This is our 2nd post in a series highlighting recent capstone projects from UBC’s Advanced Professional Certificate in Behavioural Insights!
As part of the Class of 2024, Ellen Engelsbel and Megha Khurana worked with ElectroRecycle and advisor Jiaying Zhao to conduct a project “Using Salience to Encourage Small Appliance Recycling“.
Summary:
This project aimed to increase recycling of small appliances. New “Behavioural Insights informed” messages were designed to make it easier to find key information, like locations and hours of local recycling depots. A control message was tested against the BI message on Google Display, Facebook, and Instagram. Although there was no measurable change in recycling rates, the BI message increased some types of online engagement. Based on these results, the project team recommend further research as well as other possible next steps.
Keywords: behavioural insights, nudge, salience, sustainability, recycling
Read this and other working papers from the Advanced Professional Certificate and DIBS faculty.