These guidelines provide a structured framework for designing effective communication strategies to support source separation of organic waste. Developed within the Bin2Bean project, the guideline emphasises that high-quality recycling depends on correct waste sorting at household and commercial levels, and that awareness raising must be continuous, strategic, and adapted to local contexts.
The document follows a strategic approach grounded in behavioural theory, distinguishing between intrinsic, social, and extrinsic motivation. It explains how municipalities can enable households through clear instructions, appropriate tools, and supportive infrastructure. Communication measures include financial incentives, making misbehaviour visible, and combining different channels to amplify impact. Specific guidance is provided for commercial waste producers and for tailoring messages to distinct target groups.
The guideline highlights the importance of continuous information campaigns and the integration of the entire value chain, including soil health benefits, central treatment facilities, and self- or community composting. A wide range of communication pathways is explored, such as waste apps, social media, press releases, educational materials for schools and universities, and personal engagement activities. The role of policy in reinforcing behavioural change is also addressed. Overall, the document presents a comprehensive and multi-level communication strategy to foster long-term behavioural change and improve organic waste collection performance.
Publication year: 2025
Language: EN
Published by: Bin2Bean
Keywords: bio-waste source separation, communication strategy, behavioural change, intrinsic and extrinsic motivation, waste sorting behaviour, target group communication, citizen engagement, soil health, value chain approach
