EPA-R5-72-003
September 1972
Socioeconomic Environmental Studies Series
Metropolitan Housewives' Attitudes
Toward
Solid Waste Disposal
Office of Research and Monitoring
U.S. Environmental Protection Agency
Washington, D.C. 20460
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EPA-R5-72-003
September 1972
METROPOLITAN HOUSEWIVES' ATTITUDES
TOWARD SOLID WASTE DISPOSAL
1015 Chestnut St.
Philadelphia, Pennsylvania 19107
Contract No. 68-03-0059
Program Element 1D1312
Project Officer
R.H. Ongerth
Solid Waste Research Laboratory
National Environmental Research Centei
Cincinnati, Ohio 45268
' Prepared for
OFFICE OF RESEARCH AND MONITORING
U.S. ENVIRONMENTAL PROTECTION AGENCY
WASHINGTON, D.C. 20460
For sale by the Superintendent of Document!, U.S. Government Printing Office, Washington, D.C. 20402
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REVIEW NOTICE
The Solid Waste Research. Laboratory of the
National Environmental Research Center, Cincinnati,
U.S. Environmental Protection Agency, has reviewed
this report and approved its publication. Approval
does not signify that the contents reflect the views
and policies of this laboratory or of the U.S.
Environmental Protection Agency, nor does mention
of trade names or commercial products constitute
endorsement or recommendation for use.
The text of this report is reproduced by the
National Environmental Research Center, Cincinnati,
in the form received from the Contractor, new prelim-
inary pages and cover have been supplied.
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FOREWORD
Man and his environment must be protected from
the adverse effects of pesticides, radiation, noise
and other forms of pollution, and the unwise manage-
ment of solid waste. Efforts to protect the environ-
ment require a focus that recognizes the interplay
between the components of our physical environment
- air, water and land. The multidisciplinary programs
of the National Environmental Research Centers provide
this focus as they engage in studies of the effects
of environmental contaminants on man and the biosphere
and in a search for ways to prevent contamination and
recycle valuable resources.
When enlisting the citizen's help to alleviate
our environmental problems, it is important to under-
stand their attitudes and knowledge. Are housewives
willing to separate their "trash" at home? Who do
they believe is responsible for pollution? Or for
cleaning it up? The answers to these and other
questions found in this survey, published by the
National Environmental Research Center, Cincinnati,
should be of help to planners and designers; in this
way, educational and other programs can be drawn to
secure maximum cooperation.
iii
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ACKNOWLEDGEMENT S
The findings presented here are the result of a two-phase
study on homemakers' attitudes toward solid waste disposal
conducted by National Analysts, Inc. for the Environmental
Protection Agency. Topics included for investigation were
dictated by the initial request for proposal issued by the
Environmental Protection Agency as amended by the initial
exploratory phase of this study. These are detailed in
Chapter I following.
We gratefully acknowledge the continued assistance of
Mr. Richard Ongerth, Project Officer, Environmental
Protection Agency, for his direction and guidance through-
out both phases of the contract work and for his invaluable
support in preparation and review of the final report.
On behalf of National Analysts, Inc., implementation and
interpretation of the exploratory phase was the responsibility
of Dr. Frank D. Millman. Implementation, interpretation and
synthesis of the exploratory and field phases were the joint
responsibility of Lorna R. Sherman and Pettersen Marzoni, Jr.
Multivariate analysis of Phase II findings was the joint re-
sponsibility of Mr. Marzoni and Dr. Marshall G. Greenberg.
IV
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SUMMARY OF MAJOR FINDINGS
1. There appears to have been a dramatic increase in knowl-
edge about and concern with the problem of solid waste
in the relatively short time period between completion
of the qualitative phase of this study in early September,
1971 and collection of quantitative data during March
and April, 1972.
2. Most metropolitan housewives understand the terminology
used in discussions of the solid waste problem. The
perceptions of the majority as to the meanings of some
of this terminology indicate that:
- "Protection of the environment" is generally related
to the problems of pollution and to preservation of
natural resources.
- "Protection of the environment" and "preservation of
natural resources" are considered important national
problems, fifth and seventh respectively among eleven
problems whose seriousness housewives were asked to
evaluate. They are considered less serious than issues
of narcotics and drug usage or of crime and violence.
They are clearly of greater concern to housewives than
are transportation, education or racial problems.
- "Solid waste" most often means "rubbish", "trash",
"j unk" or "garbage".
- "Recycling"is most often perceived by the housewife to
be synonymous with "reprocessing".
3. Housewives feel it is their responsibility, with assistance
from the government (rather than the responsibility of in-
dustry) to take the major initiative in reducing the nation's
solid waste problem. They tend neither to blame nor to ex-
onerate industry as the major producer of pollution. They
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are somewhat neutral in their attitude about how much
of the financial responsibility for cleanup should fall
on industry.
Housewives believe that one of the things which they are
able to do in reducing solid waste is to assist in facil-
itating recycling efforts. Recycling, they generally be-
lieve is a necessary and practical step in solid waste
reduction.
5. The most meaningful benefits perceived from recycling
relate:
- Most often to conservation of natural resources
- Secondly to reduction of air pollution by reduction
of burning of such wastes
6. Virtually all metropolitan housewives (90%) express will-
ingness to separate their trash to facilitate recycling.
About half feel that such activity should be mandatory
rather than voluntary. Were separation of trash required,
however, housewives claim they would prefer to have it done
at the household level rather than pay even a minimal
($l-a-year) fee to the municipality to have it done for
them.
Despite their concern about the solid waste problem and
their expressed desire to do something about it, few house-
wives have taken any direct action in the past. Those who
have done so have cooperated only minimally. The root of
the problem appears to lie in the lack of an authority to
reinforce positive attitudes and to channel current and
future efforts.
There is a very low level of knowledge about local
recycling activities (if, in fact, any such activities
exist).
During the past year, relatively few have engaged in
solid waste reducing activities on a regular basis.
VI
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The single activity most regularly reported has been
purchase of soft drinks and beer in returnable bottles.
(The relative availability of returnable — rather than
disposable bottles — was not assessed.)
8. There are no strongly-held negative attitudes toward the
acceptability of products made of or packaged in recycled
materials. Housewives tend to believe that most waste,
with the exception of "slick" magazines and plastic bottles
can be recycled successfully.
9. Review of housewives' current perception of practices in
regard to solid waste disposal indicate that:
- Collection is most often believed to be a direct
municipal function
- Approximately one-third are unaware of what becomes
of their trash once it is removed from their premises
- Cost of solid waste disposal is included in taxes or
rent, and therefore, the true cost is an unknown
quantity to most
10. Most housewives have on-premises outdoor space for accumu-
lation of solid waste between collections, and requirements
for separation of articles into two or three categories
would cause undue hardship (from the standpoint of re-
quired space) for only a small proportion of housewives.
Vll
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TABLE OF CONTENTS
Page I
I. INTRODUCTION 1
II. HOUSEWIVES' ATTITUDES TOWARD SOLID WASTE AND
RECYCLING 7
III. HOUSEWIVES' KNOWLEDGE ABOUT SOLID WASTE AND
RELATED ENVIRONMENTAL PROBLEMS 31
IV. HOUSEWIVES' CURRENT PRACTICES IN REGARD TO
SOLID WASTE DISPOSAL 42
V. INTERPRETATION OF RESULTS 51
VI. RECOMMENDATIONS 55
VII. APPENDICES 63
A. Methodology 63
B. Field Materials 68
Questionnaire
Cards used in field administration of
the interview
C. Statistical Analysis 69
D. Segmentation Analysis 70
1. Non-technical explanation 70
2. Technical description 71
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I. INTRODUCTION
A. Purpose and Scope of the Study
1. Purpose of the Study
In order for the Environmental Protection Agency to
enlist the help of the individual American citizen
in alleviating the problems associated with the
disposal of solid wastes in our country, it was first
deemed important to understand the knowledge and at-
titudes which are the major determinants of current
practices. Only through such understanding can educa-
tional and other programs be designed to secure maximum
cooperation in future efforts to halt (and even to re-
verse) the ever-increasing accumulation of solid waste
with which the American life-style and a growing popu-
lation threatens us.
2. Scope of Work
The scope of the study, as initially outlined, was to
explore:
Housewives' knowledge (or misinformation) of current
solid waste management practices and efforts in
their communities — particularly as these relate to
compositions of waste, value of resources lost in
waste disposal, and overall costs of waste handling
and disposal.
The influences of advertising, packaging, and other
marketing considerations in establishing personal
and family consumption habits. Housewives' overt
or subconscious awareness of the importance of these
matters to their own behaviors were to be examined
in depth.
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The current or potential means and procedures by
which housewives can reduce the amount of solid
waste generated by their households. The oppor-
tunities that women perceive for reducing gener-
ation of waste — e.g., elimination of new paper
shopping bags at each visit to the supermarket
(a la shoppers in England who bring their own
net or plastic bags for carrying purchases home),
purchase of unwrapped groceries, complaints to
store managers and/or manufacturers about "over-
packaging" of products, etc. were to be explored.
Moreover, the willingness of housewives to alter
their consumption habits was to be investigated.
Acceptability and probable use of products con-
taining reclaimed and recycled materials. The
materials that are specified for inclusion here
were newspapers, aluminum, glass and packaging
(food and non-food), including plastics of various
kinds.
Current and potential interest of housewives in
facilitating the recovery and recycling processes
by separating and/or returning specific solid
waste components, to include cans, bottles, and
papers. Additionally, we attempted to discover
probable effects of incentives or penalties for
compliance or lack of compliance with such sepa-
ration efforts.
All the areas outlined above were included in the
Environmental Protection Agency's Scope of Work.
Additionally, the Environmental Protection Agency
accepted National Analysts, Inc.'s suggestion for
inclusion in the Scope of Work of:
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The dual role that the housewife plays, or can
assume, in her general sociopolitical activities.
At the same time, her alter ego- existence as a
citizen/constituent who can lend or withhold
support from the public or private activities of
others should not, we believed, be ignored. Con-
sequently, we proposed, in all relevant areas of
inquiry, to interrogate women not only as consumers
but as potential promoters of the general welfare
of our country.
Finally, since past studies conducted by National
Analysts which were concerned with analogous as-
pects of housewife behavior had demonstrated the use-
fulness of undertaking appropriate segmentations
of the total universe of housewives into groups
having obvious relevance to those activities being
examined, we proposed that such segmentation be
included in analysis of the data.
3. Summary of Methodology
While it cannot be denied that all, regardless of sex,
age or place of residence, contribute to the problem,
the bulk of solid waste is generated in the household.
Further, the problem increases in severity as popula-
tion density increases — and the relationship between
problem severity and population density is likely to
increase by a geometric, rather than arithmetic, ratio.
It was, therefore, determined that this study confine
itself to the female head of household* — as principal
determinant of household patterns — and to those living
in urban and suburban areas.
*0ur "female head of household" differs from the Census defini-
tion in that it does not confine itself to households with no
male head. See Appendix A.
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In conducting a study where little previous research
has been reported, National Analysts, Inc. believes
that the value of the information gathered in the
field survey can be immeasurably increased by a pre-
liminary investigatory phase designed to establish
the meaningful parameters of the field study, to
evaluate initial goals and generate additional hy-
potheses to be tested, and to formulate a questionnaire
which uses language both meaningful and unambiguous to
respondents. To that end this project was designed as
a two-phase study.
Phase I consisted of a series of twelve Group
Depth Interviews, two each being conducted in
six cities: Boston, Massachusetts; Cincinnati,
Ohio; San Francisco, California; Atlanta, Georgia;
Houston, Texas; Seattle, Washington.
Group Depth Interviews were conducted during
August and September, 1971.
A further description of Phase I respondents is
included in Appendix A of this report.
Phase II consisted of individual personal inter-
views with female heads of household in 68 metro-
politan areas in the United States, based on an
area probability sample of such areas. The study
plan provided for one call-back at each household
in an attempt to reach those unavailable upon
initial contact. In some instances more than one
call-back was, in fact, made. A total of 1,281
interviews was completed. Field interviews were
conducted during March and April, 1972.
C. Organization of This Report
1. The report which follows has been organized into the
following chapters:
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Housewives' attitudes toward solid waste and
recycling. This chapter will explore such
issues as the perceived seriousness of the
solid waste product per se and vis-a-vis
other national attitudes relevant to recycling,
as well as attitudes toward products made of
recycled materials.
Housewives' knowledge about solid waste and re-
lated environmental problems. This chapter will
investigate what women "know" about these topics.
It should be noted that the chapter on "attitudes"
precedes that on "knowledge" for two important
reasons. First, much of the "knowledge" has little
or no basis in fact. Secondly, and more important,
people behave out of what they believe to be true
(i.e., according to their attitudes), regardless of
objective considerations. Attempts to influence
behavior must, therefore, rely first on capitalizing
on positive attitudes and/or changing negative atti-
tudes and secondly on providing factual information
which may or may not influence behavior.
- Housewives' current practices in regard to solid
waste disposal. This refers to current behavior
which needs to be encouraged and/or points out
those behavioral patterns which need to be altered
if inroads are to be made against the accumulation
of solid wastes in this country.
- Interpretation of study findings.
- Recommendations for future action.
Appendices. These present details on sample selec-
tion, copies of field documents used in data collec-
tion, and an explanation of tabulations used to
analyze results, with special emphasis on a non-
technical and technical discussion of the segmenta-
tion analysis of results.
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2. Within each of the three chapters dealing with study
findings, the chapter has been organized to present:
- An explanation of the kinds of questions used to
elicit the information presented and the rela-
tionship of these questions to the Scope of Work
detailed earlier in this chapter and an overview
of the findings.
- The actual questions used, with an explanation
of the interviewing technique, where applicable.
- A point-by-point exposition of findings,
3. The chapter on interpretation of study findings draws
upon both Phases I and II of the study and will dis-
cuss:
- What housewives "know" about the problem.
- What they appear willing to do about it.
- What knowledge or attitudinal changes appear
needed to implement the goal of coping with the
solid waste problem.
4. Percentages presented in the report are based on the
number of respondents answering each question. In most
cases percentages will refer to the total sample. Al-
though the analysis involved a number of demographic
cross-tabulations in addition to the segmentation
analysis, reference to these will be made only when:
- Differences between groups are sufficiently large
to warrant comment-
- Anticipated differences between groups do not,
in fact, exist.
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II. HOUSEWIVES' ATTITUDES TOWARD SOLID WASTE AND RECYCLING
A. Introduction and Summary
1. As was stated earlier, people do not always behave
"logically", that is, with strict reference to objective
facts; rather, behavior is a response to "facts" filtered
through personal understanding and prejudice. The pur-
pose of this chapter, therefore, is to examine this "per-
sonal understanding and prejudice" — the attitudes
which dictate individual behavior.
The specific areas covered in this chapter are:
The importance of the solid waste problem.
