Using a Cultural Systems Approach to Increase the Use of Reusable Containers within a

Community College

Taylor Rainville

St. Lawrence College

PSYC42DG: Field Placement

Pamela Shea

September 18th, 2023

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Table of Contents

Introduction......................................................................................................................................1
Literature Review............................................................................................................................2
Cultural Systems Approach.............................................................................................................3
Marketing........................................................................................................................................3
Behavioural Intentions....................................................................................................................4
Self and Social Signalling................................................................................................................4
Reinforcement..................................................................................................................................5
Method.............................................................................................................................................6
Participants.....................................................................................................................................6
Design..............................................................................................................................................7
Setting and Materials......................................................................................................................7
Measures.........................................................................................................................................7
Procedures.......................................................................................................................................8
Results -Analysis Strategy...............................................................................................................9
Survey..............................................................................................................................................9
Cano Co Data..................................................................................................................................9
Conclusion/ Discussion -Limitation (Ethical Issues)....................................................................10
Summary........................................................................................................................................10
Limitations.....................................................................................................................................10
Ethical Issues.................................................................................................................................11
Practical Application....................................................................................................................11
References......................................................................................................................................13
Appendix A: Information Letter....................................................................................................17
Appendix B: Consent and Survey for Cafeteria Staff...................................................................20
Appendix C: Cano Initiative Timeline..........................................................................................21
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Using a Cultural Systems Approach to Increase the Use of Reusable Containers within a

Community College

There has been a growing realization that the consequences of human behaviour are a

significant driver for most environmental problems, specifically increasing levels of greenhouse

gases (Intergovernmental Panel on Climate Change [IPCC], 2023). Human behaviours linked to

climate change include deforestation, burning fossil fuels, energy production, landfill/waste

disposal, and recycling (Erying et al., 2021 & IPCC, 2022). Landfill, aquatic landfills, and waste

disposal methods have led to the waste breakdown that has contributed to more than 20% of

methane emissions and 35.6 million tons of waste in 2018 alone (Yilmez et al., 2021; Anderson,

2017 & Statistics Canada, 2022). Increasing methane levels is the greatest contributor to climate

change, meaning this is a significant problem and the fastest opportunity for humans to slow the

rate of global warming (Environmental Defence Fund, 2023). Understanding and targeting

human behaviour that could potentially reduce environmental negative impacts can lead to a

more sustainable pathway.

One pathway identified is using pro-environmental behaviour (PEB) to influence

individuals' behaviours towards sustainability. PEB is supported by research as an intervention

for achieving environmental sustainability in various settings (Gladman & Thina, 2018). PEB is

any behaviour that could help reduce environmental harm (Lui et al., 2020 & Unsworth et al.,

2013). Cano Co, a reusable packaging company, has created an application to encourage

individuals to reuse hard plastic containers instead of disposable cardboard, increasing PEB.

Given that food packaging creates 50% of the waste collected in cities and it is projected that by

2050, food packaging will cause more than 15% of the global greenhouse gas emissions, Cano

containers provide an important opportunity for valuable pro-environmental behaviours which

will reduce methane emissions (Cano Co, 2023)

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One strategy to increase the pro-environmental behaviour of using reusable containers is

through a cultural systems approach. Cultural systems approach is modifying cultural practices

(ideas, customs, and social behaviour of individuals in society) by addressing networks of

contingencies (Mattaini, 2022). This approach provides a tool to understand the dynamics within

and between groups and social reinforcers maintained by these dynamics. Contingencies such as

marketing and reduction of effort level of consumers of reusable containers are important

networks. Increasing reinforcement through self and social signalling (engaging in behaviour

consistent with one’s own values), behavioural intentions (tendency to engage in behaviour

consistent with one’s own values) of consumers and increasing reinforcement for staff

implementing the container program create important contingencies which affect the culture of

this pro-environmental behaviour (Baca-Motes et al., 2013; White et al., 2019).

This research aims to expand current literature surrounding the field of cultural-

behavioural science. The research will integrate behaviour science using a cultural systems

approach and Cano containers into a college community and examine if these principles increase

the pro-environmental behaviour of using reusable containers. The research will include

conditions of marketing, behaviour intention, and cafeteria staff reinforcement to increase

consumers of Cano containers. It is hypothesized that these strategies will increase the use of

Cano containers and reduce food packaging waste within the community college.

