How can Retailers Help Consumers to Recycle? Exploratory Views on the Romanian Market
How can Retailers Help Consumers to Recycle? Exploratory Views on the Romanian Market

Summary/Abstract: In recent years, sustainability has become a concept brought more and more frequently to theattention of consumers. European directives and legislation in force regulate the sustainable behavior ofretailers, mentioning the changes they must include in the company's vision, respectively the facilitiesthey must implement to encourage consumers to recycle. Starting from these considerations, the articlefocuses on the importance of the 3 R's – Reuse, Recycle, Reduce and how these concepts areimplemented in consumer behavior. From a practical perspective, the research analyzes the sustainablebehavior of Generation Z, starting from the premise that this cohort shows a greater interest in protectingthe environment. The results of the research provide information regarding the interest in the recyclingprocess undertaken by young people, as well as aspects related to the motivations underlying this actionor the places where it takes place. Thus, we will be able to observe whether the workplace, college, orreference group exerts a greater influence on recycling behavior. At the same time, the article aims toidentify the measures that retailers adopt to encourage consumers to recycle. The research results allowthe identification of solutions that can be adopted by retailers to optimize the recycling process.

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