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Vehicle Litter Research. Jo Schultz Senior Market Research Coordinator May 2009. Background. 2001 - ‘ Have you dropped one? ’. Background. 2003 - ‘Don’t be a tosser!’. Based on Litter Segmentation Research (2001) Identified those most likely to litter out of vehicles

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vehicle litter research

Vehicle Litter Research

Jo Schultz

Senior Market Research Coordinator

May 2009

background
Background
  • 2001 - ‘Have you dropped one?’
background3
Background
  • 2003 - ‘Don’t be a tosser!’
  • Based on Litter Segmentation Research (2001)
  • Identified those most likely to litter out of vehicles
  • Younger, drive sporty cars, dropped litter carelessly
background4
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)

background5
Background
  • Recent media and political attention
  • Bill Bryson and CPRE – 3 year ‘Stop the Drop’ campaign
      • Call for tougher penalties
      • Encourage local authorities to be more proactive
background6
Background
  • However…

Difficulty proving identity of vehicle litterer

Most prosecutions fail

background8
Background
  • LGA – voiced support for new system

Registered 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
Methodology
  • Reanalysis of previous research
  • Speaking to vehicle litterers (members of the public and commercial drivers)
  • Consulting local authorities
  • Consulting the public
results
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
results14
Results
  • How often?
  • 35% vehicle littered ‘today’

Last time respondents dropped an item of litter out of their vehicle

Base: 535

results16
Results
  • What?

Percentage of respondents who have dropped … today

Base: 535

results17
Results
  • Smokers

Frequency that smokers who are vehicle litterers throw cigarettes out of their vehicle

Base: 260

results18
Results

Percentage of Smokers and Non-smokers who have thrown … out of their vehicle within the last 6 month

Base: 535

results20
Results
  • Situations

Anonymity

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”

results21
Results

Moving(opposed to stationary)

  • Members of public
  • “…wouldn’t do it in stationary traffic”
  • “…wouldn’t do it at the lights”
results22
Results
  • Stationary (as opposed to moving)
      • Commercial drivers

“Don’t like to but might do when parked up”

“…at an island – anywhere you stop”

results23
Results

Residential(opposed to motorway/dual carriageway)

Street(opposed to car park)

“Less likely to do it near home”

results24
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”

results25
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.”

results26
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)”

results28
Results

Strongest reasons for not littering out of vehicles

Base: 535

results30
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

results31
Results
  • Solutions (commercial drivers)

No rules / regulations set by employers

      • Would need real threat to pay and job security
      • E.g. pay / bonus reduction

“(The real deterrent wouldn’t be)… the amount of fine, it would be how many people got caught”

results33
Results
  • Public Opinion
  • 73% agreed that it should be the legal responsibility of the driver to ensure that nobody throws litter from the vehicle.