The Consumer to Recycle (C2R): Buy, Use, Recycle, Repeat

El Mahdi Juiher, Hmad Ouaddi, Abdelkarim Jiar and Meryem Serghini
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El Mahdi Juiher: Université Ibn Zohr = Ibn Zohr University [Agadir]
Hmad Ouaddi: Université Ibn Zohr = Ibn Zohr University [Agadir]
Abdelkarim Jiar: Université Ibn Zohr = Ibn Zohr University [Agadir]
Meryem Serghini: Université Ibn Zohr = Ibn Zohr University [Agadir]

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Abstract: Promoting recycling behavior among consumers represents a major challenge in the context of the transition to a circular economy. This study examines the impact of three levers: digital marketing, behavioral triggers and real-time feedback systems, on citizens' commitment to recycling. A quantitative approach was adopted through a structured questionnaire administered online to a sample of 320 adult participants. Data were analyzed using descriptive, correlational and regression statistics. The results show that digital marketing, in particular content disseminated via social networks, exerts a significant influence on recycling behavior. Behavioral triggers such as gamification or reminders have a moderate effect, while real-time feedback systems appear to be the least effective. The study highlights the value of combining different levers to reinforce consumers' lasting involvement in recycling practices.

Keywords: Recycling Behavior Digital Marketing Behavioral Triggers Real-Time Feedback Sustainable Consumer Engagement; Recycling Behavior; Digital Marketing; Behavioral Triggers; Real-Time Feedback; Sustainable Consumer Engagement (search for similar items in EconPapers)
Date: 2025-06-13
Note: View the original document on HAL open archive server: https://hal.science/hal-05112166v1
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Published in African Scientific Journal (ASJ) , 2025, 3 (30), pp.378-394. ⟨10.5281/zenodo.15650895⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05112166

DOI: 10.5281/zenodo.15650895

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