The study, which was commissioned by Nespresso and carried out by digital consumer research group GWI, interviewed 10,200 people in 12 countries and highlighted the fact that 94% of those surveyed claim to recycle.
But government data says “this simply is not the case”, the Consumer Attitudes to Recycling Report report said. The reason is that there is widespread confusion about what recycling actually is.
“The report’s findings identified the need for better communication to consumers about recycling, show(ing) that consumers need stronger motivation to encourage them to recycle, and highlight the need for investment in infrastructure to make recycling simpler,” the survey pointed out._________________________
Perception and reality
According to the 94% who claim they recycle, 38% admitted that they are unsure how to do it, and 19% said that they don’t feel confident about recycling.