Organic Waste Recycling in Milan: Residents’ Opinions and Evaluation of the Impact on Recycling in General

Organic Waste Recycling in Milan:Residents’ Opinions and Evaluation of the

Impact on Recycling in General

Milan, June 6th, 2014Fabbrica del Vapore

2Objectives and methods

Associazione Economia e Sostenibilità (EStà) has requested ISPO Ricerche to conduct a study regarding the opinion towards recycling organic waste in Milan and the impact on recycling in general. The population’s direct opinion will be evaluated in order to understand whether recycling wet waste encourages recycling of other materials as well.

ISPO conducted a study on a random stratified sample consisting of 800 individuals, statistically representative of the adult population of Milan, by gender, age, education, profession, and residing area*.

The sample in question was a “population sample” and not a “family sample”. Even though families represent the focus concerning recycling, the study concentrated on the individual (male-female/young-adult-senior, etc.) in order to better evaluate the entire population’s opinion towards recycling, since this represents the most unbiased target in evaluating sustainable and virtuous behaviors.

The sample interviewed was presented with a structured questionnaire, drafted in collaboration with the Client. Interviews were conducted via C.A.T.I. (Computer Assisted Telephone Interview).

3

Opinion towards recycling: in general and in Milan

4

QUESTION: “Regarding the topic of recycling, in particular recycling wet waste, consisting of all organic materials and leftover food, please indicate if you agree a lot, mostly, a little, or not at all with the following opinions collected.”.

Opinion towards recycling wet waste in general

Percent values - Base cases: 800

No arguing over recycling

63

52

11

7

37

32

20

19

There should be no arguingover recycling nowadays:RECYCLING IS A MUST!

A city that DOES NOTrecycle can't be consideredas EVOLVED as other big

European cities

There is no point inrecycling wet waste

because waste is NOTDIFFERENTIATED when

disposed of

Recycling is not reallynecessary and is exclusively

wanted byenvironmentalists

A lot Mostly

Agrees

95%

89%

26%

31%

5

Agrees

(ranked 8-10) (ranked 6,7)

65

62

45

42

39

17

14

11

32

24

16

28

25

32

34

36

NECESSARY

RIGHT

INEVITABLE

OVERDUE

SLOW

FAST

UTOPIC

USELESS

A lot Mostly

QUESTION: “Please indicate on a scale from 1-10, where 1 is a little and 10 is a lot, how you would rank the following adjectives used when describing recycling wet waste in Milan”.

Opinion towards recycling wet waste in Milan

(Ranking 1-10)

Percent values- Base cases: 800

Recycling wet waste in Milan is necessary and right. It is also inevitable and has long been expected

it was unimaginable not to recycle wet waste

it was long expected

without giving residents time to understand and plan

to reduce environmental impact

it won’t really be possible in Milan

it should have been immediately introduced in every area

Milan could definitely do without

given that the Expo will be held in Milan in 2015

90%

90%

77%

76%

75%

49%

38%

27%

6

NECESSARY

RI GHT

I NEVI TABLE

OVERDUE

SLOW

FAST

UTOPI C

USELESS

Agrees (A lot or Mostly)

QUESTION: “Please indicate on a scale from 1-10, where 1 is a little and 10 is a lot, how you would rank the following adjectives used when describing recycling wet waste in Milan”.

Opinion towards recycling wet waste in Milan

(Ranking 1-10)


High percentage ranking “10” in favor of recycling

(ranked 6-10)

ranked 10

32

24

17

16

5

2

2

it was unimaginable not to recycle wet waste

it was long expected

without giving residents time to understand and plan

to reduce environmental impact

it won’t really be possible in Milan

it should have been immediately introduced in every area

Milan could definitely do without

given that the Expo will be held in Milan in 2015

3590%

90%

77%

76%

75%

49%

38%

27%

7

Opinion towards recycling wet waste


The wide majority of residents are in favor of recycling wet waste in general and, even if not as widely, in Milan. Consent is transversal among the population

In general

In Milan

3 out of 4 are IN FAVOR (over half)

71%

5 out of 8 are IN FAVOR (over half)

61%

8


Percent values - Base cases 800

53% of the population of Milan, thus the vast majority, is in favor of recycling wet waste in general and in Milan

In general

In Milan

IN FAVORAGAINST

IN FAVOR

AGAINST

53%

20%

19%

8%

IN FAVOR in generaland in Milan

AGAINST both in generaland in Milan

IN FAVORin generalAGAINSTin Milan

AGAINST in generalIN FAVORin Milan

9


Based on ownership of aerated waste bin for recycling


Being in favor of recycling wet waste does not depend on level of involvement

51 53 56

22 19 20

Received in 2012 Received at the end of 2013 Did not receive

IN FAVOR AGAINST

(in general and in Milan) (in general and in Milan)

10

Perspective on “commitment”

11

24

22

19

17

1

2

1

74

77

79

82

2Having to PURCHASE SPECIFIC BAGS for recycling wet

waste (hence having to PAY a set price for the product)

HAVING an aerated bin at HOME (on terrace or anyother place)

Having to REPLENISH SPECIFIC BAGS for recycling wetwaste (hence REMEMBERING to do it, being aware of

having to do it)

Having to dispose of organic waste (mostly leftoverfood) in a SPECIFIC BIN, in addition to other garbage

bins

Demanding/burden Don't know Not demanding/not a burden

View on recycling wet waste and on some of its characteristics


Overall, the residents of Milan do not view recycling, and all it entails, as particularly demanding or a burden. 1 out of 4 is less enthusiastic about having to purchase specific bags

QUESTION: “Regarding recycling and all it entails, please state whether you find the following characteristicts as demanding and a burden, or not”.

