Professional Documents
Culture Documents
Group Members:
Lecturer: Dr. Woo Pei Jun & Prof. Alvin Ng Lai Oon
Background
Malaysia had set several waste management targets for the year 2020 in its National
Strategic Plan for Solid Waste Management back in August 2005, which included diverting 40%
of waste from landfills and increasing recycling rates to 22%. However, based on recent
statistics, sanitary landfills reportedly received about 90% of waste with a recycling rate of only
10.5% (Iacovidou & Ng, 2020). Several policies and plans have been enacted by the nation in the
past to address this, such as the Action Plan for a Beautiful and Clean Malaysia in 1987 and the
Separation at Source Initiative (SSI) under the Solid Waste Public Cleansing Management Act
2007 (Act 672). The latter was initiated to ensure that Malaysian residents play their vital roles in
carrying out waste separation at their homes (Razali et al., 2020). It eventually became a law and
was only enforced in September 2015 when Malaysia had a rise in daily waste production from
about 30000 to 33000 tonnes per day. According to the Ministry of Urban Wellbeing, Housing
1250gm of waste daily (Ismail, I., 2014). It seems that the government’s efforts to combat this
issue have not proved fruitful and may require additional interventions to pay off due to late
implementation of waste separation laws and as highlighted later on, a lack of public awareness
on the issue.
With that being said, there are many negative effects of not separating waste
appropriately. Some of these include: soil and water contamination, extreme climate changes,
increase in disease-carrying pests, harm to land and marine fauna, and danger to human health
(Metropolitan Transfer Station, 2017). Among other things, a lack of waste management at home
has led to injuries to waste collectors through punctures by contaminated sharp objects in
garbage bags (Yosufi, 2019). Additionally, when a plastic bottle is not sent to recycling facilities
and is instead sent to landfills, it will eventually be absorbed into the soil, releasing chemicals
and animal life. Rainfall at these sites could result in said harmful chemicals being passed into
water streams, causing water pollution and further endangering local flora and fauna
Literature Review
Razali et al. (2019) found households to be the primary contributor of municipal solid
waste in Malaysia, which led this project to choose houses as the primary target for the
proliferation of waste separating behaviour in the programme. The study attributed the lack of
waste separation practice to an awareness deficit among the public. They lack the knowledge on
the negative effects of poor waste management on the environment and on human health.
Therefore, it is vital that the importance of waste separation be made known to the public,
especially through education, which would teach the correct methods of waste separation in
addition to instilling this behaviour as valuable from a young age. This can positively contribute
to the awareness of the change each individual can make across Malaysia (Nordin & Adman,
2019). The willingness and good habits of the residents of Malaysia was found to be extremely
important in successful waste separation and the reduction of greenhouse gas emission of 45%
by the year 2030. As such, the public desire to live in a more healthy environment in the future is
important in ensuring their habits of separating waste correctly (Razali et al., 2019).
Furthermore, a study done among the sub-urban residents of Banting, Selangor found that
the majority of them lacked awareness regarding waste separation. The study used a
questionnaire to study the knowledge, attitude and practices of the residents regarding waste
separation. It was found that almost half of the participants were aware of the waste separation
issues but did not practice the necessary steps. However it was found that they were eager to
learn and understand more about the practices required for waste separation (Nordin & Adman,
2019). Another study was done to study the Theory of Planned Behaviour (TPB) with Moral
Norm (MN) to understand habits in relation to waste separation in residents from high-rise
buildings in Kuala Lumpur. They collected 900 participants through convenience sampling to
answer a questionnaire amongst residents in the city centre of Malaysia as the implementation of
the SSI (Act 672) was done here. They studied the relationship of resident’s attitude, subjective
norm, perceived behavioral control and moral norm of the residents’ waste separation behavior.
It was found that all the factors have a significant impact on waste separation behavior with
moral norm being the most influential factor. The results show that residents feel guilty when
they do not attend to their moral obligation of separating waste. The second factor that has the
highest impact is perceived behavioural control. It was found that the perception of the level of
difficulty of recycling will gradually lead to the residents implementing waste separation
behaviour in their homes. The next factor, subjective norm, also was found to have a high
positive correlation with waste separation behavior. The residents’ often relate to their social
circles that involve people who are ‘pro-environmentalists’ who contribute to the shaping of their
intention to carry out waste separation behaviour. Lastly it was found that the least influential yet
important factor is the attitude of the resident towards the waste separation behaviour (Razali et
al., 2020).
