Personal communication as a strategy to improve the quality of household organic waste – Does it work? results from a quasi-experimental study in Northern Hesse, Germany

Household organic waste has great potential for closing nutrient cycles in agriculture. This requires proper waste separation by households. Personal communication at the doorstep potentially improves household waste separation behaviour but it is expensive and findings from existing research are mixed. Based on results of previous studies and from a quasi-experiment with non-equivalent groups design in two German municipalities, this paper argues that efficiency of personal communication depends on its context. It can positively influence behaviour when recycling is voluntary and participation rates are low. However, it has no significant effects if recycling is mandatory. One explanation could be different perceptions of recycling in mandatory and voluntary schemes. In voluntary schemes door stepping can activate the intrinsic motivation of households. In mandatory schemes, all households need to participate irrespective of intrinsic motivation. This research shows that this creates a situation in which a small share of households is responsible for almost all contamination. This can be overcome by considering extrinsic factors that affect recycling behaviour. The paper recommends further research to understand which combination of incentives, sanctions and information is efficient in affecting behaviour change in mandatory recycling schemes.