The study – being carried out by the University of Exeter – was unveiled as the company published its Corporate Responsibility and Sustainability Report for 2012-13.
In this exclusive video for FoodManufacture.co.uk, CCE sustainability director Joe Franses discussed the headline achievements from the report.
He also explained why more consumer recycling is crucial if the firm is to build on its 8% reduction in its carbon footprint in 2012.
This comes after preliminary research commissioned by CCE and carried out by YouGov, showed that 76% of British consumers claim to “always” recycle plastic bottles at home and over 64% view recycling as “a moral and environmental duty”.
Action gap
However, actual at-home recycling rates do not reflect such intentions and reveal a significant ‘value-action gap’ as half of all plastic bottles are not collected for recycling.
In addition to creating unnecessary waste, this also results in a critical shortage in the supply of locally available high-quality recycled polyethylene terephthalate for manufacturers.
In the video, Franses said the initial survey findings mark the next phase of a six-month study with the University of Exeter.
The study will explore the dynamics that drive waste and recycling behaviour in the home. It will also explore solutions that could influence such behaviour to improve at-home recycling rates. Results will be shared with local authorities, non-government organisations and other businesses that are trying to influence environmental behaviour in the home, with the aim of collectively developing solutions that will help improve recycling rates.
On-pack information
The study will explore questions such as:
- Who are the environmental champions in the home? Preliminary research reveals a generation gap, with just 54% claiming to always recycle plastic bottles, compared to 87% of over 55s.
- What is the impact of on-pack information? More than a third (37%) of respondents said they would like to see more information on packaging about what can be recycled, yet 60% state they never check whether a pack is recyclable when they go shopping.
- Is a lack of understanding in the infrastructure partly responsible for low recycling rates? Over 30% of people believe the materials they collect are not recycled.
Key statistics from report:
- 8% reduction in carbon footprint last year versus 2011
- 95% best in carbon management score in Carbon Trust awards, the highest ever made
- 1.3l of water used per litre of product, with a target to reduce that to 1.2l
- 25% recycled PET plastic used in all PET plastic bottles