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What?
What?
To create a better and more sustainable world, it is crucial for countries to adopt a circular economy system that efficiently manages raw materials, prioritizes waste prevention and opposes consumerism culture (Ghomi et al. 2021).
Sustainable waste management via recycling is key to enabling a more circular economy as it reduces energy consumption, conserves finite resources and limits greenhouse gas emissions (Neo 2007).
To ensure the success of such programs, consumer behaviour must be influenced positively.
Where?
Where?
Despite its many benefits, recycling continues to be unpopular in Singapore - recycling rates have remained around a mere 20% since 2011 (Ong, Fearnley & Chia 2019).
Instead, a staggering 95% of total waste is incinerated, generating large amounts of air pollution and ecotoxicity, contributing to climate change (Tan & Khoo 2012; Ong, Fearnley & Chia 2019).
Not only is Singapore’s sole offshore landfill space estimated to run out by 2035, but it also contributes greatly to ocean acidification (Tan & Khoo 2012; Ong, Fearnley & Chia 2019).
Thus, it is vital to increase the rates of household recycling in Singapore to enable a more circular economy.
Who?
Who?
In Singapore, females, particularly married women, stand at the forefront of household waste management (Ong, Fearnley & Chia 2019).
Several studies conducted by the United Nations have found that women are more open to changing their habits for environmental causes and their families’ health. They are primarily in charge of and more influential in decisions revolving around household consumption, production and disposal, and are far more eager to invest energy, time and patience in influencing loved ones positively (Natalija 2021; Ocean Conservancy 2019).
These findings affirm the importance of placing resources in the hands of women, for progression towards a more sustainable world.
WhY?
WhY?
To understand the root of the problem, secondary research on people’s attitudes to recycling in Singapore was conducted. Studies found that Singaporeans are prevented from recycling due to lack of specific knowledge of what is recyclable, how to do so and why it is important (Ong, Fearnley & Chia 2019; Wi & Chang 2018). A survey conducted by the Ministry of the Environment and Water Resources in 2013 found inconvenience to be the greatest hindrance to recycling (Ong, Fearnley & Chia 2019).
Although government-led sustainability initiatives exist in Singapore, there is a lack of quality educational campaigns that create lifelong habits (Wi & Chang 2018). Neo (2007) concluded that it is crucial to cultivate environmental values for prolonged sustainable behaviour by increasing awareness of the recycling process and its principles.
Furthermore, individuals considered government-partnered programs to be more reliable and were more eager to participate in those (Wi & Chang 2018). Wi & Chang (2018) also found that Singaporeans were more likely to engage in pro-environmental behaviour if those around them and their communities did.
On the other hand, 94.3% of the population reside in high-rise buildings, limiting their access to open ground for composting (Ong, Fearnley & Chia 2019).
Figure 1. The Google Form sent out to target users for primary research
Primary research was also conducted by sending out a Google form to our target users. This research confirmed lack of knowledge and inconvenience to be the greatest hindrances to recycling, with over 87% of individuals who did not recycle citing these obstacles.
Moreover, in 84% of households, women were incharge of waste management. Individuals also wished for transparency from the government on the recycling process, and to see others around them recycle more.
Figure 2. Target users' reasons for not recycling
Based on these findings, successful recycling programs that will enact behavioral change in Singaporeans must consist of some form of subsidy, environmental awareness, increased accessibility and convenience.
Sustainable Development goals
Sustainable Development goals
Gender Equality
Gender Equality
Our problem revolves around engaging, educating and empowering women with regards to sustainable living (targets 5.5 and 5.B).
Responsible Consumption and Production
Responsible Consumption and Production
Our problem tackles waste reduction via recycling (target 12.3), minimisation of the release of harmful chemicals into the environment by incineration (target 12.4) and increasing environmental awareness (target 12.8).
Climate Action
Climate Action
Our problem addresses the need to reduce greenhouse gas emissions (target 13.3).
Good Health & Wellbeing
Good Health & Wellbeing
Our problem involves increasing recycling rates and subsequently reducing the need for other waste management methods that release toxic substances (target 3.9)
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