Figure 7
A selection of both primary and secondary research was used to gain a good understanding of the
recycling methods used within the UK today, and develop an understanding of consumer awareness.
These were completed creating a mixture of both quantitative and qualitative data. From this common trends were identified from consumer opinions, and how high street companies are developing
or are not creating a transparent sustainable recycling ethic.
Primary Research
QUESTIONNAIRE
The survey was created using google forms, with the primary research being completed by 88 participants, involved 12 questions. Predominantly the questions were based on their own recycling on
a daily basis, covering why recycling is an issue, who is responsible for this and what can be done to
make improvements to recycling levels in the UK. For example, ‘Do you believe it should be the fashion companies making changes or us as consumers to reduce plastic and cardboard waste? Who has
the biggest impact? And why?’ This question was asked within the questionnaire and the two focus
groups conducted to get a bigger picture the consumers opinion based on responsibility. The survey
included two final questions based on age and gender, to identify the generations that participated
in the primary research, and a little bit about their opinion in this age range. This was publicised
through social media platforms such a Facebook, Twitter and Instagram.
FOCUS GROUPS
Two focus groups were conducted, both including five participants, but with different age ranges.
One including 18-28 year olds and the other involving 40-60 year olds. Both groups were asked all
the same questions, as a way to evaluate the findings and make comparisons of the two age groups.
The discussion between participants allowed trends of opinions to be formed based on their current
recycling contribution, their thoughts on the new 5p charge for plastic bags, who has the biggest impact on recycling and finally what can be done in the future. Consequently identifying that both focus
groups withhold very similar opinions about the current issue, and being well aware of such procedures that could make dramatic changes for the future.
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