Research Article
The Impact of Social Norms and Environmental Messaging on Recycling Behaviour
@INPROCEEDINGS{10.4108/eai.22-5-2025.2364437, author={Emmanuel Temitope Bankole and Abimbola Mary Bankole and Useni Femi Victor}, title={The Impact of Social Norms and Environmental Messaging on Recycling Behaviour }, proceedings={Proceedings of the 1st African International Conference, AIC 2025, 22-23 May 2025, Bradford, United Kingdom}, publisher={EAI}, proceedings_a={AIC}, year={2026}, month={7}, keywords={Social Norms Environmental Messaging Recycling Behaviour Undergraduate}, doi={10.4108/eai.22-5-2025.2364437} }- Emmanuel Temitope Bankole
Abimbola Mary Bankole
Useni Femi Victor
Year: 2026
The Impact of Social Norms and Environmental Messaging on Recycling Behaviour
AIC
EAI
DOI: 10.4108/eai.22-5-2025.2364437
Abstract
This study investigates the impact of social norms and environmental messaging on recycling behaviour among university students, focusing on the psychological and social factors that shape sustainable practices in academic settings. Proper recycling is essential in universities due to the high volume of waste generated and its environmental impact. Using a cross-sectional survey design, data were collected from 198 students with the Social Norm Espousal Scale (SNES), Environmental Communication Scale (ECS), and Recycling Attitude Scale (RAS). Results show that social norms have a limited but significant influence on recycling attitudes (R² = .01, p > .05). Environmental messages demonstrate a stronger influence on recycling attitudes (R² = .14, F(3, 194) = 10.32, p < .01). However, the combined effect of social norms and environmental messaging was not significant (R² = .02, F(2, 195) = 1.86, p > .05). No significant gender differences were found in recycling behaviour (t(196) = 0.56, p > .05). Overall, findings suggest that environmental messaging plays a more important role than social norms in shaping recycling attitudes, while combined interventions may not be effective. The study highlights the importance of well-designed environmental communication strategies in promoting sustainable behaviour in universities. It also notes the need for further research into the complex relationship between social norms, messaging, and recycling practices.
