Social Marketing as a Tool for a Sustainable Municipal Waste Management

Abstract Research purpose. The purpose is to study the household attitudes toward waste separation and prevention and present an innovative model of efficient and sustainable waste management. Design / Methodology / Approach. In the empirical part, an online survey was implemented to research residents’ attitudes and intentions regarding handling household waste. It resulted in 228 valid responses, used for a quantitative analysis to answer the set hypotheses. Findings. Regardless of the good results of waste separation in the municipality, the research showed that households do not know how to classify certain waste according to the type properly. It was confirmed that the use of penalty programs does not contribute to a higher level of waste separation. The already high awareness of the importance of separating waste could further be strengthened through the tools of social marketing as a factor for social change. Originality / Value / Practical implications. It has been proven that residents’ motivation is an important factor that indirectly influences households to separate, prevent and reduce the generation of new amounts of waste. Changing people’s attitudes, mindsets, and behavior to be environmentally friendly is the best way to prevent further encroachment on the natural environment.