- Attitudes toward protection of the environment
and where responsibility is placed both for
pollution and cleanup.
Attitudes toward solid waste and pollution.
- Attitudes toward individual effort to prepare
solid waste for recycling and the relationship
of such efforts toward reducing the solid waste
problem.
- General attitudes toward recycling and recycled
materials; willingness to cooperate in recycling
programs.
Each of these areas is directly or indirectly related
to all but the first point outlined in the Scope of
Work in Chapter I above.
While small minorities (approximately.20%-30%) of metro-
politan housewives in America indicate either confusion
or ignorance about the meaning of such terms as "protec-
tion of the environment", "solid wastes", and "recycling",
most are able to give pertinent and lucid definitions
for these phrases without need for further explanation.
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Moreover, the average housewife voices a substantial
degree of concern about the problems of ecology and
environment to which these terms relate. Although
the extent of her concern about these matters is not
so great as it is for issues of narcotics and drug
usage or of crime and violence, it clearly outstrips
her worry about transportation, education, and racial
problems.
In large majority (94%), metropolitan housewives agree
that "we need to do something about pollution now be-
fore the problem gets too big to handle". Very few
(21%) believe "there is little that individual people
can do about pollution". Further, there is strong
agreement (81%) that "recycling of solid wastes would
help greatly in cutting down on pollution".
Primary virtues for recycling, as these respondents
perceive them, are first, conservation — "it would
save our resources by using up less iron ore, fewer
trees, and so on" — and, a close second, less air
pollution — "it would mean less trash was burned, and
that would cut down air pollution".
The necessary first step to initiate a recycling pro-
gram is the sorting of solid wastes into more or less
homogeneous groups of materials. Housewives can under-
take this operation in their own households without any
further involvement in the recycling process. And, in-
deed, at least 90% of metropolitan housewives say they
would be willing to separate some of their trash from
the rest if they were asked to do so.
Perhaps recognizing the frailty of their own personal
good intentions, as well as mistrusting the promises of
their sisters, more than half of the women (53%) feel
that in-home separation of items for recycling should
be required of everyone, and not be put on a voluntary
basis.
Only one housewife in 11 claims that it would be diffi-
cult for her to separate trash into three categories —
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glass and cans, newspapers, everything else — if
she were required to do it. Almost one-third (30%)
say it would be a very easy task for them. Moreover,
assuming that their trash must be separated in this
fashion, 9 out of 10 women state that they would prefer
to do it themselves rather than paying increased taxes
to have the city or town do the job.
Many housewives are uncertain about whether or not
they have ever purchased any one of seven specifically
suggested products made of or packaged in materials
which are completely or partially reprocessed. This
uncertainty, among other factors, may help to account
for the fact that the large majority of housewives ex-
pect products made of recycled materials — except in
the extreme instance of recapped tires and, to a lesser
extent, wool clothing — to be as good as products made
of all new, materials, with respect to appearance, ser-
viceability, and usefulness.
B. Summary of Questions upon Which Conclusions in This Chapter
Are Based
Appendix B of this report contains the questionnaire and
interviewing materials used in this study, in their entirety,
for those who wish to pursue this matter further. In this
and succeeding chapters, questions from which the chapter
data derived have been paraphrased and the appropriate ques-
tion number from the questionnaire indicated in parenthesis.
1. Importance of the solid waste problem
Respondents were presented with a 5-point scale
where "1" meant "not at all serious" and "5" meant
"very serious". They were then read 11 national
problems, one at a time, and asked to indicate the
number on the scale which best reflected their
attitude about the seriousness of that problem.
(Question 1)
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2. Attitudes toward protection of the environment and
placement of responsibility both for pollution and
cleanup
Respondents were permitted to respond freely
regarding their understanding of the meaning of
"protection of the environment".
(Question 2)
On a 5-point scale ("1" meant "disagree";"5" meant
"agree") items were included about:
The seriousness of the pollution problem
- Whether or not individual effort can help
reduce the problem
- The urgency about doing something
- The financial role of government and industry
in cleaning up pollution (2 items)
(Question 14)
3. Attitudes toward solid waste and pollution
Open-end definition of "solid waste"
(Question 3)
On 5-point "disagree/agree" scale, an item about:
Responsibility of individuals versus industry
in creating solid waste
(Question 14)
Usefulness of eight selected individual actions
in reducing solid wastes
(Question 24)
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4. Attitudes toward individual efforts on behalf of
recycling and benefits to be derived therefrom
Open-end definition of "recycling"
(Question 10)
On 5-point "disagree/agree" scale, an item
about:
Usefulness of recycling in reduction of
solid wastes
(Question 14)
5. General attitudes toward recycling and recycled materials;
willingness to cooperate in recycling programs
On a 5-point "disagree/agree" scale, items about:
Influence on neighboring communities of
having an active recycling program nearby
- Willingness to buy things made of or packaged
in recycled materials at a cost savings
- Willingness to select brands made of or pack-
aged in recycled materials, if these were
easily identified
- Suggestion that manufacturers not using some
recycled materials be taxed to help cleanup
solid wastes
(Question 14)
Rank ordering of four most important from among
six suggested benefits of recycling.
(Question 15)
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Willingness to separate solid wastes in each
of four different ways; opinion that such
separation should be voluntary or required;
reasons for that opinon.
(Questions 16, 17
and 18)
How easy or difficult it would be to separate
solid wastes into three categories, if it were
mandatory; reasons for calling it difficult;
if this was the respondent's opinion.
(Questions 19 and 20)
Presented with a list of 11 actions which could
reduce solid wastes, respondents were asked first
whether they would be willing to do each on a
voluntary basis and then whether each should be
required by law.
(Questions 22 and 23)
Willingness to participate in three specific re-
cycling activities if the respondent had not done
so in the past year.
(Question 27)
Perceived appearance, serviceability or-usefulness
of seven selected items when made entirely or par-
tially of recycled materials.
(Question 32)
6. General attitudes toward extra .fees for extra trash,
extra fees for failure to separate solid wastes, willing-
ness to make the separation or have it done by the munici-
pality — both generally and at four suggested annual
price levels
(Questions 28,29,
30 and 31) '
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C. Study Findings
1. Importance of the solid waste problem
Even while acknowledging that because of the selec-
tivity of respondents and small sample size of the Group
Depth Interview, one cannot help being struck by the
marked change in awareness of the seriousness of the
solid waste problem in the six months between Phases I
and II of this study. The exploratory phase tended to
indicate little awareness of solid waste as a serious
national problem. Only a few ecologically-minded and
involved individuals expressed any concern about the
problem; most housewives viewed the issue from a purely
personal standpoint, related to the bother and incon-
venience of disposing of household trash.
In contrast to these Summer, 1971 attitudes, the 1972
findings show that among 11 current national problems
presented to metropolitan housewives, two issues re-
lating to recycling of solid wastes receive mean rank-
ings for their perceived seriousness about midway along_
the list. Rated on a 5-point scale (1 = not at all serious;
5 = very serious)/'protection of our environment" ranks
fifth with a mean rating of 4.1. "Using up our natural
resources" ranks seventh with a mean rating of 3.9.
Reading from the top of the rating list, "narcotics and
drug usage", "crime and violence", "inflation", and
"taxes", clearly outrank ecological and environmental^
problems in their perceived seriousness. "Deterioration
of the cities" ranks sixth, about on a par with the two
recycling concerns. Continuing down the list, "racial
problems", "education", "overpopulation", and "transpor-
tation" rank eighth through eleventh, respectively.
\
There is no consistent pattern of differences by any of
the demographic subgroupings of housewives. A slightly
greater concern among younger people with the ecological
and environmental problems is not large enough to be
significant.
13
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For those housewives who have a high degree of concern
(5 on the rating scale) with "protection of the environ-
ment", this issue rises to the top of the ranking list
and mean ratings for seriousness of every other issue
also increase, while maintaining the same rank order.
This phenomenon also occurs almost identically for
"using up our natural resources". In this second in-
stance, however, concern with "protection of our environ-
ment" moves up to become slightly more serious than "taxes"
More dramatically, the rating for seriousness of"over-
population" rises to eighth in importance, contrasted
with tenth in importance for the total sample.
2. Attitudes toward protection of the environment and
placement of responsibility both for pollution and
cleanup
"Protection of the environment"
Perhaps surprisingly, this polysyllabic mouthful
conveys pertinent meanings -- without any miscon-
ception — to a clear majority (60%) of metropolitan
housewives. Almost half (48%) associate it with
pollution of water and/or air, while about one-third
(32%) relate it to p r e s e r vatipn of natural resources.
Smaller fractions mention cleanup and/or disposal
of trash/litter/refuse as well as acquiring or re-
gaining pride in our environmental surroundings.
One housewife in ten admits that she does not know
what the phrase means and three times as many (30%)
offer a definition that is irrelevant — e.g., con-
trol of crime, protection of the elderly, improved
housing, etc. It should be noted that only 19% of
all respondents gave a completely confused definition,
while 11% gave both an irrelevant and a meaningful
response.
Among the several subgroups by which the data were
analyzed, ignorance and confusion about the meaning
14
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of "protection of the environment" are greater
among housewives 35 years and older than among
younger women, and greater among blacks than
among whites. The occurrence of accurate def-
initions increases steadily with the growth of
annual family income. Respondents in the "Hit-
or-Miss" segment with respect to concern about
housekeeping* are better informed than those in
other segments.
Responsibility for pollution and cleanup of the
environment
The magnitude of the pollution problem is generally
perceived as great. The burden of responsibility
for cause and cleanup is perceived as resting on
government and individuals more than on industry.
The large majority of housewives agree strongly
that "we need to do something about pollution
now before the problem gets too big to handle".
The mean rating for this statement is 4.8.
(Strongly Agree)
Very few agree that "the problem of pollution
in this country is really not as big as some
people say it is". The mean rating for this
statement is 2.0.(Disagree)
"There is little that individual people can
do about pollution" receives a mean rating
of 2.1. (Disagree)
"The cost of cleaning up pollution should really
fall on industry, not on the average individual'
receives a mean rating of 3.2. (Neutral)
"The government must spend more money to clean
up pollution" receives a mean rating of 4.0.
(Agree)
*See Appendix D for details on segment analysis
15
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There are no differences of significance among
various demographic subgroups, although there
is some indication that younger housewives and
women with higher family incomes may place in-
creased stress on the feeling that something
can and must be done about pollution.
3. Attitudes toward solid waste and pollution
. "Solid wastes"
The variety of relevant meanings associated with
this phrase is substantially greater than that
for "protection of the environment", although
relatively few housewives cite many of them.
Only 1 in 12 (8%) does not know any meaning for
"solid wastes".
Echoing the findings in Phase I, rubbish/trash/
junk/garbage are the most frequently mentioned
synonyms for solid wastes. Rubbish/trash/junk
(51%) and garbage (41%) are by far the most fre-
quently named among all subgroups of women. More
"sophisticated" definitions of solid wastes tend
to be named mainly by housewives with higher family
incomes and/or more education: sewage/human waste/
excrement, industrial wastes, waste material that
is not degradable follow this pattern. Litter,
on the other hand, is mentioned more often by women
with lower income or less education.
Recycling is associated with the term by a few women,
most often by those with more than a high school
education.
Individual versus industry responsibility for creation
of solid wastes
While industry is not condemned for creation of solid
wastes, neither is it exonerated. Housewives appear
to feel that responsibility must be shared by both
individuals and industry — neither is completely
guilty; neither is completely blameless.
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"Most solid waste is caused by industry,
not by individual people" receives a mean
rating of 3.0. (Neutral)
Usefulness of specific actions in reducing solid
waste
Despite their professed concern with matters related
to solid waste problems and, as will be demonstrated
subsequently, their recognition of the possible
benefits to be realized from recycling programs,
it is evident that many metropolitan housewives are
uncertain about what actions may or may not be help-
ful in cutting down the solid waste problem.
Their lack of competent and authoritative direction
for making effective individual contributions to
the reduction of solid waste often leads them to
conflicting and self-defeating judgments.
Among all metropolitan housewives more than 70%
believe that making a compost pile is helpful;
acceptance of this view is higher among women living
away from the Northeast Census Region, and outside
of central cities in SMSA's. Belief in the helpful-
ness of this action also rises significantly as family
income increases and is greater among those whose
concern about using up natural resources is high or
moderate rather than low. (It is questionable whether
or not 70% of all metropolitan housewives know what
a compost heap is, how it is prepared, how it is
subsequently used, and finally, even if all other
elements are present, whether 70% of all housewives
have use (let alone a need) for compost. The demo-
graphic differences cited add to skepticism one feels
at the magnitude of response to this item.)
Between 5 to 6 out of 10 housewives judged as "help-
ful" actions, such alternatives as buying a rooted
17
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Christinas tree to be planted later, buying paper-,
rather than plastic-wrapped products, using alum-
inum rather than steel cans, using a trash masher,
recapping tires, and using outdated appliances
rather than new ones.
4. Attitudes toward individual efforts on behalf of re-
cycling and benefits to be derived therefrom
"Recycling"
Among the 4 out of 5 (82%) metropolitan housewives
who associate meanings with this term, the para-
mount emphasis is on reprocessing materials for
reuse: melting down of glass and metals, re-
processing of litter and trash, shredding or
liquifying of paper. Only about 1 in 5 (22%)
refers to reuse of items without reprocessing.
Housewives in the Far West Census Region relate
reprocessing of metals, paper and glass to "re-
cycling" substantially more often than any other
subgroup, although their mentions of reprocessing
litter and of reuse without reprocessing do not
vary appreciably from the national total. Only
6% of these women associate ho meaning with the
term.
Greater knowledge and wider range of associations
are exhibited by women with higher incomes as
opposed to those with lower incomes, by whites
as opposed to blacks, by housewives with high
concern about using up natural resources as op-
posed to those with low concern.
The only clear pattern of differences vis-a-vis
"recycling" among housewives in the several factor
segments, is that those in the "Hit-or-Miss" and
"Obligated"* segments appear more knowledgeable
and seem to have a somewhat wider range of asso-
ciations with the term.
*See Appendix D for details on segment analysis.
18
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Benefits to be derived from recycling
Housewives in the group sessions had had ex-
perience with saving newspapers for recycling.
Older housewives recalled recapping of tires
and saving of food cans for reprocessing during
World War II. The idea was not new to many.
The same situation appeared among the respondents
of the field portion of this study. The notion
that using old articles to make new ones will,
ultimately reduce the amount of solid waste gen-
erated by people seems natural and inevitable.
There are no strongly-held negatives to this con-
cept.
"Recycling of solid wastes would help greatly
in cutting down on pollution" receives a
mean rating of 4.4. (Agree)
5. General attitudes toward recycling and recycled materials;
willingness to cooperate in recycling programs
Women believe that the example of a successful re-
cycling program in a nearby community can serve to
facilitate establishment of such programs in sur-
rounding communities. They are somewhat ambivalent
about buying articles made of recycled materials.
