Household waste recycling behavior: a market segmentation model

Jill K. Jesson

Research output: Contribution to journalArticlepeer-review


The potential of social marketing has been recognized in the United Kingdom by the Department for Environment, Food and Rural Affairs (DEFRA) as a useful tool for behavioral change for environmental problems. The techniques of social marketing have been used successfully by health organizations to tackle current public health issues. This article describes a research project which explored the current barriers to recycling household waste and the development of a segmentation model which could be used at the local level by authorities charged with waste collection and disposal. The research makes a unique contribution to social marketing through the introduction of a competencies framework and market segmentation for recycling behaviors.
Original languageEnglish
Pages (from-to)25-38
Number of pages14
JournalSocial marketing quarterly
Issue number2
Publication statusPublished - May 2009


  • social marketing
  • United Kingdom
  • Department for Environment Food and Rural Affairs
  • behavioral change
  • environmental problems
  • health organizations
  • public health issues
  • barriers
  • recycling household waste
  • segmentation model
  • waste collection
  • competencies framework
  • market segmentation
  • recycling behaviors


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