recycling cardboard, but you lose it, because the product doesn't make it into the store. You end up having to do extensive paint touch up, or you've got damaged goods, because the packaging failed, and the staples pulled out." Business

Most say they "try" to buy recycled items, "if it's convenient and it happens to be there."

"I don't go looking for it, but I do notice. When I see that arrow on something, I think I have the thought in the back of my mind that I am buying something that has recycled products in it, and that helps, I'm doing the right thing." Residential

Recycled items that participants mention include:

• Computer paper, writing tablets
• Paper towels, napkins, plates, Kleenex
• Cereal boxes
• Paper bags, garbage bags, and sacks for customer purchases
• Glass bottles
• Greeting cards
• Milk cartons
• Trash bags
• Picnic tables and park benches
• Trex decking (mentioned by one or two)
• Carpets
• Shoes
• Roads and tracks for track and field
• Shoes
• Polar fleece clothing made from pop bottles
• Automobiles

Most people do not consciously set out to buy recycled products, but say they end up with recycled products because they are unaware that products they buy have been recycled.

The majority of participants learn about recycling from trash haulers or community governments that send pamphlets on trash separation procedures.

A second place where many say they learn about recycling is from their children and local schools. The children have learned about recycling through regular classroom assignments and in special recycling events. They accept the practice and bring it home, so that parents feel obligated to continue the practice at home.

"I see my kids coming home with a lesson that they had in school."

Beyond those two sources, many say that they don't see much about recycling any more. Other sources mentioned include:

• Co-workers
• State government targeting specific markets for recycling
• Media --television, especially PBS; newspapers.
• Scouts

"I see a commercial every now and then." Residential

1) Lack of knowledge about recycling; i.e., what, where, why and how.

• For example, there is a lack of understanding of terms: recyclable, post-consumer, etc.
• Changing regulations on what can and cannot be recycled
• Variances in recycling procedures in the community, recycling locations and difference in commercial and government services.

This lack of knowledge leads to frustration, confusion, and misperceptions, such that the following also become barriers:

2) Perception that products are unreliable, i.e., poor quality products, and

3) Perception that recycled items are expensive, i.e., cost more that products made from all new materials and also questioning why they cost more when these are "used" items.

"I guess one of the myths of recycling is that you can use this stuff endlessly. Everything has a finite life. Eventually, it is going to get landfilled. You can't just keep reusing it, especially cardboard." Business

"The lint factor is a lot higher with the recycled copier paper. We recycle toner cartridges, but it is only good for awhile." Business

"They're going to have to prove to the people that the items are good. How do we know if recycled automobile oil is a good oil? Until we advertise and prove to the people that it is a good oil, nobody is going to try it." Employee

"If I'm going down to the store and I see two identical products, and if I pay the same price for a recycled product as for a new product, I'm going to buy the new one. I guess I just feel that I'm buying used goods and I should get a break on the price. They may perform exactly the same, but if I'm going to pay the same money, I want new products." Employee

Other barriers that participants cite are:

4) Time, both for the individual at home and for employees

"I've got to actually look at a product before I buy it to make sure it's recycled. If it takes 20-30 minutes to find a product that is recycled, I'm not going to spend that much extra time to find a recycled product. I'm just going to buy something that's right there without having to read the tiny print." Residential

"I am opposed to the process of having my employees take their time away from a job that they could be doing something, where they are more productive from a profit standpoint, to recycle for somebody else, who is going to be buying that recycled good to make a profit off of. They are asking me to do it for free, so they can make money off of it. That is what bothers me about recycling. I can't see the value of it."

"Our volunteers separate our newspapers, so luckily, we don't have to do that, but you aren't going to have a volunteer go and scrub out those cans. There is soap. There is time. There is money. All of that is involved, and the Humane Society has no money."

5) Writing and symbol are too small

6) Products don't advertise and grab your attention to read them

7) No convenient central location for finding items in a store

8) No market for the recyclable items, such as glass

"They've got warehouses full of the recyclable material. There's no market for it. They're just sitting there. That's why they're going to quit recycling." Residential

9) Cost of purchasing containers for recycling and limited space to store recycling containers

10) It takes effort -- it's not a habit

11) Recycled products are not available -- the economy hasn't driven that end of the cycle hard enough

12) Customers are no longer requesting recycled products

"It is less and less important to us at work, for what we recycle. We are not doing half of what we did five years ago, but our customers don't care anymore. We carry a line of gift cards. We used to carry recycled cards that were 100% recycled. The first six months we had them in, they sold like hot cakes. The second shipment that we got in just sat there and collected dust. Suddenly, it wasn't important anymore. People didn't care." Business

Participants say they can be motivated to recycle. Most recognize that each individual must develop the recycling habit, and they see a variety of ways to encourage recycling.

