In communication and outreach practices, there’s a simple change model called KAB — knowledge, attitude, behaviour.

blog-kabThe principal behind this model is pretty straightforward: when someone has knowledge about a topic or issue, they then develop an attitude about that issue, which leads to a behaviour that addresses that issue.

In the case of waste diversion education, the aim is that the KAB model leads to a responsible environmental behaviour.

For example, you learn plastic shopping bags in the water are killing sea turtles (knowledge). This fills you with a sense of dread or outrage (attitude). You decide to use reusable shopping bags instead of taking plastic shopping bags (behaviour).

Pretty simple and straightforward.

This model also becomes continuous — ideally, each arrival at a responsible environmental behaviour will jump start a desire to know more, think/feel more, do more.

When it comes to waste diversion communications, how do you think municipalities and haulers are doing moving residents through the KAB model?

Are municipalities and haulers¬†focusing a lot on knowledge (“put these items in your recycling bin”) but coming up short on attitudes (feelings about the importance or benefits of recycling)? Do residents have enough knowledge?


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