Integrated effects of a reduction in collection frequency for a kerbside newspaper recycling scheme

In December 1998, the Borough of Fylde, UK, reduced the frequency of collection of their kerbside newspaper recycling scheme from once every 2 weeks to once every 4 weeks. The scheme incurred a drop of 8% in the overall tonnage collected, though over three quarters of this was recovered elsewhere through increased activity at the borough's paper bank sites. The overall drop-out rate from paper recycling was estimated to be <2%. A computer-based behavioural model of the Fylde community was developed and it was shown that it correctly predicted the observed changes in all major recycling performance indicators. A modelling study enabled more detailed investigations into the behavioural changes that may have occurred within the community. These analysis revealed general stabilities in behaviours, with only 18% of the model community changing their recycling behaviours with the change in the kerbside scheme. Over half of these simply picked-up on drop-off recycling, leaving just 5% drop outs, though these were counterbalanced by 3% new recruits. Overall, the change was considered to be a success. Cost savings of 60% accrued and the target tonnages (in the sales contract for the paper) were still met. The collection frequency change produced a net environmental benefit as well. The reasons why the change may have been so successful are discussed.