Marketing Ethics: Recycling - Essay Example

Introduction The call to protect the environment is at its peak nowadays. As the age of the world increases, the threats to its full destruction also increase. This is the very reason why most of the government and non-government environmentalist groups are trying their best to inform the public and establish different advocacies to protect the earth’s surface. The more people who contribute even in their simplest ways in the conservation of the environment, the better it is for the majority. Recycling is one of the most common ways of protecting the environment. Young and olds, males and females can all do recycling. This may be a very simple way but the impact it presents is very profound. In the UK, there are various advocacies encouraging the people to practice recycling. Students and professionals alike share their efforts to participate in the country’s recycling campaign. This study is aimed analyzing the impact of UK’s recycling endeavours to its population belonging to younger generation. Specifically this paper is intended for: 1. Finding out if the students do practicing recycling 2. Analyzing the perceptions of the students regarding the country’s recycling campaign Literature Review Recycling Accumulation of wastes has been a public concern as early as the pre-industrial period. Since waste was essentially organic, reusing was enough to eliminate household waste. Vegetable wastes were fed to livestock and timber was salvaged for shipbuilding. Because societies were not as dense, primary natural resources, such as the atmosphere and waterways, were far from threatened. Knossos, the Cretan capital, and Athens can afford to have various landfill sites because land did not have a very high premium. Though domesticated, reusing was essential as economies transformed from nomadic to agrarian, and it allowed farming innovations that provided wider opportunities for the farmers. When societies evolved during the medieval period, waste disposal became centralized. Spanish copper mines use scrap iron for cementation of copper and English courts granted privileges for collection of rags for papermaking. Nevertheless, recycling was geared towards the efficiency of cottage industries than protecting natural resources (Katz, 2002).. During the Industrial Revolution, manufacturing mobilized the population from rural to urban areas. Recycling and proper waste management was needed because pollution was heavily concentrated in towns and cities, whose riverbanks were filled with residents while residential areas were cramped. Recycling, however, also had a more functional role as resources, both raw materials and by-products, had to be heavily maximized. More labour was needed for manpower in assembly lines and factories, as well as for sanitation systems (Pearson and Sayfang, 2001). In Britain, dog droppings were recycled as tanners to purify leather, while paper mills reused of previously-used paper and boards. Recycling became propelled by economic need during the late 19th century which witnessed the domestic practice of waste segregation for further manufacturing. As landfill space was dwindling, the discovery of non-biodegradable plastics intensified the need for recycling. This also caused the reuse of glass, paper and metals as a response to rising costs of energy sources. In 1987, modern recycling movements became popular when environmentalists claimed that the United States has run out of landfill space, and that land pollution threatened to infiltrate ocean squares. Near the end of the 20th century, 1,677 US corporations alone were involved in the post-consumer recycling industry. However, domestic and grassroots recycling has yet to improve. According to The Organization for Economic Co-operation and Development (OECD), only 16% of household waste in 24 highly-industrialized countries was recycled in 2002 (Porrit, 2003). Reusing, one of the pillars of the environment sustainability concept of 3R, is considered an ingenious method of recycling. By using the good, such as paper, plastic and glass, to a raw material to use it in making another type of good, it follows the guiding principle of recycling - making use of used materials to be broken down and remade into new products. Reusing a material has two possibilities: first, it can result to the (re)creation of the same material and second, it can result to a different type of product. Liquor bottles, for example, can be reused by the processing plant where it came from to be used as another liquor bottle, or it can be crushed into pieces, along with other varieties of bottles, to produce a different form of glass. Reusing can be maximized if consumers will buy products contained in reusable items, instead those in disposable items for mere convenience. For the nifty consumer, patronizing products with reusable materials tend to be cheaper than disposable ones, due to less manpower and lower production costs (Katz, 2002). Based on the different periods of history, it can be said that recycling have various effect on different societies, as much as they are motivated by different factors. In the perspective of the growing problem of land pollution brought by sanitary landfills and open dumpsites, recycling has long-term effects to the environment. Permeation of toxic waste from the soil to volatile marine ecosystems, and the reduction of incinerator-produced