There is a website called Fostering Sustainable Behavior (An Introduction to Community Based Social Marketing) -
http://www.cbsm.com/Guide.html - that might also provide an answer to that mysterious question. A brief introduction from their home page says: "...... you can access the various resources found at this site. You can review an online guide which provides valuable information on designing and evaluating programs and view graphics that others have used in promoting sustainable behavior. You can also search for articles and case studies on fostering sustainable behavior. You can add information about your own program's) to the case studies database. Finally, the site also offers a discussion forum for sharing information and asking questions of others. " I can't vouch for the site, but it looked interesting when I did a browse through their pages.
From: Bill Sheehan [mailto:email@example.com]
Sent: Friday, July 27, 2001 6:34 AM
Subject: [GreenYes] Research Request: What motivates people to recycle?
[forwarded from a colleague; respond to list:]
I am looking for literature that quantitatively addresses the
question, "What motivates people to recycle?"
That is, to what extent can monetary incentives, convenience,
environmental awareness, etc. be expected to trigger
participation in recycling programs? I realize this question
quickly becomes complex and that objective answers are
ellusive. I want to review the literature on how researchers
have attempted to answer it and what kind of conclusions