12

24

22

19

17 1

76

78

81

82

Having to PURCHASE SPECIFIC BAGS for recycling wetwaste (hence having to PAY a set price for the product)

HAVING an aerated bin at HOME (on terrace or anyother place)

Having to REPLENISH SPECIFIC BAGS for recycling wetwaste (hence REMEMBERING to do it, being aware of

having to do it)


bins

Demanding/burden Don't know Not demanding/not a burden


QUESTION: “Regarding recycling and all it entails, please state whether you find the following characteristicts as demanding and a burden, or not”.


Among those who received the aerated bin in 2012( 97% of whom declare to recycle on a regular or almost regular basis)

Feeling that recycling is demanding and a burden is contained among those who have been recycling for some time

13

The possibility of overlooking the characteristics viewed as demanding or a burden

Only among those who stated that the characteristic presented was very or mostly demanding

Percent values

Those who view recycling as a problem state that they can overlook and move past the problem

QUESTION: “For those characteristics you have described as being demanding and a burden please state whether they can be overlooked or whether they remain as such”.

Base cases:

191

134

174

154

88

87

85

82

1

3

2

10

12

12

16

2HAVING an aerated bin AT HOME (on terrace or any

other place)


bins

Having to REPLENISH SPECIFIC bags for recycling wetwaste (hence REMEMBERING to do it, being aware of

having to do it)

Having to PURCHASE SPECIFIC BAGS for recycling wetwaste (hence having to PAY a set price for product)

ACCEPTABLE; CAN BE OVERLOOKED Don't know Not acceptable; can't be overlooked

14

ACCEPTABLE, 95%

DEMANDING/ BURDEN/CAN’T BE

OVERLOOKED2%

Don’t know, 3%

Having to replenish specific bags (remembering)

Overall evaluation of demand/burden for each characteristic examined

Almost every resident in Milan considers the recycling characteristics presented as acceptable

Percent values - Base cases:800

ACCEPTABLE, 96%


OVERLOOKED2%

Don’t know 2%

ACCEPTABLE, 96%


OVERLOOKED2%

Don’t know, 2%

ACCEPTABLE, 94%


OVERLOOKED4%

Don’t know, 2%

Having to dispose of organic waste in a specific bin

Having to purchase specific bags (paying)

Having an aerated bin at home

15

Clarity of information

16



Understanding recycling does not seem to be a problem, if not for a small, however relevant, number of residents of Milan

QUESTION: “By taking into consideration your personal experience, or what you imagine, please state how you would rank the following characteristics presented”.

2

2

2

10

10

10

22

20

19

65

64

63

1

4

6

Understanding TYPE OF WASTE TO DI SPOSE OF in

the aerated bin

FI NDI NG SPECI FI C bags for recycling wet waste

Understanding how the RECYCLI NG SERVI CE by

Amsa, the Municipal Company in charge, works

Very complicated Rather complicated Slightly complicated Not complicated Don't know

17


Based on ownership of aerated bin for recycling

QUESTION: “By taking into consideration your personal experience, or what you imagine, please state how you would rank the following characteristics presented”.

Understanding type of waste to dispose of Finding specific bags

Understanding how the recycling service works

Percent values- Base cases: 227 state they received bin last year, 397 during the recent months, 176 did not receive bin

73

64

58

75

61 59

71

6157

Receivedin 2012

Receivedat the end

of 2013

Did notreceive

Receivedin 2012

Receivedat the end

of 2013

Did notreceive

Receivedin 2012

Receivedat the end

of 2013

Did notreceive

Not complicated

Understanding recycling does not seem to be a problem, even considering the ownership of aerated bin

18

Opinion on recycling service(The Municipal Company Amsa was already mentioned in a previous question)

19

Opinion on organic waste recycling service


Positive opinion on recycling service

QUESTION: “Based on yorur experience or what you imagine regarding the recycling service, how would you rank this service?”.

Very efficient20%

Rather efficient

59%

Slightly efficient

6%

Not efficient1%

Don’t know14%

EFFICIENT

79%

20

Opinion on organic waste recycling service


QUESTION: “Based on yorur experience or what you imagine regarding the recycling service, how would you rank this service?”.

