Mental models research to inform community outreach for a campus recycling program Lauren Olson Office of Campus Sustainability, Michigan State University, East Lansing, Michigan, USA Jo
Trang 1Mental models research to inform community outreach for a campus
recycling program
Lauren Olson
Office of Campus Sustainability, Michigan State University, East Lansing,
Michigan, USA
Joseph Arvai
Haskayne School of Business, and The Institute for Sustainable Energy, Environment, and Economy, University of Calgary, Calgary, Canada and
Decision Research, Eugene, Oregon, USA, and
Laurie Thorp
Residential Initiative on the Study of the Environment (RISE), Michigan State University, East Lansing, Michigan, USA
Abstract Purpose – The purpose of this paper is to develop a better understanding of the state of knowledge of students and faculty on the Michigan State University (MSU) campus; identify relevant gaps in knowledge and misconceptions about recycling; and provide recommendations regarding how these gaps and misconceptions may be addressed through education and outreach.
Design/methodology/approach – Using mental models analysis, the current state of knowledge possessed by students and faculty was compared with a comprehensive inventory of on-campus recycling procedures and opportunities.
Findings – By combining data from individual mental models elicited from students and faculty members, an overall mental model that depicted the frequency with which subjects understood MSU-specific recycling concepts was developed This composite model, and the accompanying statistical analysis, revealed important gaps – on part of both students and faculty – in understanding for several key recycling concepts that are relevant to established campus-based waste reduction practices.
Originality/value – The mental models approach, which to the authors’ knowledge has yet to be applied to campus sustainability initiatives, provides program managers and outreach specialists with
a constructive and transparent opportunity to develop and deploy program information that builds on existing knowledge while also meeting the new information needs of key stakeholders.
Keywords United States of America, Universities, Mental models, Recycling, Sustainability, Communication
Paper type Research paper
www.emeraldinsight.com/1467-6370.htm
The authors wish to acknowledge the following individuals for their assistance with this research: Roger Cargill, Ruth Daoust, Kathy Lindahl, Terry Link, Fred Poston, Aimee Wilson, John Kerr, and Michael Kaplowitz This research was supported by Michigan State University’s Office of the Vice President for Finance and Operations Any opinions, findings, and conclusions
or recommendations expressed in this publication are those of the authors and do not necessarily reflect the views of the sponsor
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Received 10 August 2010
Revised 1 February 2011
Accepted 25 February 2011
International Journal of Sustainability
in Higher Education
Vol 12 No 4, 2011
pp 322-337
q Emerald Group Publishing Limited
1467-6370
Trang 21 Introduction
One of the most common approaches to increasing community recycling rates is to
encourage consumers, through education and outreach efforts, to improve their
recycling habits with the hope that they will divert more recyclable materials (like paper
products) from the waste stream to recycling collection University and college
campuses have been particularly noteworthy players in discussions about
increasing community recycling rates Each day college campuses are responsible for
creating massive quantities of waste that, to a large extent, could be captured in a
well-functioning recycling program Many everyday campus activities produce waste;
these include the widespread use of white and colored paper, magazines, softbound
books, cardboard, containers and utensils used by food services, plastic used in
laboratories, used batteries, outdated electronic equipment; the list goes on and on
Clearly, colleges and universities are motivated to recycle simply because they must
dispose of waste products; and, in today’s budgetary climate, many colleges and
universities see opportunities to generate revenue through the sale of recyclables
An equally important motivator of campus recycling programs is the leadership role
that colleges and universities play in society Most, if not all universities and colleges
take pride in being at the forefront of the sustainability movement (Pike et al., 2003)
and recycling programs provide good evidence of – and a good opportunities for
public relations around – sustainability practices
At Michigan State University (MSU), for example, the scope and scale of the campus
recycling program has been expanding quickly Considering just paper products (white
paper, mixed paper, newsprint, cardboard, etc.), recovery rates have increased eightfold
from 200 metric tons collected in 1990 to 1,600 metric tons collected in 2008 A similar trend