In terms of effective intervention, Sapkota et al. (2014) demonstrated some of the
methods that contributed to the success of their intervention plan. The study was conducted
amongst staff of a public Nepali hospital and aimed at improving waste management in a
healthcare setting. Despite the differing aim and setting, its methods can still be applied to the
waste management committee was formed from members of the hospital staff to manage the
entire intervention plan and ensure that its policies and standard operating procedures were in
line with national laws and regulations. Some methods that they employed include training on
safe waste management such as the appropriate ways of separating, collecting, and handling
waste as well as educating the staff on the environmental, health, and safety effects of waste
management. Brochures containing these information in detail were also given out to all hospital
parties. Additionally, different coloured bins were prepared in designated refuse areas with
picture guides posted above them as indicators for the disposal of the appropriate type of waste.
The study found that these interventions were attributed to a 60% increase in awareness and
waste separating behaviour among patients, caregivers, and healthcare professionals at the
hospital.
Target SDG and Proposed Aim
As such, it is imperative that something be done to decrease the amount of waste being
sent to landfills in Malaysia in addition to instilling appropriate waste separation methods among
the public. A lack of awareness seems to be one of the primary contributors to the deficit in
waste separating behaviour, and interventions targeting this aspect may be successful in
increasing this behaviour. This sustainable change project will focus on domestic waste, starting
with one local neighbourhood in the community as a small step towards achieving our target
Production.’ According to the United Nations (2011), the separation of waste falls under this
goal but as previously highlighted, waste separating behaviour may have positive effects on
aspects of other goals as well, such as SDGs: 3 - Good Health and Well-being; 13 - Climate
Action; 14 - Life below Water; 15 - Life on Land. This project, however, primarily focuses on
working towards the 12th goal through the implementation of an intervention plan in the waste
management programme.
According to the Solid Waste and Public Cleansing Management Corporation, there are
two major categories in waste separation. The first is recyclable waste which is also known as
‘dry waste,’ includes paper, plastic, glass, metals and other recyclable materials. The second
category is non-recyclable waste or ‘wet waste’ which includes food and damp materials such as
wet diapers. A waste separation programme among Malaysian households will be carried out as
there seems to be a lack of waste separating behaviour at home (Razali et al., (2017). It was
established that this shortage was a behavioural deficit that needed to be modified through an
intervention plan. The target behaviour in this plan involves separating dry and wet waste before
disposal. By the end of the intervention period, we aim to obtain an increase of more than 50% in
the number of households that separate their waste in the Seksyen 4 Shah Alam neighbourhood
after 3 months. Waste separation is a desirable behaviour that this programme would like to
increase in frequency. It can be operationally defined as segregating dry and wet waste into
different labelled/coloured bags before placing them apart for collection at the household’s
designated refuse area. Therefore, our hypothesis is that more than 50% of the households in
Seksyen 4 Shah Alam will separate their waste after 3 months of intervention. The behaviour we
are focusing on is part of the behaviour chain (throwing waste into labelled garbage bags) rather
than the whole process towards proper and accurate waste separation (i.e, get plastic bag, put
plastic/aluminium/glass/compost, throw waste in correct plastic bag, tie up plastic bag and put
Participants
project. The operational definition of our target population would be the residents who are living
Malaysian House Price Index (The Edge Malaysia, 2020), the average landed house price in
2019 is RM 426,155, and the average house price in Seksyen 4 is RM 420k. With this we will
assume the residents have lower purchasing power, meaning that monetary rewards would be
more of an incentive to participate in this project. The reason we chose only one neighbourhood
was because this sustainable change project serves as a test phase for collecting data before
implementing the next step of this behavior chain (i.e, accurately sorting waste) towards the goal
of proper and accurate waste separation nationwide. Three part-time staff will be hired to cover
tasks such as research, marketing, report, designing, campaign managing, product testing,
negotiation with Majlis Perbandaran Shah Alam for coordinating garbage collection schedule,
managing the campaign, training, developing the data recording system, research, market
surveys and product designing. Garbage collectors who will be collaborating with workers from
Majlis Perbandaran Shah Alam to collect baseline and treatment phase data will also be involved
in this project. GrabFood will also be sponsoring this sustainable change project by providing
cash vouchers which serves as a monetary reward for residents who have sorted their waste.
