Tagged / Anastasia Vayona

Conversation article: Wishcycling – how ‘eco-friendly’ labels confuse shoppers and make recycling less effective

Anastasia Vayona writes for The Conversation about new research showing how misleading environmental labelling and claims are confusing shoppers and making recycling more confusing…

Wishcycling: how ‘eco-friendly’ labels confuse shoppers and make recycling less effective

BearFotos/Shutterstock

Anastasia Vayona, Bournemouth University

Have you ever thrown something in the recycling bin, hoping it’s recyclable? Maybe a toothpaste tube, bubble wrap or plastic toy labelled “eco-friendly”?

This common practice, known as “wishcycling”, might seem harmless. But my colleagues and I have published research that shows misleading environmental claims by companies are making recycling more confusing – and less effective.

This kind of marketing leads to greenwashed consumer behaviour — when people believe they are making environmentally friendly choices, but are being misled by exaggerated or false claims about how sustainable a product is.

We surveyed 537 consumers from 102 towns across the UK to explore a simple question: is there a link between greenwashed consumer behaviour and wishcycling? We wanted to find out whether they feed into each other, what drives them both, and how consumers perceive the connection.

What makes this issue particularly interesting is its psychological foundation. We argue that modern consumers have been burdened with a responsibility that may be beyond their capacity: deciding what to do with product packaging after use.

Many people are unprepared, undereducated or simply unaware of the full effect of their choices — and why should they be? This is a burden that should not rest on their shoulders. Into this gap has stepped recycling, presented as the solution. Consumers are led to believe that by recycling, they are doing their part to help the environment.

However, when products carry environmental claims or symbols — even vague ones like a green leaf, green banner or “earth-friendly” label — consumers often fall prey to what we call the “environmental halo effect”. This cognitive bias causes people to attribute positive environmental qualities to the entire product, including how it’s disposed of, even when those claims may not be accurate.

Surprisingly, our study reveals that environmentally conscious consumers can be most susceptible to this effect. Their strong environmental values may make them more inclined to trust green marketing claims, even when those claims are vague or misleading.

cardboard box full of clothes, green recycling logo, box sat on wooden surface
Recycling labels can be misleading.
Billion Photos/Shutterstock

Driven by their desire to make sustainable choices, these consumers often accept green marketing claims at face value, assuming that environmental claims reflect genuine efforts toward sustainability.

Even more intriguingly, we found that people with higher levels of education tend to trust companies’ environmental claims more readily, especially when these companies present themselves as environmentally responsible.

This all leads to more wishcycling, not less. When companies talk about their environmental ethos and social responsibility, we’re more likely to believe their packaging is recyclable – even when it isn’t.

Our research also suggests that younger consumers, despite being generally more environmentally aware, are more likely to wishcycle. While millennials and generation Z often express strong environmental values, they’re also often more likely to contaminate recycling streams by throwing in non-recyclable items.

The future is circular

The solution is not to stop caring for the environment, but to channel that care more effectively. At the heart of this approach is the concept of a circular economy, where products and materials are reused, refurbished and recycled, rather than discarded.

The answer isn’t just better recycling – it’s better packaging design and corporate responsibility from the start. While we as consumers should continue doing our part, the primary burden should rest with manufacturers to create packaging that’s genuinely recyclable or reusable, not just marketed as “eco-friendly”.

This means implementing clear, standardised labelling that leaves no room for confusion, using packaging made from single, easily recyclable materials, and designing for reuse and refill systems.

On February 11 2025, the EU enacted a new packaging and packaging waste directive. This is designed to reduce packaging waste and support a circular economy by setting rules for how packaging should be made, used and disposed of throughout its lifecycle.

Until these systemic changes are fully implemented, we need to be both environmentally conscious and critically aware consumers. But it’s important to remember: while our daily choices and actions matter, the key to real change lies in pushing for corporate and policy-level transformation of our packaging systems.

By designing out waste, the circular economy offers a sustainable model that can guide these changes and reduce our dependence on single-use packaging. Hopefully, this can inspire us to improve current practices and keep finding better ways to do things, leading to a more sustainable and resilient future.

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Anastasia Vayona, Postdoctoral Research Fellow in Social Science and Policy, Faculty of Science and Technology, Bournemouth University

This article is republished from The Conversation under a Creative Commons license. Read the original article.

Postdoc Appreciation Week: Anastasia Vayona

This week is UK Postdoc Appreciation Week and we are celebrating and showcasing the achievements of our postdoctoral researchers and their important contribution to research at BU. 

Today’s post is by Anastasia Vayona, Post-Doctoral Research Fellow in Social Science and Policy, about her research journey to date… 

Confucius said, “Find something you love, and you will never have to work a day in your life”. I admit it took me a while (!) but I finally got there…

Being a Postdoc has proven to be the most fulfilling career choice that I have made to date. I am working on things that I am passionate about with people who share the same passion and interest.

I started my professional career as a Landscape Architect who was always interested in sustainability and the societal aspects of designing for people and through that I got exposed to the concept of Circular Economy. It was the Eureka moment for me, I developed an appetite for further research and explored the societal aspects of Circular Economy, so I pursued a doctorate on the subject. I was fortunate to work on EU-funded projects along with my studies and got to meet like-minded scholars and further develop my knowledge and interests.

