What if the real recycling problem is in our heads?

We can do more if carrots and sticks not only abound, but make sustainable choices easier and more appealing.

By Carolin Barr

For years, the refrain has always been that recycling rates in Singapore are dismal, and nearly half of waste generated is incinerated instead. Singapore's overall recycling rate stood at 52 per cent in 2021, while the domestic recycling rate was just 13 per cent, according to the National Environment Agency (NEA).

We know that more needs to be done. However, less is said about why Singaporeans are not recycling more. As a sustainability advocate, educator and founder of Susgain, a social enterprise, I hear about these issues from industry professionals, community leaders and residents every week.

Most people know what most recyclable items are, where the recycling bins are and that recycling generally helps the environment. Yet recycling rates remain abysmally low.

Can we borrow from behavioral science?

Behavioural science is the study of how humans make decisions and take actions. It reveals the gap between what people know and what they actually do - a phenomenon familiar to those of us frustrated by the low recycling rates.

For instance, most people are aware that smoking is bad for them, but many still smoke. Similarly, most Singaporeans know that recycling is important, but many still fail to do it regularly.

Behavioral scientists argue that awareness alone is often not enough. The difficulty of a desired behaviour (for example, sorting recyclables), limited motivation, small daily barriers, and lack of social norms can stop people from taking the right action.

Meaningful incentives are important

Environmental messaging often focuses on moral appeals and informational campaigns, assuming people will act rationally because it's the right thing to do. However, research shows that simply telling people what is good and bad for the environment is rarely enough to change behaviour.

To nudge people towards positive habits, incentives and rewards are key. The NEA's Recycle N Save initiative, which places bottle- and can-collecting reverse vending machines across Singapore, is one such effort. Users are rewarded for recycling through retail e-vouchers and charitable donations.

Similarly, Susgain's mobile app rewards users for sustainable choices and tracks their impact. By making recycling more engaging and rewarding, it is possible to close the gap between knowledge and action.

Awareness vs action

NEA's public surveys indicate nearly all Singaporeans know what items are recyclable. Yet, many report that they do not recycle regularly. Reasons include being busy or forgetting, concerns about contamination, and not being sure if an item is recyclable.

Behavioural experts suggest making the desired behaviour easier. For example, redesigning bins so recyclables do not have to be cleaned meticulously, or simplifying recycling instructions, could reduce barriers.

Do sticks have a place too?

While incentives work, consequences also matter. Some countries have penalties for not recycling correctly. In Singapore, wrong disposal can mean fines, but enforcement is rare. Behavioural research suggests that targeted penalties, combined with clear instructions, can be effective.

By using both carrots (rewards) and sticks (penalties) thoughtfully, Singapore could see greater action on recycling.

The way forward

Recycling is more about human behaviour than engineering. Carrots and sticks help, but sustainable choices need to be easier and more appealing.

Rather than viewing recycling as a technical problem, let's recognize it as a behavioral challenge. By borrowing lessons from behavioral science, offering incentives, removing obstacles, and amplifying social norms, Singapore can build a more sustainable future.

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