Recycling as a Template for Other Environmental Programs

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Recycling as a Template for Other Environmental
Programs

• Andrew Marr
• Greater Vancouver Regional District
• June 7, 2000

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PRESENTATION

• GVRD DEMAND-SIDE MANAGEMENT
• OBJECTIVES OF CURRENT RESEARCH
• RESIDENTIAL RESEARCH IMPLICATIONS
• BUSINESS RESEARCH IMPLICATIONS

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THE GVRD
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THE GVRD
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GVRD UTILITIES SERVICES

• Solid Waste
• Drinking Water
• Waste Water
• Air Quality
• Regional Parks
• Regional Housing

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GVRD DEMAND SIDE MANAGEMENT
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DSM AUDIENCE RESEARCH
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DSM AUDIENCE RESEARCH
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TARGET SEGMENTS- Probability Clusters -
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RESIDENTIAL SEGMENTS
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RESIDENTIAL SEGMENTS
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BEHAVIOR TRANSFERENCE
Residents
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BEHAVIOR TRANSFERENCE
Residents
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PROGRAM DESIGN PREFERENCES
Residents
Information on what activities you can do to help
environment
Financial incentive to encourage environmental
behaviour
Information on what harm your activities cause to
environment
Information on cost savings from environ.
activities
Regulations to limit activities harmful to
environment
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TARGET AUDIENCES
Residents
Self-Directed Greens
Uninformed Believers
Detached Convenience Seekers
Uninterested Polluters
ADVOCATES
UNINFORMED
DETACHED
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RESIDENTIAL IMPLICATIONS

• Target Uninformed Detached
• Build on existing transference
• Determine links, mix of financial incentives
  information
• Continue community-based approach
• Least active segments also youngest may need
  special youth programs
• . . .

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BUSINESS SEGMENTS
27 Uninterested Pessimists
54 Motivated Info Seekers
19 Reluctant Recognizers
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Businesses
ENVIRONMENTAL BEHAVIORS
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ENVIRONMENTAL BEHAVIORSMotivators
Businesses
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ENVIRONMENTAL BEHAVIORSBarriers
Businesses
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PREFERRED ENVIRONMENTAL STANDARDS
Businesses
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INFORMATION SOURCES
Businesses Residents
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PREFERRED ENVIRONMENAL GUIDES
Businesses
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BUSINESS IMPLICATIONS

• Target Seekers Recognizers
• Overcome perception of doing all we can
• Financial incentives information
• Avoid regulation
• Combined approach for program delivery
• . . .

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CLOSING CAVEATS

• Findings are GVRD-specific
• Only cursory overview presented
• Conclusions change upon deeper examination of
  results