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Meet the trash heap in the alleyway behind Pittsburgher Meda Rago's house. Rago
regularly volunteers with her neighborhood's clean-up crew, but it doesn't seem
to make a dent in the litter problem. Photo: Lou Blouin


THE PSYCHOLOGY OF LITTERING

Lou BlouinJanuary 8, 2016
Citizen Q

Littering continues to be a big environmental problem in cities. And one
Pittsburgher from the city’s North Side neighborhood is taking the problem
personally. Meda Rago regularly picks up trash to keep her street clean. And she
really isn’t kidding when she says she’s found some pretty weird things chucked
into the alley behind her house.

“About two years ago, we came down the alley and saw an entire roast turkey
lying in the street,” Rago says.

Normally, the alley doesn’t draw such exotic things. Typically, it’s stuff like
old fast-food bags, soda cans and worn out sneakers.


LISTEN: “WHY DO PEOPLE LITTER?”

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But Rago wanted to know why some people continue to throw their trash on the
ground, while others observe the taboo on littering. Well, it turns out, there
are actually people who study this topic. Among them is California State
University social psychologist Wesley Schultz, and he says one of the most
interesting parts about this whole issue is that littering wasn’t always seen as
the social ill it is today.

“If you look back at the surveys that were done in the 1960s, people were much
more accepting about throwing waste just openly in public spaces,” Schultz says.

But that changed a lot in the span of just a couple decades. Schultz says by the
1980s, it was not only seen as socially taboo—but unethical—to just throw your
trash on the ground.

“The thing that’s often cited is the push by Keep America Beautiful and the
‘Crying Indian’ public service announcements that were aired in the early 1970s.
It sort of captured the idea that throwing litter, throwing waste into public
spaces degraded that space.”

Schultz says the establishment of that social norm against littering was a game
changer. But social norms aren’t 100 percent effective in themselves. And with
littering, Schultz’s research showed that people most often break that taboo for
really practical reasons.

“We found that the distance to a trash receptacle was the strongest predictor of
littering,” Schultz says. “So the farther away you are from a trash can or a
recycling container, the more likely you are to litter.”




WATCH: “KEEP AMERICA BEAUTIFUL’S 1970 ‘IRON EYES CODY’ PSA”







So if cities put trash or recycling containers in public spaces, people start
doing the right thing again. And Schultz says this proves a basic assumption we
make about litterers is totally wrong—namely, that people who litter, just do it
because they don’t care.

“Often times people do care. But it’s too much of a hassle, it’s too
inconvenient. And so people do litter, even though they already care about it,”
Schultz says.

In other words—and Schultz says you could actually say this for a lot of
environmental issues—we don’t mind doing the right thing as long as it’s not too
disruptive to the way we live our lives. And it’s also clear that we have a huge
influence on each other.

“The presence of existing litter was strongly predictive of littering behavior.
So if you’re in a place that’s already highly littered, you’re much more likely
to litter than if you’re in a place that’s clean or free of litter.”

So no matter how futile Meda Rago’s neighborhood cleanups might feel, they
actually are making a difference. Rago plans to continue her cleanups with her
neighbors. But what she really wants now are some new garbage cans for the
neighborhood so she doesn’t have to pick up so much trash in the first place.

###

Meda Rago’s story is part of our Citizen Q series, where we answer your everyday
environmental questions. If you have a question of your own, drop us a line at
in**@al************.org or on Facebook.




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8 January 2016littering

Lou Blouin
Reporter/Web Editor

Lou has worked as a writer, reporter and radio producer for the past 10 years.
He was The Allegheny Front's enterprise reporter in 2015 and is now its digital
editor. His work has appeared on Here and Now, NPR's The Salt and Marketplace,
and he is a semi-regular contributor to WHYY's health and science program, The
Pulse. He now lives in Detroit.




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 * NO—YOUR RECYCLING IS NOT JUST GOING TO THE LANDFILL. WELL, MOST OF IT ISN’T.
   
   Lou BlouinDecember 23, 2016


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