Drivers and barriers to return and recycling of mobile phones. Case studies of communication and collection campaigns

This article analyses drivers and barriers to returning and recycling mobile phones and their consideration in existing communication and collection campaigns. This is an important issue based on the fact that the mobile phone market is growing rapidly. In 2015 there are nearly 7 billion global mobile cellular subscriptions. This means that, at least theoretically, everyone in the world has access to mobile communication services (ITU, 2015). However, the production of mobile phones is linked to an increasing use of natural resources: the ecological rucksack of a mobile phone is equal to about 75 kg of resources (Nordmann et al. 2015); while the global recycling rate of mobile phones is under 10 per cent (Nokia, 2008; Tanskanen, 2012). In order to address this issue, the main factors that influence return and recycling behaviour (focussing on mobile phones) will be discussed in chapter 2 of this article. The theoretical analysis is based on the norm activation model by Ellen Matthies (2005). This analysis will be complemented by empirical data and findings generated in the research project Return and use of old mobile phones, funded by the German Ministry of Education and Research (Wuppertal Institute for Climate, Environment, Energy/Institute for Advanced Sustainability Studies, 2012-2014). To conclude, we will identify and operationalise essential components of mobile phone communication and collection campaigns, based on the theoretical approach of Matthies, literature and empirical studies, in order to develop a set of criteria for analysing and rating such communication and collection campaigns. The results show that economic incentives as well as education and communication play a very important role in initiating more sustainable behavioural patterns in the ICT sector. The role of emotional factors is often underestimated in the development of communication activities. In summary, successful mobile phone communication and collection campaigns require a combination of several institutional, economic, social and emotional factors. (C) 2015 Elsevier Ltd. All rights reserved.