“Waste Is Wealth”: Circular Economy Strategies from Media Persuasion to Utilization

Circular economy strategies encompassing “Waste is Wealth” (also known as “Waste is Gold”) policies in Thailand have been popularised through various media. This study focused on a community of people in the central north of Thailand and their ”return waste for money” practices, with 403 participants surveyed in mid-2022. The analysis of their responses, using descriptive and inferential statistics, identified the factors contributing to the gap between the available information in the media regarding the existence of regulations and policies addressing the recycling and reusing of waste and people’s responses to that information. Residents’ knowledge and understanding of proper waste management, derived from the media, were essential elements in educating communities. The collection and disposal of garbage were handled very differently between the rural and urban communities, with different municipalities making different provisions for residents’ waste disposal. Our analysis showed that a holistic approach was needed, particularly including the publication of comprehensive and understandable information on government policies and regulations, the differentiation of waste material types, garbage and waste collection, and disposal methods, including returning, recycling, and reuse, which were identified as being necessary for effective and efficient waste disposal and encouraging recycling and reuse. It was shown that without valid information available via social media and the mass media, peoples’ attitudes and behaviours will not change and the recycling of plastic waste materials will be limited, even with the promise of Waste is Wealth.