Such purchases would be more attractive if they
resulted in lower costs. While there is slight
agreement that women would seek out and purchase
brands made of or packaged in recycled materials,
there is no real conviction evidenced that this
is more than lip service.
Finally, while attitudes toward the role of industry
in creating solid waste tends to be neutral, house-
wives agree that manufacturers who do not use a
proportion of recycled materials in their products
or in packaging should be taxed for the purpose of
helping to dispose of solid wastes.
- "People in towns which do not have a recycling
program would be more likely to want such a
19
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program if other, nearby towns, had an active
program for handling solid wastes" receives
a mean rating of 4.2. (Agree)
"People would be more willing to buy things
made of or packaged in recycled materials
if it cost less than things made of or pack-
aged in all new materials" receives a mean
rating of 4.3. (Agree — but note iJ: in the
statement)
"If people knew which brands of the products
they buy are made of or packaged in recycled
material, they would be more likely to buy
those brands" receives a mean rating of 3.8.
(Mildly agree)
"Manufacturers should be taxed to help dispose
of solid wastes if they do not use a certain
amount of recycled materials in their products
or packaging" receives a mean rating of 4.0.
(Agree)
Women who express greatest concern about "protection
of our environment" and/or "using up our natural re-
sources" tend to agree with each of these statements
with slightly greater enthusiasm than do those who
have moderate or low concern with either of these
concepts.
Specific benefits to be derived from recycling
From a list of six possible benefits that might be
claimed for recycling, housewives selected the one
benefit they believe is most important, the one
they felt is second most important, third most im-
portant, and fourth most important.
"It would save our resources by using up less iron,
fewer trees, and so on" was named most often as the
most important benefit, receiving the votes of about
20
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one-third (34%) of the women. Coupled with a
22% mention as the second most important benefit,
this claim for recycling ranks as first or second
in importance among more than half (56%) of all
housewives.
Running closely behind with 28% mention as most
important and 30% as second most important, "it
would mean less trash was burned, and that would
cut down air pollution" thus also ranking first
or second in importance among more than half
(58%) of all housewives.
The other four possible benefits of recycling lag
far behind these first two, with little to choose
among them, except perhaps among blacks who stress
lower cost of trash collection and less litter on
highways, rather than fewer or smaller dumps, or
even conserving natural resources.
It is noteworthy that housewives in the Far West
are much more often concerned with conservation of
resources than are women in other regions.Stress
oh conservation rather than on collection costs or
concern about dumps also increases markedly as family
income rises. This obviously is true also for those
with high or moderate concern about "using up our
natural resources".
Willingness to separate solid wastes and attitudes
toward this task
Only one metropolitan housewife in 25 (4%) states
categorically that she will not voluntarily attempt
in any way to separate her household trash (and
garbage) so as to help facilitate recycling processes.
Apparently, given suitable motivation (that could
range, of course, from the simplest request by friends
to a do-it-before-we-make-you ultimatum from civil
authorities), the great majority of these women be-
lieve they have sufficient concern and cooperative
spirit to take the essential first step toward re-
solving urgent problems of solid waste pollution.
21
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Regardless of the kind or degree of in-home trash
separation proposed, at least 9 in 10 metropolitan
housewives profess willingness to comply voluntarily.
Within this atmosphere of nearly unanimous feeling,
significant differences among attitudes of demo-
graphic subgroups are difficult to find.
The data reveal barely discernible patterns of in-
creasing reluctance for voluntary action depending
upon decreasing living space available, with resi-
dents in detached houses most willing to comply and
apartment-dwellers least willing to do so. Even
among the latter, however, at least three-quarters
of the housewives say they will act voluntarily in
response to appropriate request.
There appears to be a true dichotomy of feeling
among housewives regarding the need and/or the
desirability for governmental enforcement (at what-
ever level) of their cooperation with regard to
in-home separation of trash.
A small majority (53%) of the metropolitan women
feel that legal authority would be required to in-
sure performance. Such women tend to feel that
"people" will comply only if they are made to do
so. These feelings are more characteristic of
women residing outside the central cities of SMSA's,
whites, housewives from high income families, and
those residing in detached homes than of women
who do not enjoy these advantages.
On the other hand, about 1 out of 5 metropolitan
housewives (20%) feel that voluntary action is more
likely to result in cooperation. This feeling is
most often expressed by homemakers in the West and
least often by those in the Central region of the
country.
Only a small minority believe that separation is
necessary because it will facilitate recycling (11%)
or because it will save tax money (7%). '
22
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Perceived ease or difficulty associated with
separation of solid wastes into three categories
When women are asked about the ease or difficulty of
separating solid waste, only 9% of metropolitan
housewives complain that it would be difficult for
them to comply with a requirement that they separate
their household trash into three categories — glass
bottles or jars and cans, newspapers, everything
else. Almost three-quarters (73%) acknowledge that
this task would be easy or even very easy for them.
Differences in attitude on this issue seem to follow
no consistent pattern among pertinent demographic
subgroups, except that only small minorities of each
claim that the task would be difficult.
Among the handful of women (8%) who feel such a task
would be difficult for them, their distress ranges
from the amount of time required to the need for
physical exertion.
These findings tend to confirm hypotheses generated
in the Group Depth Interview sessions, where it was
found that most respondents were quite willing to
sort their solid waste into two, three or four cate-
gories for recycling. They were, however, very
reluctant to go further than this in sorting and
there were hints of even greater resistance to
bringing their sorted materials to a collection cen-
ter or recycling plant. A few women pointed out
that it was wasteful, time-consuming and very dis-
couraging to have to bring newspaper to one plant,
cans to another, and glass to a third plant...pos-
sibly in different directions.
!
Recycling activities which housewives believe would
reduce solid wastes; activities in which they would
cooperate voluntarxly
Apparently there also is a great untapped potential^
for voluntary cooperation among metropolitan housewives
23
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for resolution of solid waste and recycling prob-
lems that transcends mere willingness to accept
the in-home inconvenience of time and physical
effort involved in trash separation.
Substantial fractions of homemakers indicate that
they would be willing voluntarily to undertake
many individual actions if only they were asked
to do so. Some claim that they are already comply-
ing voluntarily with actions that reduce solid
wastes, as will be detailed in Chapter IV. Over
and above those who say they have done so in the
past year:
About half would:
Save cans from soft drinks, beer and
canned foods, and return them to a
collection center (55%)
Save newspapers, bottles, jars and cans
for someone to come collect (48%)
- Under one-half, but at least 4 out of 10 would:
Buy brands of products which are made of
or packaged in recycled materials (45%)
Avoid products which come with unnecessary
or too much packaging (45%)
Save bottles and jars and return them to
a collection point (44%)
Save newspapers and return them to a collec-
tion point (43%)
Take back large grocery bags to the super-
market so their purchases can be put in them
again (41%)
24
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- About one-third would:
Avoid products which come in plastic
bottles or packages (30%)
Cut down on usage of paper products
such as paper towels, cups, etc. (32%)
- About one-fifth would:
Use only returnable deposit bottles for
soft drinks and beer (20%)
Pay a tax on non-returnable one-way
bottles (17%)
There are variations in regional responses as to
which of the above actions metropolitan housewives
would or would not undertake on a voluntary basis.
For example, homemakers in the West express willing-
ness to avoid products with unnecessary packaging
and to avoid products in plastic packaging more
often than do homemakers in other regions. Home-
makers in the South are more likely than others to
say they would save newspapers, bottles, jars and
cans either for someone else to collect or for trans-
port to a collection point. Central region home-
makers express greater willingness than others to save
cans and return them to a collection point and to
bring their own paper bags back to the supermarket
for reuse. The Northeastern homemaker expresses
more willingness than others to buy products in
packaging made of recycled materials and to pur-
chase beverages only in returnable deposit bottles.
There is no clear-cut rationale by which to explain
these regional id'iosyncracies.
Perceived appearance, serviceability or usefulness
of seven selected items when made partially or en-
tirely of recycled materials
As will be detailed later in this report, housewives
are uncertain about whether or not they have purchased
25
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products made of or packaged in recycled ma-
terials. Despite this uncertainty, relatively
small proportions of metropolitan housewives
(14%-27%) are unwilling to make a judgment about
the appearance, serviceability, or usefulness of
such products versus those made of or packaged in
new materials. Specifically investigated were
glass bottles, boxes for hardware, furniture, etc.,
food and beverage cans, newspapers, cereal boxes,
woolen clothing and recapped tires.
Moreover, perhaps because they suspect they have
bought recycled materials and mistakenly regarded
them as new, the large majority of the women state
that most products made of recycled materials are
just as good as those made of all new materials.
The primary exception to this generality is re-
capped tires (the possibility that this is a
carry-over from World War II rationing seems negated
by the lack of differentiation among age groups of
respondents). Secondary rejection of wool clothing
made from reprocessed wool may be related to the
recent strong trade promotion of virgin wool, to
the personal, intimate attributes of clothing or
to actual experience with garments made wholly or
in part of clearly-identified reprocessed wool.
Products made of recycled materials tend to be more
acceptable to:
- Those with the greatest concern about using
up our natural resources.
- White, rather than black, homemakers.
Those in higher income brackets. There is
a direct linear relationship for each of the
seven products investigated between family
income and percentage believing that a re-
processed product compares favorably with
one made of all new materials.
26
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6. General attitudes toward extra fees for extra trash;
willingness personally to separate trash into differ-
ent categories
When asked whether fees for trash collection should
be variable with the amount disposed of, most (76%)
feel that such a practice should not be permitted.
Homemakers living in the Northeast and in urban
areas (where such practice is currently not standard),
as well as younger, lower income, and black house-
wives are more opposed to charges based on volume
of trash disposed of than are their counterparts.
More than 2 women in 5 (43%) believe that house-
holders who do not separate their own trash should
pay extra for trash collection.
The basic spirit of voluntary cooperation in con-
tributing to resolution of solid waste and recycling
problems that characterizes metropolitan housewives
throughout their testimony reported here is partic-
ularly evident when they are confronted with a choice
between self-help versus municipal responsibility
for trash separation.
Aside from the scant 4% who continue to resist the
entire concept of household trash separation, prefer-
ence of these women is in the ratio of 15 to 1 (90%
versus 6%) for doing it themselves rather than having
the job done by the city or town in which they live,
at some added cost in taxes paid.
This reliance on the virtue of do-it-yourself en-
deavor persists even when housewives are confronted
with the option of near-to-negligible annual fees
payable by them to the municipality for its assuming
the task of properly separating their household
trash. Were this fee as low as only one dollar per
year, nearly half (48%) of the homemakers still say
they would rather do it themselves:
- Would do it myself regardless of cost 48%
27
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Would have municipality do it if cost were:
$1 a year 28%
$5 a year 14%
$10 a year 8%
$25 a year 2%
One must, however, accept these findings with
caution. When asked about the desirability of
eleven participatory tasks which would reduce
solid waste, slightly more than one-third (38%)
opposed any legal enforcement. Favorable atti-
tudes toward legal enforcement was expressed by:
Just under half of all housewives in regard
to:
Saving newspapers, bottles, jars and
cans for someone to come collect (46%)
Approximately one-third in regard to:
Using only returnable deposit bottles
for soft drinks and beer (36%)
Saving newspapers and return them to
a collection point (34%)
Saving bottles and jars and return
them to a collection point (33%)
Saving cans from soft drinks, beer
and canned foods, and return them to
a collection center (33%)
Approximately one-quarter in regard to:
Avoiding products which come with unr
necessary or too much packaging (26%)
28
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Buying brands of products which are
made of or packaged in recycled ma-
terials (24%)
Paying a tax on non-returnable one-
way bottles (23%)
- One-fifth or slightly fewer in regard to:
Avoiding products which come in
plastic bottles or packages (20%)
Cutting down on usage of paper products
such as paper towels, cups, etc. (19%)
Taking back large grocery bags to super-
market so their purchases can be put in
them again (16%)
D. Conclusions
The metropolitan housewife has become increasingly aware
of and concerned about the problem of solid waste disposal,
She clearly recognizes her share of responsibility in
creating the problem and expresses a desire to help in
alleviating it.
It is clear, however, that women need direction in chan-
neling their efforts to this end. Some of their judgments
about how to reduce solid waste bear little relationship
to their lives (as, for example, composting). Others
reduce the bulk of the trash (as, for example, trash
mashers) without reducing the problem.
^
Women perceive recycling as a means of reducing solid
wastes, cutting down on pollution and conserving natural
resources all at the same time. With the exception of
recapped tires and clothing made wholly or in part of
recycled wool, there are no strong currently-held negative
attitudes toward purchase and use of articles made of
recycled materials.
29
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Virtually all housewives say they would voluntarily
separate their solid wastes into three categories if
requested to do so. The majority would prefer making
this separation themselves/ rather than having it done
for them by the municipality at as low a fee as $l-a-
year.
While most women say they would comply with requests to
make such separation, they appear to doubt whether "the
others" would be similarly cooperative. Many believe
that there should be an extra fee for trash collection
imposed on those who do not separate their wastes,
while at the same time rejecting the idea of basing
trash collection fees on quantity of solid waste
generated by their household.
In sum, attitudes are favorable for cooperation with a
program of solid waste reduction, providing education
and guidance is made available to homemakers.
With this as a background, the next chapter will examine
housewive's current level of knowledge about solid waste
disposal within their own communities and about recycling,
30
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III. HOUSEWIVES' KNOWLEDGE ABOUT SOLID WASTES AND RELATED
ENVIRONMENTAL PROBLEMS
A. Introduction and Summary
Any future efforts by the Environmental Protection
Agency must build on housewives' attitudes. At the
same time, the current level of "knowledge" must be
assessed in order to understand both what actual gaps
exist and what erroneous "knowledge" must be corrected.
The preceding chapter indicated that the majority of
housewives have a lucid and essentially correct un-
derstanding of som'e of the basic terminology —
"protection of the environment", "solid wastes" and
"recycling". Their attitudes toward the benefits of
recycling indicate clearly that the "conservation"
aspects are most meaningful to them. "Reduction of
pollution", is the second most meaningful approach in
enlisting their cooperation in attacking the "solid
waste" problem.
The specific areas covered in this chapter are knowl-
edge of:
- Patterns of solid waste disposal within the
local community
- Knowledge of which solid wastes can be recycled,
with specific emphasis on food and beverage cans
- Awareness of loca^. recycling activities
- Familiarity with products made entirely or partly
from recycled materials
Whereas the topics discussed in Chapter II were
directed at all points of the Scope of Work mentioned
in Chapter II except the first one, this chapter is
31
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devoted exclusively to that area of investigation —
namely, housewives' knowledge (or misinformation) of
current solid waste management practices and efforts
in their communities — particularly as these may relate
to composition of waste, value of resources lost in waste
disposal, and overall costs of waste handling and disposal,
2. A majority of metropolitan housewives report that the
sanitation department run by their local government is
responsible for disposal of solid waste in their com-
munity. A small proportion report personal responsi-
bility for waste disposal. Recycling centers play only
a negligible role in disposal of solid wastes.
