Insights into plastic food packaging waste sorting behaviour: A focus group study among consumers in Germany.

ABSTRACT

Despite international efforts to foster the circular economy, plastic waste remains a major environmental problem. In the circular economy, the success of a waste management system depends, inter alia, on consumers properly sorting their plastic waste. Yet mis-sorting of plastic food packaging waste happens routinely. We sought to find out why and to outline the ways consumers prefer to receive information about waste sorting procedures. Tailoring information to consumer preferences can improve the effectiveness of waste management policy. Using the Motivation Opportunity Ability (MOA) framework to explain consumer behaviour, we conducted focus group discussions in two German cities. Our findings suggest that more accurate information and financial incentives best motivate consumers to sort waste correctly. Uncertainty and confusion over the packaging material are the most severe hindrances to correct sorting behaviour. The Internet and social media are preferred most for acquiring information on how to sort plastic food packaging correctly. Policymakers can use our results to adjust packaging and waste management regulations to help eliminate confusion among consumers and to facilitate their recycling intentions. Food industry practitioners and company decision makers can use our results to adjust their plastic packaging features to better match consumer preferences for easily recyclable waste.