Consumers say that the products are too hard to find and it is too difficult to identify a product in a recyclable package or a recycled product. Suggestions include:

• Print the symbol and text in a larger size on the product.
• Provide price comparisons to prove recycled items are cost competitive.
• Eliminate confusion by making all food containers recyclable and/or recycled, not just some containers. For example, make all cans of recycled metal or all milk cartons.

"If people want us to start using more recycled products, maybe the local stores could start informing us what the recyclable items are, either putting little signs up, or even making a special aisle of all the canned goods, paper products and stuff. This is the recyclable aisle. Then, maybe we'll start shopping that aisle more often. But I'm not going to go around the store and spend three hours looking for recyclable signs." Residential

"All milk cartons I believe are recyclable, or they are made from recycled products. So everyone knows that they are buying a recyclable carton, but when you go down the store aisle and you've got five different brands of the same thing, either make them all out of a recyclable product or indicate better which ones are from recyclable product." Residential

Recycled products need to be competitively priced. Few are willing to pay more for recycled items. "A few cents to 10% more, maybe."

"To me, one of the best long-term strategies there is on recycling is to remanufacture the product at or near the same cost of a competitive unrecycled product. If they can get the cost as close to the cost of a non-recycled product as possible, that would be their best marketing strategy, and then to advertise it as such." Residential

One of the best motivations is internal justification and believing that recycling is the right thing to do. This means reminding people why they should recycle.

"The greatest story of recycling was during WW II. Everybody recycled iron and tires, and that generation was given a reason to do so -- we wanted to win the war. Even today with recycling, we have to be given a good reason. Yes, we all believe in ecology and are concerned about the earth. We just have to show them the apocalypse. We have to see something." Residential

"I would make more effort to recycle definitely if I knew that these products were actually being recycled. I don't see enough products coming back as having been recycled." Residential

"Years ago we used to look at clothes to make sure that it was made here in America. And it's something that I think we're all going to have to learn to look for. Now if I go look for a blouse, if it's made in Columbia or somewhere, I might think twice before buying that blouse because it's not made here. And the same thing with this recycled stuff. So we might have to train ourselves to look for the recycle sign and maybe do a kind of comparison shopping." Employee

Conversely, negative sanctions, such as fear of fines or failure to have trash removed, are also given as reasons why people recycle.

People are also motivated through their children to recycle. Children tell their parents to recycle. Also, schools have recycling bins and sponsor events that generate proceeds that are used to buy new equipment.

Most often participants request more information and education about recycling as ways to keep them motivated. People need constant reminders of "who, what, when, where, why and how." They suggest advertising and educational programs about recycling on television.

"More documentaries to let you know exactly where your recycling goes." Residential

"Make it constant and provide positive reinforcement. Discuss and reinforce the positive benefits of recycling. And, it would be nice to have more scientific proof behind it, just not so much hype." Residential

"What we need to do is find a product that no one can live without that is made of all recyclable materials, and then advertise it as such, just like they would advertise a Crest toothbrush, and that it's something everybody would want. Then if the market was there, would we all be recycling because we'd have to? Somebody would be telling us, I need that product in order to make this product that you all need." Residential

"I feel that I'm doing the best for the education that I've had. They haven't pushed it enough, so I haven't paid that much attention to it. But if it was pushed more, in the newspapers and on TV and advertised, I probably would pay more attention to recycling. It's the education factor that we're not getting." Employees

Also, participants would like manufacturers or stores to provide better information at the point of purchase, i.e., in the stores that are selling recycled products.

Develop user-friendly containment systems for recycling in the home and office and design them to be conveniently located within reach or a few steps.

Finally, make recycling a habit because habits are done without conscious thought.

Seven messages created by the Council on Environmental Quality were presented to each group. First, the message was read and discussed for content meaning and emotional appeal. Then, the moderator read a definition of the message and participants were asked to comment on whether the message matched the definition. Finally, participants were asked to prioritize (rank) the messages in terms of overall ability to communicate all that recycling is to the individual.

Tables 1 and 2 present the summary rankings for the seven messages. Definitions of each message are included in the Appendix.

Two messages have a strong degree of appeal to the majority of participants. They are ranked #1 or #2 in terms of overall ability to communicate the message of recycling by almost all participants (1 = best message; 7 = worst message).

All other messages received few votes for the first or second preferred message. They are thought to be untrue and/or evoke strong negative reactions for many participants.

NOTE: Some participants split between two messages.

Everyone's business hits home. It is a message to which everyone can relate -- households, businesses and employees. It is all inclusive because it has a double meaning -- individual responsibility and an economic connotation of recycling as a business. It is also easy to grasp, especially in comparison to the remaining messages. It absolutely connotes a sense of responsibility and duty.

