This report presents the findings of research into public preferences on recycling electricals. The research was carried out by Opinium research in March 2024.
Method
Quantitative online survey via a panel, amongst a nationally representative sample of 2,000 UK adults, using max diff methodology. A MaxDiff exercise enables us to build up a motivational landscape by taking into account the dynamic context of decision-making. Conducted in March 2024.
Key Findings
- Most believe recycling small electrical items is the right thing to do.
- More than four in five UK adults (82%) agree that recycling small electrical items is the right thing to do – although just under half (49%) think that it’s easy for them to recycle this kind of equipment.
- A further three-tenths (29%) don’t understand how to recycle this kind of equipment, so they keep hold of it, while just about a quarter (26%) opt to throw it in the general rubbish bin as they don’t know how to recycle it.
- Knowledge of how to recycle batteries and electricals is still mixed, but increasing.
- How to recycle batteries is the best understood of all the ‘electrical’ types. Large electrical appliances (84%) and small electrical items (82%) recycling knowledge is increasing, and more of us understand how to recycle personal tech devices (72%) than ever before.
- On the other hand, only half (50%) know how to recycle lightbulbs in their local area, while just a quarter (25%) know the same for vapes / e-cigarettes.
Preferences assessment using MaxDiff
- Across all scenarios, ease was the key preference for recycling electricals of all types.
- Consumers chose easy and convenient attributes as their preferred options for recycling electricals. Largely this was either a household collection from outside their home – as most people have for general recycling. Or for larger items, the preference was having it taken away by the delivery driver when they buy new ones. Recycling at any of the drop off points tested, were the least preferred options.
- When considering a paid take-back service, three in ten (31%) would not use the service due to the costs, while nearly a half (46%) would factor this into the decision to use their services. Just 15% would use these services regardless of cost. With those living in flats in urban areas most likely to say they’d pay for the service.