Proposed Intervention Procedure
important step towards sustainable solid waste management in Malaysia. This sustainable change
project will focus on increasing desirable behaviour which is the separation of waste. The
sustainable change project will utilize an A-B research design whereby baseline data is collected
for 4 weeks and intervention is implemented for 12 weeks. There are several behavioral change
Antecedent Manipulations
According to the Ministry of Urban Wellbeing, Housing and Local Government (2013), a
nationwide survey of Malaysia found that recycling behaviour should come from an individual
personally, rather than being imposed with penalties when failing to adhere to health and safety
regulations. According to OECD (2017), unintuitive design of garbage bins affects the
frequency of correct waste sorting and recycling. The design consists of complex waste sorting
regulations thus causing sorting waste behaviour to be a conscious act rather than an automatic
one. Therefore in this sustainable change project 2 different types of garbage bags with
free of charge, one for recyclables and one for non-recyclables (refer to appendix A). These
garbage bags will then be hung inside the house near their garbage bins and this acts as a cue
(SD) for promoting sorting behaviour. Having these garbage bags prepared for residents will
decrease response effort of knowing what are recyclables and non-recyclables as it is displayed
on the infographic of the garbage bags and residents do not need to prepare any garbage bags for
sorting waste thus increasing the likelihood of sorting behaviour. According to the fundamental
social marketing approach, behavioural change will be sustained if an individual is voluntary.
The desired behaviour will only be sustained if it is done based on one’s own preference (Ting et
al., 2016). Studies also show that people who are given information on how to sort waste are
more likely to do so (Guerrero et al., 2013). Thus, posters related to facts about separation of
waste will be posted in the Seksyen 4 neighbourhood Whatsapp as well, this also acts as a cue
(SD) for promoting sorting behaviour (refer to appendix B to F). Emotional and rational posters
will be posted on the Whatsapp group as well, with information such as “Plants and animals are
going extinct due to non-recycling behaviours” and this induce feelings of guilt in residents for
not sorting their waste which serves as an abolishing operation (AO) for competing behaviours.
Goal-Setting
Goal-setting involves writing down the criterion level of the target behavior and the time
frame for the occurrence of the behavior(Miltenberger, 2016). During the baseline period, a
Whatsapp group will be created and the residents of the Seksyen 4 neighbourhood will be asked
to join by workers from Majlis Perbandaran Shah Alam when they go to each household to
collect baseline data on waste separation. Residents will then be updated individually through
Whatsapp with weekly and monthly feedback on how many times they separated their waste and
a more positive message will be shown the more times waste was separated during that month.
increases the recycle rate to 22.1%. In an attempt to test these findings on separating waste
behaviour, weekly and monthly feedback through Whatsapp acts as a cue (SD) to remind
residents to sort their waste every month. This method of goal-setting also lowers the response
effort of residents having to record their own behaviour, as data is recorded by workers from
Majils Perbandaran Shah Alam and the residents are updated automatically each month. The
weekly and monthly update message might also cause feelings of guilt, as residents are also
notified when they rarely sort their waste or do not sort at all and this serves as an abolishing
operation (AO).
Social support
A study done by Ofstad et al. (2017) found that social acceptance and normative
behaviour. Since residents are all added into a Whatsapp group, people encouraging others to sort
their waste serves as a positive reinforcer for that behaviour. People can share their sorting
efforts in the Whatsapp group as well as encourage other to do so and this creates natural
antecedents and consequences for sorting behavior. The involvement of others increases the
2016).
Token Economy
tokens are delivered to people for desirable behaviors and the tokens are later exchanged for
separation and recycling among households, especially areas with lower income.
Thus, each time a resident sorts their waste correctly per day every week, they are given 2
E-tokens per day which is redeemed by scanning a QR code in the Grab application from the
Majlis Perbandaran worker who is in charge of collecting data. The E-token serves as an
immediate positive reinforcement which can later be exchanged for Grabfood cash vouchers
which serves as a backup reinforcer. 4 E-tokens are required to exchange for one Grabfood cash
voucher worth RM 20. If the resident manages to sort their waste correctly for 2 weeks (or 4
times) consecutively, they receive double the amount of E-tokens which is 8 E-tokens per week
or 4 E-tokens per day thus the amount of cash vouchers they can redeem is doubled as well.
They stop receiving doubled tokens once they fail to perform the target behavior. This serves as
an establishing operation (EO) for the resident to continue sorting waste behaviour.
Proposed Data Collection
The target behavior, separating waste into different labelled garbage bags, will be
measured.
Trained staff members from town council will record the target behavior on a weekly
basis - adhering to the current garbage collection schedule which indicates that garbage from the
selected residential area will be collected twice per week. Given the three-day-long interval
between garbage collections, we assume that the waste produced by each household per interval
will consist of recyclables and non-recyclables, thus making waste-separation and the use of
different labelled garbage bags possible. Trained staff members appointed by the town council
will tag along the garbage collectors during the garbage collection days to record the target
behavior.
