Aplastic bottle becomes a jacket, an aluminum can a bicycle.When consumers are reminded of the products that their recyclables can be turned into they are more likely to recycle, according to researchers at Penn State and Boston College. "Recycling rates in the United States are too low," said Karen Winterich, Professor of Marketing and a Frank and Mary Smeal Research Fellow, Smeal College of Business, Penn State. "For example, in 2015, only 25 percent of waste was recycled. Our research suggests that recycling rates can improve if consumers are exposed to signage and messaging that shows recyclables are transformed into new products. We hope to change the conversation from Where does this go?', as consumers question whether an item is recyclable to What can this make?' with consumers automatically thinking about products made from the material they recycle."
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