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WR0117 Waste Prevention in Hampshire: Small Changes Big Difference | Annex a Scoping Paper

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WR0117 Waste Prevention in Hampshire: Small Changes Big Difference | Annex a Scoping Paper Waste Prevention in Hampshire: Small Changes Big Difference Defra WREP project WR0117 Annex A: Scoping Paper December 2005 Revised March 2010 WR0117 Waste prevention in Hampshire: Small Changes Big Difference | Annex A Scoping paper Preface This report was written originally in December 2005. It was prepared as an internal working document to help the Small Changes Big Difference team develop the concept and action plan for the project. The report is one of four annexes to the final project report, prepared with minor revisions for publication in March 2010. It provides supporting detail to the evidence presented in the final project report. In reading the report it is important to remember that this was a scoping report. Some of the features of the project reported here changed later on as the delivery progressed and was reviewed at key points (e.g. after the interim evaluation – Annexes B and C). The final project report describes the full evolution of the project, its principal outcomes and lessons learned. Project overview Small Changes, Big Difference (SCBD) was a two-year action research project (October 2005-October 2007) led by Hampshire County Council (HCC) working in partnership with Project Integra (PI) and Brook Lyndhurst (the evaluation partner). The project was funded through the Defra Waste and Resources Evidence Programme. The principal objective of the project was to test a community-based behaviour change model for encouraging public action on waste minimisation, and to develop methods for capturing waste reduction impacts. SCBD comprised four individual pilots within the overall project which worked with ‘communities of interest’ to change behaviour – an approach which theory suggests should extend the reach of the project, tackle social norms, and break down entrenched behaviours. Three of the four pilots targeted ‘moments of change’ in people’s lives when they might otherwise be rethinking their lifestyles; the fourth explored how the workplace can be a focus for encouraging change at home. The four communities involved in the project were: Retired - University of the Third Age (U3A) New Parents - local NCT groups & Andover Family Learning Centre Schools - parents of children in six Hampshire primary schools Workplace - employees of Hampshire County Council Individual householders were recruited through various community organisations/ institutions (‘delivery organisations’) and then received materials and support from HCC over a period of at least six months. This included waste saving activity ideas, a directory of local information, diary sheets to record waste changes and new behaviours, and invitations to various events. December 2005 (revised March 2010) WR0117 Waste prevention in Hampshire: Small Changes Big Difference | Annex A Scoping paper Contents Preface 1 Introduction 1 1.1 Objectives of the scoping paper 1 1.2 Context 1 1.3 Report structure 1 2 Literature review – waste minimisation practice and behaviour change 2 2.1 Waste minimisation in practice 2 2.2 Impact and factors for success 6 2.3 Changing behaviour 13 3 Project monitoring & evaluation 21 3.1 Constraints and issues 21 3.2 Existing toolkits 22 3.3 Monitoring and evaluation of the Hampshire pilots 23 4 Draft action plan 27 4.1 Background and principles 27 4.2 Action Plan Framework 28 4.3 Delivery arrangements 33 4.4 Next steps 36 5 Appendices 38 5.1 Waste minimisation case study examples 38 5.2 Selected case studies 46 5.3 The Delivery Organisations 68 This research was commissioned by Hampshire County Council and funded by Defra. The views expressed reflect the research findings and the authors’ interpretation. The inclusion of or reference to any particular policy in this report should not be taken to imply that it has, or will be, endorsed by Defra © Brook Lyndhurst 2005 & 2010 This report has been produced by Brook Lyndhurst Ltd under/as part of a contract placed by Hampshire County Council and Defra Waste and Resources Evidence Programme. Any views expressed in the report are not necessarily those of Hampshire County Council or Defra. Brook Lyndhurst warrants that all reasonable skill and care has been used in preparing this report. Notwithstanding this warranty, Brook Lyndhurst shall not be under any liability for loss of profit, business, revenues or any special indirect or consequential damage of any nature whatsoever or loss of anticipated saving or for any increased costs sustained by the client or his or her servants or agents arising in any way whether directly or indirectly as a result of reliance on this report or of any error or defect in this report. Acknowledgements Brook Lyndhurst