Environmental message framing: Enhancing consumer recycling of mobile phones

Consumer recycling of electronics in the Nordic region is well-developed, however there is scope for further improvement particularly with respect to certain product groups including mobile phones. Enhanced recycling of mobiles brings multiple benefits in reduced environmental impact and the conservation of scarce resources. The study investigates consumer decision-making in this area and how it might be positively influenced by environmental messaging. The do-nothing option in mobile phone recycling is shown to be environmentally negative and the body of do-nothing consumers is a large potential source of environmental improvements. Better understanding of decision-making leads to suggestions on how the re-framing of environmental messages concerning mobile recycling could ultimately give rise to higher rates of recycling.