COMMUNICATION STRATEGY TO ENHANCE PEOPLE’S PARTICIPATION IN PLASTIC WASTE MANAGEMENT: RECOMMENDATIONS FROM QUALITATIVE RESEARCH FINDINGS IN BANGKOK'S WASTE MANAGEMENT DISTRICTS, “MAI TE RUAM PROJECT”

Abstract

 This applied research study examines the physical environment of plastic waste management, disposal behaviors, and communication behaviors. It specifically focuses on the Pathumwan and Phaya Thai districts in Bangkok, which are part of the "Mai Te Ruam" (Don't Mix Waste) initiative. Qualitative data are collected from two sources: field observations of 290 samples, and in-depth interviews with 14 small business operators, along with focus group discussions involving 20 consumers.

 The physical environment of waste management results indicate that waste disposal occurs most frequently in the afternoon. Pathumwan district has more segregated waste bins than Phaya Thai district. Most people do not separate their waste. The majority dispose of small amounts of waste, 1–2 pieces at a time, and typically mix plastic waste with others.

 Descriptive analysis of key informants' behaviors reveals the following results. Small business operators use a moderate to high amount of plastic. Most have a moderate understanding of plastic waste management. Most are familiar with social media such as Facebook, Line, YouTube, and television. They essentially show interest in short news and interviews. The consumer group uses a moderate amount of plastic. Almost all consumers possess a moderate understanding of plastic waste management. They receive information through social media, especially Facebook and Line. Their message interests include short news feeds and news photography or pictorials.

 The study provides practical insights for developing communication strategies that can improve plastic waste practices. Four key components for future applications include target audience, desired outcomes, communication channels and content.