would like to thank all of the SCBD participants who gave us their time to fill in surveys, be interviewed or participate in the focus groups, as well as Zoe Kimber at Hampshire County Council who provided a great deal of practical support to the evaluation. December 2005 (revised March 2010) WR0117 Waste prevention in Hampshire: Small Changes Big Difference | Annex A Scoping paper Glossary CAG Community Action Group CCN Community Composting Network CRN Community Recycling Network EAF Environment Action Fund (Defra) EEA European Environment Agency ESRC Economic and Social Research Council FRN Furniture Recycling Network HCC Hampshire County Council HWRC Household Waste Recycling Centre ILM Intermediate Labour Market NCC National Consumer Council NRWF National Resource and Waste Forum OECD Organisation for Economic Co-operation and Development PI Project Integra SCP Sustainable Production and Consumption VFM Value for money WEN Women’s Environmental Network December 2005 (revised March 2010) WR0117 Waste prevention in Hampshire: Small Changes Big Difference | Annex A Scoping paper 1 Introduction This Scoping Paper has been prepared to support Hampshire County Council’s proposal to run pilot waste minimisation pilot projects under the Defra R&D programme. 1.1 Objectives of the scoping paper The Scoping Paper covers a number of the early activities planned for the overall project, as set out in the original proposal. These are: Preparation of a concise literature review which identifies how waste minimisation can be taken forward in practice, taking into account: a) best practice in waste minimisation/prevention in the UK and internationally; b) intervention models that target waste minimisation as part of broader and deeper lifestyle/behaviour change, and which have the potential to operationalise existing theories on behaviour change (eg Jackson). A more detailed outline of the proposed methodology for monitoring and evaluation of the pilots. A draft Action Plan. 1.2 Context Hampshire’s original proposal makes reference to the research carried out in 2004 to support Project Integra’s (now launched) behaviour change strategy and the desire to build on that work. The research for Project Integra included county-wide market research and audience profiling (conducted by MORI), a review of waste minimisation practice in the UK and overseas, and development of a waste forecasting model (both carried out by Brook Lyndhurst). We are building on the existing research in the present project using elements of it to: inform selection and design of waste minimisation pilots; provide benchmarking data to use alongside newly collected data to monitor and evaluate the pilot projects. 1.3 Report structure The structure of this paper is as follows: Section 2: Literature review - waste minimisation practice and behaviour change Section 3: Project monitoring & evaluation – existing frameworks and proposed methodology for the Hampshire pilot projects Section 4: Draft Action Plan December 2005 (revised March 2010) 1 WR0117 Waste prevention in Hampshire: Small Changes Big Difference | Annex A Scoping paper 2 Literature review – waste minimisation practice and behaviour change The following provides an overview of literature on: Waste minimisation in practice – identifying a wide range of possibilities for intervention, including novel approaches; Impact and factors for success – current knowledge and gaps; Changing behaviour – discussion of theoretical and practice-led research on behaviour change. It is not intended to be a comprehensive review of the literature. The purpose here is to summarise from existing research the most relevant information to inform the design, content and conduct of the proposed pilot projects in Hampshire. The review draws on and synthesises work which is presented more extensively elsewhere, as well as a small original component (conducted by Brook Lyndhurst)1. Key sources drawn on include: Brook Lyndhurst’s literature review of Waste Minimisation Best Practice for Project Integra (2004); The review of waste minimisation undertaken by Enviros for Defra (2004); The NRWF Waste Prevention Toolkit Behaviour change literature, including the influential theoretical work by Professor Tim Jackson (this, and other sources, are described in more detail below). Results from two recently completed evaluations of major waste-related programmes will also be used to guide the Hampshire evaluation – the NOF Transforming Waste programme, and the EAF 2002-5 round. The Defra SCP research on EAF 2005-8 will also be relevant given its focus on sustainable consumption/lifestyles (generally) and direct action at household level (some projects)2. The project team will make sure that the findings from these evaluations are considered as part of the monitoring process of the Hampshire project. 2.1 Waste minimisation in practice In 2004, when
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