Abstract
The necessity of protecting the ecosystem is of crucial importance and requires immediate attention. The issues of pollution, waste, and the need to modify both individual and business practices have become dominant, especially in developing countries and disadvantaged nations. Identifying the key drivers that facilitate a shift towards circular economic processes and a significant transformation in citizens' environmentally-friendly behaviors is imperative. The aim of this study is to examine the recycling practices of residents in Bitola and Prilep, located in the Pelagonia region of the Republic of North Macedonia and to identify the main motivating factors for changing habits related to plastic recycling. Specifically, the study aims to increase plastic waste sorting practices and encourage the use of reverse vending machines (RVM). A survey was conducted, collecting data from 842 citizens to gain insights into their habits and intentions. Analyses of the study confirm that the most significant motivators for changing citizens' recycling practices are financial incentives, such as rewards or discounts. Additionally, the need to increase public awareness and provide greater education on recycling remains essential elements in initiatives aimed at changing citizens' behavior.
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