Article Dans Une Revue African Scientific Journal (ASJ) Année : 2025

The Consumer to Recycle (C2R): Buy, Use, Recycle, Repeat

Résumé

Promoting recycling behavior among consumers represents a major challenge in the context of the transition to a circular economy. This study examines the impact of three levers: digital marketing, behavioral triggers and real-time feedback systems, on citizens' commitment to recycling. A quantitative approach was adopted through a structured questionnaire administered online to a sample of 320 adult participants. Data were analyzed using descriptive, correlational and regression statistics. The results show that digital marketing, in particular content disseminated via social networks, exerts a significant influence on recycling behavior. Behavioral triggers such as gamification or reminders have a moderate effect, while real-time feedback systems appear to be the least effective. The study highlights the value of combining different levers to reinforce consumers' lasting involvement in recycling practices.

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hal-05112166 , version 1 (13-06-2025)

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El Mahdi Juiher, Hmad Ouaddi, Abdelkarim Jiar, Meryem Serghini. The Consumer to Recycle (C2R): Buy, Use, Recycle, Repeat. African Scientific Journal (ASJ) , 2025, 3 (30), pp.378-394. ⟨10.5281/zenodo.15650895⟩. ⟨hal-05112166⟩

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