Word Count: 465

Literature Review

There has been an increase in research examining human behaviour's impact on climate

change. ICPP has stated that the globe is now 1.1 degrees warmer than 200 years ago, leading to

drastic environmental impacts such as glacier melting, droughts, high winds, and higher

temperatures in some areas of the world (2022). Although many intergovernmental

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organizations, such as ICPP, have been created to try and combat climate change and greenhouse

gas emissions, there is still a need for more research and information to support successful

behaviour change. It is important to consider how simple human behaviours can be altered to

create a larger impact. One strategy to examine how to change complex human behaviour is

through a cultural systems approach.

Cultural Systems Approach

A cultural systems approach provides strategies to understand and address larger social

challenges and cultural practices. Aspholm & Mattaini (2017) analyzed the behaviour systems

surrounding gang participation and found dynamics within and between groups including

histories of poverty, economic exclusions, racial denigration, and physical insecurity. The

authors went on to identify cultural practices in key community sectors that could used to change

these trajectories (Aspholm & Mattaini, 2017). Examining the behavioural contingencies within

the cultural systems provides opportunities to change cultural practices to create more pro-

environmental behaviours. Addressing these complex and competing sets of behavioural

contingencies such as rule governance, reinforcing and aversive contingencies, and motivating

operations requires targeting many systems or elements (Mattaini, 2020). Some of the tools

within behavioural science may be effective in addressing these such as: framing through

marketing, behavioural intentions, self and social signalling and reinforcement.

Marketing

The goal of marketing is seen by many as incompatible with the goals of sustainability.

Typically, marketing encourages growth and obtaining all our needs and wants (White et al.,

2019). Therefore, much literature focuses on ways consumers can still obtain these goals while

promoting a sustainable environment. Smith (2011) conducted a study to examine the use of

digital marketing with millennials to reach their target goals. The study found that graphics are
 4

highly effective in grabbing millennial's attention (2011). The study found that Millennials

frequently visit a sight with incentives, such as a discount or reward (Smith, 2011). Another

strategy that can be used in a cultural systems approach is behaviour intentions.

Behavioural Intentions

Baca-Motes et al. suggest that using a commitment from the individual at the beginning

increases the chances of individuals staying committed (2013). Ajzen (2002) found that residual

impact of past behaviour is reduced when measures of intention are behaviour are compatible

and vanishes when intentions are well formed. There is research to support the effects of

behavioural intentions in many areas such as smoking, condom use, exercise, donating behaviour

and cycle helmet use (Webb & Sheeran, 2006).

Self and Social Signalling

Beliefs about what is socially appropriate and approved of in a given context can have a

powerful influence on sustainable consumer behaviors (White et al., 2019). Baca-Motes et al.

(2013) found that when people had to make brief but specific commitments and receive an

incentive to symbolize their commitment, they were 25% more likely to engage in the behaviour

modification.

Reinforcement

Typical behaviour is motivated by natural and artificial consequences. Hirsh et al. (2015)

discussed that engaging in pro-sustainable behaviour has the ability to be encouraged through

positive reinforcement and consequences in the absence of directly engineered contingencies of

reinforcement. Bolderdijk et al. (2013) examined how PEB can be encouraged through a reward

and penalty system. Bolderdijk et al. (2013) was able to increase a natural reward by changing

and adding reinforcement to everyday actions. Adding these motivating factors, there is a

possibility to shift behaviour to a more sustainable path.

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Food packaging negatively impacts the environment. Literature demonstrates that PEBs

can be increased within different populations and increase sustainable procedures. Research has

suggested that marketing, behavioural intentions, self and social signaling, and positive

reinforcement can increase PEB. It can thus be theorized that behavioural science strategies will

be used to address the complex and competing sets of behavioural contingencies surrounding

food packages in a college setting through a cultural systems approach.

Word Count: 898

Method

Participants

This study will include students and staff currently enrolled at St. Lawrence College

(SLC). The college has approximately 6,700 full-time students and 20,000 part-time registrants

in 89 academic programs and employs 829 full- and part-time staff; this includes 414 faculty (St.

Lawrence College, 2023). Inclusion includes all individuals at the college site who voluntarily

come and participate at the Cano table.

Survey and Reinforcement Condition Participants

Convenience sampling will be used within the survey research. Staff from the college

cafeteria will be asked to participate in this research through an email survey. Only staff at the

main Cafeteria will be included in this research. All other venues will be excluded. A survey link

will be sent out to all staff at Browns cafeteria. Responses to the survey will be voluntary,

providing a voluntary response sample. Incentives in the form of entering a draw for two $50

dollar gift cards will be provided.

Informed Consent

An application will be sent to the St. Lawrence College Research Ethics Board (SLC-

REB) for approval to analyze the data and conduct the survey with staff. Student participant’s
 6

data will be aggregated products (the number of Cano containers used) being analyzed and not

people themselves; therefore, consent will not be collected.