Method of Meaurement
The target behavior will be measured via interval recording, specifically time-sample
recording. The total observation period of 4 months (1 month baseline, 3 months intervention)
will be divided into 12 weeks. The start of each week is on Mondays after the garbage collection
on Sunday. The target behavior will only be recorded during the instance when the garbage truck
arrives to collect garbage from individual households. Please refer to Table 1 for a sample of the
Day S MT WT F S S M T WT F S S M T WT F
E
Day of Garbage / / / / / /
T
Collection
C
Day of Data / / / / / /
Collection
Week 0 1 2 3
Recording Instrument
A data sheet will be used to record the following information during the specific time interval:
1. which household performed or did not perform the target behavior, and
2. the total number of households who performed and did not perform the target behavior.
One data recording sheet will be used for each month (4 weeks or 8 collections). Hence,
there will be 1 data sheet for baseline and 3 data sheets for the intervention period. Please refer to
Month: ____
Number
W1 W2 W3 W4
Jalan 2 Y N Y Y Y N Y Y
4 N N N Y N N N Y
6 NC N NC NC NC N NC NC
8 Y N Y NC Y N Y NC
10 Y Y Y N Y Y Y N
Jalan 12 Y Y Y N Y Y Y N
14 Y Y Y N Y Y Y N
16 N Y N N N Y N N
18 N Y N N N Y N N
20 NC Y NC N NC Y NC N
Total Number of 10 10 10 10 10 10 10 10
Households
Total ‘NC’ 2 0 2 2 2 0 2 2
(No collection)
Note: “Y” = Occurence of target behavior; “N” = Non-occurrence of target behavior; “NC” = No
*If the household only places one garbage bag at the collection area, it will be marked as “No”
Progress updates will be calculated after every garbage collection day (after every Sunday and
Thursday). Table 3 lists the dimensions that will be calculated and reported as part of the weekly
progress update. The example of calculation is based on the data collected in January Week 1
Frequency of households that exercised target Count the total number of “Y” in the data
Eg. 5
Frequency of households that did not exercise Count the total number of “N” in the data
Eg. 3
Frequency of “No Collection” per week Count the total number of “NC” in the data
recording sheet.
Eg. 2
Percentage of Households who performed the (Total “Yes” / Total number of households) x
Table 4 lists the dimensions that will be calculated and reported as part of the monthly progress
update. The example below calculates the results for January. The data used is as shown in Table
2.
Table 4
Cumulative frequency of households that Count the total number of “Y” for all 8
exercised target behavior per month garbage collection days in the data recording
Eg. 5 + 6 + 5 + 2 + 5 + 6 + 5 + 2 = 36
Cumulative frequency of households that did Count the total number of “N” for all 8
not exercise target behavior per month garbage collection days in the data recording
Eg. 3 + 4 + 3 + 6 + 3 + 4 + 3 + 6 = 32
Cumulative frequency of “No Collection” per Count the total number of “NC” for all 8
Eg. 2 + 0 + 2 + 2 + 2 + 0 + 2 + 2 = 12
Percentage of Households who performed the (Total “Yes” in the 4 data recording sheets
100%
The target behavior may occur in other forms at other instances. Below lists a few possible
2. Residents place their separated/non-separated waste at the garbage collection area before
3. Residents place their garbage bags at areas other than their garbage collection area
These will not be recorded as an occurrence of the target behavior as it does not occur
during the specific interval for data collection. Besides, we hope to train residents to transfer
their waste to one specific source. It should be noted again that this procedure (i.e. using labelled
garbage bags for waste separation) is only one part of the behavior chain towards the ultimate
goal of proper and accurate waste separation. We are taking into consideration the complexity in
measuring proper and accurate waste separation at a later stage of this project. The complexity
may arise as different waste-processing centers might have different workflows in waste sorting,
thus increasing the complexity in obtaining a standard measurement criteria. Thus, we believe
that transferring waste to one source may simplify the process of evaluation at a later stage.
Why Measure Individual Household’s and Aggregate Target Behavior?
1. It is easier to reward. By identifying the households that fulfilled the waste separation
2. Individual data may serve as feedback for individual households so that they are aware
of how well they are doing. If residents are doing well, praise and reward will be
delivered, if residents did not achieve the minimum goal, instructions and guidance will
be provided to promote waste separation behavior. Please refer to Appendix G for sample
feedback.
3. It allows us to identify which households are less likely to separate their waste, thus
intervention (beyond this assignment), with the aim of achieving a higher participation
rate in the future in mind. The current target behavior is only an initial part of the
behavior chain for proper and accurate waste separation. Thus, we believe that a high
to this initial and easy target behavior might increase the likelihood of them complying
with the more complex proper and accurate waste separation at a later stage.
