Presentazione utilizzata da Renato Mannheimer, Direttore Scientifico ISPO Ricerche, durante il suo intervento alla conferenza internazionale Milano Recycle City, che si è svolta il 6 giugno 2014 presso la Fabbrica del Vapore di Milano

1. Organic Waste Recycling in Milan:
Residents’ Opinions and Evaluation of the
Impact on Recycling in General
Milan, June 6th, 2014
Fabbrica del Vapore

2. 2Objectives and methods
 Associazione Economia e Sostenibilità (EStà) has requested ISPO Ricerche to conduct a study regarding
the opinion towards recycling organic waste in Milan and the impact on recycling in general. The
population’s direct opinion will be evaluated in order to understand whether recycling wet waste
encourages recycling of other materials as well.
 ISPO conducted a study on a random stratified sample consisting of 800 individuals, statistically
representative of the adult population of Milan, by gender, age, education, profession, and residing
area*.
The sample in question was a “population sample” and not a “family sample”. Even though families
represent the focus concerning recycling, the study concentrated on the individual (male-female/young-
adult-senior, etc.) in order to better evaluate the entire population’s opinion towards recycling, since this
represents the most unbiased target in evaluating sustainable and virtuous behaviors.
The sample interviewed was presented with a structured questionnaire, drafted in collaboration with the
Client. Interviews were conducted via C.A.T.I. (Computer Assisted Telephone Interview).

3. 3
Opinion towards recycling:
in general and in Milan

4. 4
QUESTION: “Regarding the topic of recycling, in particular recycling wet waste, consisting of all organic materials and leftover food, please
indicate if you agree a lot, mostly, a little, or not at all with the following opinions collected.”.
Opinion towards recycling wet waste in general
Percent values - Base cases: 800
No arguing over recycling
63
52
11
7
37
32
20
19
There should be no arguing
over recycling nowadays:
RECYCLING IS A MUST!
A city that DOES NOT
recycle can't be considered
as EVOLVED as other big
European cities
There is no point in
recycling wet waste
because waste is NOT
DIFFERENTIATED when
disposed of
Recycling is not really
necessary and is exclusively
wanted by
environmentalists
A lot Mostly
Agrees
95%
89%
26%
31%

5. 5
Agrees
(ranked 8-10) (ranked 6,7)
65
62
45
42
39
17
14
11
32
24
16
28
25
32
34
36
NECESSARY
RIGHT
INEVITABLE
OVERDUE
SLOW
FAST
UTOPIC
USELESS
A lot Mostly
QUESTION: “Please indicate on a scale from 1-10, where 1 is a little and 10 is a lot, how you would rank the following adjectives used when
describing recycling wet waste in Milan”.
Opinion towards recycling wet waste in Milan
(Ranking 1-10)
Percent values- Base cases: 800
Recycling wet waste in Milan is necessary and right. It is also
inevitable and has long been expected
it was unimaginable not to recycle
wet waste
it was long expected
without giving residents time to
understand and plan
to reduce environmental impact
it won’t really be possible in Milan
it should have been immediately
introduced in every area
Milan could definitely do without
given that the Expo will be held
in Milan in 2015
90%
90%
77%
76%
75%
49%
38%
27%

6. 6
NECESSARY
RIGHT
INEVITABLE
OVERDUE
SLOW
FAST
UTOPIC
USELESS
Agrees (A lot or Mostly)
QUESTION: “Please indicate on a scale from 1-10, where 1 is a little and 10 is a lot, how you would rank the following adjectives used when
describing recycling wet waste in Milan”.
Opinion towards recycling wet waste in Milan
(Ranking 1-10)
Percent values- Base cases: 800
High percentage ranking “10” in favor of recycling
(ranked 6-10)
ranked
10
32
24
17
16
5
2
2
it was unimaginable not to recycle
wet waste
it was long expected
without giving residents time to
understand and plan
to reduce environmental impact
it won’t really be possible in Milan
it should have been immediately
introduced in every area
Milan could definitely do without
given that the Expo will be held
in Milan in 2015
35
90%
90%
77%
76%
75%
49%
38%
27%

