Waste not want not: a sequential social marketing pilot to reduce landfill destined e-waste

Purpose This paper aims to report a solution-focused case study, demonstrating application of the Co-create—Build—Engage framework (CBETM). CBETM was applied to diagnose, design, implement and evaluate an electronic and electrical waste (e-waste) recycling pilot in one university setting. Design/methodology/approach During the Co-creation phase, the Capability, Opportunity, Motivation and Behaviour (COM-B) theory was applied delivering insights to guide campaign design, implementation and evaluation. The pilot aimed to encourage staff, students and local community members to dispose of unwanted electronic and electrical items at a promoted drop-off point to reduce e-waste from going to landfill. Findings The six-week campaign and pilot evaluation period (June — August 2023) diverted 570.5 kg of e-waste from landfill, with collection peaking immediately after the campaign at 453.2 kg (Aug-Sep 2023). By October 2025, cumulative diversion reached 2,055.56 kg. The evaluation revealed a strong correlation between promotional intensity and engagement, with post-campaign decline demonstrating the necessity of sustained social marketing efforts to maintain behaviour change. Practical implications This study provides a replicable CBETM – guided model demonstrating how universities can lead e-waste reduction initiatives through social marketing interventions, addressing a literature gap in consumer focused behaviour change approaches and supporting Sustainable Development Goals. Originality/value This study advances e-waste management research by demonstrating how the CBETM framework, incorporating seven Social Marketing Benchmark Criteria (including COM-B as the theoretical foundation), guides the intervention development. This integrated approach provides a replicable model for translating behavioural insights into measurable outcomes.