Dive Brief:
- A study conducted by researchers from Boston University and the University of Alberta determined that human nature may prevent people from recycling.
- Researchers concluded that humans have an inclination to categorize what we see, and have a desire to support environmental issues, but signals get crossed when people see sheets of paper in different states.
- Results from the study determined that altering the physical appearance of paper distorted the brain’s ability to categorize it, which seemingly translates to recycling.
Dive Insight:
Here’s how one part of the study worked: 150 college students were presented with a piece of paper, some were flat, while other samples were crumpled. Students were asked what they would do with each piece; most of the group said they would be more likely recycle the pristine sheet of paper as opposed to the altered piece.