The Opportunity Cost of Households´ Recycling Efforts : The Role of Norms and Warm-Glow Motives

Sammanfattning: The overall aim of this thesis is to examine households´ preferences towards relaxing the time demanding aspects of transporting sorted packaging waste. According to welfare economics, households should be willing to pay an amount equal to their reservation wage to benefit from more leisure time. However, specific types of norms, e.g., personal, self-internalized norms, and warm-glow motives may affect this decision. A theoretical model building on the notion that household members prefer to maintain a positive self-image as a responsible person is therefore used. In total 500 surveys were sent out to villas in the municipality of Skellefteå in order to gather information about recycling motives, socio-economic status and time spent on dropping-off packaging waste. The survey also presented a scenario similar to existing curbside recycling schemes in order to examine households’ willingness-to-pay (WTP) to relax the burden of transporting already sorted packaging waste. The empirical results show how both personal norms (giving rise to a feeling of guilty conscious if not recycling) and the warm-glow of giving affect the WTP for responsibility relief. Stronger personal norms implies a higher likelihood that persons have a positive willingness-to-pay for curbside recycling schemes, while strong warm-glow motives instead lead to a lower likelihood. Overall, the average WTP (per hour saved) tends to be lower than the opportunity cost of time measured through the average wage rate after tax.