"To me I feel it is saying it's the new thing to do."

"It says teamwork; we're in it together; it includes everybody --responsibility is positive."

"It's a strong statement, a good start."

"It says there is business opportunity and potential for gain."

"You feel that you must participate."

"Everyone should do their part."

"No one is exempt."

"Direct and to the point -- a real attention-getter."

"It's a reminder, not a call to action."

"It sounds politically correct."

"This is spinach for the soul."

Critical for future generations is the "warm and fuzzy." It makes people concerned and it sounds important, making the reader want to ask and learn more about how recycling is good. It is the only message containing an adjective -- "critical" -- which is a strong and serious word that is emotional, motivational and hopeful. Some object to the wording "without worrying about scarcity" as being anti-thematic and defeating the purpose. Participants also point out that this statement is also critical for them -- the current generation.

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"It is a passionate plea to action."

"It touches a nerve."

"Do for the future what you would do for yourself, given the choice."

"It sounds like we can all contribute."

"Needed for our children to have the same opportunities we have."

"It gives us something to strive for."

"It is a bold statement that makes me think about it."

"It gives the idea that recycling isn't a waste of time."

The #1 environmental activity is not true according to many participants. It is an important component of the environment, but not #1. In fact, it can't be #1 because recycling isn't done in every community. In looking at the definition, the importance of reducing greenhouse gases is not conveyed in the message since most don't understand what that means.

"Activity? Not around here (Sioux Falls), it isn't."

"The last word is activity. When I read this, it is an individual activity that I need to participate in."

"When I think of environmental activity, I think of environmental extremists."

It's a simple statement, and I can't think of anything that protects the environment more than recycling does. It conserves resources, and I think it's a simple statement. I don't think there should be any other things attached to it. It just says something very simple and I agree with it.

Zero Waste is a catchy phrase and a nice dream, but is viewed as an unattainable goal and, therefore, provides little motivation to recycle. It is "exaggerated, dogmatic, unrealistic, vague, not possible and not focused on recycling." It is also akin to zero tolerance and zero defects.

"It is impossible, but when you look at it, it does make you think about the goal. It is a little reminder to me." Business

"I know in my mind that there is absolutely no way. You can set goals, but there is no way we are going to attain this." Business

"This reminds me of how someone should use an animal that has been hunted. A hunter would use all the parts. The Indians would find a way to use every part of the animal, so the animal died for many uses. Then, you don't waste any part. That is the thought that goes through my mind when I see zero waste. That is a goal. It is a lot more positive to me." Business

Only a few see Zero Waste as a challenge. It is "impactful, but not a starter message."

As a billboard or advertisement, this phrase could not stand-alone. It would need to be connected to recycling with the symbol or explanation.

If you're not buying recycled, you're not recycling" is the supreme guilt trip. It evokes an immediate response of "Shame on you!" As such, it is misunderstood by most participants. They feel accused and shamed by this message to the extent of saying that it is a complete turnoff to motivating them to recycle. While they understand the concept of closing the loop, the message does not convey this action in a positive way.

Only a few think that the message is intended to focus on closing of the loop.

"But it should say shame on you because that is exactly our problem. We might be throwing stuff in, but if nobody purchases it, how are we really recycling?"

"I think this is the best message because we were really all shamed into recycling in the first place. You've got to continue with shame or it's not going to get done."

"I chose this as the best because that was the most enlightening thing for me this evening in our discussion. What good is recycling if we're just stacking it up some place? We have to use those recycled items. It makes sense. If you're not buying recycled, you're not recycling because it's not completing the cycle." Residential

To the majority of participants the statement says they are not doing their part, but they believe they are doing their part by sorting their trash and other recycling efforts.

"This message makes me feel guilty. It won't make me do it." Residential

"If you're recycling your cans and newspapers, you are recycling. Just because you're not buying the stuff back doesn't mean you're not recycling." Employees

"You can recycle, but still buy non-recycled things. You can just buy them, and then recycle them." Business

"It is making an assumption about a buying decision that it doesn't have any right to make. It is arrogant." Business

Additionally, as a rejoinder to their defensive posture, participants say they probably are buying many items that are recycled; but they don't recognize them as recycled due to poor labeling.

"I may not be buying recycled products because I may not know which products are recycled, but I am doing my part."

Those in Sioux Falls are especially sensitive to closing the loop since they are mandated to recycle things that are not being recycled.

Some say this message is incomplete because it doesn't offer anything. This message would be good as a pamphlet, or as the last paragraph in a brochure that explains recycling.

Recycling means jobs has limited value for most participants, although most understand the nature of the jobs as local, unskilled and low paying. This message doesn't affect them directly, sounds political, and has little meaning in an economy with very low unemployment.

