Mental models research to inform community outreach for a campus recycling program

Abstract

PurposeThe purpose of this paper is to develop a better understanding of the state of knowledge of students and faculty on the Michigan State University (MSU) campus; identify relevant gaps in knowledge and misconceptions about recycling; and provide recommendations regarding how these gaps and misconceptions may be addressed through education and outreach.Design/methodology/approachUsing mental models analysis, the current state of knowledge possessed by students and faculty was compared with a comprehensive inventory of on‐campus recycling procedures and opportunities.FindingsBy combining data from individual mental models elicited from students and faculty members, an overall mental model that depicted the frequency with which subjects understood MSU‐specific recycling concepts was developed. This composite model, and the accompanying statistical analysis, revealed important gaps – on part of both students and faculty – in understanding for several key recycling concepts that are relevant to established campus‐based waste reduction practices.Originality/valueThe mental models approach, which to the authors' knowledge has yet to be applied to campus sustainability initiatives, provides program managers and outreach specialists with a constructive and transparent opportunity to develop and deploy program information that builds on existing knowledge while also meeting the new information needs of key stakeholders.