Shoving Not Nudging: A Case of Shaming ‘Waster’ Stickers

Abstract

Sustainability is centred around the concept of finding an equilibrium with regards to Earth’s ability to support life and the need for economic growth. The circular economy complements this by seeking to provide a production and consumption model which seeks to use resources for as long as possible with minimal waste. This paper aims to examine householder response towards recycling campaigns using the shoving intervention strategy and subsequently the emotion of shame. The case study methodology was used on a UK campaign using negatively framed ‘waster’ stickers. Three secondary literature sources and two primary interviews were used for the case study analysis. Two main reactions were found because of the campaign – the feeling of being insulted and to shift the blame, with the insult indicating a level of shame. Thus, the use of shoving as an intervention strategy was found to lead to negative householder reaction, suggesting that other strategies such as nudging may be more effective in positive recycling attitudes.</p