88

80

64

80 78

84

12

4

14

4

16

24

16

8

Received in 2012 Received at the end of 2013

Did not receive Is in favor of recycling in general

and in Milan

Is not in favor of recycling in general

and in Milan

Efficient

Not efficient

Don't know

Based on ownership of aerated recycling bin Based on opinion regarding recycling

Positive opinions mainly among those long involved in recycling, but positive opinions too, among those who do not approve of recycling in Milan.

21

Recycling-or the intention to recycle-wet waste, and the impact on recycling other materials

22Residents of Milan show consistent behavior regarding recycling, whether it has been long in effect, recently in effect or is only imagined

Daily recycling of wet waste-in effect or imagined

Based on ownership of aerated recycling bin

long in EFFECT

RECENTLY in effect

IMAGINED

Perecnt values- Base cases: 227, 397, 176

23

The impact on recycling other materials: sensitivity and attention by those long involved in recycling


6 out of 10 people “actively” involved in recycling state that concern regarding recycling in general, therefore including other materials, has increased; 1 out of 3 states «by a lot»

QUESTION: “Ever since wet waste recycling was introduced in our society, has your interest, attention, habit towards this practice, including recycling other materials (for example glass, aluminum, plastic...) changed? How?”.

Increased a lot

32%

Increased a little28%

Not changed at all36%

Decreased a little0%

Decreased a lot0%

Don’t know4%

INCREASED

60%

DECREASED

0%

Among those who declared having

received bin IN 2012

24

The impact on recycling other materials: increase or decrease of sensitivity and attention

Based on ownership of aerated recycling bin

long in EFFECT

RECENTLY in effect

IMAGINED

Percent values - Base cases 227, 397, 176

Those who recycle show more attention towards recycling in general. Attention increases with “involvement” in recycling wet waste

25The sample interviewed

Abs. values %

GENDER

-Males 371 46

-Females 429 54

AGE GROUP

- 18-24 years old 51 6

- 25-34 years old 111 14

- 35-44 years old 165 21

- 45-54 years old 135 17

- 55-64 years old 113 14

- 64 years old and over 225 28

EDUCATION

-None/elementary 165 21

-Middle school 270 34

-High school 225 28

-Bachelors/Doctorate 140 17

Abs. values %

PROFESSION

-Manager/Entrepreneur/Self employed/Freelance professional 86 11

-Employee/Teacher/Professor 189 24

-other employee (workman/clerk/usher) 96 12

-Housewife 85 11

-Student 34 4

-Retired 285 35

-Job hunting/Unemployed 25 3

RESIDING AREA

-AREA 1: HISTORICAL DOWNTOWN 59 7

-AREA 2: GRECO-ZARA 86 11

-AREA 3: VENEZIA, BUENOS AIRES, LAMBRATE, ORTICA 85 11

-AREA 4: VITTORIA, ROMANA, MOLISE 92 11

-AREA 5: TICINESE, GENOVA, CHIESA ROSSA 73 9

-AREA 6: INGANNI, LORENTEGGIO, BARONA89 11

-AREA 7: BAGGIO, FROZA ARMATE 103 13

-AREA 8: GALLARATESE, S. SIRO 109 14

-AREA 9: NIGUARDA, CA’ GRANDA 104 13

2626

Note (in compliance with the Autorità per le Garanzie nelle Comunicazioni, regarding publishing and circulating surveys on public means of communication: deliberated by 153/02/CSP, published in G.U. 185 on 8/8/2002 and in 237/03/CSP on 9/12/2003)

If distributed, a complete copy of this document will be available at: www.agcom.it. All the information contained in this card must be presented for publication. Failure to do so is punishable by law, and in such case, ISPO will not be held accountable.

COMPLETE METHODOLOGYTitle: Organic waste recycling in Milan: residents’ opinions and evaluation of

the impact on recycling in generalConducted by: ISPO Research LLCClient/Buyer: Economic and Sustainability OrganizationSurvey Dates: December11-12, 2013Topic: City/environmentType and purpose of survey: Municipal opinion surveyReference population: Adult population residing in MilanTerritorial extension: MunicipalSampling method: Random stratified samplingSample representative of: The adult population residing in Milan, by gender, age, education,

profession, residing area Margin of error: 3.5%Method of gathering information: CATI (Computer Assisted Telephone Interview)Numerical consistency of sample: 800 cases. Total contacts: 1,745; total interviews: 800 (RESPONSE

RATE: 45.8% of total contacts) refusals/substitutions: 945 (REFUSALS: 54.2% of total contacts)

Data processing: SPSS

METHODOLOGY FOR MEDIA

ISPO Ricerche study for Associazione Economia e Sostenibilità (Està) - sample representative of adult population in Milan - Municipal territory coverage - Cases 800 - CATI - method - Date completed: December , 11-12, 2013 - Refusals/substitutions: 945 (54.2 % of total contacts)–Approximation margin 3.5% .

Research Card

ISPO Ricerche s.r.l. Viale di Porta Vercellina 820123 MilanoT 02 48004104 | F 02 [email protected] | www.ispo.it

Environment

Organic Waste Recycling in Milan: Residents’ Opinions and Evaluation of the Impact on Recycling in General