The Garbage Gospel: Using the TPB to Explain the Role of Religious Institutions in Affecting Pro Environmental Behavior

1. The Garbage Gospel: Using the Theory of Planned Behavior to
Explain the Role of Religious Institutions in Affecting Pro
Environmental Behavior Among Ethnic Minorities
Journal of Environmental Education (IN PRESS)
By: Dr. Calvin Lakhan
http://wastewiki.info.yorku.ca/
lakhanc@yorku.ca

2. Overview
• Study used the Theory of Planned Behavior to examine
how pro-recycling and pro-environmental messaging
delivered by religious leaders affects stated recycling
behavior among ethnic minorities
• 12 religious institutions in 3 provincial communities
• Partner with religious organizations to develop and
deliver recycling P&E messaging that: 1) Increase
awareness about recycling 2) Describe what materials
should be recycled 3) Highlight the importance of
recycling, and 4) Make a direct appeal asking
households to participate in their region’s recycling
program

3. Methods
• Three municipalities in the GTA (Toronto, Peel
and York Region)
• 12 Religious Groups, across 5 ethnicities, and 4
faith groups
• Phase 1 assessed attitudes towards recycling and
self reported recycling behavior prior to
implementation of P&E campaign
• Phase 2 assessed attitudes and self reported
recycling behavior post implementation of P&E
campaign
• Religious institutions were given full discretion
over how to deliver P&E materials

4. Results and Conclusion
• Significant increases in positive attitudes towards the environment and self
reported recycling behavior
• Religious groups demonstrably more effective at improving recycling among
ethnic minorities relative to the municipality
• Normative influence and perceived behavioral control most significant
predictors of behavior
• Municipalities should consider partnering with local religious and community
organizations to deliver P&E materials (Municipalities come up with the
“ingredients list” and religious/community groups develop the recipe)

5. Conclusions
• Municipalities need to rethink existing P&E materials,
and potentially explore alternative methods of
engagement when targeting first generation ethnic
minorities
• What works at a programs onset, does not necessarily
work as the program matures, and the city’s
demography changes
• P&E is still important, but municipalities need to be able
to consider engaging 3rd
parties (i.e. churches,
community organizations) to help deliver P&E materials

6. Conclusions
• Municipalities need to rethink existing P&E materials,
and potentially explore alternative methods of
engagement when targeting first generation ethnic
minorities
• What works at a programs onset, does not necessarily
work as the program matures, and the city’s
demography changes
• P&E is still important, but municipalities need to be able
to consider engaging 3rd
parties (i.e. churches,
community organizations) to help deliver P&E materials