Purpose This paper aims to test a nudge, or intervention, designed through behavioral insights at a university campus to discover cost-effective means for increasing recycling participation and methods for estimating waste removal cost savings. Design/methodology/approach A series of studies were conducted demonstrating the effectiveness of behaviorally based recycling interventions. Study locations included an academic building, a performing arts/studio arts building, a sports complex and a campus library. All locations already had robust and visible recycling programs in operation. Following an observation period, modifications were made to the locations of waste and recycling containers. Waste auditing procedures were used to quantify existing waste diversion rates, and changes to those rates following changes in choice architecture. Findings Waste diversion rates improved and significant reductions in the proportion of recyclable materials in the trash were observed at all four study locations. Results indicate that the nudge of changing choice architecture can enhance recycling programs that are already recognized as successful. This paper also explains methods for estimating waste removal, which are important as it enables calculations of cost savings from such interventions. Finally, targeting plastic bottles to increase return on investment is recommended. Practical implications Other colleges and universities can apply these methods to improve existing recycling programs and realize cost savings. Originality value This is the first study to investigate the use of a nudge on waste management issues on a university campus. An easy-to-replicate method, which allows measuring realized cost savings, is explained.

This article presents the results of a social marketing campaign to encourage individuals to compost at a university dining facility. Downstream efforts were less effective than desired in changing behavior and instead, changes to patron’s environmental surroundings were instituted, leading to greater impacts. Patrons were first surveyed on their knowledge, attitudes, and stated behaviors and barriers. Cluster analysis revealed three distinct types of composters: “engaged,” “needing assistance,” and “uninterested.” Subsequent interventions were developed, primarily targeting the cluster, needing assistance. Downstream efforts to reach individuals such as modeling the desired behavior and educational interventions were not significantly beneficial. While education showed some encouraging results, a potential diminishing effect overtime was observed. Efforts to change the patrons’ environment were then implemented with changes to the systems of the facility, an individual to ask patrons to compost. A significant increase in behavior was observed. Return on investment and increased public relations were used to leverage this institutional change. Additionally, this campaign created opportunities for securing grants to improve technological infrastructure, further encouraging behavior through additional environmental changes aiming to alleviate barriers of inconvenience. Recommendations for similar campaigns aiming to transition “upward” are provided.