Social factors influencing littering in an urban Mexican environment
Abstract
While public littering has been a focus for scientists within developed countries for many years now, little research has been devoted towards the subject outside of developed countries. Improperly disposed of waste carries with it many negative aspects including, but not limited to, unpleasing aesthetics and environmental degradation. This study aims to provide insight on what factors contribute to littering as well as potential strategies to combat it through a social marketing campaign. Guzman City is home to approximately 100,000 residents and is located in the southwestern Mexican state of Jalisco. The research question behind this study was: What is the public perception of littering in Guzman City. The sub-questions placed emphasis on gender, economic status, the role of the government and environmental knowledge. An exploratory survey of 100 residents was conducted in order to identify contributing factors to increased public littering. Participants were surveyed face-to-face in 3 different economic zones: lower, middle and upper class (n=60). Students at a local English language school also participated through written surveys (n=40). Analysis of the surveys indicate that while gender does not play a significant role in attitudes towards littering; economic level, education level and age all showed significant influences. Schwartz's Norm Activation theory is paired with Fishbein & Ajzen's Theory of Planned Behavior to guide the research and interpretation of the results in developing a social marketing strategy for a city wide anti-littering campaign.
Degree
M.S.
Advisors
Prokopy, Purdue University.
Subject Area
Natural Resource Management
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