"This message takes away from the purpose of environment and puts it into the political environment rather than environmental." Residential

"Recycling means jobs sounds like government pushing recycling, because it is going to create all of these jobs. That isn't what is going to make the jobs. It is business that makes the jobs." Business

"As a small business, how can I provide jobs? Business

Recycling = Sustainable Development is a message that is too difficult for people to understand today. Those in construction and architecture understand the term since it is used in their industries. A few can dissect the words and explain the message, but most say it takes too long to figure it out. Put succinctly the message says, "If you don't recycle, you're going to run out of resources--end of story!"

Sustaining means: staying, continue to grow, maintain and obtain, livable, something we can continually live with, keep it going and continue with it.

Some participant suggestions for messages are:

• Every "1s" doing it --Recycle. Let's all get involved.
• Recycling is for our future (with a baby's picture).
• Recycling is everyone's responsibility.
• Recycling is the business.
• Recycling involves everyone. Team up against trash.
• Buy recycled to continue the link.
• Don't just recycle. Buy recycled too!
• Recycling = Quality of life.
• Recycling = Your future.
• Recycling is the future.
• Recycle for the future.
• If you really want to recycle, buy recycled.

Participants were asked to name individuals, companies, and government agencies that they think are leaders in recycling. This question always evoked silence in the group, as participants thought and were unable to provide specific names.

Most often they cite industries, rather than individual companies. Al Gore is the only individual mentioned as being a recycling leader.

Automobile manufacturers are not considered to be recycling or environmental leaders because they are making larger vehicles and can't make them fuel-efficient.

II-K. WAYS TO PROMOTE RECYCLING

Participants were asked what private industry and government could do to encourage recycling among the general public and businesses.

Education/information is the most often mentioned way to promote recycling. Participants continually comment on their lack of knowledge, limited availability of information, and their need for more education.

"We need to educate the people of today in order for there to be a future generation, for them to have a good life, a good place to live. But we need to educate the people today." Employee

Participants suggest that companies need to show the consumer the recycled products they are making, and help the consumer to see the whole picture. Make the products available. Also, produce recycled products that are competitively priced.

Other suggestions from participants include:

• Generate and promote inexpensive, clean energy sources, such as solar energy, that are user-friendly and efficient to use.

• Provide tax incentives for businesses.
• Encourage the development of more practical products from recycled materials by offering low interest grants, start-up loans, tax breaks, even just dialogue. Encourage businesses to come to underdeveloped states like South Dakota by offering these incentives.
• Place recycling boxes and cans in public areas and parks.
• Fine people at their homes for failing to recycle.

Recycling has become a household activity in communities across the country. The general public is well trained in separating trash into glass, plastic, metals and paper for collection and processing into new products. The recycling symbol is universally recognized as a guide to identifying recyclable and recycled items. Programs exist in schools and children appear to support recycling without question. The general public believes that communities recycle to save trees, save space in landfills and conserve resources for future generations. All of these say that the recycling movement has made progress.

However, recycling is a low involvement activity among adults. Consumers do not actively seek recycled products or look for recycled packaging. In fact, the general public is wary about buying recycled items. They perceive problems in terms of poor quality, lack of reliability, lack of availability and perceived higher cost for some items.

Furthermore, there is a growing sense among the general public that community efforts in recycling are inconsistent and that local recycling programs may not be able to accomplish their intended goals. They sense a lack of interest in recycling at the government level and also see less advertising and information about recycling in the news.

In summary, the recycling initiative seems to have reached a plateau, and may even be waning. There is 1) a lack of information about recycled products, 2) insufficient understanding about the benefits of recycling, and 3) a need for national and state leadership and support of recycling efforts at the community level.

Education is needed to raise the consciousness of the general public and provide motivation to continue recycling. Efforts should proceed on many levels --national and state governments, local communities, manufacturers, recyclers and haulers, schools and community organizations. Manufacturers need to be encouraged to endorse the use of recycled components in their products by enlarging the recycling symbol and advertising their support of recycling and environmental issues.

A national campaign based on providing information and using positive reinforcement would be a good first step to heighten awareness and renew interest. Of seven messages tested in these groups, two are viable for the general public:

Recycling is everyone's business.

Recycling is critical for future generations.

Later message might address long range goals of Zero Waste and Sustainable Development.

Schools, scouts and other local civic associations are good vehicles for disseminating information and sponsoring local events to heighten awareness.

Consumers and small businesses say that both negative sanctions and monetary incentives may also be warranted. They suggest mandating businesses to recycle, rather than leaving it to the discretion of office buildings; fines for not recycling; and tax incentives for new business ventures that are tied to recycling and for those who use significant amounts of recycled products.