Not (B)interested? Using Persuasive Technology to Promote Sustainable Household Recycling Behaviour : An Identification and Implementation of Key Elements with Focus on Young Adults in Sweden

Abstract: As waste is separated at the source, the success of the Swedish recycling system largely depends on an active participation of households. However, especially young people were found to not consistently follow their local recycling schemes. A recent and promising approach to tackle such suboptimal household recycling behaviour (HRB) is the use of persuasive technology. To understand and further its context-specific potential, this research aims to explore the key elements of persuasive technology which aspires to promote sustainable household recycling behaviour among adults in Sweden. The chosen methodology is research through design. Based on the results of a literature review and online survey among target users (N=50), a mobile phone application was designed in an iterative manner. Through these activities, the following key elements were established: (1) easy access to information about optimal household recycling behaviour, (2) employment of several motivational strategies, (3) recognition of differences between local recycling schemes, (4) regard of users as equals and (5) use of a readily accessible technology channel. The impact of these elements depends on the users’ ability to carry out the target behaviour and therefore on a well-functioning recycling system. The technological format of persuasive technology interventions was found to spark the target users’ curiosity. Using this as a ‘carrot’, a well-designed content is argued to encourage repeated use and a reflection process to help break unsustainable household recycling habits.