has been observed for glass, as well as No 1 PETE (clear) and No 2 PETE (colored and
cloudy) plastic containers Despite widespread growth however, MSU’s current diversion
rate (materials recycled instead of being sent to landfill) is considered to be relatively low by
its own standards at 14 per cent As a result, MSU is currently in the process of expanding
its campus-wide recycling (including reuse and composting) programs even further by
increasing the number of local collection points and by opening a new, on-campus collection
and sorting center At the same time, MSU is in the process of expanding the range of
materials that may be routinely recycled on campus, with the target of a 30 per cent
reduction the amount of solid waste generated by 2015 As a result of these changes, there is
a need to do a better job of informing and educating the campus community about both the
importance of MSU’s expanded recycling program and how they can play a role in helping
to implement it These needs motivated the research reported here
The initial stage of collection – when the consumer is presented with the choice to
recycle or not – is generally thought of as the most important stage of a recycling program
because consumers are seen as the main driver of efficiency and efficacy in a recycling
system (e.g in terms of correctly identifying and sorting recyclable materials, knowing
about drop-off or collection points, etc.) Because a recycling program’s success is highly
dependent on the consumer’s involvement, programs designed to increase engagement in
recycling activities warrant study to inform people about:
. of the benefits of recycling;
. what is recyclable in the community; and
. how – and where – to do it properly
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Trang 3These concepts are particularly important given that a lack of knowledge about recycling
is a common trait of non-recyclers (Schultz, 2002) The more knowledgeable an individual
is about what items are recyclable, how to prepare items for recycling, and where to go to recycle, the more likely the individual is to correctly take part in the activity (Gamba and Oskamp, 1994; Vining and Ebreo, 1990; De Young, 1989; Scott, 1999)
The good news for increasing community participation in university recycling programs is that a lack of knowledge about how to recycle appropriately may be overcome through education and outreach efforts The bad news is that, historically, many of these efforts have had only limited success because they have not adequately account for important characteristics – , e.g areas where people have a clear understanding of concepts as well as key gaps in knowledge – of the people they are trying to reach (Fishbein and Yzer, 2003; Fishbein and Cappella, 2006; Meneses, 2006)
A particularly promising approach for empirically identifying knowledge gaps that ought to be the targets of outreach and education is known as mental models analysis (Morgan et al., 2002) Mental models are psychological representations of real or hypothetical situations and their theoretical underpinnings date back to early research
in cognitive science At the time, mental models were viewed as representations of reality that could be used to anticipate events, reason, and underlie explanation (Craik, 1943) More recent work on mental models (Holland et al., 1986; Johnson-Laird, 1983) emphasizes their use as a tool for diagrammatically representing people’s perceptions and understanding of a wide variety of issues and concepts Applied to education and outreach efforts, mental models analysis is based on the notion that people tend to assemble their knowledge of risks into a conceptual map of ideas (i.e a mental model) After these models have been created, it becomes possible to compare them with an eye toward looking for important gaps in people’s knowledge Identifying these gaps allows analysts to systematically identify people’s specific information and related decision-making needs, and contribute to the development of a framework for a more efficient and effective communication strategy
The mental models approach is an easily replicable methodology (see Morgan et al (2002) for a review) that has been applied in a variety of contexts; these include the health risks stemming from exposure to radon (Bostrom et al., 1992), nuclear power (Maharik and Fischhoff, 1993), dry-cleaning chemicals (Kovacs et al., 2001), and wildfire (Zaksek and Arvai, 2004) However, no studies to date have applied the mental models approach to questions of campus sustainability, including recycling programs This is not to suggest that no work has been conducted on this topic For example, there have been studies of how to specifically tailor recycling programs for communities on the basis of demographic variables such as income, ethnicity, and gender (Howenstine, 1993; Kaplowitz et al., 2009) But, relatively few studies have focused on systematically exploring the specific information needs of people regarding recycling programs
