The importance of communication in behavioural change for consumer involvement in the context of bio waste sorting in Latvia

Abstract

Within the framework of the European Green Deal, a circular economy is ensured, which is defined as a sustainable development model that preserves the value of products, materials and resources in the economy as much as possible. Waste sorting is of great importance in this process, as it enables rational management of resources and the return to circulation of already used products, which become raw materials for the production of other products. The proportion of unsorted waste in Latvia is higher than in other European countries, and the shared waste collection system operates with certain problems. In particular, this applies to the collection and management of bio-waste, which is currently one of the weakest sectors in the industry, despite the fact that the Landfill Directive of the European Parliament and the Council stipulates that a separate collection system for bio-waste must be in place by the end of 2023. In the event that the system of separate collection of biological waste is not organized during this period, sanctions may be applied to Latvia. Therefore, it is urgent to understand how to change consumer behaviour and increase involvement in waste sorting as the amount of waste increases, what opportunities and responsibilities exist for the organizations and consumers involved in this process. In this research, the study of consumer behaviour changes and their causes is analysed in the context of public communication and its opportunities. The aim of the article is to assess the importance of communication in encouraging changes in consumer behaviour in waste sorting in Latvia, especially in the bio-waste segment. In order to achieve the goal, an analysis of literature and documents was carried out on consumer behaviour, factors influencing it, consumer habits and communication possibilities for changing them. Consumer involvement and habits in biowaste sorting were investigated through a secondary analysis of previous relevant studies. In order to characterize the communication of waste management companies about waste sorting, a content analysis was carried out. In order to assess the current communication about waste management and sorting and its impact on consumer behaviour, interviews were conducted with communication experts. In general, it can be concluded that the waste management industry in Latvia is fragmented, which promotes competition between companies. However, each waste managing company has different waste sorting systems and other rules, which are not clearly explained to consumers, this communication is general and is not formed on a strategic basis, and in does not contribute to changes in consumer behaviour and an increase in waste sorting.