The Influence of In-Store Recycling Signage on Consumer Behavior: A Study of Visual Attention and Usage of Store Drop-Off Bins

Mengmeng Zhao (), Shannon Anderson, Rupert Andrew Hurley, Sheila Anzures, Paul Nowak and Kelly Burt
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Mengmeng Zhao: Department of Marketing Data and Analytics, Quad Packaging, Inc., Greenville, SC 29601, USA
Shannon Anderson: Department of Marketing Data and Analytics, Quad Packaging, Inc., Greenville, SC 29601, USA
Rupert Andrew Hurley: Department of Food, Nutrition, and Packaging Sciences, Clemson University, Clemson, SC 29634, USA
Sheila Anzures: GreenBlue Organization, Charlottesville, VA 22902, USA
Paul Nowak: GreenBlue Organization, Charlottesville, VA 22902, USA
Kelly Burt: Quad/Graphics, Inc., Sussex, WI 53089, USA

Sustainability, 2024, vol. 16, issue 8, 1-13

Abstract: This study examined the impact of using three types of in-store signage to educate consumers about packaging recyclability as well as to measure its effectiveness in increasing awareness of a store drop-off recycling method for packaged granola. A total of 67 shoppers were recruited and divided into two groups to shop for granola in a retail store. Group A was not exposed to signage near the granola, while Group B was exposed to the in-store signage comprising shelf strips and aisle invaders with How2Recycle educational information containing messaging about the store drop-off recycling. A store drop-off bin was positioned at the entrance of the testing environment for both groups. The results showed that Group B had a significantly higher total fixation duration ( p = 0.02) and fixation count ( p = 0.03) than Group A in response to the recycling instructions on the drop-off bin. When comparing the three methods of in-store signage—shelf strips, aisle invaders, and the printed store drop-off bin panels—the shelf strips performed the best with regard to total fixation duration (1.72 s) and fixation count (5.91 counts) and were noticed by the highest percentage of shoppers. The store drop-off bin panels had the best performance with regard to time to first fixation (0.12 s). The aisle invaders had the lowest performance in all three eye tracking key metrics and were noticed by the lowest percentage of participants. These responses illustrate shopper challenges related to plastic recycling. This study demonstrates that recycling information can be effectively provided through strategically positioned in-store signage, especially messaging on shelf strips. While consumers are open to the usage of Store Drop-off Bins, affirming customer knowledge of these processes is essential to develop new consumer recycling habits.

Keywords: in-store signage; visual attention; consumer behavior; recycling practices; store drop-off bin; How2Recycle label; eye tracking; package design; plastic packaging (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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