Environmental efficacy: The effect of message framing on residential curbside recycling behavior in East Baton Rouge Parish, Louisiana

This study investigates the impact of message framing and its influence on decisions to participate in curbside recycling. In order to decrease landfill utilization and provide more land development opportunities for a burgeoning global population, a consistent increase in community curbside recycling presents a demand, rather than an option. According to Lloyd and Main, recycling produces great yields in both economic and environmental sectors. From an environmental perspective, recycling annually saves enough energy to power 1.4 million homes, reduces water pollution by 27,047 tons, and preserves 1.4 million trees annually. Further, recycling reduces the greenhouse gas emissions.;Message framing as a tool, when efficiently utilized, can greatly contribute to a significant increase in recycling. The results confirm that message framing does have a positive effect on curbside recycling. In each of our message frames, there was an increase in the respondents' intent to recycle versus their current recycling participation. Further, our hypothesis was affirmed---the social neighborhood frame respondent was related to a greater intent to recycle.