7. 7
Opinion towards recycling wet waste
Percent values- Base cases: 800
The wide majority of residents are in favor of recycling wet
waste in general and, even if not as widely, in Milan. Consent
is transversal among the population
In general
In Milan
3 out of 4 are IN FAVOR
(over half)
71%
5 out of 8 are IN FAVOR
(over half)
61%

8. 8
Opinion towards recycling wet waste
Percent values - Base cases 800
53% of the population of Milan, thus the vast majority, is in
favor of recycling wet waste in general and in Milan
In general
In Milan
IN FAVORAGAINST
IN FAVOR
AGAINST
53%
20%
19%
8%
IN FAVOR
in general
and in Milan
AGAINST
both in general
and in Milan
IN FAVOR
in general
AGAINST
in Milan
AGAINST
in general
IN FAVOR
in Milan

9. 9
Opinion towards recycling wet waste
Based on ownership of aerated waste bin for recycling
Percent values - Base cases 800
Being in favor of recycling wet waste does not depend on level
of involvement
51 53
56
22
19 20
Received in 2012 Received at the end of 2013 Did not receive
IN FAVOR AGAINST
(in general and in Milan) (in general and in Milan)

10. 10
Perspective on “commitment”

11. 11
24
22
19
17
1
2
1
74
77
79
82
2
Having to PURCHASE SPECIFIC BAGS for recycling wet
waste (hence having to PAY a set price for the product)
HAVING an aerated bin at HOME (on terrace or any
other place)
Having to REPLENISH SPECIFIC BAGS for recycling wet
waste (hence REMEMBERING to do it, being aware of
having to do it)
Having to dispose of organic waste (mostly leftover
food) in a SPECIFIC BIN, in addition to other garbage
bins
Demanding/burden Don't know Not demanding/not a burden
View on recycling wet waste and on some of its characteristics
Percent values - Base cases 800
Overall, the residents of Milan do not view recycling, and all it
entails, as particularly demanding or a burden. 1 out of 4 is
less enthusiastic about having to purchase specific bags
QUESTION: “Regarding recycling and all it entails, please state whether you find the following characteristicts as demanding and a burden, or not”.

12. 12
24
22
19
17 1
76
78
81
82
Having to PURCHASE SPECIFIC BAGS for recycling wet
waste (hence having to PAY a set price for the product)
HAVING an aerated bin at HOME (on terrace or any
other place)
Having to REPLENISH SPECIFIC BAGS for recycling wet
waste (hence REMEMBERING to do it, being aware of
having to do it)
Having to dispose of organic waste (mostly leftover
food) in a SPECIFIC BIN, in addition to other garbage
bins
Demanding/burden Don't know Not demanding/not a burden
Percent values - Base cases 800
QUESTION: “Regarding recycling and all it entails, please state whether you find the following characteristicts as demanding and a burden, or not”.
View on recycling wet waste and on some of its characteristics
Among those who received the aerated bin in 2012
( 97% of whom declare to recycle on a regular or almost regular basis)
Feeling that recycling is demanding and a burden is contained
among those who have been recycling for some time

13. 13
The possibility of overlooking the characteristics viewed as demanding or a burden
Only among those who stated that the characteristic presented was very or mostly demanding
Percent values
Those who view recycling as a problem state that they can
overlook and move past the problem
QUESTION: “For those characteristics you have described as being demanding and a burden please state whether they can be overlooked or
whether they remain as such”.
Base cases:
191
134
174
154
88
87
85
82
1
3
2
10
12
12
16
2
HAVING an aerated bin AT HOME (on terrace or any
other place)
Having to dispose of organic waste (mostly leftover
food) in a SPECIFIC BIN, in addition to other garbage
bins
Having to REPLENISH SPECIFIC bags for recycling wet
waste (hence REMEMBERING to do it, being aware of
having to do it)
Having to PURCHASE SPECIFIC BAGS for recycling wet
waste (hence having to PAY a set price for product)
ACCEPTABLE; CAN BE OVERLOOKED Don't know Not acceptable; can't be overlooked