On the other hand, measuring aggregated target behavior would inform us how well the
Our success criteria is achieved if the number of households who participated in waste
separation after 3 intervention months increases to more than 50%. E.g, if 20 households
participated during baseline and 42 households participated in waste separation after 3 months
then it is a success. It is set at 50% because the target set by the National Solid Waste
Management Department in 2019 was 30% in one year (National Solid Waste Management
Policy, 2019), however as our project is more small scale and specialised the bar has been raised
slightly less than double (i.e, slightly lesser than 60%), giving the figure of 50%.
Ethical Considerations
With this waste separation program in place, it is logical to assume that the amount of
garbage bags produced per household will increase. This is because households are expected to
always have two separate garbage bags prepared per day to separate their wastes. The increased
plastic waste may bring about detrimental consequences to the environment. For instance,
mismanaged plastic waste could disrupt marine ecosystems (Critchell et al., 2019; Wang &
Wang, 2018). It may also affect the attractiveness of coastal areas, thus damaging the tourism
biodegradable and compostable garbage bags. At the very least, the biodegradable feature of
these compostable plastic bags serve beneficial uses as they reduce disposal of plastic wastes in
landfills - which could cause serious health concerns as a result of toxic chemicals being released
Wages
Three part-time staff will be hired to cover tasks such as managing the campaign,
training, developing the data recording system, research, market surveys and product designing.
They will be paid a monthly salary of RM1500 for 8 months. Total budget allocated for wages is
RM36,000.
Product Testing
Newly-designed garbage bags will be used. Thus, product testing is necessary to detect
defects and ensure the high quality of the garbage bags before producing in bulk. The cost of
product testing varies depending on factors such as the type of product and the material used.
With reference to a guide by Gronkvist (2019) on product testing costs, we estimate a cost of
RM1000 for product testing that includes testing on fire retardance and material substance
durability.
Garbage Bags
Each household is expected to use 2 garbage bags (one for recyclables; one for
non-recyclables) per day for 3 months during intervention. Assuming that each month consists of
31 days, 186 pieces of garbage bags should be provided to each household. The price quoted for
garbage bag (Please refer to Appendix H). This amounts to a cost of RM31.5456 per household
on garbage bags. Multiplying with the approximated total number of households (n = 575) in
Seksyen 4, Shah Alam, the cost budgeted for garbage bags is RM18,138.72.
delivery of garbage bags to households, travelling to meet with the town council, etc. Other
miscellaneous costs include telephone or printing. A budget of RM500 is allocated for logistics
Proposed Budget
(RM)
8 months
per household
- Travelling
Miscellaneous
- Telephone
- Printing
The project is divided into 4 phases. A brief description of each phase will be provided
Phase 1 - Preparation
The project will commence with holding talks with the town council to form a
collaborative partnership. After the partnership is secured, preparation work such as developing a
data recording system, recruitment and training, designing campaign marketing materials,
product designing and testing will commence. 13 weeks are allocated for the preparation phase.
Once all the preparatory work is in place, the trained staff members will commence
Phase 3 - Intervention
Information pertaining to the campaign (i.e. rewards, campaign goals) will be communicated
during the launch. Concurrently, specially-designed garbage bags will be given out to all
residents for free within 2 days’ time. Intervention data will be collected for 12 weeks once the
Weekly and monthly progress updates will be posted in the residential area’s online
communication group. By the end of the 3-month intervention, the results of the intervention will
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overview of the methods used, from field sampling to laboratory analysis. Trends in
Yosufi, A. (2019). Poor Municipal Waste Management and Its Health Implication: A Case Study
Figure A1 shows a sketch of the garbage bag designated for recyclables, while Figure A2 shows
Rational Poster
Emotional Poster
Great Job! You had separated your waste 3 out of 4 times (75%) in January! You have been a
great role model to our residential area. Keep up the good work in February!
Sample feedback for residents who have not achieved the target
Not too bad! You had separated your waste 1 out of 4 times (25%) in January! We would love to
hear from you what stops you from separating your waste. You may refer to the guidelines
The price quoted in the budget section is obtained from the hyperlink below. Figure H1 shows a
Hyperlink:https://www.alibaba.com/product-detail/customized-packaging-and-logo-printing-com
postable_1600231252473.html?spm=a2700.details.0.0.3f694ab67engEN
Figure H1
Project Timeline
You may find the project timeline in .xls (Excel) format by clicking on the link below.
https://drive.google.com/file/d/1VUpjbMwUVDq6jP_O_3ioxykCJF_Idux4/view?usp=sharing
Figure I1