The ISB model (infrastructure, service, behaviour): A tool for waste practitioners

In response to the EU Landfill Directive and the challenge of mitigating climate change, the UK government (nationally and locally) must develop strategies and policies to reduce, recycle, compost and recover waste. Best practice services that yield high recycling rates, such as alternate weekly collections, are now largely mainstream in suitable areas. However, national recycling performance is short of what is needed; policy makers must look for innovative ways to meet challenging recycling targets. Increasingly, local authorities are using behaviour change interventions to encourage the public to recycle; these tend to be based on the premise that an individuals’ behaviour is predetermined by their values. In practice, this has led to a host of initiatives that attempt to change individuals’ behaviour without addressing situational barriers. In this paper, we argue that that a behaviour‐centric approach has limited effectiveness. Using an analysis of the literature and studies that investigated recycling participation in the city of Portsmouth, we have identified three significant clusters that can facilitate effective recycling: infrastructure, service and behaviour (ISB). We present the ISB model – a tool that can be used by waste practitioners when planning interventions to maximise recycling to better understand the situation and context for behaviour. Analysis using the ISB model suggests that current best practice, ‘business as usual’ interventions could realistically achieve a national recycling rate of 50%. If the UK is to move towards zero waste, policy makers must look ‘upstream’ for interventions that change the situational landscape.