To this end, this paper reports the results from research conducted to inform the design of education and outreach efforts aimed at, ultimately, increasing recycling rates on the MSU campus The objectives of this research were to:
(1) develop a better understanding of the state of knowledge of students and faculty on the MSU campus;
(2) identify relevant gaps in knowledge and misconceptions about recycling; and
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be addressed through education and outreach
2 Methods
2.1 Study area
This research was conducted between 2007 and 2008 on the main campus of MSU,
which is located in East Lansing, Michigan At the time of this study, a total of
46,045 students were enrolled at MSU; 36,072 of these were in undergraduate degree
programs and 9,973 in graduate programs In addition to these students,
approximately 4,800 faculty members work on campus
2.2 Subjects
Because of their numbers and influence on campus – in terms of the amount of
recyclable material they generate – students and faculty were identified by the
university administration as priority targets for outreach efforts surrounding MSU’s
new campus recycling initiative (Hansen et al., 2008)[1] Moreover, undergraduates
living on campus were selected as one focus of this study because of their potential
involvement in the widest range of campus recycling options Student subjects (n ¼ 40;
a typical size for a mental models study) were recruited via mail; 250 letters were sent
by the MSU’s Office of Vice President for Finance and Operations (VPFO), which is
responsible for overseeing campus sustainability programs, to randomly selected
students living in MSU residential halls In collaboration with MSU’s Department of
Residence Life, four specific residential halls were identified for study because they
were deemed to be representative of the range of residential living options (in terms of
the diversity of the student residents and recycling options) on campus The letter sent
to potential subjects briefly explained the purpose of the study and promised a
monetary incentive of $40 for taking part The initial response rate was 64 per cent
with 160 students responding to the letter; of these, 20 females and 20 males
representing each of the four residential halls (i.e five females and five males per hall)
were randomly selected for interviews
The faculty sample (n ¼ 18), by contrast, was recruited using a randomized phone
list of all faculty members working on campus The faculty sample consisted of 14 male
and four female subjects randomly selected from buildings deemed by the Director of
MSU’s Office of Recycling and Waste Management to be “recycling-friendly”
(e.g buildings where there was adequate space and infrastructure available to carry
out MSU’s proposed recycling activities) and “recycling unfriendly” (buildings where
recycling is typically more difficult because space and infrastructure are inadequate)
2.3 Design
Mental models analysis begins with the construction of a comprehensive technical, or
“expert” model (Figure 1) This initial model was developed based on an extensive
review of MSU policy documents and technical manuals as well as initial interviews
with those individuals responsible for campus sustainability programs (specifically,
MSU’s Sustainability Director, the municipal recycling coordinators from
the neighboring communities of East Lansing, Michigan and Lansing, Michigan,
and managers of the contracted commercial recycling hauler for MSU) The expert
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. A list of items that may be recycled (or composted) on the MSU campus . Locations on the MSU campus where recyclable items may be delivered (e.g pick-up or drop-off points, processing facilities, etc.)
. Logistics, in terms of how items must be prepared (e.g cleaning, sorting, etc.) prior to recycling them at MSU
. The benefits of recycling at MSU and elsewhere
. Impediments to recycling on the MSU campus
. Alternatives to recycling on the MSU campus (e.g reducing the amount of waste material generated, reusing products that are meant to be disposable, etc.) Based on this expert model, a standardized, 50-question open-ended interview protocol was developed The same interview protocol was used for both the student and faculty subjects and took approximately between 30 and 80 minutes to administer ðx ¼ 45 minutesÞ Each interview was recorded for coding immediately following the interview The protocol was administered by the same facilitator – the first author, Olson – in all cases
As with the expert model, the interview protocol was structured around the six general content areas accounting for recycling on the MSU campus These six categories were further subdivided into several associated content areas as illustrated
Figure 1.
