Comparison of Self-Reported Attitudes toward the use of Recycled Paper and Actual Paper Consumption Behavior at the University of California, Berkeley Kankun (Nancy) Yo Department of Environmental Sciences, U.C. Berkeley Abstract This paper sought to determine the possible differences in the self-reported attitudes and the actual paper consumption behavior exhibited by the photocopier users at three selected libraries on the U.C. Berkeley campus, namely the Moffitt Undergraduate Library, the Bioscience Library, and the Engineering Library. A survey was carried out to determine the attitudes toward and willingness of recycled paper use, and results suggested that the copier users were willing to use recycled paper. Following the survey, a six-week pilot study involving a total of 22 copiers was conducted in the three libraries. Half of the copiers were loaded with 30% post-consumer content recycled paper and the other half with virgin paper. Over this time period, recycled paper consumption was higher than virgin paper consumption although there was no statistically significant difference in the average weekly consumption between the two paper types. Unobtrusive observations were also made during the pilot study to gain qualitative insight into the behavior of people when they were given the two paper selections. The comparison of the survey results and the actual paper consumption of copiers led to the conclusion that there was a consistency between self-reported attitudes toward using recycled paper and actual paper consumption.Introduction Attitudes have been studied extensively as one of several primary influences on behavior. Since the late 1970s, social scientists have conducted substantial research on attitudes toward and/or behaviors concerning recycling using interview and survey techniques. Several studies indicated an inconsistency between environmental attitudes actual and behavior (Bratt 1999i). Manfredo and Shelby (1987) stated that self-reports were reasonably accurate, but they produce results different from actual behavior in attitude-behavioral tests. Barker et al. (1994) compared the individual attitudes and behavior toward self-reported paper recycling with actual individual behavior at Bard College, New York. They predicted that the majority of college students would report a positive attitude toward recycling, and this was confirmed by their survey results. However, they could not provide strong evidence that self-reported measures regarding positive recycling attitudes and behavior predicted actual paper recycling behavior. On the other hand, they found that the minority who expressed negative attitudes toward recycling was consistent in their actual behavior. Recycling has been viewed as an appropriate and positive behavior in the USA (Barker 1994 and De Young 1990). To promote pro-environmental attitudes and recycling behaviors among the public, it is necessary to examine the social context within which people participate in ecologically responsible activities (Derksen and Gartrell 1993). Convenient and well-organized programs are also crucial in maintaining pro-environmental attitudes and behaviors (Simmons and Widmar 1990). There was a variety of reasons that motivated people to recycle. First, people recycled because they thought it was morally right to do so (Derksen and Gartrell 1993). Second, some people participated in recycling activities because they perceived those as social norms. Third, they gained intrinsic satisfactions from conserving resources and being frugal, and also wanted to do what was right for the environment (De Young 1986 and Oskamp et al. 1991). Recycling is one key component in the resource conservation effort. Various recycling programs have been adopted on the U.C. Berkeley campus to collect and divert paper wastes. Two paper-recycling programs have been administered on the campus. The Mixed Paper Recycling run by Campus Recycling Services collected mixed paper from academic departments, administrative offices and residence halls, and the ASUC/ File 13 RecyclingGroupi collected white paper from high volume areasii (Bauer 1999, pers. comm.). In the recent past, Bucknell (1998) conducted a study at the university residence halls that led to more efficient residence hall recycling programs. Cornish (1999) measured post-consumer food and paper wastes at the University dining commons, and provided valuable information for improving composting programs on campus. However, studies focusing on reducing virgin paper consumption were lacking. Since an enormous amount of virgin paper was used on campus, studies ought to be made to seek out possible solutions that would not only reduce its paper consumption, but also dampen environmental impacts in general. In recent years, recycled paper was proven to be a good substitute for virgin paper. Improvements in technology allowed production of high quality post-consumer content recycled paper that was often superior in quality to its counterpart (California Environmental Protection Agency 1997). Despite the rising awareness for ecologically responsible consuming, virgin paper was used in the majority of copying and printing purposes on campus because it was lower in price than recycled paper. A cartoniii of 30% post-consumer recycled paper was priced approximately $2.00 more than virgin paper. Each department purchased its paper independently through the Campus Supply Services or from an off-campus vendor such as Office Depot (Balsley 1999, pers. comm.). The general library systemiv had two entities that were responsible for maintaining the copiers. The University Copy Services was in charge of maintaining the copiers that were used in the library offices, and Xerox Business Services (XBS), which was not a part of the University, was in charge of “public access machines”v (Jackson 1999, pers. comm.). A crew of technicians from Xerox Business Services checked to ensure that the library copiers had enough paper several times a day (Campos 1999, pers. comm.). The Main Library Office purchased the paper directly through XBS in bulk, which was then distributed among the general library system. The University Library contracted Xerox Corporation to supply paper and maintain the copiers (Llosa 1999, pers. comm.). This study addressed the possible differences in stated intention or preference (to use recycled paper) and actual behavior (reflected by the paper consumption in copiers).
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