14. 14
ACCEPTABLE,
95%
DEMANDING/
BURDEN/
CAN’T BE
OVERLOOKED
2%
Don’t know,
3%
Having to replenish
specific bags
(remembering)
Overall evaluation of demand/burden for each characteristic examined
Almost every resident in Milan considers the recycling
characteristics presented as acceptable
Percent values - Base cases:800
ACCEPTABLE,
96%
DEMANDING/
BURDEN/
CAN’T BE
OVERLOOKED
2%
Don’t know
2%
ACCEPTABLE,
96%
DEMANDING/
BURDEN/
CAN’T BE
OVERLOOKED
2%
Don’t know,
2%
ACCEPTABLE,
94%
DEMANDING/
BURDEN/
CAN’T BE
OVERLOOKED
4%
Don’t know,
2%
Having to dispose of
organic waste in a
specific bin
Having to purchase
specific bags (paying)
Having an aerated bin
at home

15. 15
Clarity of information

16. 16
View on recycling wet waste and on some of its characteristics
Percent values - Base cases: 800
Understanding recycling does not seem to be a problem, if not
for a small, however relevant, number of residents of Milan
QUESTION: “By taking into consideration your personal experience, or what you imagine, please state how you would rank the following
characteristics presented”.
2
2
2
10
10
10
22
20
19
65
64
63
1
4
6
Understanding TYPE OF
WASTE TO DISPOSE OF in
the aerated bin
FINDING SPECIFIC bags
for recycling wet waste
Understanding how the
RECYCLING SERVICE by
Amsa, the Municipal
Company in charge, works
Very complicated Rather complicated Slightly complicated Not complicated Don't know

17. 17
View on recycling wet waste and on some of its characteristics
Based on ownership of aerated bin for recycling
QUESTION: “By taking into consideration your personal experience, or what you imagine, please state how you would rank the following
characteristics presented”.
Understanding type of
waste to dispose of Finding specific bags
Understanding how the
recycling service works
Percent values- Base cases: 227 state they received bin last year, 397 during the recent months, 176 did not receive bin
73
64
58
75
61
59
71
61
57
Received
in 2012
Received
at the end
of 2013
Did not
receive
Received
in 2012
Received
at the end
of 2013
Did not
receive
Received
in 2012
Received
at the end
of 2013
Did not
receive
Not complicated
Understanding recycling does not seem to be a problem, even
considering the ownership of aerated bin

18. 18
Opinion on recycling service
(The Municipal Company Amsa was already mentioned in a previous question)

19. 19
Opinion on organic waste recycling service
Percent values - Base cases: 800
Positive opinion on recycling service
QUESTION: “Based on yorur experience or what you imagine regarding the recycling service, how would you rank this service?”.
Very efficient
20%
Rather
efficient
59%
Slightly
efficient
6%
Not efficient
1%
Don’t know
14%
EFFICIENT
79%

20. 20
Opinion on organic waste recycling service
Percent values - Base cases: 800
QUESTION: “Based on yorur experience or what you imagine regarding the recycling service, how would you rank this service?”.
88
80
64
80
78
8
4
12
4
14
4
16
24
16
8
Received in 2012 Received at the end
of 2013
Did not receive Is in favor of
recycling in general
and in Milan
Is not in favor of
recycling in general
and in Milan
Efficient
Not efficient
Don't know
Based on ownership of aerated recycling bin Based on opinion regarding recycling
Positive opinions mainly among those long involved in
recycling, but positive opinions too, among those who do not
approve of recycling in Milan.

21. 21
Recycling-or the intention to recycle-wet
waste, and the impact on recycling other
materials

22. 22
Residents of Milan show consistent behavior regarding
recycling, whether it has been long in effect, recently in effect
or is only imagined
Daily recycling of wet waste-in effect or imagined
Based on ownership of aerated
recycling bin
 long in EFFECT
 RECENTLY in effect
 IMAGINED
Perecnt values- Base cases: 227, 397, 176