Expert model
characterizing recycling
on the MSU campus
Glass
Plastics
Non-Fibers,
"Containers"
#1 PETE
#2 HDPE Cloudy
#2 HDPE Colored Surplus Store
Reduce Reuse Garbage
Location on Campus Location in Hall
Residence Hall
Dining/
Concessions
Venues Residential Dining International Centre
Sparty's Cafes
Location on Campus
Location on Campus
Time
Disinccentives
Specific Knowledge/
Instructions
Ease
Space
Water Environmental Benefits
Economic Benefits Social
Benefits
Benefits Impediments
Locations Alternatives
Items
Logistics
Recycling
at MSU
Method
Tipping Fees Awareness
Quality Control Removing Inpurities
Clean
Signs Proper Sorting
Remove Caps
#1 PETE
#1 HDPE Cloudy
#2 HDPE Colored
Jobs Monetary Incentives
Deposit Garbage Fees
Land Air Energy
Convenience
Location in Buliding Campus and Academic
Campus owned Apartments
Processing Facility
Location in Complex
Scrap Cans Foil
Metal
Post Consumer ConsumerPre
Post Consumer Pre Consumer
Batteries Ink Jet Cartridges Fluorescent
Pallets Leaves
Magazines
Grass
Branches
Food Waste
Manure
Organic Materials
Electronic Waste
Soft bound books White Paper Paper borad Mixed Paper News Paper
Paper Brown
Clear Glass Plastics
Non-Fibers,
"Containers"
Self-Sorting Pick-up Special Processing Facility Drop-off
Tin/
Aluminum Cardbord
Magazines Shoes Toner Tires
Other Fly Ash
Construction Waste
Paperboard
Mixed paper
News paper Soft bound books Junk Mail
Paper
Fibers
Fabric Careboard
White paper
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Trang 6by each branch of the expert model Each respondent was told that the interview
protocol was designed to exhaust their awareness and knowledge about particular
topic areas as it related to recycling on campus To this end, each subject was asked to
answer a series of questions from each of the six specific content areas during the
interview The first questions in a series were intentionally broad and were followed by
more specific questions designed to exhaust a subject’s knowledge of each aspect of
recycling For example, the first question in each interview was intentionally broad:
What can you tell me about recycling at MSU? Subjects were encouraged to provide as
much information as possible However, at this point, they were not prompted to
specifically explore the six specific content areas
As the interviews naturally progressed down each branch of the expert model, the
questions became more specific, with the intent of eliciting concepts that a subject may
have omitted despite being aware of them These follow-up questions also prompted
the participant to draw conclusions and make inferences, based upon their pre-existing
perceptions, regarding concepts that they may not have considered (per Morgan et al.,
2002) For example, once participants had stated the various recyclable materials that
initially came to mind (or indicated that none came to mind after the initial, broad
question was asked), they were prompted with increasingly specific follow-up
questions, such as: Now that you’ve talked about recyclable containers, are there other
materials that may be recycled on campus? What about paper products? Are there any
other kinds of paper or items made from paper that can be recycled on campus? When
subjects indicated that they had exhausted their knowledge of the concept that was the
focus of the questioning, the facilitator proceeded to the next series of questions
2.4 Analysis
Immediately following each interview, a graphical mental model was developed for each
subject based on the overall structure of the expert model Concepts mentioned by
subjects that were absent from the expert model (including both valid beliefs and
misconceptions) were incorporated and highlighted in these individualized models
(Figure 2) Also, the answers obtained in response to each question in the interview
protocol were coded (by the authors and two research assistants) using a five-point,
categorical scoring scheme, which was extensively pre-tested for inter-coder reliability
This scoring scheme utilized an ascending scale designed to reflect the level of
knowledge of the participant regarding each of the concepts depicted in the expert model
(i.e higher scores correspond with more accurate comprehension) Scores were assigned
as follows:
0 – subject was unable to answer interview question (i.e no information was
provided)
1 – a concept was discussed when prompted but misunderstood by subject
2 – a concept was discussed without prompting but misunderstood by subject
3 – a concept was discussed when prompted and understood by subject
4 – a concept was discussed without prompting and understood by subject
These scores were then used to estimate mean levels of knowledge for each concept
present in the expert model (Tables I and II) A series of Pearson’s x2 tests were
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3 Results 3.1 General trends
By combining data from the individual mental models elicited from students and faculty members (Figure 2), an overall mental model that depicted the frequency with which subjects understood each concept – reflected in their receiving a score of 3 or 4 for each concept area; see above – was developed (Figure 3) This composite model revealed important gaps, on part of both MSU students and faculty, in understanding key recycling concepts that are relevant to established campus-based waste reduction practices Among many identified gaps – only a few of which will be described here for the sake of brevity – both students and faculty displayed an incomplete understanding of where different items could be recycled on campus (Figure 3) While students knew that recycling opportunities were present in academic buildings and campus dining areas, few knew of specific details regarding where else recycling opportunities were available on campus For example, only a small percentage of students knew of specific collection points for recyclables at on-campus sports venues (22.5 per cent), the International Center food court (10 per cent), residential dining areas (40 per cent), and campus cafe´s (12.5 per cent) The same was true of MSU faculty members
Figure 2.
