Consumer behavior and communication strategies in plastic recycling in Iran
Jalili, Atefeh (2026)
Diplomityö
2026
School of Energy Systems, Ympäristötekniikka
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2026041527890
https://urn.fi/URN:NBN:fi-fe2026041527890
Tiivistelmä
Plastic waste is growing rapidly in many countries, including Iran, and waste disposal systems cannot cope with it well. In Iran, people are frequently concerned about protecting the environment, however, there is still little source separation. This thesis examines how communication tactics affect Iranian consumers' decisions to recycle plastic. Public awareness, everyday routines, obstacles, and the function of digital technologies and urban communication are the main topics of the study.
170 respondents from 17 Iranian cities participated in a quantitative online survey for this thesis during September and October of 2025. The questionnaire includes questions about recycling knowledge, user behavior, access to services, frequency and type of plastic separation, and communication strategies. Based on the survey results, analysis was conducted in a descriptive and systematic manner.
The survey shows that most respondents are familiar with recycling and understand why it should be done, but many do not have easy access to waste collection points, communication between municipalities and citizens is poor, and despite the abundance of recycling apps, the use of the apps is not yet widespread. The results also show that environmental concerns and a desire to have a clean neighborhood are the main reasons for recycling among Iranians, and financial rewards are of little importance and are not the main incentives for recycling.
The results of this study show that improving infrastructure alone is not enough. Recycling outcomes in Iran can be improved when clear and consistent communication between people and authorities is combined with reliable services and modern communication strategies, as these elements help transform positive attitudes towards recycling into regular recycling behavior.
170 respondents from 17 Iranian cities participated in a quantitative online survey for this thesis during September and October of 2025. The questionnaire includes questions about recycling knowledge, user behavior, access to services, frequency and type of plastic separation, and communication strategies. Based on the survey results, analysis was conducted in a descriptive and systematic manner.
The survey shows that most respondents are familiar with recycling and understand why it should be done, but many do not have easy access to waste collection points, communication between municipalities and citizens is poor, and despite the abundance of recycling apps, the use of the apps is not yet widespread. The results also show that environmental concerns and a desire to have a clean neighborhood are the main reasons for recycling among Iranians, and financial rewards are of little importance and are not the main incentives for recycling.
The results of this study show that improving infrastructure alone is not enough. Recycling outcomes in Iran can be improved when clear and consistent communication between people and authorities is combined with reliable services and modern communication strategies, as these elements help transform positive attitudes towards recycling into regular recycling behavior.