ANALYSIS OF THE COMMUNICATION PROCESS OF SELECTIVE WASTE COLLECTION

Abstract

Considering the increase in the generation
of solid waste worldwide, selective waste
collection is one of the initiatives that
promote the reverse logistics of these
materials, in a way to reduce environmental
impacts. However, mobilizing the
population to promote the return of these
wastes has been a difficult task among
public managers. Only strategically
implemented communication, not treated in
a unique way to reach all audiences, can
contribute to the success of selective
collection programs. Therefore, this study
aims to identify significant variables, from
the individuals' opinion, that impede
understanding the message content
provided in selective collection programs.
For this, a case study was carried out in a city
located in the state of São Paulo, Brazil.
Multiple logistic regression was used as a
statistical analysis tool, in which the
response variable (the individual's capacity
to understand the content of the messages)
is considered as a function of 33 explanatory
variables. From the data analysis, it was
obtained the most adequate logistic model
with a predictive capacity of almost 92%,
such that six explanatory variables (Genre; If
the citizen performs separation of materials;
If the citizen knows how selective collection
helps the environment; If the citizen knows
the municipal cooperative; If the citizen
knows that the separation contributes to the
economy of the city; and, Citizen preference
for other media for feedback) were
significant to the response variable. The
results showed there is an interference of
variables in the individual's capacity to
understand the content of the messages,
indicating that in a communicational
process it is necessary to take into account
the peculiarities and heterogeneity of the
population to achieve the intended purpose.