Hedonic recycling: Using gamification and sensory stimuli to enhance the recycling experience

INTRODUCTION: Recycling is not commonly perceived as hedonic, fun or experiential. While previous studies have emphasised the importance of functional attributes and solutions for improving waste recycling in bins, the potential for recycling as an experience has not been explored thoroughly. OBJECTIVES: This study employs the perspective of gamification, environmental psychology and sensory marketing to provide new perspectives on hedonic recycling. METHODS: A focus group design was used to explore how experiential cues may influence cognition, emotion and behaviour when recycling waste in bins. Four focus group discussions were employed and analysed thematically. RESULTS: Findings show that while utilitarian attributes were most critical for participants, there are solutions that can be experientially modified to not disturb the waste separation process. These modifications include digital feedback and information of one’s impact on the environment. Other sensory and gamified modifications were discussed with their potential effects on emotion and behaviour in mind. CONCLUSION: A new conceptual framework was developed, which combined mechanics from gamification and sensory cues as experiential cues. This framework was used to explore various different responses. The model indicates potential relationships between recycling and experiential cues that can be empirically investigated.