Sample individual model
elicited from an
MSU student
Cans Scrap
Pre Consumer
White Paper
Mixed Paper
Soft bound books Post
Consumer
Foil
Non-Fibers,
"Containers"
Self-Sorting Pick-up Special
Removing Inpurities Quality Control
Social Benefits EconomicBenefits
Proper Sorting
Garbage Fees
Monetary Incentives Processing
Facility Drop-off
Non-Fibers,
"Containers"
Metal
Magazines
Fibers
White Paper
Paper
Glass Plastics
Method
Signs
Awareness
Clean
Cardboard Mixed Paper Newspaper
Cardboard Junk Mail
Newspaper
Paperboard
Paper
Plastics
Reuse
Items
Logistics
Impediments
Benefits
Recycling
at MSU
Locations Alternatives
Location on Campus
Location on Campus
Location in Building
Environmental Benefits
Location in Hall
Residence Hall
Dining/
Concessions
Sparty's Cafes Venues
Campus and Academic
Garbage
Time
Disincentives
Specific Knowledge/
Instructions
Ease
Space
Energy Air Land
Deposit Convenience
Glass
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Trang 8Paper White
Containers Aluminum
Other E-waste
Benefits Environmental
Logistics Paper
* p¼
2 tests
Table I Mean knowledge level across 20 major concept areas by sample (student and faculty) and gender
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Trang 9interviewed; relatively few faculty members were aware of collection points for recyclables in dining and concession areas (33.3 per cent) And, neither students (5 per cent) nor faculty (11.1 per cent) were well aware of recycling opportunities at the general campus recycling facility
There were also distinct gaps in knowledge among students and faculty about the range of items that can be recycled on campus For example, while all students and faculty knew that “paper” could be recycled on campus, relatively few were aware of many common but more specific paper products that are recyclable; these included low levels of understanding by students and faculty regarding the fact that soft-bound books (25 and 2.5 per cent, respectively) and telephone directories (27.8 and 38.9 per cent, respectively) are recyclable on-campus A similar trend was observed among students and faculty regarding the recycling of junk mail (40 and 11.1 per cent, respectively) and paperboard (0 and 12.5 per cent, respectively) On a positive note, both students and faculty were well aware of newspaper recycling opportunities on campus (97.5 and 94.4 per cent, respectively)
In terms of recyclable containers, a high level of general knowledge was evident for both students and faculty but more specific knowledge tended to be relatively weak
Paper
Containers
Other
key locations
Benefits
Logistics
Notes: * p ¼ 0.05; * * p ¼ , 0.01; * * * p ¼ , 0.001; (labeled Halls 1 through 4 with means compared using Analysis of Variance; see Section 3.2) and academic building (labeled recycling “friendly” and
“unfriendly with means compared using Analysis of Variance; see Section 3.2); x2tests of significance across frequencies for each score category (0-4; not shown) are also summarized
Table II.
Mean knowledge level
across 20 major concept
areas by residence hall
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Trang 10For example, beyond the general knowledge that different categories of containers
(plastics, glass, and metals) are recyclable on campus, only 55 per cent of students and
44 per cent of faculty interviewed indicated an awareness about the recyclability of
common steel cans used primarily for food products This result stood in contrast to
reported knowledge by students and faculty about aluminum beverage cans
(93 and 94 per cent, respectively) and No 1 PETE plastic used in most soda and water
bottles (82.5 and 66.7 per cent, respectively)
Subjects also struggled with questions about how recycling must be carried out on
the MSU campus While students and faculty were well aware of the strict separation
rules in place at MSU (with 82.5 per cent of students and 94.4 per cent of faculty
understanding the requirement of sorting different categories of recyclable materials),
they were much less knowledgeable about the specific details of this process Beyond
knowing that certain categories of items need to be separated from one another – ,
e.g paper, metals, and glass – few subjects knew that different types of plastic and
paper had to be separated further Further, relatively few student and faculty subjects
knew that containers must be thoroughly cleaned, and caps and lids removed, prior to
their being deposited at a recycling station
A similar trend was observed regarding stated knowledge about why recycling is
important on the MSU campus While students and faculty seemed to generally
Figure 3 Composite student and faculty mental model.
