THE EFFECT OF RESIDENTS' PRIOR EXPERIENCE OF VOLUNTARY RECYCLING ON THE EVALUATIONS OF THE NEW MUNICIPAL-BASED STRICT RECYCLING SYSTEM
 
Kayo, Y., Nagoya University, Japan
 
Survey research was conducted in two areas to examine the effect of the prior voluntary recycling experience on the residents' evaluations of the more strict recycling system introduced by Nagoya city. In the model area, the volunteer group had already collected cans and bottles and almost half residents had participated in the monthly recycling activity before the introduction of the more strict municipal-based recycling system collecting plastic- and paper-containers in addition to cans and bottles. In the control area, the residents had no prior experience of voluntary recycling activity. We hypothesized that the residents in the model area have more favorable evaluations and cooperative behaviors toward the new municipal recycling system than those in the control area. In survey questionaires, the items of recycling behaviors, intention to cooperate, cost evaluation toward new recycling system (perceived cost for carrying materials to collecting station), and perceived social norm of recycling were measured. The results showed that respondents in the model area were more aware of neighbors' expectation of recycling and perceived the psychological cost less than those in the control area. The results suggested that in the area in which the similar voluntary system was introduced previously, residents were more positive toward the new system. It suggests that social norm of recycling and garbage-reduction was already established in the area.