Private Recycling Values, Social Norms, and Legal Rules1

This article uses a large, original data set on U.S. recycling behavior and perception of social norms. The data include unique information with respect to personal norms as well as information on both descriptive and injunctive social norms with respect to recycling behavior. The analysis finds that the legal and regulatory environment is strongly related to average county recycling rates and private perceptions of neighbors’ attitudes toward recycling. Average community recycling rates, legal regimes, and perceived external norms are correlated with higher individual recycling rates so that both descriptive and injunctive norms are influential. Households that recycle are also more likely to have a private recycling norm. Deposit policies that provide financial incentives and recycling policies that make recycling more convenient are associated with greater recycling rates.