People are more likely to toss lighter weight plastic than recycle it

A new study from the University of Georgia's Terry College of Business reveals that people are more likely to discard lighter weight plastics rather than recycle them. Manufacturers have been reducing the thickness and weight of plastic and cardboard packaging for the past 20 years to cut costs and minimize waste. While this has been beneficial for sustainability efforts, the research shows that lightweight plastic items are 92% more likely to end up in landfills compared to heavier ones.

Sarah Whitley, an assistant professor of marketing and coauthor of the study, explains that lightweight items often feel flimsy and of low quality, leading individuals to assume they have no value and are therefore acceptable to toss away. Lead author Lyndsay Loomer, formerly a brand marketing executive in the beverage industry, noticed the issue after her company introduced lighter, "crinkly" bottles. While customers bought the lighter bottles without hesitation, she wondered about their disposal habits at home.

The researchers tested their hypothesis by providing water in both lightweight and standard bottles at a university event, later analyzing the contents of trash bins. They found that lightweight bottles were more likely to be discarded, while heavier ones were more consistently recycled. The study also examined the impact of paper bags, flyers, and envelopes, finding similar patterns.

To combat this issue, the researchers suggest reminding consumers of the inherent value of low-quality materials. By marking items with a statement such as "You may be done with this envelope, but it still has value," the likelihood of recycling low-quality materials increased by 52%. For manufacturers, the study emphasizes the importance of considering the entire lifecycle of products, not just the initial lightweighting process.