Encouraging Reuse in the Corrugated Packaging Industry Using Persuasion and Operant Conditioning

Abstract

Greenhouse gas emission is a major contributor to climate change and global warming. Many sustainability efforts are aimed at reducing greenhouse gas emissions. These include recycling and the use of renewable energy. In the case of recycling, the general population is typically required to at least temporarily store, and possibly haul, the materials rather than simply throwing them away. This effort from the general population is a key aspect of recycling, and in order for it to work, some investment of time and effort is required by the public. In the case of corrugated cardboard boxes, it has been observed that there is less motivation for the general population to recycle them. This paper explores different means of motivating people to reuse, and not just recycle, with different types of incentives. The paper addresses the use of persuasion techniques and operant conditioning techniques together to incent the general population to adopt sustainable efforts. The paper makes an attempt to segment the general population based on persuasion preference, operant condition preference, and personality type to use different forms of incentives and motivational work unlike any approaches found in the literature review. Four types of persuasion techniques and four types of operant conditioning are combined to give 16 different types of incentives. Two online surveys are conducted, and their data are analyzed (using entropy, Hamming distance, chi-square, and ANOVA). The results indicate that “positive reinforcement ethos” is a cost-effective way to incent the general population. The results of this study can be applied to a wide range of applications such as incentives for solar panels, incentives for vaccination, and other areas wherein sustainability-centric behavior is encouraged.