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The Consumer to Recycle (C2R): Buy, Use, Recycle, Repeat

Author

Listed:
  • El Mahdi Juiher

    (Université Ibn Zohr = Ibn Zohr University [Agadir])

  • Hmad Ouaddi

    (Université Ibn Zohr = Ibn Zohr University [Agadir])

  • Abdelkarim Jiar

    (Université Ibn Zohr = Ibn Zohr University [Agadir])

  • Meryem Serghini

    (Université Ibn Zohr = Ibn Zohr University [Agadir])

Abstract

Promoting recycling behavior among consumers represents a major challenge in the context of the transition to a circular economy. This study examines the impact of three levers: digital marketing, behavioral triggers and real-time feedback systems, on citizens' commitment to recycling. A quantitative approach was adopted through a structured questionnaire administered online to a sample of 320 adult participants. Data were analyzed using descriptive, correlational and regression statistics. The results show that digital marketing, in particular content disseminated via social networks, exerts a significant influence on recycling behavior. Behavioral triggers such as gamification or reminders have a moderate effect, while real-time feedback systems appear to be the least effective. The study highlights the value of combining different levers to reinforce consumers' lasting involvement in recycling practices.

Suggested Citation

  • El Mahdi Juiher & Hmad Ouaddi & Abdelkarim Jiar & Meryem Serghini, 2025. "The Consumer to Recycle (C2R): Buy, Use, Recycle, Repeat," Post-Print hal-05112166, HAL.
    • Handle: RePEc:hal:journl:hal-05112166
    DOI: 10.5281/zenodo.15650895
    Note: View the original document on HAL open archive server: https://hal.science/hal-05112166v1
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