Recycling Behavior in Take-Back Programs: Exploring Driving Factors and Nudge-Based Interventions for End-User Engagement - Evidence from Novo Nordisk’s Take-Back Program ReturpenTM

In an era of escalating environmental challenges and an urgent need for more sustainable consumption, recycling behaviors have become essential, as they enhance the effectiveness of circular initiatives aimed at reducing waste and conserving resources. Despite positive intentions from end-users, recycling behavior often falls short in practice. The pharmaceutical industry is particularly pertinent for assessments of recycling behavior due to the intricate regulatory and operational environment in which this industry’s take-back systems operate. In three papers, this thesis explores the complex dynamics of recycling behavior with a particular focus on the takeback program “ReturpenTM” for single-use injection pens. The first paper presents a framework derived from a literature review that maps the factors that have previously shown a positive effect on end users' actual participation in take-back programs. It identifies three internal drivers, five external drivers, and nine facilitators that influence participation in recycling systems. The second paper is an empirical case study of the ReturpenTM program. It explores how different types of motivation influence end-user participation and identifies altruism as the dominant motivator, followed by social norms. Direct benefits play a minor role. Based on the findings from paper one and two, the third paper examines a field experiment testing the influence of different nudges' on end-user participation in the take-back program. It underscores the impact of informing users about the program’s existence as well as the effectiveness of using a combination of incentives to enhance user participation. It emphasizes the effectiveness of providing information as well as leveraging a combination of different societal consequences and incentives to enhance user engagement. Overall, this dissertation addresses the intention-behavior gap by exploring the motivational factors, behavioral incentives as well as barriers that influence participation in takeback programs, aiming to identify actionable strategies to increase end user engagement and improve program effectiveness thereby strengthen the circularity of material flows. It thereby contributes to a deeper understanding and insight into the complexity associated with recycling behavior in take-back systems. Furthermore, it demonstrates the significant impact of recycling behavior on the design and success of take-back systems, thereby emphasizing the importance of integrating end-users as a crucial part of circular supply chains.