About half of all housewives report paying for solid
waste disposal either in the form of taxes or as part
of their rent, while just over a quarter are billed
separately for this service. A majority admit to
having given little or no thought to the cost of trash
disposal prior to being interviewed.
Distressingly, fewer than one-third of all metropolitan
housewives presently are aware of any specific groups
or organizations that have been participating in re-
cycling activities in their immediate areas.
Large proportions of the housewives interviewed do not
hesitate to state their belief that a considerable
variety of household solid waste items can be recycled
— ranging from newspapers and bottles through food/
beverage cans and old clothing to automobile tires.
The only articles, among those specifically included
for investigation, which a majority of housewives do
not positively believe can be recycled are. "slick paper"
magazines and plastic bottles.
32
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When they are questioned more thoroughly about food
and beverage cans, significant proportions of house-
wives acknowledge "awareness" that such containers
may be made of aluminum, tin, steel, etc. Large
majorities believe that each of these kinds of con-
tainers can be recycled.
Generally, quite small proportions of these women
positively recall ever having purchased items made
of recycled materials — ranging from a scant 4%
who know they have bought cereal boxes made from
used paper up to 35% who know they have bought re-
capped tires. Nevertheless, in the instances of
each recycled article about which they were ques-
tioned, a majority of all housewives are not sure
whether they have ever purchased such an item made
of recycled materials.
B. Summary of Questions upon Which Conclusions in This Chapter
Are Based
1. Patterns of solid waste disposal within the community
and cost to the household
How the community collects solid waste
(Question 4)
How the household pays for collection of solid
waste (Question 5)
Amount of solid waste generated by the household
in an average week (Question 9)
!
Whether or not cost is dependent on the amount of
waste generated by the household
(Question 6)
33
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. Awareness or consideration of the cost to the
household for solid waste disposal prior to the
interview ,_ .. -^
(Question 7)
. Ultimate disposition of the solid waste generated
by the household (Question 8)
2. Knowledge of which solid wastes can be recycled
. "Knowledge" of the ability to recycle nine kinds
of solid waste generated by most households
(Question 11)
. Awareness of metals and alloys used for food and
beverage containers and to recyclability of each
(Questions 12 and 13)
3. Awareness of local recycling activities
(Question 25)
4. Awareness of having purchased seven specific products
made wholly or in part from r.ecycled material
(Question 33)
C. Study Findings
1. Patterns of solid waste disposal within the community
and cost to the household
Solid waste is most often reported to be collected
by the city or town using its own sanitation depart-
ment (68%). In some areas collection and disposal
is performed by a private collector. Only occa-
sionally does it appear that the responsibility
falls directly upon the respondent. It should not
34
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be inferred that all of a respondent's waste is
collected by" a single method. In some small
proportion of cases respondents named more than
a single method of waste disposal, as evidenced
by the fact that responses totaled over 100%.
Collection by the city or town's own sanitation
department is most frequently reported in all
regions of the country and in both urban and
suburban communities; reliance on private col-
lectors, however, is more frequently reported
in the Central region and in suburban communi-
ties than in other geographic regions or in
urban communities.
More than half (54%) of all housewives claim that
the cost of solid waste disposal is included in
taxes or rental fees. About half that number
(27%) are billed separately.
Considerable regional variations in billing
methods are reported. A larger proportion of
homemakers in the Northeast than in other regions
say waste collection costs are included in tax or
rent money — that is to say by a method that
does not single out the cost of collection. Thus,
housewives in this region are likely to be less
aware of the actual costs involved than are their
counterparts in other regions of the country.
Suburban housewives are equally likely to have
trash collection costs billed separately as they
are to have them included as part of their taxes.
By contrast, urban housewives are far more likely
to pay for trash collection along with other taxes
or as part of rental payment.
35
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A large proportion of apartment dwellers (81%)
believe that the cost of trash collection is
included in their rental fees. An additional
16% admit to being unaware of how this cost is
met. Thus, one may safely conclude that house-
wives who live in apartments seldom have direct
involvement in paying for trash collection.
Housewives were asked to estimate the amount of
trash disposed of weekly and to report this
amount in terms of 20 gallon trash cans. The
average amount was approximately two such cans,
with most respondents reporting between 1% and
4 cans a week or their equivalent.
Discussion of demographic differences on this
question is, of course, a meaningless exercise,
since it would need to be related to other
variables such as to size of family, style of
life, and so on.
A vast majority of housewives (83%) say that the
cost of collecting their trash is independent of
the amount of trash disposed of. Those who report
that costs vary dependent on the amount of trash
put out for collection are more likely to live in:
- The West (20%) or Central (19%) regions as op-
posed to the Northeast (12%) or South (6%)
- Detached homes (18%) as opposed to row houses
or duplexes (11%) or apartments (1%)
- Suburban areas (20%) as opposed to urban areas
(8%)
About two-thirds of all housewives (65%) admit to
never having considered the cost of trash disposal
prior to interview. Understandably, those who have
not usually been charged based on volume (or'who
have not been billed separately for trash disposal)
— i.e., housewives in the Northeast, in urban areas,
36
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in lower income groups and apartment dwellers —
are less likely than their counterparts to have
given previous thought to this matter.
Approximately one-third (30%) of all housewives
are unaware of what becomes of their trash once
it is removed from their premises. The single
most frequently held belief is that it is taken
to an open dump (26%). About 1 in 5 say it is
taken to a sanitary landfill. In reviewing these
data, the caution must be inserted that the re-
port of what happens to trash represents the
respondents' expectations of what happens, and
does not necessarily present a true picture of
how communities or private collectors dispose'of
solid waste.
Housewives in the West appear more knowledgeable
than those in other areas of the country about
what happens to their trash. Those who live in
apartments, as opposed to other types of dwelling
units, tend to be less knowledgeable on this
score.
It should be noted that differences in knowledge-
ability are minimal among groups expressing high,
moderate or low concern with either protection of
the environment or using up our natural resources,
2. Knowledge of which solid wastes can be recycled
There is widespread belief (ranging from 89% down
to 55%) among metropolitan housewives in all age
groups that newspapers, bottles, old cars, card-
board boxes, food and beverage cans, old clothing,
and automobile tires can be recycled successfully.
Somewhat more than 2 in 5 women in every age group
also believe that magazines with "slick" paper
37
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(e.g., Life/ Newsweek) can be recycled, but only
a substantial minority (25%) name "plastic bottles"
as a product that can be recycled. A larger pro-
portion of housewives under 25 years of age than
housewives in other age groups believe plastic
bottles are recyclable.
Women with family income of $10,000 or more gener-
ally have greater trust in the recyclability of
most products than women with lower family incomes;
white homemakers are more likely to consider a wider
variety of products recyclable than are black home-
makers. The sole exception, both in terms of income
and of race is in regard to "plastic bottles", where
the only differentiation made is among those under
25, as noted immediately above.
Regardless of their demographic characteristics or
factor segmentation, remarkably few metropolitan
housewives seem to be aware that "tin" cans (named
by 49% of all homemakers) for foods and beverages
actually are made of tinned steel.or tin-free steel and
"awareness" of aluminum cans (55% of all homemakers)
far exceeds their true proportion in the marketplace.
The large.majority of homemakers agree that food
and beverage containers are recyclable. A vast
majority (90%) "attest" the recyclability of
aluminum containers, while a substantial proportion
(72%) feel this is true of "tin" containers. Re-
gardless of the metal or alloy named as being used
for food and beverage containers, a majority believe
such containers can be reprocessed, ranging from a
low of 58% for those who believe such containers
are made of zinc to the 90% cited above.
38
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3. Awareness of local recycling activities
Across the nation only 30% of all metropolitan
housewives claim to know about any specific
groups or organizations in their immediate areas
that are participating in recycling activities.
. There are major residential differences in this
awareness. Among women residing in the Far West
Region (44%) and outside of central cities in
SMSA's (42%), the proportions are sharply higher.
Similarly, awareness of operational recycling
agencies is directly related to family income of
respondents — ranging from 16% for women with
family income under $5,000 per year up to 52%
for women with annual family income of $15,000 or
more. There is an analogous increase in awareness
as educational level goes up, and housewives aged
25-34 years are more aware of on-going recycling
agencies than are women either younger or older.
4. Awareness of having purchased seven specific.products
made wholly or in part from recycled materials
. Housewives were asked whether or not they had
ever purchased seven specific products made of
or packaged in recycled materials. Included were:
- Products like cereal in packages made from
used paper
- Products like hardware, etc., in cartons made
from used paper
- Food and beverages in recycled cans
- Products in recycled glass bottles
39
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- Newspapers
Wool clothing made from partly reprocessed
wool
- Recapped tires
The majority of metropolitan housewives are
uncertain whether they have ever bought any of
these fairly widely-used articles. The sole
exception noted is recapped tires; even here
one-third (36%) do not know whether they have
made such a purchase.
Characteristically, lack of sureness about
purchase of recycled, items is consistently
higher (except for recapped tires) in the
South Census Region and among blacks. Con-
versely/ positive awareness of purchase for
most items is higher among young housewives
and those women with higher annual family in-
comes .
(It should be observed, however, that the
questionnaire did not include any measures of
frequency of ownership or usage that could en-
able more precise objective or quantitative
estimates of relative possibilities of such
purchases. Consequently, findings here must
be regarded as essentially qualitative and sub-
jective. )
40
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D. Conclusions
Homemakers most often state that their solid waste is
collected by their local government's sanitation depart-
ment. Once the trash has been removed from their premises,
many (one-third) are unaware of what becomes of it. Of
the various alternative ways women believe the trash could
ultimately be. disposed of, the one most frequently con-
jectured is that it is taken to an open dump. Even this
"knowledge" is held by only 1 in 4 housewives.
Since the cost of trash collection and disposal is most
often said to be included in taxes or rental fees (thus
billed separately in only a minority of cases) most house-
wives are unaware of the actual cost to them for disposing
of their solid waste.
A majority of women believe that a great deal of the
"trash" generated by the household can be recycled
successfully. The ability to recycle "slick" magazines
successfully is a belief held by fewer than half of all
homemakers. The single item of household waste which
most (3 out of 4) believe cannot be recycled successfully
is plastic bottles. Although, as demonstrated in the
preceding chapter, women hold no strong negative atti-
tudes toward purchase of items made wholly or partially
of recycled materials, a majority are uncertain as to
whether or not they have ever purchased such items.
Few women are aware of local recycling activities.
Whether, in fact, such activities do not exist or whether
it bespeaks -- lip service rather than a genuine interest in
the problem was outside the purview of this study.
!
I
With this understanding of the metropolitan housewife's
current attitudes toward the solid waste problem, her
current level of knowledge about solid waste disposal
in her community and her beliefs about recycling, the
following chapter now investigates the housewife's
current practices.
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IV. HOUSEWIVES' CURRENT PRACTICES IN REGARD TO SOLID WASTE
DISPOSAL
A. Introduction and Summary
1. This chapter is directed at providing an under-
standing of the metropolitan housewife's current
practices in regard to solid waste disposal.
The specific areas covered in this chapter are:
- The basic psychology and attitudes underlying
current practices
- The extent to which housewives have participated
in recycling activities in the past year
The first of these areas is related to that portion
of the Scope of Work directed at understanding the
role of advertising, packaging and other marketing
considerations which underlie current practices.
The second area speaks directly to the current role
of homemakers in reducing the amount of solid waste
being generated within the household.
Encouraged by promotional and marketing strategies
which emphasize "newness" and are based on planned
obsolescence, the average American housewife has
developed a "throw-away" psychology which engenders,
rather than reduces, solid wastes.
Housewives' current practices are most often directed
at doing what is easiest and most convenient for them.
Few report regular adherence to a mode of behavior
which could appreciably decrease the solid waste prob-
lem. The one action which could reduce solid waste
42
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substantially and which was most frequently re-
ported to be performed on a regular basis was
purchase of soft drinks and beer in returnable
bottles.
Current practices are generally not related to lack
of household space for storage of recycled materials.
B. Summary of Questions upon Which Conclusions in This Chapter
Are Based
1. Promotional and marketing strategy and the "throw-
away" psychology
The role of promotional and marketing strategy on
current behavior was investigated only in the Group
Depth Interviews (Phase I) of this study.
2. Current practices
. Housewives were asked how frequently during the
past year they had engaged in eleven practices
which could reduce the amount of solid waste
generated by the household. These were the same
practices reported in Chapter II. The earlier
'chapter discussed, the housewife's willingness to
undertake these actions on a voluntary basis and
her attitudes about making such actions mandatory
and legally enforceable.
(Question 21)
. A question was asked about cooperation in local
recycling activities during the past year, in-
cluding participation in promotional activities,
collection and/or donation of recyclable materials
(Question 26)
43
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Questions were asked about where trash cans
are currently kept, as well as about avail-
ability of storage space for collection of
recyclable materials and/or separation of solid
wastes.
(Questions 35 and 36)
C. Study Findings
1. Promotional and marketing strategy and the "throw
away" psychology
The only individuals in the Phase I groups who
currently seemed strongly concerned and active —
or even potentially active — in relation to solid
wastes management and recycling were women with
some awareness of and emotional involvement in
the larger issue of "ecological planning for
conservation of natural resources" and "preserv-
ing a cleaner, purer environment for all people".
Most other individuals seemed subject to the
cultural and economic trends in our society which
move totally in the opposite direction and en-
courage :
- Change (for the sake of change)
- Planned obsolescence
- Newness (What's new must be better)
Disposability; It's cleaner, easier, safer,
cheaper to throw away and replace with new
things
- Convenience; Non-return bottles mean fewer
trips back to the store or fewer annoyances
when you go back to the store; disposable
products mean less time and effort for clean-
ing, ironing, folding and storing than, for
44
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example, permanent towels, linen, table-
cloths, napkins, handkerchiefs, clean-
ing cloths, etc.
Conspicuous consumption: To buy, spend,
acquire flashy possessions, discard things
as soon as they seem old or out of style,
and to repeat this process endlessly has
become associated with admired goals and
values — success, status, high standards
of living, youth, glamour, optimism, faith
in our economy.
At some point in the group discussions, many
respondents expressed dawning recognition
that throwing things away, quickly, casually
and automatically, had become a reinforced
habit pattern. They felt it would be difficult
to overcome this automatic response without
making a strong, conscious effort and receiv-
ing frequent reminders aimed at motivating
them to try to acquire a new habit pattern.
As one example, a housewife in one group
session commented that although she had
paid extra to have a garbage disposal appli-
ance installed in her kitchen and had look-
ed forward to this convenience, she found she
rarely used it. Most of the time food garbage
was thrown into a rubbish bag automatically,
before she realized what she was doing.
