ANALYSIS OF THE COMMUNICATION PROCESS OF SELECTIVE WASTE COLLECTION

Considering the increase in the generationof solid waste worldwide, selective wastecollection is one of the initiatives thatpromote the reverse logistics of thesematerials, in a way to reduce environmentalimpacts. However, mobilizing thepopulation to promote the return of thesewastes has been a difficult task amongpublic managers. Only strategicallyimplemented communication, not treated ina unique way to reach all audiences, cancontribute to the success of selectivecollection programs. Therefore, this studyaims to identify significant variables, fromthe individuals' opinion, that impedeunderstanding the message contentprovided in selective collection programs.For this, a case study was carried out in a citylocated in the state of São Paulo, Brazil.Multiple logistic regression was used as astatistical analysis tool, in which theresponse variable (the individual's capacityto understand the content of the messages)is considered as a function of 33 explanatoryvariables. From the data analysis, it wasobtained the most adequate logistic modelwith a predictive capacity of almost 92%,such that six explanatory variables (Genre; Ifthe citizen performs separation of materials;If the citizen knows how selective collectionhelps the environment; If the citizen knowsthe municipal cooperative; If the citizenknows that the separation contributes to theeconomy of the city; and, Citizen preferencefor other media for feedback) weresignificant to the response variable. Theresults showed there is an interference ofvariables in the individual's capacity tounderstand the content of the messages,indicating that in a communicationalprocess it is necessary to take into accountthe peculiarities and heterogeneity of thepopulation to achieve the intended purpose.