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Theories about ambivalence, as well as quantitative and qualitative empirical approaches, are applied to obtain an understanding of recycling among young adults. A questionnaire was mailed to 422 Swedish young people. Regression analyses showed that a mix of negative emotions (worry) and positive emotions (hope and joy) about the environmental problems was positively related to recycling. The opposite pattern was found for attitudinal ambivalence toward recycling. Thereafter, semistructured interviews were performed. In a group of reluctant recyclers, the ambivalent attitudes consisted of views that recycling is something beneficial for the environment and is a civic duty. On the other hand, they wanted more information, were unable to integrate youthful ideals about living in an environmentally friendly way with the everyday life of young adulthood, and felt low self-efficacy. In addition, strategies to activate positive emotions alongside a high degree of environmental worry were explored in a group who recycle regularly.
Maria Ojala (Tue,) studied this question.