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Published byKaliyah Hemp Modified over 9 years ago
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Vehicle Litter Research Jo Schultz Senior Market Research Coordinator May 2009
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Background 2001 - ‘Have you dropped one?’
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Background Based on Litter Segmentation Research (2001) Identified those most likely to litter out of vehicles Younger, drive sporty cars, dropped litter carelessly 2003 - ‘Don’t be a tosser!’
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Background 2009 – Vehicle littering still a problem!! ‘On 34 miles of the M1 between junction 24 and junction 30 in the East Midlands, roughly 2500 refuse bags of litter are collected each year.’ (Highways Agency website: http://www.highways.gov.uk/knowledge/19614.aspx)
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Background Recent media and political attention Bill Bryson and CPRE – 3 year ‘Stop the Drop’ campaign Call for tougher penalties Encourage local authorities to be more proactive
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Background However… Difficulty proving identity of vehicle litterer Most prosecutions fail
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Background LGA – voiced support for new system Registered owner of vehicle pays fine or identifies litter bug! Work like speeding fine Bryson – reasonable chance offender will be caught and punishment must be ‘meaningfully painful’
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Methodology What did we do…..?
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Methodology Reanalysis of previous research Speaking to vehicle litterers (members of the public and commercial drivers) Consulting local authorities Consulting the public
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Results What did we find…?
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Who and How Often?
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Results Who and How Many? 14% general public (Litter Segmentation, 2006) BUT…20% (The Word on our Street, 2009) Life’s Too Short / Am I Bothered Males Smokers 18-34 year olds Low level of guilt for socially unacceptable behaviour Low level of income / education
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Results How often? 35% vehicle littered ‘today’ Base: 535 Last time respondents dropped an item of litter out of their vehicle
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What?
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Results What? Percentage of respondents who have dropped … today Base: 535
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Results Frequency that smokers who are vehicle litterers throw cigarettes out of their vehicle Smokers Base: 260
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Results Percentage of Smokers and Non-smokers who have thrown … out of their vehicle within the last 6 month Base: 535
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What Situations?
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Results Situations Anonymity Quiet (opposed to busy traffic) “It’s less noticeable, also less guilt as it’s gone in a second and then you don’t see it anymore”
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Results Moving (opposed to stationary) Members of public “…wouldn’t do it in stationary traffic” “…wouldn’t do it at the lights”
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Results Stationary ( as opposed to moving) Commercial drivers “Don’t like to but might do when parked up” “…at an island – anywhere you stop”
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Results Residential (opposed to motorway/dual carriageway) Street (opposed to car park) “Less likely to do it near home”
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Results Commercial Drivers When there are no bins / the bins are full “In the lay bys the bins are always full and over flowing” “If bin is full I’ll just chuck it to the side, then a lorry will come along and it’s blown in to the road”
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Results Commercial Drivers When in the vehicle for long periods of time (most common length of time = 10 -14 hours) “Eat all day long in the vehicle…have been pulled over by a copper for eating while driving.” “…apple cores – easier to throw out…if left it would end up festering.”
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Results Commercial Drivers Additional Factors Place of work; “office”, “living quarters” Laziness; “just easier to throw it out” “Even at service stations…lorry drivers are idle. It’s warm in your cab… (and you don’t want to get out)”
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Reasons for not littering
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Results Base: 535 Strongest reasons for not littering out of vehicles
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Solutions
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Results Solutions Majority (84%) wouldn’t buy a vehicle litter bag Majority (83%) would use one if given for free Majority (81%) said it would reduce amount they litter out of vehicles Members of the public
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Results Solutions (commercial drivers) No rules / regulations set by employers Would need real threat to pay and job security E.g. pay / bonus reduction “(The real deterrent wouldn’t be)… the amount of fine, it would be how many people got caught”
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Results: Local Authority Opinion Percentage of respondents rating it as favourite Legislative Option 39%Person in control of the vehicle is held responsible 34%Registered owner of the vehicle is required to name the offender 13%Vehicle littering is criminal offence and the offender is prosecutable with a max penalty of £2500 or paying an FPN of £75 within 14 days (current legislation). 12%Decriminalise vehicle littering and deal with it in a similar way to parking tickets (PCN) Base: 122
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Results Public Opinion 73% agreed that it should be the legal responsibility of the driver to ensure that nobody throws litter from the vehicle.
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Questions?
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