Using Coupon Incentives in Recycling Aluminum: A Market Approach to Energy Conservation Policy

A field experiment was conducted on a stratified sample of 354 recyclers and nonrecyclers to test the effects of coupon incentives on consumers' intentions and behavior in recycling aluminum. Results indicate that modest coupon incentives positively influenced recyclers' behavior, but did not influence nonrecyclers. Over the range of incentives tested, evidence suggests that increased recycling frequency is directly related to the coupon value. Implications for incorporating coupon promotional programs into the development of energy conservation policy, and areas for future research are discussed.