Dive summary:

• The University of Exeter in the UK and Coca-Cola are pairing up to study 20 households in Great Britain and France to find why recycling rates aren’t as high as reported recycling attitudes in the area.
• A majority of French and British (75% and 76%) claim to ‘always’ recycle but only half of all bottles end up being recycled.
• The university and Coca-Cola are planning on exploring the inner workings of household decisions regarding recycling and see what they could do to encourage more.

From the article:

Research shows that 75% of French and 76% of British consumers claim to 'always' recycle plastic bottles at home, and over 63% across both countries view recycling as 'a moral and environmental duty'. However, actual at-home recycling rates do not reflect these intentions with only half of all plastic bottles currently collected for recycling, revealing a significant value/action gap. Improving these recycling rates will enable manufacturers to boost sources of locally-available high-quality recycled PET and reduce their resource footprint. ...