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Design and behavioural research study to create evidence-based, EU harmonised consumer waste sorting labels

Collection: CCBI-DATA-PUBLIC : Behavioural Insights Public Archive: Data and replication packages of the Competence Centre on Behavioural Insights 

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Data files

Contact

Email
JRC-CCBI (at) ec.europa.eu

Contributors

How to cite

Giovanni, Liva; Mariani, Ilaria; Negrini, Marcello; Rodes, Clara; Schmittinger, Felicitas; Tolino, Umberto; Wiese, Juliane (2025): Design and behavioural research study to create evidence-based, EU harmonised consumer waste sorting labels. European Commission, Joint Research Centre (JRC) [Dataset] PID: http://data.europa.eu/89h/da7bff39-53d4-4f52-8e35-abfd3f662816

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Design and behavioural research study to create evidence-based, EU harmonised consumer waste sorting labels
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Publications

Publication 2025
Design and behavioural research study to create evidence-based, EU harmonised consumer waste sorting labels
LIVA, G., MARIANI, I., NEGRINI, M., RODES, C., SCHMITTINGER, F., TOLINO, U. and WIESE, J., Design and behavioural research study to create evidence-based, EU harmonised consumer waste sorting labels, Publications Office of the European Union, Luxembourg, 2025, https://data.europa.eu/doi/10.2760/3720322 (online), JRC141556.
  • Publications Office of the European Union, Luxembourg, Luxembourg
DOI
10.2760/3720322
Publication page 
  • Abstract

    This Interim Report presents early results of the EU study to develop harmonised, evidence-based waste sorting labels for packaging and receptacles. The project evaluates the Nordic pictogram system and other national schemes to inform the design of an EU-wide solution that enhances consumer understanding and supports better sorting behaviours. A first prototype label has been tested through an online survey in 21 Member States (N=16,380) and participatory workshops in six countries (N=245). Findings highlight the importance of visual clarity, intuitive icons, and consistent use of colour. Evidence shows that text is the most effective design element for improving sorting accuracy, especially when including material identifiers and clear instructions. Component pictograms significantly support the sorting of multi-material packaging. Colour improves salience for some categories, though its effect on overall accuracy is limited. Additional labels reduce salience and can distract from core sorting information. Participants expressed high motivation and confidence in their ability to sort correctly. These findings will inform a second prototype to be tested in a behavioural experiment. By combining behavioural science with participatory design, the study generates actionable insights to support future EU policy and the effective rollout of standardised labels across Europe.

Additional information

Published by
European Commission, Joint Research Centre
Created date
2025-05-07
Modified date
2025-05-20
Issued date
2025-05-07
Data theme(s)
Environment
Update frequency
unknown
Identifier
http://data.europa.eu/89h/da7bff39-53d4-4f52-8e35-abfd3f662816
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