New findings from Roy Morgan Research for Recycling Week suggests that Australians do not necessarily identify as environmentalists, despite being keen recyclers.
As of September this year, nearly 18 million people - or 91.1% of the population - have admitted to recycling waste, with women (91.8%) slightly more than men (90.4%)
But as the recycling rate has grown in the last 15 years, only 63.2% of Australians say they are concerned for the environment, down from 68.8% in 2001.
An increased proportion of the population (26.1%) believe that threats to the environment have been overstated or exaggerated, up from 22.1% in the same period.
More than two-thirds of Australians (68.6%) also say that environmentally-friendly products are overpriced, an increase from 63.3% fifteen years ago.
According to Roy Morgan CEO Michele Levine, the findings show that a more concerted effort is necessary in educating the public on the environmental benefits of recycling.
“These results suggest that environmental organisations may need to ramp up their efforts to understand the values and attitudes underpinning Australians’ views on these related but different issues.”
“This would then allow for much more tailored communications strategies and campaigns, designed for maximum impact.”