vehicle litter research jo schultz senior market research coordinator may 2009
TRANSCRIPT
Background
Based on Litter Segmentation Research (2001)
Identified those most likely to litter out of vehicles
Younger, drive sporty cars, dropped litter carelessly
• 2003 - ‘Don’t be a tosser!’
Background
• 2009 – Vehicle littering still a problem!!
• ‘On 34 miles of the M1 between junction 24 and junction 30 in the East Midlands, roughly 2500 refuse bags of litter are collected each year.’ (Highways Agency website: http://www.highways.gov.uk/knowledge/19614.aspx)
Background
• Recent media and political attention• Bill Bryson and CPRE – 3 year ‘Stop the Drop’
campaign
Call for tougher penaltiesEncourage local authorities to be more
proactive
Background
• LGA – voiced support for new systemRegistered owner of vehicle pays fine or identifies litter bug!
Work like speeding fine
• Bryson – reasonable chance offender will be caught and punishment must be ‘meaningfully painful’
Methodology
• Reanalysis of previous research
• Speaking to vehicle litterers (members of the public and commercial drivers)
• Consulting local authorities
• Consulting the public
Results
• Who and How Many?• 14% general public (Litter Segmentation, 2006)• BUT…20% (The Word on our Street, 2009)• Life’s Too Short / Am I Bothered
• Males• Smokers• 18-34 year olds• Low level of guilt for socially unacceptable
behaviour• Low level of income / education
Results• How often? 35% vehicle littered ‘today’
0
5
10
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45
% o
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Today In the last week In the last month In the last 6 months
Last dropped litter from a vehicle
Base: 535
Last time respondents dropped an item of litter out of their vehicle
Results
• What?Percentage of respondents who have dropped … today
0
10
20
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60
70
% o
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nts
Cigarettes Chewinggum
Small piecesof paper
Drinkscontainers
Fruit peel /core
Fast foodpackaging
Items of Litter
Today Last 6 months
Base: 535
Results
Frequency that smokers who are vehicle litterers throw cigarettes out of their vehicle
0
10
20
30
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60
70
80
90
100
% o
f re
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on
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ts w
ho
sm
oke
Today In the last 6 months
Frequency
• Smokers
Base: 260
Results
Percentage of Smokers and Non-smokers who have thrown … out of their vehicle within the last 6 month
0
5
10
15
20
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30
35
40
45
50
% o
f re
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nd
ents
Fast food packaging Drinks containers Cigarettes Small pieces of paper Chewing gum Fruit peel / core Other
Items of litter
Smoker Non-smoker Base: 535
Results
• SituationsAnonymity
Quiet (opposed to busy traffic)
“It’s less noticeable, also less guilt as it’s gone in a second and then you don’t see it anymore”
Results
Moving (opposed to stationary)Members of public
“…wouldn’t do it in stationary traffic”
“…wouldn’t do it at the lights”
Results
Stationary (as opposed to moving)
Commercial drivers
“Don’t like to but might do when parked up”
“…at an island – anywhere you stop”
Results
Residential (opposed to motorway/dual carriageway)
Street (opposed to car park)
“Less likely to do it near home”
Results
Commercial Drivers
When there are no bins / the bins are full
“In the lay bys the bins are always full and over flowing”
“If bin is full I’ll just chuck it to the side, then a lorry will come along and it’s blown in to the road”
Results
Commercial Drivers
When in the vehicle for long periods of time (most common length of time = 10 -14 hours)
“Eat all day long in the vehicle…have been pulled over by a copper for eating while driving.”
“…apple cores – easier to throw out…if left it would end up festering.”
Results
Commercial Drivers
Additional Factors
Place of work; “office”, “living quarters”
Laziness; “just easier to throw it out”
“Even at service stations…lorry drivers are idle. It’s warm in your cab… (and you don’t want to get out)”
Results
0 10 20 30 40 50 60
If you are caught littering fromyour vehicle you will be
punnished
Littering from your vehicledamages the environment
If you litter from your vehiclesomeone could be watching
Most people don't litter fromtheir vehicle
% of respondents
Base: 535
Strongest reasons for not littering out of vehicles
Results
• Solutions
Majority (84%) wouldn’t buy a vehicle litter bag
Majority (83%) would use one if given for free
Majority (81%) said it would reduce amount they litter out of vehicles
Members of the public
Results
• Solutions (commercial drivers)
No rules / regulations set by employers Would need real threat to pay and job
securityE.g. pay / bonus reduction
“(The real deterrent wouldn’t be)… the amount of fine, it would be how many people got caught”
Results: Local Authority Opinion
Percentage of respondents rating
it as favouriteLegislative Option
39% Person in control of the vehicle is held responsible
34% Registered owner of the vehicle is required to name the offender
13% Vehicle littering is criminal offence and the offender is prosecutable with a max penalty of £2500 or paying an FPN of £75 within 14 days (current legislation).
12% Decriminalise vehicle littering and deal with it in a similar way to parking tickets (PCN)
Base: 122
Results
• Public Opinion
• 73% agreed that it should be the legal responsibility of the driver to ensure that nobody throws litter from the vehicle.