For the survey, formal consent will not be collected because this is deemed as providing a

higher risk related to collecting personal data on the consent form. Since the questionnaire is

anonymous, this will create no data risk. Before starting the survey, the cafeteria staff

participants will review the information letter (Appendix A). The information letter will provide

the participants with an overview of the purpose, risks, benefits, and procedures to maintain

anonymity and confidentiality. The participants can put their names into a lottery to win a $50

dollar gift card. The low cost of the prize is meant as an encouragement for participating but

needs to be larger to be coercive. Participants will be asked to click on a link and add their email

address to enter the draw. Thus, no personal identifiers will be on the survey. The emails will be

kept in a password-protected computer in a locked office until the draw, and then these emails

will be deleted.

Design

The design for this research will be a quasi-experimental, pre-post-test, non-equivalent

group design. The dependent variable to increase will be the number of Cano containers used. A

second dependent variable will be the amount of garbage produced. The independent variable

includes the three treatment conditions: marketing, behavioural intention, self/social signaling,

and staff reinforcement.

Setting and Materials

The setting will be in the cafeteria of a community college.

Materials needed will be the booth, media marketing items, Cano products, spinning

wheel, and prizes (SLC swag, free food or coffee).

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Survey Monkey will be used to create and collect information from the survey. The

survey will be sent out via email. A computer will analyze the weekly data collected from the

Cano Company.

Measures

Data on the amount of Cano containers used will be examined through the aggregated

data provided by the Cano Company. Data will be delivered daily via shared Excel files. Data on

the amount of garbage collected will be collected.

Survey

A survey will be given to the cafeteria staff to gain insight into potential barriers to the

Cano procedures and potential reinforcers for staff (Appendix B). Open-ended and Likert scales

will be used. The 5-point Likert scale questions will consist of the following rank system: 1 = "I

do not like it" to 5 = "I like it very much". The questions will focus on the potential barriers and

reinforcers for the respondents. Descriptive stats and an analysis of common responses to open-

ended questions will summarize the data once collected. The results will help create effective

reinforcers for the last research phase.

Procedures

Pending approval from the SLC-REB, the intervention will be conducted at a booth in the

cafeteria three times a week for two hours each time (Appendix C).

Baseline

The baseline will be collected in September (three weeks). After the baseline is collected,

the first phase of treatment will begin.

Phase One

Phase one will last three weeks and include a booth to educate participants about the

Cano application. This will include showing participants how to download and operate the
 8

application. As well as show them the reward system within the app. The participants will spin a

wheel and be able to win a reinforcer for downloading the application.

Phase Two

Phase two will last three weeks and consist of a booth to discuss the Cano application's

environmental impact. At the booth, there will be visuals to demonstrate the application's impact.

Garbage waste, air emissions, and financial savings will be demonstrated visually. Once a

participant wants to commit to being a climate champion, they will receive a “Climate

Champion” sticker for a water bottle to show they are an environmental champion, then have

their picture taken and posted on an environmental board to show their commitment to using

Cano containers.

Phase Three

The final phase will last three weeks and consist of a reinforcement system for the

cafeteria staff to promote the Cano containers. Staff will be educated on the importance of the

Cano project, and they will be asked to promote the Cano container by asking students, "Would

you like that in a Cano container?". Rates of Cano use will be posted on the staff bulletin board

with a goal number of Cano containers posted. If the staff can reach these goals by the end of

each week, the staff will earn a reinforcer. The survey results will inform the reinforcer.

Word Count: 947

Results -Analysis Strategy

Survey

The results will be expressed using descriptive statistics with graphs and tables

containing the mean, median, and standard deviation. Then, an analysis of common points within

the open-ended questions will be displayed.

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Cano Co Data

Raw data will be collected automatically by the Cano Company in an Excel file. Then,

the data will be presented in a summary table with mean, median, and standard deviations. This

will be done for the baseline and intervention of three treatment phase results. The percent

increase in using Cano and the percent decrease in wastage will be calculated for each treatment

to determine the impact of the intervention. Data will then be displayed in figures. A bar graph

will be created with the total Cano use for each treatment phase, to demonstrate the changes in

data in each phase. A second bar graph will be created with the garbage use for each treatment

phase to demonstrate the changes in data in each phase. A line graph demonstrating the weekly

changes over time across each phase will include a visual analysis of levels of trend. This will

effectively show if the trend is increasing or decreasing while transitioning through the

intervention. Three unpaired t-tests for each of the conditions and the baseline will determine if

there is a significant difference for each of the three treatment conditions.