fumes to the atmosphere can be greatly minimized. Instead of being allotted for waste disposal purposes, land can be used for various public infrastructures that are gravely needed by the exponentially rising population. Recycling can contribute in improving the aesthetic quality of the environment. In the process, recycling can provide reduce the expenses of various industries because the ingenious reuse of recycled materials involves lower production costs – and thus, this translates to an economic benefit for the consumers’ hard-earned money. Having said these, recycling provides alternative solutions to various socio-economic, political and environmental challenges. History can tell that recycling, after all, is not just about environmental sustainability; it is also about developing an efficient society that we can harmoniously live in (Porrit, 2003). Recycling in the UK The campaign to recycle in the UK has started decades ago. From papers to bottles, metals and everything, UK has already proposed various methods to recycle any of it. in fact, there are even big establishments now existing in the UK which sole purpose is to recycle and/or make use or produce anything from the recyclable wastes collected from the public. In the past, recycling in the UK was just a national concern. It was considered as the responsibility of the government or few chosen government departments. However, the government saw the opportunity to enjoin the local government units. Hence, an Environmental Protection Act of 1990 was initiated. This Act is aimed at implementing more regulation and controls concerning recycling through the new “new licensing system covering all controlled wastes (certain household, commercial and industrial wastes) and requiring local authorities to consider recycling in their waste strategies” (http://www.wasteonline.org.uk/resources/InformationSheets/HistoryofWaste.htm, 2006). Following the Environmental Protection Act of 1990, the concept “Duty of Care” was introduced to people. This concept suggested that anybody in the country who will import, carry, keep, treat and/or dispose controlled waste will carry the responsibility for it. Simply put, “those who deals with waste were given a duty to care for it, managing waste from its generation through to transfer and disposal” (http://www.wasteonline.org.uk/resources/InformationSheets/HistoryofWaste.htm, 2006). More environmental directives concerning waste disposal and recycling followed suit. Wastes from business units and household were all taken into consideration. City officials and home owners were given directives as to how they could properly allocate their wastes. There were even quotas set for the recycling of controlled wastes in bigger industries. Like what happened in 1997 where major business industries played a major role in the country’s thrust to control its waste disposal. “The Producer Responsibility Obligations (Packaging Waste) were implemented (1997), requiring businesses to recover and recycle 38% of their packaging, increasing to 56% by 2001. There are also additional recycling targets to enforce a minimum percentage of recycling for each of the packaging materials (currently paper and card, plastics, aluminium, steel and glass). The obligations are shared between raw material manufacturers, converters, packers and fillers, and sellers…” (http://www.wasteonline.org.uk/resources/InformationSheets/HistoryofWaste.htm, 2006). Suffice it to say, the UK policy makers were seeing every possible means to uphold its commitment to protect the environment via recycling methods. The country was and is continuously willing to combine more resources just to succeed in its recycling campaign. Even taxes were imposed regarding the wastes disposal in the pursuit of encouraging its populace to prevent putting all their wastes into disposal areas, and use recycling techniques instead. “The landfill tax is introduced, which levies £7 per tonne on active waste going to landfill in order to encourage alternatives such as reuse and recycling, and promote waste minimisation. The standard rate will increase to £10/t from 1 April 1999, with a lower rate for inactive waste frozen at £2/t. Inert waste used in the restoration of landfill sites and quarries will be exempt from 1 October 1999.” (http://www.wasteonline.org.uk/resources/InformationSheets/HistoryofWaste.htm, 2006). With such policies and initiatives, it is not a wonder why UK has been receiving commendations and good feedbacks for its “war” against wastes. The results even show that UK is indeed on the right track. Methodology This research subjected 8 Chinese students in the UK for an interview/survey. They were asked pertinent questions regarding recycling in the UK. Such questions helped in determining whether or not the younger generations who are living in the UK premises are really joining with the country’s recycling campaign. The questions that were given are of three parts – (1) Understanding Recycling; (2) the Consumption behaviour; and (3) the Education and Attitude. The “Understanding Recycling” is aimed at finding out whether or not the students chosen for the survey practice recycling. This alone will help in determining if the country’s recycling campaign has reached the students or the populace of younger years. Specifically, the questions for the first part include: 1. Do you recycle any items? A. Yes B. No If