Anastasia Vayona presenting her research

Anastasia Vayona presenting her research into the circular economy

I have recently been given the opportunity to work as Post-Doctoral Research Fellow in Social Science & Policy, at the Faculty of Science and Technology. I am one of the 4 postdocs working on the Research Capacity Transformation Scheme (RCaTS): Resolving the extinction crisis: sustainable and technological solutions for biodiversity and society project, along with academics from Life and Environmental Sciences and the Business School.

This role has allowed me to work with an interdisciplinary team of colleagues and academics on a series of different projects, all involving biodiversity and society. As a social scientist, I constantly explore new ways of involving society in practice and broadening the consumer/ residence/ human understanding of issues that involve sustainability and their livelihood.

Being a postdoc is an important first step of an academic career. It provides one with a relatively high degree of freedom to pursue their research interests – free from the pressure of completing and submitting their PhD thesis! It gives one the luxury to dedicate their time wholly on research and pump their research skills during the outset of their career. In the six months I have been in my current post, I managed to publish three papers and I am in the process of preparing a further five at the time of writing.

However, a postdoc role is not permanent by design, so it also comes with some degree of job insecurity and anxiety: time is ticking, and you need to deliver outputs that will showcase your capabilities and competency as a researcher.

Being an all-rounded researcher involves building and mastering a wide range of competencies – not just the obvious skill of writing scientific papers, but also understanding and participating in funded research (both pre and post award), gaining research independence by working with colleagues within and outside your institution, participating in supervision of undergraduate and postgraduate student projects, and of course teaching, through the delivery of targeted, guest lectures showcasing your research.

This complex and challenging landscape was one of the reasons I volunteered for the role of institutional Research Staff Association (RSA) representative, where I aspire to make a difference through working together with other members of the university to produce an actionable plan for supporting early career researchers in navigating through the various options, opportunities, expectations and responsibilities.

When I started this journey, I could only dream of what I have succeeded to date but now I am grateful for what I have achieved; I am thankful to all the people who helped me through the journey so far and look forward to the future.

Thank you to everybody who has shared their experiences as part of Postdoc Appreciation Week – and thank you to our postdocs for all you do, this week and every week, to support research at BU. 

You can get involved on social media during Postdoc Appreciation Week by using #LovePostdocs and #NPAW2023 on Twitter and Instagram and tagging us @BU_Research or @UK_NPAW.

Postdoc Appreciation Week: Postdoc Appreciation meet-up

This week is UK Postdoc Appreciation Week and we are celebrating and showcasing the achievements of our postdoctoral researchers and their important contribution to research at BU. 

To mark the week, we hosted a Postdoc Appreciation meet-up event on Talbot Campus…

A photo through a window of people gathered in a room with a poster saying Postdoc Appreciation Week

The Postdoc Appreciation Week meet-up

The event offered the opportunity for postdoctoral researchers, their line managers, and research staff from across the university to come together and network, as well as find out more about current postdoctoral research taking place at BU.

The event was opened by Professor Mike Silk, Co-Chair of the Research Concordat Steering Group at BU.

Introducing the event as an opportunity to increase and enhance the visibility of postdoc researchers at BU, he said: “Postdoctoral researchers really are the ones who drive forward the research agenda at any institution.

“They are the lifeblood of my research and career – I wouldn’t be doing what I’m doing without the postdoctoral researchers that I have managed.”

As part of the event, postdoctoral researchers Sina Safari and Anastasia Vayona presented short summaries of their current research.

Sina Safari stood in front of a screen

Sina Safari presents his work as part of the ADDISONIC cluster

Sina, a Postdoctoral Research Assistant in Structural Dynamics and Advanced Materials, shared his work as part of the ADDISONIC research cluster, which is looking at how ultrasonic fatigue testing can provide valuable data around how long materials will last.

The work has applications for industry in helping them develop more robust modelling around the lifespan of materials, as well as exploring ways of potentially using less material while extending their life.

Anastasia, a Postdoctoral Research Fellow in Social Science and Policy, spoke about her research exploring greenwashing, wish cycling and the circular economy.

Anastasia Vayona presenting her research

Anastasia Vayona presenting her research into the circular economy

She shared a brief history of the introduction of plastic packaging and the development of a ‘throwaway culture’, which peaked around the 1990s. She also spoke about some of the challenges around recycling – including the responsibility being largely left with consumers, and unclear messaging which leads to recycling becoming contaminated and ended up in landfill.

The event ended with the chance to chat over coffee and cake, and offered a great opportunity to learn more about postdoctoral research at BU and meet some of our current researchers, as well as say thank you for the contribution they make to research at BU. The hope is to hold similar events in future – watch this space!

If you’d like to write a blog post to share your appreciation for our postdoctoral researchers, please contact research@bournemouth.ac.uk. You can also get involved on social media during Postdoc Appreciation Week by using #LovePostdocs and #NPAW2023 on Twitter and Instagram and tagging us @BU_Research or @UK_NPAW.