Other women had been saving newspapers for
fund-raising purposes for organization which
were paid for delivering these to recycling
plants. They said, however, that frequently
they found themselves throwing away — or even
burning -- the newspapers they had intended to
save.
Sooner or later, a few women in each group
became defensive about their role either in
45
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generating or disposing of solid wastes
and began blaming "them".
"Them" was "the unknown other"; it was
the faceless, anonymous scapegoat rep-
resented by industry and government.
Industry, in particular, was blamed for
generating and promoting the disposable
paper products, one-way bottles and cans,
excess packaging and non-biodegradable
plastics which contribute to this problem.
Both industry and government were blamed
for not doing anything about it; i.e.,
industry was criticized for not doing any-
thing voluntarily to stem the tide of
disposable and non-biodegradable products
for the public; government was blamed for
not passing laws, levying taxes, banning
and enforcing more vigorou&iy in the
interests of preserving' the natural environ-
ment and reducing wastes.
2. Current Practices
Housewives were presented with a series of
practices which, if followed, could reduce
the amount of solid wastes generated by a house-
hold. They were asked to indicate whether they
had engaged in each of these regularly, occasion-
ally, or not at all in the past 12 months.
Well over half of all housewives report that in
the past year they did not engage at all in 10
of the 11 practices presented. The sole ex-
ception, purchase of soft drinks and beer in
returnable deposit bottles is said not to have
been done at all by one-third (33%) and to have
been done "occasionally" by 4 out of 10 (40%).
It is important to recognize that this action
may well have been a function of what was avail-
able for purchase, rather than as a result of
deliberate choice on the part of the housewife.
46
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Further analysis of this list tends to indicate
that cooperation in cutting down on solid waste
is highly dependent on the effort required by
the housewife. Thus, reporting of "regular"
or "occasional" efforts reveals:
- 42% saved bottles, jars and cans for some-
one else to pick up
- 34% saved and took newspapers to a collec-
tion point
32% saved bottles and jars and took them to
a collection point
14% saved cans and took them to a collection
point
While between one-quarter and one-third of all
metropolitan housewives say they "regularly" or
"occasionally":
- Paid a tax on one-way bottles'1
- Bought brands of products packaged in recycl-
ed materials
- Avoided "overly-wrapped" products
- Cut down on use of paper towels, paper
plates, and so on
These actions may be classified as things over
which housewives had little choice or control,
with the possible exception of reports of de-
creased use of paper goods in the home.
*Whether or not any such local taxes exist is problematic.
One such item was included in Question 21 of the question-
naire; 15% said they had done this "regularly", 19% said
"occasionally" in the past year.
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It should be noted that only one housewife in
twenty says she "regularly" or "occasionally"
returned large grocery bags to the super-
market for re-use in her own purchases.
As the age of the homemakers decreases and as
the household income increases, the tendency
to report participation in solid waste reduc-
ing activities tends to increase. Interest-
ingly, expressed concern with protection of the
environment or with using up our natural re-
sources bears little relationship to behavior
during the past year.
Housewives were asked about availability of
space where solid wastes can be accumulated
and where such wastes.are currently kept.
Implications of such information in terms of
potential programs promoting or requiring
separation of different kinds of wastes in
the future are self-evident.
A vast majority report one or more areas where
solid wastes may be accumulated, with fewer
than 1 out of 10 (8%) reporting absence of such
areas.
-81% have space outside for trash cans
- 52% have a garage
- 48% have a basement for their own use
Trash cans are most often kept outdoors. Only
a very small number of housewives (2%) — ail
apartment dwellers — have no need for trash stor-
age receptacles, disposing of their solid waste
48
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in the apartment incinerator. Trash cans are
reported usually kept:
- Outside, in no enclosure 57%
- Outside, in a bin or box 23%
- Garage 12%
- Basement 4%
i
- In the kitchen 3%
- In the house in the utility room 2%
In a utility building outside
the house
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D. Conclusions
Current practices among metropolitan housewives tend
to run counter to the expressed level of interest in
the solid waste problem and the desire to "do some-
thing" about it.
The exploratory phase of this study indicated that
women are entrenched in a "throw-away" psychology
where convenience and conspicuous consumption are
key considerations. These attitudes stem from
promotional and marketing practices, as well as
from social pressures.
Few housewives, it was disclosed, are aware of local
recycling activities; few have been directly involved
in such activities. Although a slightly larger
proportion have engaged in activities which could
have an impact on the solid waste problem, such
actions appear to have been independent of a con-
certed effort to reduce solid waste.
There is ample evidence that, if separation of
wastes were to be suggested on a voluntary basis,
and if women were to carry through with their ex-
pressed willingness to cooperate on a voluntary
basis:
Ample reminders to re-educate habit patterns
will be required
Lack of space for such separation will not
constitute a barrier to compliance.
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V. INTERPRETATION OF RESULTS
A. Current Level of Knowledge
Metropolitan housewives are aware that the problem
of solid waste is among the more pressing national
problems, and feel that unless immediate steps are
taken to cope with the situation the nation is
faced with a task which will become overwhelming
in proportions.
The problem of solid wastes is seen as a threat
both from the standpoint of pollution of air and
water and of exhaution of our supply of trees,
metals and other natural resources. "Recycling"
is considered a means of protecting our dwindling
supply of natural resources, cutting down on
pollution of air and water, as well as combatting
the unsightly problem of litter.
"Knowledge" of what materials can or cannot be re-
cycled and the quality of products made from re-
cycled materials is subject to question. With the
sole exceptions of "slick" magazines and plastic
bottles, women believe most household waste can
be recycled and that most articles made wholly or
in part from recycled materials are "just as good"
as the same articles made entirely of virgin
materials. On the other hand, relatively few home-
makers are aware of having purchased items made of
or packaged in wholly or partially recycled materials
While some actions which housewives believe would
reduce solid waste are sound, there are a number of
fallacies and inconsistencies in what housewives
"know" to be measures which would reduce solid
wastes. For example, half of all homemakers believe
that using trash mashers or plastic trash bags will
reduce the solid waste problem with little aware-
ness that the former reduces only the bulk of solid
waste and that the latter is in direct contrast to
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their belief that plastic is not biodegradable
or recyclable. A large proportion believes that
buying products packaged in paper rather than
plastic, without mention of recycling the paper,
could be another step toward the desired goal.
Wider use of aluminum food and beverage cans
(which are more generally believed to be recycl-
able than steel cans), in preference to cans made
of steel, is seen as another way of reducing solid
wastes .
There is little awareness of how household solid
waste is ultimately disposed. Most housewives
report that it is collected by the municipality's
own sanitation department, but there is consider-
able variation in what they say happens to that
waste once it is removed from the premises.
Almost one-third admit to not knowing what be-
comes of their solid waste once it has been re-
moved.
Housewives generally are not aware of the cost of
collection and disposal of household wastes. A
majority claim that such cost is included in taxes
or rental fees, hence is an unknown quality as a
separate item. Although it was not an area of
investigation in this study, the hypothesis is
advanced here that if this one-quarter who claim
to be billed separately for this service had been
asked to name that cost and it were compared with
actual costs, findings would have indicated that
women either would not have known or would in-
correctly have reported the annual cost to them
for trash disposal.
There is currently a lack of knowledge about local
recycling activities. Only a relatively small
proportion of metropolitan housewives are aware of
any group or organizational recycling efforts in
their immediate localities. They state, rather
strongly, that knowledge of a successful effort
occurring in nearby communities would act as an
impetus to efforts in other nearby communities.
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B. Expressions of Willingness to Cooperate in Waste Reduction
Activities
The key words in assessing housewives' willingness
to participate in the kinds of activities which
would reduce the solid waste problem is "voluntary
for me, mandatory for them". Most housewives say
they are:
- Willing to separate trash into three
categories — newspapers, bottles and cans,
everything else — themselves rather than
have the municipality do it for them at a
nominal $1 annual fee.
Willing to save newspapers, cans and bottles
for recycling particularly if someone else
collects them rather than having the house-
wife herself assume responsibility for
getting these discards to a collection center.
Willing to help in publicity or promotional work
on behalf of recycling activities.
On the other hand, a majority believe that trash
separation should be mandatory rather than voluntary,
with better than one-third expressing the belief
that this is the only circumstance under which
people will, in fact, cooperate.
C. What Housewives Need to Know
Women appear ready and willing to assist in reduc-
ing the solid waste problem in this country. They
do, however, appear to need direction in channeling
their efforts.
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There is clear-cut evidence that housewives need to
be made aware of the direct and indirect cost to
them of the solid waste now generated by the house-
hold, since most are not billed for such service as
a separate item. Women are unlikely to consider the
initial cost of extra wrappings, paper goods and
disposable packaging and the way this affects their
total household budget. There is clear evidence
from the study that the cost of solid waste disposal
is unknown to many women.
Housewives must be given a clearer understanding of
what materials are and are not recyclable. This
is particularly important if efforts are to be
mustered to encourage use of products which reduce
solid wastes.
Expectations that products made of or packaged in
recycled materials are "just as good as" those made
of virgin materials could become a major
barrier to cooperation with recycling efforts if,
in fact, such products are less attractive or less
serviceable. It is vital, therefore, that informa-
tion regarding any deficiencies in such materials
be honestly stated in order to avoid disillusion
about the value of recycling.
There were implications made in both the Group Depth
Interviews and the field study that housewives do
not take into consideration the cost involved in
operating recycling plants. They believe that
using recycled articles should provide them with
some cost savings. Should it fail to do so, it
seems logical to expect that housewives will see
manufacturers as profiteering on their (the house-
wives') efforts and be considerably less willing
to cooperate with recycling programs.
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VI. RECOMMENDATIONS
The general thrust of all the field study findings strongly
suggests that EPA public relations endeavor and communica-
tions media coverage over the past months have brought about
significant positive changes in attitudes and the potential
for constructive action among metropolitan housewives across
the country.
The following recommendations represent an integration and
interpretation of the findings of both phases of this study.
They focus on immediate and short-term suggestions rather than
on longer-ranged plans since the processes involved require
re-education of consumer attitudes and behavior. The over-
all long-ranged goal is to reduce the overall amount of solid
waste generated by the household, despite the increase in our
national population. Such a goal clearly demands trial and
adjustment. Unforeseen benefits and barriers will derive
from each step along the way; thus constant re-evaluation and
shifts in emphasis or direction will be dependent on the
relative success of each step along the way.
A. Education and Information
1. An integrated, unified approach
The most important overall need for both motivating
and educating housewives and for reducing the frustra-
tions, inconsistencies and discouragement that may be
experienced along the way, is a continuous program and
overall philosophy for solid waste management. What
is needed is a program which is consistent, integrated
and coordinated on both the national and regional levels.
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2. Kinds of information needed
The "jargon" of environmental protection
Although a majority of housewives understand
the terms "environmental protection", "solid
waste", and "recycling", the terms are still
not universally understood, nor are the meanings
of these phrases the same for all people. Re-
inforcement of the positive connotations of
these phrases, and the use of synonyms to educate
and/or re-educate the uninformed can provide a
starting point for making everyone aware of the
nature of the problem. "Spot" announcements and
commercials on radio and television which relate
"environmental protection" to decreased pollution
and preservation of national resources, "solid
waste" to disposables and to litter and "recycling"
to conservation seem warranted.
The cost of solid wastes
Housewives (and all other residents of this country)
must be sensitized to the total cost of solid waste.
This should begin with an understanding of how un-
necessary packaging materials, paper goods and dis-
posable bottles add to the cost of the products con-
sumers purchase. TO these must then be added the •
cost of trash pick-up and solid waste disposal, in-
cluding local, then regional, and finally national
costs for solid waste management. Homeowners and
renters must be made to be aware of the amount of
money — in taxes or other costs — they are paying
(directly or indirectly) for waste removal and dis-
posal, particularly since these are usually not
billed separately. Future projection of costs, if
the problem does not diminish, may be startling and
useful for dramatic effect, but people are likely
to be more concerned with today's cash outlay than
the threat of some vague tomorrow when they, them-
selves, are not around to "pay the fiddler".
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The cost in non-financial terms — i.e., pollution
and eventual depletion of trees, ore and other
natural resources are more esoteric and, there-
fore, likely to appeal only to the militant but
still numerically-small environmentalists. None-
theless, such information can be used to reinforce
attitudes generated by discussion of purely econom-
ic considerations.
Recycling
Information on location and activities of ecology
and solid waste clubs throughout the country
is urgently needed. Women have indicated their
belief that knowledge of successful recycling
efforts in a neighboring community can spur the
efforts of other groups. It must be stressed that
collection and sorting activities need not be con-
fined to housewives. Men's fraternal and community
groups, Scouts, junior high school and high school
civic action groups must all be drawn into the
picture and their activities publicized. Failure
to do so may well undermine women's determination
to help in this effort by making their contribu-
tion appear like "do-gooder" activities or making
them feel they are the "trash-pickers" for the
community. The more totally all community elements
can be drawn into the effort, the more likely the
success of such efforts. The lessons of total
mobilization of the community for a common goal
during World War II, and more recently during var-
ious local disasters (earthquakes, floods) should
not be lightly dismissed.
Housewives need authoritative information about the
kinds of products, materials and wastes which can
57
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be recycled at the present time (in different
parts of the country) and what materials cannot be
at our present state of technology (and in re-
lation to current economics involved). The rea-
sons why some materials still cannot be recycled
(e.g., consumers do not understand why newspapers
are accepted but not magazines, etc.) should be
spelled out.
Consumers should be told how recycling affects
appearance, serviceability and cost of products
they buy, lest expectations and reality are so
far apart that further cooperation is discouraged.
B. Community Mobilization
1. Providing direction to consumers
The bulk of the evidence suggests that effective en-
listment of voluntary participation by metropolitan
housewives in coordinated action programs is not only
practicable but also is much more desirable than regi-
mentation by legal constraint. The very large majority
of women say that they personally would be willing
to take constructive actions voluntarily. In only
one instance throughout the inquiry did even a slight
plurality suggest that an action should be required
of everyone in order to make "other" people cooperate.
One cannot naively assume that educating people to the
nature of the problem and offering steps to alleviate
it will cause overnight dramatic changes in behavior.
Such results are slow in> achievement. People long
suspected that smoking was "not good for you". The
Surgeon General's Report on Smoking and Health brought
about some temporary change in behavior: some people
stopped smoking, some reduced the number of cigarettes
or the amount of each cigarette smoked. Many of those
who "quit" or "cut down" are back to smoking at their
58
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pre-report levels and new "smokers" are coming
into the market each day. The reaction to the
report changed behavior without, for many, chang-
ing the attitudes underlying that behavior.
If the efforts to reduce solid wastes are to
prove more than a passing fad, basic attitudes
must be altered along with basic behavior patterns.
