Categorization and Waste Management: More Complex Recycling Systems Lead to Less Wasting

Categorization and Waste Management: More Complex Recycling Systems Lead to Less Wasting

The Marketing department is pleased to invite you to attend a research seminar:

Speaker: Dr. Martina Cossu (Assistant Professor of Marketing, Amsterdam Business School, University of Amsterdam)

Abstract

Every year over 2.24 billion tons of waste reach landfills globally (United Nations, 2023), posing a significant threat to environmental, social, and personal well-being. Efforts to mitigate landfill contributions by facilitating recycling face challenges due to a lack of consensus on what is the most effective recycling system to minimize waste in terms of level of complexity. Three preregistered studies reveal that the complexity of a recycling system— whether it involves a narrow categorization (e.g., paper, plastic, metal, glass) versus a broader categorization (e.g., recyclables)—influences individual recycling behavior. Surprisingly, broader categorizations lead to increased tendency to waste. In contrast, narrower categorizations promote overzealous recycling, causing contamination in the recycling supply chain. Our findings offer valuable insights for policymakers and a scalable intervention to mitigate both errors, resulting in more effective recycling.

Bio

Martina Cossu holds a Ph.D. in Business Administration and Management from Bocconi University, with research interests in consumer behavior, social cognition, inclusivity, and sustainable marketing practices. Martina has also spent time as a visiting researcher at the Wharton School of the University of Pennsylvania and the University of Florida. She is currently involved in projects examining recycling behaviors, representation in media, inclusive shopping experiences, and company-inclusive practices. With a strong foundation in both marketing and social psychology, her research explores how consumers engage with brands, products, and technologies in socially meaningful ways.

April 3, 2025 – 12:00-13:30 (CET) Registration