Consumers play a critical role in disposing post-consumed packaging in the current bin.
A recent research by WRAP found that 82% of UK households add one item or more to their recycling collection that is not accepted locally and that the average contamination rates at MRFs in the UK is 16.6%.
Compostables represent a new packaging material used typically to substitute and replace single used plastic that is considered hard-to-recycle such as small sachets, on-the-go food containers, tea bags or flexible film.
Yet, in the UK, most consumers lack access to properly discard their post-consumed compostable packaging to ensure those will reach a full circular faith via being composted.
In this part of our study we’ve explored how can we educate consumers to well identify compostable packaging and ensure they are motivated and capable to discard such packages in specified bins.
Three scenarios, each in a different location type and a different collection method were tested to encompass the various options in which consumers would most typically interact with compostable packaging.
In three Closed Loop arenas in London that use compostable service-ware we’ve studied the collection of these items via a designated bin on site.
In a household set-up we’ve teamed up with Medway Council and have asked residents participating in our trial to discard compostables in their food waste bin.
We also collaborated with Riverford Organic Farmers and asked their participating customers in our study to return their compostable packaging via a take-back scheme managed by Riverford.
The results in all three scenarios were spectacular.
Collection of compostables more than doubled both in the Closed Loop arena and Households set-ups. Contamination rates also dropped dramatically during and after the trial has ended. In the take-back scheme, the collection of compostables rose more than a double while almost two thirds of participants reported they have developed the habit to return compostable packaging via this program.
Read in the following reports more about our study and result.
Our Consumer Behaviour trials were led by scientists at the University of Sheffield, School of Psychology and Hubbub, a creative charity that supports people and business and communities make environmental actions.
Hubbub’s report, summarizes all three trials conducted and results.
Dr. Nicola Buckland and her team at the University of Sheffield review the study conducted with households at Medway Council in a scientific paper published at ‘Waste Resources and Management.