23. 23
The impact on recycling other materials:
sensitivity and attention by those long involved in recycling
Percent values - Base cases: 227
6 out of 10 people “actively” involved in recycling state that
concern regarding recycling in general, therefore including
other materials, has increased; 1 out of 3 states «by a lot»
QUESTION: “Ever since wet waste recycling was introduced in our society, has your interest, attention, habit towards this practice, including
recycling other materials (for example glass, aluminum, plastic...) changed? How?”.
Increased a
lot
32%
Increased a
little
28%
Not changed
at all
36%
Decreased a
little
0%
Decreased a
lot
0%
Don’t know
4%
INCREASED
60%
DECREASED
0%
Among those who
declared having
received bin IN 2012

24. 24
The impact on recycling other materials:
increase or decrease of sensitivity and attention
Based on ownership of aerated
recycling bin
 long in EFFECT
 RECENTLY in effect
 IMAGINED
Percent values - Base cases 227, 397, 176
Those who recycle show more attention towards recycling in
general. Attention increases with “involvement” in recycling
wet waste

25. 25The sample interviewed
Abs. values %
GENDER
-Males 371 46
-Females 429 54
AGE GROUP
- 18-24 years old 51 6
- 25-34 years old 111 14
- 35-44 years old 165 21
- 45-54 years old 135 17
- 55-64 years old 113 14
- 64 years old and over 225 28
EDUCATION
-None/elementary 165 21
-Middle school 270 34
-High school 225 28
-Bachelors/Doctorate 140 17
Abs. values %
PROFESSION
-Manager/Entrepreneur/Self
employed/Freelance professional
86 11
-Employee/Teacher/Professor 189 24
-other employee (workman/clerk/usher) 96 12
-Housewife 85 11
-Student 34 4
-Retired 285 35
-Job hunting/Unemployed 25 3
RESIDING AREA
-AREA 1: HISTORICAL DOWNTOWN 59 7
-AREA 2: GRECO-ZARA 86 11
-AREA 3: VENEZIA, BUENOS AIRES,
LAMBRATE, ORTICA
85 11
-AREA 4: VITTORIA, ROMANA, MOLISE 92 11
-AREA 5: TICINESE, GENOVA, CHIESA
ROSSA
73 9
-AREA 6: INGANNI, LORENTEGGIO,
BARONA
89 11
-AREA 7: BAGGIO, FROZA ARMATE 103 13
-AREA 8: GALLARATESE, S. SIRO 109 14
-AREA 9: NIGUARDA, CA’ GRANDA 104 13

26. 2626
Note (in compliance with the Autorità per le Garanzie nelle Comunicazioni, regarding publishing and
circulating surveys on public means of communication: deliberated by 153/02/CSP, published in G.U. 185
on 8/8/2002 and in 237/03/CSP on 9/12/2003)
If distributed, a complete copy of this document will be available at: www.agcom.it. All the information
contained in this card must be presented for publication. Failure to do so is punishable by law, and in
such case, ISPO will not be held accountable.
COMPLETE METHODOLOGY
Title: Organic waste recycling in Milan: residents’ opinions and evaluation of
the impact on recycling in general
Conducted by: ISPO Research LLC
Client/Buyer: Economic and Sustainability Organization
Survey Dates: December11-12, 2013
Topic: City/environment
Type and purpose of survey: Municipal opinion survey
Reference population: Adult population residing in Milan
Territorial extension: Municipal
Sampling method: Random stratified sampling
Sample representative of: The adult population residing in Milan, by gender, age, education,
profession, residing area
Margin of error: 3.5%
Method of gathering information: CATI (Computer Assisted Telephone Interview)
Numerical consistency of sample: 800 cases. Total contacts: 1,745; total interviews: 800 (RESPONSE
RATE: 45.8% of total contacts) refusals/substitutions: 945 (REFUSALS:
54.2% of total contacts)
Data processing: SPSS
METHODOLOGY FOR MEDIA
ISPO Ricerche study for Associazione Economia e Sostenibilità (Està) - sample representative of adult population in Milan - Municipal territory coverage - Cases 800 -
CATI - method - Date completed: December , 11-12, 2013 - Refusals/substitutions: 945 (54.2 % of total contacts)–Approximation margin 3.5% .
Research Card

27. ISPO Ricerche s.r.l.
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