Caring for the community: an exploratory comparison of waste reduction by British and Brazilian consumers

Caroline Moraes, Marylyn Carrigan, Isabelle Szmigin

    Research output: Contribution to journalArticlepeer-review

    10 Citations (Scopus)


    Purpose – The symbolic and social roles of waste are explored through a small sample of UK and Brazilian consumers from urban and rural communities. These findings are relevant in highlighting the importance of considering socio‐cultural differences in waste policies.

    Design/methodology/approach – Following an ontologically realist and epistemologically interpretive perspective on waste a series of semi‐structured interviews was conducted in English and Portuguese.

    Findings – While Brazilian interviewees view waste as opportunity, their discourses reproduce the inequalities among and between their communities. UK participants view waste as burdensome, but demonstrate more awareness of their rights as citizens within their communities.

    Research limitations/implications – The study is exploratory and future work should address a broader range of respondents within communities across different cultures, demographic and socio‐economic circumstances.

    Practical implications – Ideas generated from the study have both specific and general relevance beyond the Brazilian and UK communities. Marketing has the capacity to help advance the establishment of more effective environmentally friendly forms of consumption and disposal.

    Originality/value – The paper presents a fresh perspective on developing and developed country community waste reduction behaviours through the examination of waste meanings for individual consumers.
    Original languageEnglish
    Pages (from-to)221-223
    Number of pages3
    JournalInternational Journal of Sociology and Social Policy
    Issue number5/6
    Publication statusPublished - 1 Jan 2007


    • waste
    • recycling
    • communities
    • consumption


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