1998 Litter Attitudes and Behaviors Study - Fact Sheet

Methodology
This report documents a statewide survey on littering behavior and littering attitudes, conducted by Tuerff-Davis EnviroMedia, Inc. and NuStats International of Austin for the Texas Department of Transportation. The survey, which was conducted June 3?July 11, 1998, included 1,201 residents of Texas. Sampled households were selected at random from a geographically balanced sample, stratified by area code, that consisted of listed and unlisted telephone numbers. Adults over age 16 and residing in a Texas household with telephone service were eligible. The study was conducted with a sample size at the 95% confidence level and a +/- 2% precision level.

Survey Findings
One out of every three Texans (38%) admits to littering even though it's illegal and they can be fined up to $500 for the dirty offense.

Littering Behavior Using a break-through approach, the survey revealed that over half of all Texans self-reported either littering, or being tolerant of littering behavior. For purposes of this study, adult Texans can be classified in the following ways:

  • Gross Litterers-Those who admit to involvement in a littering activity in the past three months, and then admit to personally discarding certain "major" items, such as cans, bottles and tire debris. These people account for 7% of adult Texans.
  • Micro Litterers-Those who admit to involvement in a littering activity in the past three months, and then admit to personally discarding certain "minor" items, such as cigarette butts, candy wrappers and paper (like receipts). This group makes up nearly 15% of adult Texans.
  • Reformed Litterers-These people admit to involvement in a littering activity (either Gross or Micro) that took place more than three months ago, but within the past three years. This group is 16% of adult Texans.
  • Tolerant Litterers-The people in this group have not personally littered recently, but have friends or associates that have littered. They are called tolerant because they have not "told someone they see littering that it's wrong" to do so. This group is about 14% of the adult Texas population.
  • Non Litterers-People in this group either have not littered themselves and never been around people who litter, or they have seen other people litter and told them it was wrong to do so. This group represents 48% of all Texans.

Audience Segmentation
Using statistical models, factors were found that predict littering behavior, including (in order):

  • Age (24 and under)
  • Smoking cigarettes
  • Eating fast food at least two nights a week
  • Driving more than 50 miles a day
  • Going out to bars or other nighttime entertainment at least once a week
  • Being single (never married)

Overall, young people-24 and under-are more likely to be Gross or Micro Litterers than are adults over 24. In this age group, there is no significant difference between males and females or with ethnicity when it comes to littering small items.

Smokers
Of those Texans who smoke, more than one-half admit to littering, especially small items like cigarette butts. Six percent (6%) are Gross Litterers, 33% are micro-litterers and 12% are Reformed Litterers.

Pick-up Drivers
Although driving a pick-up truck was not a major factor in predicting littering behavior, trash flying out from the bed of a pickup is a significant source of litter by Texans. Forty-five (45%) of all litterers in Texas drive a pick-up truck. Of those who drive pick-ups, 13% are gross litterers, 16% are Micro Litterers, and 14% are Reformed Litterers.

Texans' Viewpoints on Litter

  • Texans incorrectly believe prisoners more than any other group are responsible for picking up litter from Texas roadsides.
  • 82% were aware of the Adopt-a-Highway Program.
  • 96% of all Texans are aware of the "Don't Mess with Texas" slogan and 91% want to see the Texas Department of Transportation continue the campaign to stop people from littering.
  • One in five Texans do not know the litter prevention meaning of the "Don't Mess with Texas" slogan, but many of them seem to think it has something to do with Texas pride or being macho.

To help reduce litter, Texans gave their opinions on the most effective messages they endorse for a public education campaign:

  1. Remind people littering is illegal and the fine is up to $500 for trashing Texas. The fine for dumping items over 15 pounds is up to $2,000.
  2. Letting fast food and convenience stores and beer and cigarette companies use the "Don't Mess with Texas" slogan in their advertising.
  3. Include litter prevention material in driver's education and license information.
  4. Produce more ads with new people in them. Texans believe using an altruistic approach, or a sense of social responsibility-telling people "it's the right thing to do"-would be the least effective message.

Research conducted by Tuerff-Davis EnviroMedia, Inc. & NuStats International, Inc.