Soft drinks littering - Understanding and influencing young adult litterers

  • Opdrachtgever: Keep Britain Tidy
  • Januari 2016
  • 17 pagina's
  • PDF
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In 2014, Keep Britain Tidy partnered with Coca-Cola Enterprises on a project to better understand soft drinks littering behaviours. The research took an innovative approach by conducting behavioural observations in the field to capture what actually happens when people dispose of their litter and the context in which this takes place. The observations identified that most littering of soft drinks appears to come from young adults aged 16 to 25. Based on this insight, we then conducted in-depth focus groups with people who were of this age group and who claimed that they regularly littered soft drinks.


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