If the community was organized on a voluntary basis
to new ways of viewing their purchases, if all con-
sumers were taught to re-evaluate their "throw-
away" psychology, if manufacturers were enjoined
from planned obsolescence, if prompt and expert
service were available for major appliances and
automobiles,a large step forward will have been
taken in reducing bulky solid wastes. This would
mean undertaking a slow, subtle shift from a "keep-
up-with-the Jones1" approach to life to a "these-
are-the-kinds-of-things-(education, vacation, travel,
hobbies, etc.)-you-could-be-enjoying" attitude.
As for that solid waste which a household must
generate, retraining of the individual's method
of sorting, separating or handling solid waste so
that it becomes "no more difficult" than the old
ways (or only so slightly more difficult that it
does not really matter) could be accomplished pro-
viding readily recognized rewards are stressed.
Such rewards could encompass less litter, hence
fewer insects and rodents and ultimately less disease
borne by these pests. They could, as far as feasible
include reduced costs for now over-packaged products,
lower trash collection costs and so on.
2. Consumer suggestions for reduction of solid wastes
Consumers in Phase I suggested the following actions
might be effective in reducing solid waste.
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Encourage municipalities to institute more severe
limits on how many cans of garbage and trash may
be put out for collection...either with an obso-
lute limit on number of cans, size of cans and
frequency of pickup, or by providing for extra
charges, taxes or direct costs whenever the house-
holder exceeds these limits.
Encourage shopping, buying procedures and practices
which cut down on excess trash. But provide exam-
ples and alternatives, e.g., taking fewer brown
bags at the supermarket; more use of permanent re-
usable bags brought from home; avoidance of products
with excess superfluous packaging or wrappers.
Encourage consumer groups to pressure local stores
to stop packaging fresh meats and produce (fruits
and vegetables) in plastic trays and polyethylene
wraps.
Remind consumers to think about purchases and use
of products with some attention to producing minimal
throw-away trash, (e.g., "For just one or two items,
please don't wrap it" or, "I'll take that without
a bag", or "In a choice between two brands of this
soft drink flavor, I'll take the one in a returnable
bottle.")
Helping consumers to buy products with more consider-
ation of propensity for contributing to the trash
and refuse problem also implies a program to provide
greater incentives to use returnable bottles and
to favor products which are almost fully consumed
or which have the minimum of irreducible residue.
3. Incentives for manufacturers
Quantitative data indicate that industry is not current-
ly regarded as the prime source of generation of solid
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waste and therefore responsible for its cleanup.
If, however, individual citizens participated
actively in reducing solid wastes and industry did
not, people might become less charitable in their
assessment of industry's role and responsibility
in creation and correction of the problem. Further,
the suggestion of a more frugal psychology is one
which industry is not likely to accept with any en-
thusiasm.
There are, however, ways in which to enlist industry's
cooperation and make the entire matter more palatable.
The circular arrow symbol which indicates that all
or part of a product's materials are recycled is rela-
tively unknown. Promotion of that symbol, acknowledge-
ment of cooperating firms, publicity for a company
which takes positive steps to reduce solid waste (and,
coincidentally, pollution) could help to create a
favorable (or more favorable) image for that company.
In the face of rising "consumerism" the good-will
thus created may have intrinsic value for cooperators.
4. Visible leadership
Although the question of awareness of government efforts
toward solid waste reduction was omitted from the field
phase of this study, very few people in the groups had
any idea that there is a currently functioning govern-
ment agency concerned with the problem of solid waste
management. Many women felt that they would be quite
willing to become much more concerned about this prob-
lem and do more if they were led, if they were stimulat-
ed, inspired and encouraged periodically by a national
or regional leader devoted to this subject. It is im-
portant to women to have a highly visible agency devot-
ed to this problem with well"known, available and acces-
sible (if only by mail) persons and organizations who
may be contacted at any time for "expert" advice, guid-
ance, lectures and demonstrations. Repeatedly, women
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said: "Tell me what to do, clearly and directly/
and I'll do it, especially if you can show me it is
important...and it does matter."
Careful thought should be given to the media by which
the Agency makes its activities known and its in-
fluence felt. Television and radio/ a Speakers'
Bureau, demonstration projects and similar activities
are appropriate. Use of recycled paper and appear-
ance of the "recycled" symbol on stationery are ap-
propriate. Creating additional solid wastes through
wide distribution of unnecessary pamphlets or posters
seems, somehow, inappropriate to the Agency's goals.
C. Target Audiences
Undoubtedly, the homemaker is an important link in the
chain for reducing household-generated solid wastes. Other
elements of the community must not, however, be overlook-
ed/ as was partially indicated under "Community Mobiliza-
tion" above.
One further important and influential force for altering
attitudes and behavior should be recognized — namely,
the grade school child. School courses, lectures, films
and demonstrations on ecology and solid waste management
at various levels and in terms appropriate to these levels
are indicated. Many parents have been favorably influenc-
ed on ecological problems by their school children. In-
formation on solid waste management provided to school
children is quickly disseminated to parents. Some adults
look to the young people to educate them, and to lead the
way to better solid waste management.
62
-------
VII. APPENDICES
A. Methodology
1. Phase I (Qualitative)
The qualitative phase of this study consisted of
12 Group Depth Interviews conducted in six cities
in conterminous United States. Experience has shown
that the Group Depth Interview is most effective
when there is a degree of homogeneity among respon-
dents. Accordingly, the six groups were divided
into age and income categories, as follows:
Annual # of
Family Income Groups
20-35 years Under $10,000 1
36-55 years Under $10,000 1
20-30 years Over $10,000 1
36-55 years Over $10,000 1
20-55 years Over $10,000 1
20-35 years Under $12,000 2
36-55 years Under $12,000 1
20-55 years Under $12,000 1
20-35 years Over $12,000 1
36-55 years Over $12,000 2
Group Depth Interviews were divided into two waves.
In order to presensitize respondents to the topic at
hand, half the respondents in each wave were asked
to keep a "diary" of the amount and kinds of solid
waste generated by their household for a 2'4 to 48
hour period preceding the group session. The other
half were asked both to keep a "diary" and to sort
solid waste into paper, glass, cans or food garbage -
and to estimate the percentage of each. This exercise
was voluntary on the part of the respondent.
63
-------
Respondents for all groups were female heads of
household, both single and married, and both with
and without children living in the household.
2. Phase II (Quantitative)
. Sampling: Introduction -
National Analysts' basic design can be described
as a self-weighting probability sample of house-
holds in that part of the United States defined
as metropolitan in 1960. Stratification has been
done by Census Region and degree of urbanization.
Basic design
The national sample is a sample of all private
households in metropolitan United States. These
are stratified into 9 geographic areas, corres-
ponding to the Census Regions and Divisions.
A second stratification, by degree of urbanization,
creates two strata within each geographic area
which, to avoid confusion with the geographic
strata, are called "zones". These zones are de-
fined as follows:
Zone I - The area comprised of cities having
a population of 50,000 or more.
Zone II - Suburban — that area in Standard
Metropolitan Statistical Areas
(SMSA's) outside Zone I.
The sample within each stratum was drawn in suc-
cessive stages. A Primary Sampling Unit (PSU) was
defined as a city (or major subdivision of it) in
Zone I and a county (or the non-city portion of
a county) in Zone II. All of the metropolitan land
area of the United States was assigned to such PSU's
and one was drawn with probability proportional to
64
-------
size (i.e., the more populous the area the
larger the probability of its being drawn into
the sample) within each substratum. Since
the objective in drawing was to obtain a First
Stage Unit (FSU) of approximately 10,000 house-
holds, the first drawing frequently only identi-
fied a city or a county within which a further
drawing had to be made to identify the FSU. In
tracted areas Census tracts were combined so as
to form FSU's of approximately 10,000 households.
In non-tracted areas Enumeration Districst (ED's)
were similarly combined. In each of the selected
PSU's an FSU was drawn, again with probability
proportional to size. Thus, the FSU, a cluster
of approximately 10,000 households, is the contiguous
unit of geographic area from which subsampling is
done to meet the needs of each special survey.
It should be noted that Zone I is not identical
to the Census definition of "Central cities". For
example, Pasadena, California, with a population
of 116,407 is in Zone I but is not a Census central
city. Fargo, North Dakota, with population 46,662
is a central city, but is a part of Zone II, rather
than Zone I. The advantage of National Analysts'
definition of zones is that it isolates "suburbia",
i.e., Zone II — a population whose economic and
social importance is ever-increasing in our society.
Double stratification into Census divisions and zones
creates 68 strata (actually substrata) whose average
size is about 500,000 households. The subdivision
of the population into strata is shown in the follow-
ing table:
65
-------
Geographic Region Division Zone I Zone II Tot-
Northeast New England 2 2 4
Middle Atlantic 10 6 lg
North Central E. North Central 8 6 14
W. North Central 2 2 4
South South Atlantic 4 4 g
E. South Central 2 1 3
W. South Central 4 1 5
West Mountain 2 1 3
Pacific 6 5 li
40 28 68
. Identification of area segments
The 68 First Stage Units of approximately 10,000
households each were used as the initial clusters
from which smaller clusters of households were
drawn to identify respondents. A "segment" is
a small area which can be identified on a map by
the interviewer. It is a portion of an enumeration
district in non-tracted areas and is a block (or
blocks) in tracted areas. Two-hundred and forty
(240) such segments were selected from the 68
First State Unit.
A detailed map of each segment was given to each
interviewer after proper instruction and she listed
each household in the segment. The list was sub-
sampled identifying the households selected into the
sample. The selection of segments and households
within lists was made in such a way as to make the
sample self-weighted.
A total of 2,747 Dwelling Units was selected. This
yielded 2,606 occupied units and 1,282 completed
interviews.
66
-------
Definition of the eligible respondent
The eligible respondent was identified as "the
female head of household". It should be noted,
however, that the definition of the female head
of household used differs from that used by Census.
In this study the female head of household could
be the wife of the male head of household or the
female family member assuming major responsibility
for the household if the wife was deceased. It
could also be a woman living alone or a female
member of the family with major responsibility for
the household in those households without a male
head. (The Census definition only includes in-
dividuals in these latter two categories as "female
head of household".)
67
-------
B. Field Materials
Questionnaire
2. Cards used in field ad-
ministration of the inter-
view. Note that each card
indicates the question for
which it was used. Full
explanation of how it was
used may be found in the
appropriate question of the
questionnaire.
68
-------
NATIONAL ANALYSTS, INC.
Philadelphia, Pa.
Segment #
Dwelling Uni
Study #1-313
March, 1972
OMB #158-5-72002'
Expires May 31, 1972
SOLID WASTE DISPOSAL STUDY
t #
AM
Time Interview Started PM
AM
Time Interview Ended PM
Hello, I'm
pany in Phil
people throu
Agency about
1. There ar
today .
problems
people s
end says
between
ments an
feel abo
the numb
the numb
am inter
CIRCLE R
, from National Analysts
, an opinion research com-
adelphia. We are interviewing a representative sample of
ghout the United States for the Environmental Protection
some problems confronting our country.
e a number of problems which people say our country is facing
We'd like to find out how serious you think some of these
are. (PRESENT CARD A) This is a scale. We use it to help
how us how they feel about things. You will notice that one
"Not at all serious" and the other says "Very serious". In
are the numbers "1" to "5". I am going to read some state-
d I would like you to tell me the number which shows how you
ut each. The more serious you consider a problem, the higher
er you will name; the less serious you consider it, the lower
er you will name. There are no right or wrong answers -- I
ested in your first impressions. (READ EACH STATEMENT AND
ESPONDENT'S ANSWER.)
Not
At All Very
Serious Serious
Crime and violence
Inflation
Protection of our environment
Taxes
Overpopulation
Using up our natural resources
Narcotics and drug usage
Deterioration of the cities
Racial problems
Transportation
Education
12345
12345
12345
12345
12345
12345
12345
12345
12345
12345
12345
-------
2.
One of the items I just read you was "protection of our environment."
What does the phrase "protection of our environment'' mean to you?
(PROBE THOROUGHLY. BE SURE TO ASK: What else? Tell me more.)
3.
When we talk about protecting our environment we are referring to
problems concerned with pollution of air and water as well as the
problems of solid waste and litter. One of the problems with which
environmental protection concerns itself/ therefore/ is disposal of
solid wastes. What do you think about when you hear the term
"solid wastes"? (PROBE)
-------
4. So that we are both talking about the same thing, when we say solid
wastes we mean all the things that generally end up in trash con-
tainers or litter -- things like paper of various kinds, bottles and
jars, plastic containers, discarded appliances and so on. Different
communities have different arrangements to help people get rid of this
kind of solid waste. How does your community help get rid of your
solid waste?
CIRCLE
AS
MANY
AS
MENTIONED
IF "COLLECTED",
PROBE FOR
DETAILS.
SUGGEST
ALTERNATIVES
IF NECESSARY
Collected by city, town, etc. through
own sanitation department
Collected by private collector con-
tracted by city, town, etc.
Collected by private collector on own
Collected by private collector, but
don't know arrangements
Respondent takes to dump or
incinerator
Respondent burns it himself
Other (SPECIFY:)
Don't know
V
5. ,As far as you know, is the cost of your trash collection included
in your tax or rent money, billed separately, or paid for in some
other way?
Paid for by tax or rent money
Billed separately
Other (SPECIFY:)
SKIP TO Q.7
Don't know
V
-------
6.
(IF CODES "1", "2" OR "0" IN Q-5) Does it cost you the same regard-
less of how much trash you throw away, or does your payment depend
on how much you throw out?
Cost the same
Cost depends on amount (SPECIFY HOW:)
Other (SPECIFY: )
Don ' t know
1
2
0
V
7.
(EVERYONE) Just as a matter of interest, had you ever, until now,
really thought of the amount of money it costs you in one way or
another to dispose of your trash?
Yes
No
1
2
8. Regardless of how it is removed from where you live, what finally
happens to the trash you get rid of, as far as you know?
CIRCLE
AS
MANY
AS
MENTIONED
PROBE KIND OF
INCINERATOR:
"Is that with
or without air
pollution
control
devices?"
Taken to an open dump
Taken to a sanitary landfill
Taken to a dump -- don't know if
sanitary landfill
Burned by respondent himself
Burned in an incinerator with air
pollution control devices
Burned in an incinerator without air
pollution control devices
Burned in an incinerator -- don't know
if has air pollution control devices
Other (SPECIFY:)
Don't know what happens to i
9. The most frequently used size of trash can is 20 gallons. This kind
of can is about waist high. If you dispose of trash more than once
a week, count all the trash you get rid of. If you dispose of some
in other containers or tied up, etc., include that trash in your
estima'te as if you put that trash into those trash cans. About how
many of these 20 gallon cans do you fill up in an average week?
Please give me an answer to the nearest quarter of a can.
cans weekly
-------
10. One suggestion some people have made to cut down on the solid waste
problem is "recycling." What does this term mean to you?
(PROBE: What else?)
11.
