Using Jackson's Return Potential Model to Explore the Normativeness of Recycling

In this article, a novel theoretical model, Jackson's Return Potential Model (RPM), is applied to examine social norms for recycling. Unlike other theoretical models that emphasize the causal relationship between norms and behavior, Jackson's RPM provides a conceptual model for thinking about the normativeness of recycling and other pro-environmental behaviors. Convenience samples of recycling experts and university students were surveyed about their approval and disapproval for different levels of recycling. The results showed that both students and experts approved of high levels of recycling and disapproved of low levels of recycling. However, for partial-recycling (the descriptively normative level of recycling among students and most Americans), the social climate was one of indifference. It is argued that the lack of disapproval for partial-recycling may partly explain the gap between real and ideal recycling rates. The practical utility of Jackson's RPM and the implications of the results for recycling outreach and education are discussed.