Word Count: 222

Conclusion/ Discussion -Limitation (Ethical Issues)

Summary

The research will integrate behaviour science using a cultural systems approach and Cano

containers into a college community and examine if these principles lead to an increase in the

pro-environmental behaviour of using reusable containers. The research will include conditions

of marketing, behaviour intention, social/self signaling, and cafeteria staff reinforcement to

increase consumers of Cano containers. It is hypothesized that these strategies will increase the

use of Cano containers and reduce waste within the community college.

The presented thesis will determine if integrating behaviour science using a cultural

systems approach can increase the use of Cano containers and decrease the use of food
 10

packaging waste in a community college. Based on previous literature, PEB can effectively

reduce waste and greenhouse emissions. Many strategies such as reinforcement, behavioural

intentions, and social/self signally have yielded positive results and can easily be applied to a

systems-level approach to changing behaviour. Therefore, applying these approaches could help

participants regulate how they produce waste and help a small community do its part in cutting

methane emissions.

Limitations

There have been two limitations identified in this study. First, a group design in a college

community is generalizable to similar populations, such as other college campuses; however, this

cannot be generalized to other general populations. Second, within the large environment, there

is potential for extraneous variables such as visitors to the college.

Ethical Issues

Respect for persons is considered as this is a voluntary service to sign up for; therefore,

participants will be fully informed on the application and study being conducted. Concerns for

welfare are considered; participants' welfare is protected in all aspects, and there is no possible

harm to students or other participants within the community. It can be acknowledged that the

Browns staff may experience some discomfort during the survey, or intervention would lead to

anxiety. This will be mitigated by encouraging staff to come forward about concerns. Finally, the

participants' justice can be determined as the risks and benefits have been identified, and there is

a guarantee that the participants will not endure risks from this intervention, and many will find a

benefit. Along with the benefit to the environment and school community if the intervention is

successful.
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Practical Application

Modifying and reducing waste within a community is a socially significant behaviour to

target, as the benefits of waste reduction leave a lasting impact on the greater population. Using

the Cano application, in the long run, can help the individual and community financially and

environmentally. If this research is successful, it could create meaningful change in the

community environment and these pro-environmental behaviours may generalize to other pro-

environmental behaviours. Lastly, this research has the potential for dissemination, which could

lead other communities to apply these concepts, creating a larger cumulative effect on the

environment. Overall, this research will be used to expand previous literature surrounding

sustainable solutions being integrated into communities to fight the climate crisis our world is

facing.

Word Count: 487

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Appendix A: Information Letter

Information Letter

Research title: Pro-environmental Behaviour and Differential Reinforcement to Increase

Reusable Packaging within the School Community

Principal Investigator: Taylor Rainville

Name of supervisor: Pamela Shea
Name of Institution: St. Lawrence College

Invitation
You are being invited to take part in a research study. I am a student in my 4th year of the
Honours Bachelor of Behavioural Psychology at St. Lawrence College. I am currently on
placement at St. Lawrence College with Sustainability. While I am at this placement, I am
completing an applied thesis research project as part of my college program. The information in
this form will help you understand my research. Please read the information carefully and ask all
the questions you might have before you decide if you want to participate.

Why is this research study being done?

My project is being done to examine if behavioural practices and environmentally friendly

initiatives are effective in changing the behaviour of SLC students. The research is using the
Cano application as a way to encourage individuals to use reusable food packaging containers
instead of the current onetime use containers. I have created a questionnaire to evaluate how the
staff at Browns Cafeteria feel about promoting Cano products in the cafeteria. This will be done
as a part of my project to see if Cano uses increase once staff are encouraged to promote Cano.
In turn this will decrease the amount of food wastage created at SLC.

What will you need to do if you take part?

If you choose to take part in the survey, you will have to answer five questions about your
opinions on the Cano application. Including possible barriers to promoting Cano. Click the link
provided at the bottom of this email. The link will take you to the survey. The survey will also
provide instructions to enter a draw to win a prize. The survey is expected to take no longer than
10 minutes maximum.

What are the potential benefits of taking part?

By participating you will help the school understand motives and barriers behind promoting
Cano. As well as feedback that we can use to help make promoting Cano more successful. Also,
by participating in this research you have the capabilities to improve future environmental
research. This will help the field of behavioural psychology expand into the area of
environmental change and other larger populations.
 17

What are the potential risks of taking part?

Although risks are minimal, responding to some of the questions may make you feel
uncomfortable. Everything remains anonymous so there is no data risk to the survey. If you wish
to be entered into the draw to win a prize your email may be noted for you to collect your prize.

What happens if something goes wrong?