When we talk about recycling?we mean that some kinds of used
materials, such as bottles, paper, cans, and so on, are reprocessed
and used to make new materials. For example, metal objects can be
melted down to make new metal. I'd like to read you a list of some
items. For each, please tell me whether or not that item can be
recycled, as far as you know.
Can be
Recycled
Cannot
be
Recycled
Some Can,
Some Can't
Don't
know
The cans in which foods and
beverages are packaged
Newspapers
Magazines with "slick" paper,
like "Life", "Newsweek"
V
Cardboard boxes
V
Plastic bottles
V
Bottles from soft drinks and beer
Tires from cars
V
Junk cars
V
Old clothing
-------
12,
13,
Earlier I mentioned cans in which food and beverages are packaged.
These may be made of different kinds of metals or metal combinations.
What different metals or combinations do you know of that are used
for such containers -- or do you think they are all made of the same
materials? (RECORD IN COL. A BELOW)
(IF MORE THAN ONE METAL OR COMBINATION MENTIONED, FOR EACH ASK:)
Can cans made of METAL (S) be recycled or not, as far as you know?
(RECORD IN COL. B BELOW)
Col.A - Q.12
Can be
Recycled
Col. B - Q.13
Cannot
be
Recycled
Some Can,
Some Can't
Don't
Know
V
V
V
V
V
All made of same material
Don't know
V
14.
I am going to read you some ideas about pollution and solid waste.
(PRESENT CARD B) This is a scale like the one we used before, except
this time the ends say "Disagree" and "Agree". For each idea, please
tell me the number from "1" to "5" which shows how you feel.
Disagree
Agree
There is little that individual people
can do about pollution
People in towns which do not have a
recycling program would be more likely
to want such a program if other,
nearby towns, had an active program for
handling solid wastes
We need to do something about pollution
now before the problem gets too big
to handle
Most solid waste is caused by industry,
not by individual people
Recycling of solid wastes would help
greatly in cutting down on pollution
The problem of pollution in this country
is really not as big as some people
say it is '
CONTINUED
-------
Q.14 (continued)
Disagree Agree
People would be more willing to buy
things made of or packaged in recycled
materials if it cost less than things
made of or packaged in all new materials
The cost of cleaning up pollution
should really fall on industry, not on
the average individual
Manufacturers should be taxed to help
dispose of solid wastes if they do not
use a certain amount of recycled
materials in their products or packaging
The government must spend more money
to clean up pollution
If people knew which brands of the
products they buy are made of or
packaged in recycled material, they
would be more likely to buy those
brands
2. J 4 b
12345
i 9 o A c
12345
12345
15. Some of the ideas I just read you had to do with recycling. (PRESENT
CARD C) Some of the possible benefits people claim for recycling
are listed on this card. Which of these would you say is the most
important benefit of recycling? Which is second most important?
Third? Fourth? (CIRCLE ONE CODE IN EACH OF THE FOUR COLUMNS)
It would cut the cost of trash collec-
tion and disposal
It would mean less trash was
burned, and that would cut down air
pollution
It would save our resources by using
up less iron ore, fewer trees, and
so on
There would be less trash in dumps,
so our cities and countryside would
look better
It would let us use the land that
would otherwise be a dump for
better things
It would mean less litter on our
streets, highways and countryside
Most
Important
1
2
3
4
5
6
Second
1
2
3
4
5
6
Third
1
2
3
4
5
6
Fourth
1
2
3
4
5
6
-------
16. One way to rec
trash in diffe
a recycling ce
gets into the
some of your t
to do so if yo
CIRCLE
EITHER
CODE
OR
ASTERISK
ON
EACH
LINE
ycle some solid waste is to have people separate their
rent containers either for pick-up or for delivery to
nter. Putting aside, for the moment how the trash
recycling plant, suppose you were asked to separate
rash from the rest. Would you be willing or unwilling
u were asked to separate out:
Willing
Only newspapers (Willing or ]_
nnwi "111 rig"? )
Only glass bottles or jars 2
and cans (Willing or unwilling?)
Both , bvit putting newspapers in
one container and glass and cans 3
in another container
Both, but putting them together
in a separate container from 4
other trash
FOR CODING ONLY: NONE 5
Unwilling
*
*
*
*
*
17. Do you think that separating (READ CATEGORIES, ONE AT A TIME) should
be voluntary, or do you think it should be required of everyone?
(REPEAT FOR EACH CATEGORY)
CIRCLE
EITHER
CODE
OR
ASTERISK
ON
EACH
LINE
Voluntary
Only newspapers (Voluntary or i
required? )
Only glass bottles or jars
and cans (Voluntary or required?)
Both, but putting newspapers
in one container and glass and 3
cans in another container
Both, but putting them together
in a separate container from 4
other trash
FOR CODING ONLY: NONE 5
18. Why do you feel that way? (PROBE)
Required
*
*
*
*
*
-------
19. Suppose that all residents of this town were required to separate
trash into the three categories I mentioned: one, glass bottles or
jars and cans; two, newspapers; and three, everything else. If
this were so, how easy or difficult would this be for you?
SKIP TO
Q.21
Very easy
Easy
Neither easy
nor difficult
Difficult
20.
(IF CODE "4" TO Q.19) Why would this be difficult for you? (PROBE)
-------
21. (EVERYONE) Now I'm going to read you some possible actions that
people might take to help cut down the solid waste problem. For each
tell me, whether in the past year you have done this regularly,
occasionally, or not at all. (READ ITEMS IN COL. A, USING ITALICIZED
VERB. RECORD IN COL. B BELOW)
22. (FOR EACH "NOT AT ALL" IN COL.
(ITEM "NOT AT ALL") on a volunt
IN COL. C BELOW)
23. (FOR EACH ITEM IN COL. A) Do y
law to (ITEM)? (RECORD IN COL.
Col. A
(Used) Use only returnable deposit
bottles for soft drinks and beer
(Saved) Save bottles and jars and
return them to a collection point
(Saved) Save newspapers and
(returned) return them to a .
collection point
(Saved) Save cans from soft drinks,
beer and canned foods, and return
them to a collection center
(Saved) Save newspapers, bottles,
jars and cans for someone to come
collect
(Taken) Take back large grocery bags
to the supermarket so your purchases
(could) can be put in them again
(Avoided) Avoid products which come
in plastic bottles or packages
(Avoided) Avoid products which come
with unnecessary or too much
packaging
Cut down on usage of paper
products such as paper towels,
cups, etc.
(Paid) Pay a tax on non-returnable
one-way bottles
(Bought) Buy brands of products
which are made of or packaged in
recycled materials
B, ASK:) Would you be willing to
ary basis? (READ FROM COL. A, RECORD
ou think people should be required by
D)
Col.B
Q.21
Regu-
larly
1
1
1
1
1
1
1
1
1
1
1
Occa-
sionally
2
2
2
2
2
2
2
2
2
2
2
Not
at All
3
3
3
3
3
3
3
3
3
3
3
Col.C
0.22
Yes
1
2
3
4
5
6
7
8
9
0
V
:
*
*
*
*
*
*
*
*
*
*
*
Col.D
0.23
Yes
1
2
3
4
5
6
7
8
9
0
V
No
*
*
*
*
*
*
*
*
*
*
*
-------
24. Here are some things that some people may believe would be useful in
cutting down the solid waste problem. For each, please tell me
whether you think it would or would not be helpful in this matter.
(CIRCLE ONE CODE ON EACH LINE)
Putting trash out in plastic bags, rather
than in garbage cans (Helpful or not
helpful?)
Recapping tires
Buying, a Christmas tree with roots and
planting it later
Buying products packaged in paper, rather
than in plastic
Making a compost pile out of leaves,
dead plants, etc.
Using an appliance that may be old or
out of style, rather than buying a
new one
Buying aluminum rather than steel cans
Using a trash masher
Helpful
1
1
1
1
1
1
1
1
Not
Helpful
2
2
2
2
2
2
2
2
Don't
Know
V
V
V
V
V
V
V
V
25. DO you know of any specific groups or organizations that have been
participating in recycling activities in your immediate area?
26. During the past year, have you, yourself...
RECO
27. (FOR
Woul
RD IN COL. A)
EACH "NO" TO Q.26, OR FOR ALL ITEMS IF
d you be willing to . . . (RECORD IN COL.B)
SKIP TO
Yes 1
Q.27 No 2
(READ ITEMS BELOW.
R. SKIPPED FROM Q. 25)
Col. A 1 Col.B
Q.26 Q.27
Yes No Yes No
Help(ed) such a group in publicity. or in * i *
promotional work? L
Give(n) .them any materials for recycling? 2 * 2 *
Help(ed) collect materials for recycling? 3 * 3 *
-------
28,
29,
30,
31.
(EVERYONE) Do you think that people should have to pay extra for
trash collection if they throw away more than some specified amount
per person or family?
Yes
No
Do you think people should have to pay extra for trash collection if
they do not separate bottles, cans, newspapers; and everything else
into three containers for trash collection?
Yes
No
Assuming that bottles, cans and newspapers must be separated from
other trash, would you prefer to do this separation yourself, or to
have increased taxes to cover the cost of having the city or town
separate these materials?
Do it myself
Have city or town do it
Other (SPECIFY:)
Neither
V
Would you prefer to have the city or town do the separating for you
if the cost to you would be:
Yes
No
$1 a year
$5 a year
$10 a year
$25 a year
-------
32. Some products are, or can be, made out of recycled materials;
sometimes by mixing the recycled, used material with new material.
In terms of appearance, serviceability or usefulness, would you expect
a newspaper printed on paper that uses recycled paper to be just as
good as all new paper, or not? (CIRCLE ONE CODE ON TOP LINE)
ASK: In terms of appearance, serviceability, or usefulness, how about
(ITEM)? FOR EACH REMAINING ITEM.
33. As far as you knovv
recycled paper? i
ever bought. . .FOR
Newspapers
Cans in which food and
beverages are packaged
Glass bottles made from
crushed and melted-down
used bottles
Boxes for products like
hardware, furniture,
etc. , made from used
paper
Boxes for products like
cereal , made from used
paper
Wool clothing made
partly from reprocessed
used wool items
Recapped tires
Just
As Good
1
1
1
1
1
1
1
Not As
Good
2
2
2
2
2
2
2
Not Sure,
Don't Know
V
V
V
V
V
V
V
r, have you ever bought newspapers printed on
CIRCLE ONE CODE ON TOP LINE) REPEAT: Have you
OTHER ITEMS LISTED.
Have
Bought
Newspapers 1
Food and beverages in recycled cans 1
Products in glass bottles made from crushed
and melted-down used bottles
Products like hardware, furniture, etc., ,
in cartons made from used paper
Products like cereal, in packages made ,
from used paper
Wool clothing made partly from
reprocessed used wool items
Recapped tires 1
Have
Not
2
2
2
2
2
2
2
Not Sure,
Don ' t Know
V
V
V
V
V
V
V
-------
34. I am going to read you some stateir
you to tell me the number on this
or disagree with each statement.
(READ STATEMENTS TO THE RESPONDENT
RESPONSE BELOW. )
Cooking is one of the things I enjoy
most
Most friends and neighbors don't care.
how you keep your house as long as
they enjoy themselves when they visit
you
Most people judge a woman first by
how well she keeps her house clean
I know that house cleaning is an
important responsibility, but other
activities that we have are important,
too
There is nothing I enjoy more than
having a clean, tidy house that will
impress my friends and neighbors
I like bright colors in decorating
my home
People should make a real point of
teaching children to keep their rooms
neat and clean
I like to work with my hands on do-it-
yourself jobs around the house
People cannot be trained to become
good housekeepers . . . they are born
that way
House cleaning is just like cooking.
It's something a woman has to do
All cleaning in this house is done
according to a regular schedule,
regardless of anything else
Some women really seem to enjoy house
cleaning, but I am not one of them
There's not much point today in hiring
outside help to do some of your house-
work. They're interested only in the
money they make — not in the job they do
We must keep our house clean so as not
to have rats or vermin
A husband has to work hard at his job
away from home. I think a wife should
work hard at her job in the house
I hate to throw anything away, so we
always have stacks of magazines or
newspapers or letters that have to be
stored away somewhere
lents about keeping house. I want
card which shows how much you agree
(HAND CARD D)
ONE AT A TIME AND RECORD THE
DISAGREE
Very
Much
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
Some-
what
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
A
Little
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
AGREE
A
Little
4
4
4'
4
4
4
4
4
4
4
4
4
4
4
4
4
Some-
what
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
Very
Much
6
6
6
6
6
6
6
6
6
6
6
6
6
6
6
6
-------
35. Do you have a...
(CIRCLE CODE OR ASTERISK ON
EACH LINE)
Garage?
Basement (for your own use)?
Space outside for trash cans?
Yes No
36. Where are your trash cans —
that is, the place where you
store trash after you empty
waste baskets and so on —
usually kept?
Outside, inside a bin or box
Outside, not inside anything
Garage
Basement
Inside the house—utility room
Inside the house—kitchen
Other (SPECIFY:)
We have just a few questions for
statistical purposes. (PRESENT
CARD E)
37. Into which group at the top of
the card does your age fall?
Just tell me the number.
Under
25 -
35 -
45 -
55 -
65 or
25
34
44
54
64
older
1
2
3
4
5
6
38. (PRESENT CARD F) Into which
group does the last year of
" school you completed fall?
Just tell me the number.
Grammar school
Some high school
High school completed
Some college
College completed
1
2
3
4
5
39. Are you married, widowed or
single?
Married
SKIP TO Q.41
SKIP TO Q.42
Widowed, divorced,
separated
Never married
-------
40. What kind of work does your
husband do and for what kind
of company?
Job
Company
41. How many children live here with
you who are. . .
Under 6 0 1 2 3 4 or more
6 to 11 0 1 2 3 4 or more
12 to 17 0 1 2 3 4 or more
"der 0 1 2 3 4 or more
42. Are you, yourself, employed...
SKIP TO Q.44
43. What kind of w
for what kind
Job
Full-time 1
Part-time 2
Not at all 3
ork do you do and
of company?
Company
Respondent's
name
44. (EVERYONE) Finally, (PRESENT
CARD G) which group includes
your family income, before
taxes? Just tell me the number
Under $5,000
$5,000 - $7,499
$7,500 - $9,999
$10,000 - $12,499
$12,500 - $14,999
$15,000 - $19,999
$20,000 or more
THANK YOU FOR YOUR COOPERATI
FROM OBSERVATION
Race: White
Black
Oriental
Other (SPECIFY:)
1
2
3
4
5
6
7
DN.
1
2
3
0
Respondent lives in a. . .
