BeSci to Improve Recycling Behaviour

The Ghana Accelerator Lab team is deploying Behavioural Insight techniques to understand how individuals make decisions on recycling. Using personas, such as Eco-Conscious Ama, the Lab tries to understand recycling behaviours. Early results indicate that households and businesses prefer their recyclable waste to be collected at their doorsteps, instead of taking it to recycling points. Information-based interventions using localised nudges appealing to social norms and cognitive dissonance resulted in increased plastics collection.

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