yes, what do you recycle? A. Plastic B. Glass C. Cardboard D. Tin E. Paper F. Garden waste G. Electrical goods E. Other ____________ If yes, do you recycle frequently? What facilities/services do you use to recycle? If no, What might be the reason/reasons that you dont recycle? A. The cost B. The inconvenience C. The time D. Don’t know how to and where to E. Not sure what we can recycle F. We dont produce enough G. Other ________________ In the Consumption Behaviour, the respondents were asked about some of the ideas they would do with regards to wastes and packaging of the items they have used. This part served as the “further probing” area that test the student’s behaviour. This part is specifically aimed at assessing if the students will be most likely to contribute in the country’s recycling endeavours or not. Questions for this part include: Waste 1. Would you try to repair an item first before buying a new one? If so, give an example: _________ why? If not, why? 2. Do you ever buy any second hand or reconditioned items? If yes, what do you buy and from where? (internet, charity shop, second – hand shop …) why? If no, why? 3. How often do you upgrade your mobile phone/computers? What do you do with your old ones? (sell, give, throw away, keep …) Packaging 4. When purchasing an item, do you ever consider the amount of packaging the item comes in? (e.g. Would this put you off purchasing such an item? Or encourage you to buy an item with nice packaging?) 5. What do you do with excess packaging? (e.g. plastic bags) 6. Are you aware of the environmental issues involved? Lastly, the Education and Attitudes part is aimed at analyzing the students’ perceptions regarding the country’s recycling strategies. This would provide reasons and why or why not they do recycling. More so, this part would provide ideas about how these students perceived UK recycling campaign versus their own country’s. the questions for this part include: 1. Who/What do you think should provide help with recycling/environmental issues? A. Government B. the public C. Community/Council D. Media influence E. individual effort F. specialised pressure group (e.g. friend of earth) 2. Do you think you have been well educated in how & what to recycle? What could be done to improve it? 3. Do you consider yourself as an ethical consumer? 4. Do you think there is any difference between recycling in China & the UK? 5. Do you think it is easier to do recycling here than in China? Why and how? 6. Are there any motivations for you to behave more ethically here in the UK? 7. Would you behave differently if you were in China rather than in the UK’? Why? Results and Discussion From the responses gathered, it was revealed that the younger generations or the students in the UK, particularly those Chinese students do not contribute that much in the country’s recycling campaign. First, not all of the students interviewed are willing to recycle or reuse some of the things that have been used or put to waste. They say that they are willing to recycle plastics, glasses or papers. But they do not do that as frequent as possible. The reason for not doing so is the lack of time and the lack of idea on what or how to re-use or recycle it. Second, majority of the students interviewed said that they would rather buy a new item instead of repairing it. The reason is convenience. The students find it easier and less costly to buy the new material instead of trying to fix it. If there are available second hand items, they will assess if it is convenient and wise to buy it, instead of a brand new item. But they also disclosed that they would only consider buying the second hand on limited items such as books and some furniture. Most of the interviewees revealed that every after three years, they will try to upgrade their gadgets and will pass their old ones to their younger siblings and/or cousins, or will try to sell it. With regards to the packaging, majority of the students are not concerned with the packaging of the items they bought. They say that normally, they would reuse the plastics or paper bags, especially if it is in good condition. But they also revealed that they are not aware f any environmental issues regarding the packaging of the items they bought or are buying. Lastly, on the education and attitude part, interviewees revealed that they are not fully educated with regards to the recycling endeavours of the country. They are not aware what is “ethical consumers” mean. They say that there is a lack of media campaign and or educational forum with concerning the proper recycling techniques. More so, the student-respondents revealed that recycling strategies in the UK is very much different in their home country – China – because it seems that it is stricter in the UK. However, majority of the students revealed that they still feel more compelled to be more concern regarding their wastes disposals when they are in their country than when they are in the UK. Conclusion From the interview conducted, it seemed that UK’s recycling campaign has not yet reached its younger generation of populace. The students are not so concerned with the country’s thrust to dispose and or recycle waste properly. The recycling initiatives should not be the concern of the adults nor the big business establishments alone. It must be the concern of everybody, the students included. 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