Understanding waste segregation behavior in urban India: a qualitative study

Purpose Waste segregation has become a crucial concern in India, presenting substantial risks to environmental sustainability and human health. This study, utilizing the Stimulus-Organism-Response (S-O-R) framework, seeks to examine how external stimuli affect individual attitudes, ultimately impacting their waste segregation behavior. Design/methodology/approach This paper employed a qualitative methodology, encompassing semistructured interviews with 49 individuals residing in Rajkot, Gujarat, India. It utilized NVivo software to analyze the data collected and identify significant themes and patterns about individuals’ sentiments and behaviors toward waste separation. Findings The study reveals a significant deficiency in understanding waste segregation, exacerbated by inadequate habitual involvement. Inconsistent practices are primarily influenced by environmental and cultural variables. While rewards and penalties provide temporary motivation, they are inadequate for fostering enduring behavioral change. Practical implications A continuous social marketing initiative is essential to enhance trash segregation habits. By addressing habitual and cultural obstacles, such initiatives can promote enduring behavioral transformation and improve consistency in segregation results. Originality/value This groundbreaking Indian study underscores ongoing difficulties in trash segregation at the source, despite numerous government initiatives. By identifying behavioral impediments, it offers insights for tailored tactics based on effective social marketing, presenting practical solutions to surmount these obstacles.