Research question / project object:

Social marketing is intended to bring about a change in attitude and behaviour towards recycled products.

Project data

Project name:Acceptance and sustainability concept for gypsum recycling
Running time:08/2022 – 07/2024
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Third-party donors:Federal Ministry of Education and Research (BMBF)

Summary of the project

Using the example of gypsum, as a recyclable material in the circular economy, and building on a stakeholder analysis, it is being tested how benefit perceptions can be conveyed through multisensory nature and recycling experiences, including by public waste management organisations.