Row house (houses attached on
both sides
Duplex house (house attached
on one side)
Detached house
Low-rise apartment (one or two
stories)
Middle-rise apartment (three
or four stories)
High-rise apartment (five or
more stories)
Other (SPECIFY:)
1
2
3
4
5
6
0
Tel. #
Address
City
Interviewer
Date
State zip code
s.s. #
-------
1-313
Q.I
CARD A
Not at all
Serious Very Serious
1 ^ 3 4 5
-------
1-313
Q.14
CARD B
Disagree Agree
12345
-------
1-313
Q.15
CARD C
1. It would cut the cost of trash collection
and disposal
2. It would mean less trash was burned, and
that would cut down air pollution
3. It would save our resources by using up
less iron ore, fewer trees, and so on
4. There would be less trash in dumps, so
our cities and countryside would look
better
5. It would let us use the land that would
otherwise be a dump for better things
6. It would mean less litter on our streets,
highways and countryside
-------
CARD D
1. Disagree very much
2. Disagree somewhat
3. Disagree a little
4. Agree a little
5. Agree somewhat
6. Agree very much
1-313
Q.34
-------
CARD E
1. Under 25
2. 25-34
3. 35-44
4. 45-54
5. 55-64
6. 65 or older
1-313
0.37
-------
1-313
Q.38
CARD F
1. Grammar school
2. Some high school
3. High school completed
4. Some college
5. College completed
-------
CARD G
1-313
Q.44
Weekly
1. Under $96
2. $97 - $144
3. $145 - $192
4. $193 - $240
5. $241 - $288
6. $289 - $385
7. $386 or more
Monthly
Under $417
$418 - $625
$626 - $833
$834 - $1,042
$1,043 - $1,250
$1,251 - $1,667
$1,668 or more
Yearly
Under $5,000
$5,000 - $7,499
$7,500 - $9,999
$10,000 - $12,499
$12,500 - $14,999
$15,000 - $19,999
$20,000 or more
-------
C. Statistical Analysis
. Data were reviewed by standard cross-tabulations and
by multivariate analysis.
. Standard cross-tabulations used in analysis included,
in addition to totals:
- Census region: Northeast
Central
South
West
- Urbanization: Zone I
Zone II
(Refer to Sampling Section above — Appendix A)
- Age of respondent: Under 25 years
25-34 years
35-54 years
55 years and older
- Annual family income: Under $5,000
$5,000-$9,999
$10,000-$14,999
$15,000 and over
- Employment or lack of employment outside the
home
- Race: White
Black
(Recorded by the interviewer by observation)
- Education: Less than high school
Completed high school
Beyond high school
- Type of dwelling: Detached house
Row or duplex
Apartment
69
-------
- Concern with protection of the environment:
High
Moderate
Low
- Concern with using up natural resources:
High
Moderate
Low
D. Segmentation Analysis
1. Non-technical explanation
Factor analysis was used to group or segment together
people whose attitudes toward housekeeping were highly
correlated. These attitudes were measured by house-
wive 's extent of agreement or disagreement with 16
statements dealing with daily housecleaning and home
maintenance. The statements will be found in Question 34
of the questionnaire — Appendix B of this report.
Using regression analysis in a way described in the
technical section of this Appendix, the segments were
given names. The segments and the proportion of the
people in each segment are given below.
Segments Based on Housewive's Attitudes
toward Housekeeping
Segment Percent of Respon-
Number Name dents, in Segment
1 Dedicated 45%
2 Hit-or-miss 27%
3 Obligated 28%
4 Disinterested 7%
5 Take it in stride 25%
6 Unassigned 8%
70
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Notice that the total adds to more than 100%. This is
because some housewives fit well into more than one
group. For example, a person's responses might be
similar to those in both the "Dedicated" and "Obligated"
groups and thus would be assigned to both groups. In
the same way, 8% of the respondents exhibited attitudes
not sufficiently related to warrant their inclusion in
any of the six groups.
The average responses of these six segments representing
different attitudes toward housekeeping were cross-
tabulated against all data generated by the study.
It would have been very interesting to discover, for
example, that the large segment of "Dedicated" house-
wives have the least concern for problems of solid
waste disposal. The cross-tabulations, however, re-
vealed few differences among groups and no consistent
trends. Those that were found are mentioned through-
out the report.
This negative result is not without value. It means
that attitudes toward housekeeping are, for practical
purposes, not related to attitudes toward solid waste.
2. Technical description
Factor analysis is a multivariate statistical pro-
cedure which is useful in efficiently summarizing
the interrelationships among many variables. It
achieves this end by developing a set of basic
components or factors upon which all of the variables
are represented in varying degrees. The extent of
this representation is called the factor loadings
for each variable. Those variables loaded high on
a factor have the most importance in determining
the score for that factor. Because the number of
factors is usually considerably smaller than the
number of variables, the resulting structure lends
itself more readily to conceptualization and inter-
pretation. __
71
-------
For example, one could measure political attitudes
by having a large number of people express their
degree of agreement with a large number of items
dealing with international relations, civil rights
issues, economic issues, etc. If this were done
and the items were correlated it would be dis-
covered that people who agreed with some items also
tended to agree with certain others and vice versa.
The responses to items are related and a factor
analysis would reveal and summarize the structure
of those relationships. One factor which would
certainly emerge is a liberal-conservative factor.
This would be revealed by the fact that items
loaded high on this factor would-be those which
characterize the "liberal" viewpoint, while those
loaded at the other end would reflect a "conserva-
tive" viewpoint. Other factors would emerge also,
and would similarly be characterized by examining
the items with high and low loadings.
Several types of factor analyses are commonly per-
formed depending upon the data available and the
needs of the researcher. The two types most often
employed are known as R-factor analysis and Q-factor
analysis.
R-factor analysis operates upon the matrix of item
intercorrelations when given a set of items or ob-
jects rated by a number of individuals. It produces
the factors underlying the items and thus helps to
organize them into a parsimonious and meaningful
structure. The resulting factors are described
statistically in terms of their loadings or correla-
tions with the items and are interpreted based upon
the patterns of those loadings. In the example of
a political attitude study cited above, an R-factor
analysis was described.
Q-factor analysis is used to intercorrelate people's
scores. While item correlations reflect the degree
to which items are similarly responded to., people
correlations reflect the degree to which pairs of in-
dividuals respond similarly to items. A Q-factor
72
-------
analysis operates upon the matrix of people inter-
correlations. It produces the factors underlying
the people and organizes them into a concise struc-
ture. Instead of factors which characterize types
or dimensions of items, the factors in a Q-analysis
characterize types or dimensions of people. For
example, in the political attitude study used for
illustrative purposes above, if a Q-analysis were
performed, factors might emerge such as income,
age, and occupational status. The nature of each
factor would be determined by examining the charac-
teristics of the people with high and low loadings
on it just as a factor in an R-analysis is labelled
by examining the nature of items with high and low
loadings.
Multivariate segmentation of housewives was under-
taken because it was postulated that housewives'
concerns about and willingness to participate in
various aspects of solid waste recycling might be
strongly related to and differentiated by a wide
variety of their characteristics and attitudes.
Accordingly, in addition to inclusion of standard
demographic variables (age, education, family in-
come, etc.), the questionnaire contained a set of
16 self-referrent statements vis-a-vis the routine
of day-to-day housecleaning and home maintenance.
Housewives' responses to these statements — rang-
ing on a six-point scale from "Disagree very much"
to "Agree very much" — have served as the input
for a principal axis multiple factor analysis that
has afforded a multivariate Q-segmentation of house-
wives. This factor analysis yielded five primary
segments of housewives. The women in each segment
exhibit a unique pattern of attitudes relating to
housecleaning and home maintenance that is differ-
entiated clearly from the attitude patterns of
persons in every other segment.
The mathematics of multiple factor analysis, while
completely straightforward and well-documented as
to validity, also is extremely tedious and too com-
plex to describe succinctly. Chapters 9 and 14
of Modern Factor Analysis, Harry H. Harman, the
73
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University of Chicago Press, 1962, give a complete
exposition of theory and procedures. Essentially,
the primary objective of factor analysis is to
attain a more tightly organized description of
observed data.
The programming employed to perform the multiple
factor analysis for this study is a modification
of the BIMED X72 procedure especially refined for
use by National Analysts on a time-sharing UNIVAC
1108 owned by Sci-Tec, Inc. of Wilmington, Delaware.
Sequentially, it included the following steps:
An R-analysis of the set of 16 self-referrent
statements across all 1,281 respondent house-
wives. All accountable variance in the basic
matrix was comprehended by two R-vectors, ro-
tated to final solution by Varimax.
Computation of R-factor scores for each respon-
dent, and selection of 196 of these — the 49
highest positively-scored and 49 highest nega-
tively-scored on each vector.
A Q-analysis of these 196 respondents. More
than 80% of all accountable variance in the
basic matrix was comprehended by five Q-vectors,
again rotated to final solution by Varimax.
(Note that the absolute capacity of the com-
puter requires this multi-step procedure.
A 196 x 196 correlation matrix is the largest
that can be handled by UNIVAC 1108 for the
principal factor procedure.)
Computation of multiple regression equations,
one for each Q-vector, to predict the observed
Q-factor loadings for each of the 196 respon-
dents from their responses to the 16 statements.
74
-------
- Computation of Q-factor loadings, using these
multiple regression equations, for each of the
remaining 1,085 housewives who were not in-
cluded in the original Q-analysis.
On the basis of the computed Q-factor loadings, respon-
dents were assigned to Q-factor segments. Any loading
_> of 0.35 was used for this assignment, with this re-
sulting distribution:
Q-factor 1 45.1%
2 27.2
3 28.5
4 6.9
5 25.9
No significant loading (_> 0.35) 7.8
It is apparent that the fairly lenient level of fac-
tor loading employed has enabled a sizable proportion
(33.6%) of housewives to be assigned to more than one
Q-segment. Note, however, that only about 8% have
not been classified into any segment.
The Beta-weights of the several multiple regression
equations developed to predict Q-factor loadings pro-
vide a convenient means of profiling each Q-segment
in terms of the statements most heavily involved in
determining "belongingness" to that segment. Such
profiles for each of the five Q-segments follow.
The semantic handles assigned to each segment are
arbitrary, though they are intended to reflect what
appears to be the overall character of the segments
vis-a-vis both the statements agreed with and the
statements disagreed with.
It should be noted that despite the hypotheses that
attitudes and behavior would vary with attitudes to-
ward homemaking, consistent trends failed to emerge.
75
-------
Q-Factor Segment Profiles
Q-Factor I - "Dedicated"
Statement
#
01
15
05
14
11
07
10
08
03
06
Beta-
Weighty
+.1736
+.1586
+.1432
+.1072
+.1014
+.0985
+.0797
+.0718
+.0674
+.0562
Cooking is one of the things I enjoy most
A husband has to work hard at his job
Nothing I enjoy more than a clean house to
impress friends
Must keep house clean so as not to have rats
All cleaning is done according to schedule
Should make a real point of teaching children
Housecleaning is just like cooking
I like to work with my hands
Most people judge a woman
I like bright colors
13
16
04
12
02
09
-.0274
-.0358
-.1198
-.1719
-.3090
-.3630
There's not much point in hiring outside help
I hate to throw anything away
Housecleaning is an important responsibility,
but...
Some women enjoy housecleaning, but I'm not
one of them
Friends and neighbors don't care how you
keep house
People cannot be trained to become good
housekeepers
76
-------
Q-Factor II - Hit or miss
Statement
#
01
04
12
08
02
06
07
Beta-
Weights Hit-or-miss
+.2899 Cooking is one of the things I enjoy most
+.2646 Housecleaning is an important responsibility,
but...
+.1568 Some women enjoy housecleaning, but I'm not
one of them
+.1329 I like to work with my hands
+.1107 Friends and neighbors don't care how you
keep house
+.0986 I like bright colors
+.0305 Should make a real point of teaching children
03
14
16
15
05
13
09
10
11
-.0036
-.0458
-.1143
-.1256
-.1611
-.2053
-.2212
-.2259
-.2805
Most people judge a woman
Must keep house clean so as not to have rats
I hate to throw anything away
A husband has to work hard at his job
Nothing I enjoy more than a clean house to
impress friends
There's not much point in hiring outside help
People cannot be trained to become good
housekeepers
Housecleaning is just like cooking
All cleaning is done according to schedule
77
-------
Q-Factor III - Obligated
Statement
*
10
12
14
04
13
15
02
06
07
Beta-
Weights
+.2657
+.2374
Housecleaning is just like cooking
Some women enjoy housecleaning, but I'm not
one of them
+.2119 Must keep house clean so as not to have rats
+.1280 Housecleaning is an important responsibility,
but...
+.1222 There's not much point in hiring outside help
+.1144 A husband has to work hard at his job
+.0932 Friends and neighbors don't care how you
keep house
+.0365 I like bright colors
+.0308 Should make a real point of teaching children
08
16
05
09
03
01
11
-.0285 I like to work with my hands
-.0809 I hate to throw anything away
-.0841 Nothing I enjoy more than a clean house to
impress friends
-.1143 People cannot be trained to become good
housekeepers
-.1956 Most people judge a woman
-.2958 Cooking is one of the things I enjoy most
-.4987 All cleaning is done according to schedule
78
-------
Q-Factor IV - Disinterested
Statement
#
12
13
09
01
03
11
04
08
05
06
14
07
10
15
02
Beta
Weights
+.6924
+.3575
+.2975
+.1097
+.0900
+.0750
+.0388
+.0016
-.0008
-.0114
-.0246
-.0359
-.0387
-.0974
-.6079
16
-.6471
Some women enjoy housecleaning, but I'm not
one of them
There's not much point in hiring outside help
People cannot be trained to become good
housekeepers
Cooking is one of the things I enjoy most
Most people judge a woman
All cleaning is done according to schedule
Housecleaning is an important responsibility,
but.,.
I like to work with my hands
Nothing I enjoy more than a clean house to
impress friends
I like bright colors
Must keep house clean so as not to have rats
Should make a real point of teaching children
Housecleaning is just like cooking
A husband has to work hard at his job
Friends and neighbors don't care how you
keep house
I hate to throw anything away
79
-------
Q-Factor V - Take it in stride
Statement
#
02
Beta-
Weighty
+.3573
09
04
11
06
05
03
10
08
15
07
14
13
01
16
12
+.2567
+.1395
+.1220
+.0829
+.0692
+.0671
+.0527
+.0503
+.0254
+.0162
+.0059
-.0117
-.0198
-.4847
-.5306
Take it in stride
Friends and neighbors don't care how you
keep house
People cannot be trained to become good
housekeepers
Housecleaning is an important responsibility,
but...
All cleaning is done according to schedule
I like bright colors
Nothing I enjoy more than a clean house to
impress friends
Most people judge a woman
Housecleaning is just like cooking
I like to work with my hands
A husband has to work hard at his job
Should make a real point of teaching children
Must keep house clean so as not to have rats
There's not much point in hiring outside help
Cooking is one of the things I enjoy most
I hate to throw anything away
Some women enjoy housecleaning, but I'm not
one of them
80
U.S. WE
•ft U.S. GOVERNMENT PRINTING OFFICE: 1972—759-912/3124 REGION NO. 5-JI
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