ROLE OF OPINION LEADERS AND ATTITUDE ON SOLID WASTE SEGREGATION

Abstract

This study was designed and conducted to determine the role of opinion leaders on the level of awareness and attitude towards solid waste segregation among households. It was conducted at two selected barangays of San Leonardo, Nueva Ecija, Philippines namely Barangay Burgos, and Barangay Adorable. The study utilized the descriptive method of research adopting a questionnaire as the major instrument in gathering data. The sampling method used in this study is Simple Random Sampling. The researcher used the descriptive analysis and central tendencies (frequencies, percentages, means, or ranks) to represent, summarize, and discuss the gathered data. A total of 280 respondents in two selected barangays of San Leonardo, Nueva Ecija namely Barangay Burgos and Barangay Adorable. Almost the majority of the respondents were from the age group of 20 to 36 years old and almost all of them were married. The respondents' level of awareness on solid waste segregation is fully aware. However, the role of opinion leaders does not have a significant correlation to the respondents’ level of awareness on solid waste segregation. Opinion leaders are not influential when it comes to increasing the awareness of the people on solid waste segregation. This is because most household members got their information on waste segregation from their relatives, friends, itinerant buyers, newspapers, magazines and in school. The role of opinion leaders does significantly relate to the attitude of the respondents on solid waste segregation. The reason behind this is that people see opinion leaders as credible sources that can be trusted to the point that they represent the norms of a particular group. Therefore, opinion leaders are more influential in changing people's attitudes on solid waste segregation.