The Consumer to Recycle (C2R): Buy, Use, Recycle, Repeat
Year: 2025
Type: article
Abstract: Promoting recycling behavior among consumers represents a major challenge in the context of the transition to a circular economy. This study examines the impact of three levers: digital marketing, behavioral triggers and real-time feedback systems, on citizens' commitment to recycling. A quantitative approach was adopted through a structured questionnaire administered online to a sample of 320 adult participants. Data were analyzed using descriptive, correlational and regression statistics. The results show that digital marketing, in particular content disseminated via social networks, exerts a significant influence on recycling behavior. Behavioral triggers such as gamification or reminders have a moderate effect, while real-time feedback systems appear to be the least effective. The study highlights the value of combining different levers to reinforce consumers' lasting involvement in recycling practices. Keywords : Recycling Behavior, Digital Marketing, Behavioral Triggers, Real-Time Feedback, Sustainable Consumer Engagement
Source: African Scientific Journal
Language: English
Subfield: Management, Monitoring, Policy and Law
Field: Environmental Science
Domain: Physical Sciences
Open Access status: diamond
OpenAlex ID: W6930940381
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