Steel
55.0/44.4
Aluminum
92.5/94.4
Scrap 47.5/50.0 Cans
Glass 92.5/83.3 Plastics 100/88.9 82.5/66.7
#2HDPE Cloudy 55.0/50.0
#2 HDPE Colored 15.0/11.1 Metal
97.5/94.4
Benefits Impediments
Locations Alternatives
Items
Logistics
Recycling
at MSU
Foil 17.5/27.8 Clear 42.5/55.6 Brown 15.0/38.9
Non-Fibers,
"Containers"
Reduce 47.5/38.9 Reuse 9205/83.3 Garbage 100.0/100.0 Litter
15.0/11.1
Surplus Store 2.5/50.0
Location on Campus Location inHall 87.5/5.6
Residence Hall 90.0/11.1
Dining/
Concessions 67.5/33.3
Sports Game Venues 22.5/11.1 Residential Dining 40.0/16.7 International Centre 10.0/22.2 Sparty's Cafes 12.5/16.7 Union 7.5/0.0 Location on Campus 92.5/94.4
Location on Campus 0.0/0.0
Time 82.5/50.0
Disinccentive 97.5/100.0 Specific Knowledge/
Instructions 95.0/72.2
Ease 85.0/66.7
Space 22.5/22.2
Water 32.5/16.7 Environmental Benefits 100.0/100.0
Economic Benefits 100.0/88.9 Social
Benefits 85.0/66.7
Method
Tipping Fees 25.0/16.7 Awareness
Quality Control 90.0/94.4 Removing Inpurities
Clean 65.0/38.9 Signs 45.0/50.0 Proper Sorting 82.5/94.4
Remove Caps 32.5/27.8
#1 PETE 40.0/55.6
#2 HDPE Cloudy 30.0/33.3
#2 HDPE Colored 15.0/11.1
Jobs 32.5/33.3 Monetary Incentives 92.5/88.9
Extraction Costs 10.0/11.1 Sale of Surplus items/Materials 2.5/0.0
Deposit 90.0/83.3 Garbage Fees 15.0/27.8
Land 50.0/77.8 Air 47.5/22.2 Energy 37.5/44.4
Convenience 92.5/88.9
Location in Buliding 87.5/94.4
Campus and Academic 95.0/100.0
Campus owned Apartments 0.0/0.0
Processing Facility 5.0/11.1
Location in Complex 0.0/0.0
Post-Consumer
82.5/61.1
Pre-Consumer
5.0/5.6
Post-Consumer
77.5/33.3
Pre-Consumer
2.5/0.0
Ink Jet
Cartridges
25.0/38.9
Leaves
12.5/5.6
Magazines
Grass
17.5/5.6
Branches
10.0/0.0
Food
Waste
25.0/5.6
Manure
12.5/11.1
Electronic
Waste
22.5/50.0
Oraganic
Materials
Pallets
Batteries
30.0/22.2
Motor Oil
10.0/5.6
Soft bound
books
5.0/11.1
White Paper
50.0/94.4
Paper borad
2.5/0.0
Mixed Paper
45.0/94.4
News Paper
62.5/55.6
Paper 100.0/100.0
Brown 17.5/27.8 Clear 20.0/38.9 Deposit 12.5/0.0 Non-Deposit 12.5/0.0
Glass 80.0/66.7 Plastics 100.0/83.3
Non-Fibers,
"Containers"
77.5/88.9
Self-Sorting 87.5/100.0 Pick-up 67.5/50.0 Processing Facility Drop-off 62.5/11.1
Tin/Aluminum 80.0/77.8
Notes: Values indicate percent understanding, reflected by scores of 3 or 4, across both
student (first value) and faculty (second value) respondents; hatched boxes depict correct
concepts that were not present in the initial expert model
Cardbord
Magazines
7.5/44.4
Shoes
5.0/11.1
Toner 2.5/16.7 Tires 15.0/0.0 Food Oil 2.5/0.0
Other
Fly Ash 0.0/0.0
Construction Waste 12.5/0.0
Paperboard
12.5/0.0
Mixed paper
50.0/100.0
News paper
97.5/94.4 Soft bound
books
25.0/27.8
Junk Mail
40.0/11.1
Paper 100.0/100.0
Phone Books 2.5/38.9
Loft Wood 7.5/0.0 Fluorescent 2.5/11.1
Fabric 15.0/5.6
Fibers 5.0/0.0
Careboard 85.0/55.6
White paper
95.0/100.0
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