If when filling out the questionnaire some of the questions make you feel uncomfortable, you can
skip the question. If you need to talk to someone, you may talk to myself, Jadon Hook
(Sustainability Coordinator), or my college supervisor Pamela Shea

Will the information you collect from me in this research be kept private?

Your privacy and confidentiality are important to us. We will take every reasonable step to keep
any information that identifies you confidential unless required by law. All survey results will be
stored on the placement student laptop in a secure folder for up to one year after the survey and
will then be deleted and destroyed. The results from the research are part of my thesis, and my
thesis will be made available at the St. Lawrence College library. The results will also be
presented at St. Lawrence College’s Behavioural Psychology Poster Gala, but any such
presentations will be of general findings and will never breach individual confidentiality.

Do you have to take part?

Taking part is voluntary. It is up to you to choose whether you wish to participate in this research
or not. If you agree to take part, you will be asked to click the I consent box. Since this data is
anonymous, it is not possible to withdraw or remove the data collected up to the point of
withdrawal. Choosing not to participate at a later time won’t have any impact on your current job
at Browns Cafeteria. Data will be stored virtually on the thesis student’s computer for up to one
year after the survey has concluded. The data will then be permanently deleted. Anonymous data
will be used to provide information for the thesis. The thesis may be subject to review and
publications and could be used in a poster presentation and/or conferences.

Contact for further information

This research has received ethical clearance from the Research Ethics Committee for
Behavioural Psychology (REC-P) under the authority of the St. Lawrence College Research
Ethics Board (SLC-REB). The project was developed under the supervision of Pamela Shea, my
supervisor from St. Lawrence College. Thank you for your consideration. If you have more
questions, feel free to ask me, Taylor Rainville, at taylor.rainville@student.sl.on.ca. You can also
ask my college Supervisor, Pamela Shea at pshea@sl.on.ca . If you have any worries about the
way this research is being conducted or about your rights as a participant, you may contact the
SLC-REB Chair at reb@sl.on.ca .

Consent

By clicking this box, I am acknowledging that I have read and understood the above information.
I understand that this survey is voluntary and anonymous.
 I consent
 18

Appendix B: Consent and Survey for Cafeteria Staff

The purpose of collecting this information is to provide insight into the education and motivation
behind the staff at Browns who are promoting Cano. This information will be used for my St.
Lawrence College dissertation, and any responses will remain anonymous within the report.
There will be no personal information or identifiable characteristics collected nor released
within the report. Thank you.

Have you heard of the Cano containers and system used at St. Lawrence College?
o Yes
o No
*If answer no educate staff on Cano and continue with questions.

What is your opinion on Cano being used at Browns?

I do not like it I like it very much

1 2 3 4 5

Do you feel motivated to promote Cano?

No, not at all Yes, very much

1 2 3 4 5

Are there any barriers to stop you from promoting Cano?

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

What can help motivate you do promote Cano?

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
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Appendix C: Cano Initiative Timeline

Week 1: Week 2: Week 3: Week 4:

September September 4-8 Sept 11-15 Sept 18-22 Sept 25-29
(Baseline) - Meeting Baseline Baseline Baseline
October Education Education Education Reading Week
3x2 hr sessions a week 3x2 hr sessions a week 3x2 hr sessions a week
(fill out other dates once (fill out other dates once (fill out other dates once
provided) provided) provided)
- Thursday Oct 5th - Thursday Oct 12th - Thursday Oct 19th
Will have booth in Café with Will have booth in Café with Will have booth in Café with
spinning wheel, prizes, videos, spinning wheel, prizes, videos, spinning wheel, prizes, videos,
etc… etc… etc…
November Intention Intention Intention Staff Retention
3x2 hr sessions a week 3x2 hr sessions a week 3x2 hr sessions a week On Thursday Nov 23rd give
(fill out other dates once (fill out other dates once (fill out other dates once survey out verbally to Browns
provided) provided) provided) staff.
- Thursday Nov 2nd - Thursday Nov 9th - Thursday Nov 16th - Look at results and
*Total waste avoided by weight *Sustainability week *Financial week determine what will be
week Get verbal consent for people to Get verbal consent for people to done with the staff
Get verbal consent for people to join the sustainability wall and join the sustainability wall and - Discuss a competition
join the sustainability wall and take their picture with polaroid take their picture with polaroid that will be used to
take their picture with polaroid and give sticker/swag and give sticker/swag encourage staff to
and give sticker/swag promote CANO
December Staff Retention Staff Retention N/A N/A
November 27th Begin December 8th end competition December 11th-15th
Competition (two weeks of data) Analyze results and give prize to
staff who won.
Discuss with Browns to continue
this next semester
**Ensure data is being referred at weeks end to stay on top of graphing
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