Analysis of the communication process of selective waste collection

Considering the increase in the generation of solid waste worldwide, selective waste collection is one of the initiatives that promote the reverse logistics of these materials, in a way to reduce environmental impacts. However, mobilizing the population to promote the return of these wastes has been a difficult task among public managers. Only strategically implemented communication, not treated in a unique way to reach all audiences, can contribute to the success of selective collection programs. Therefore, this study aims to identify significant variables, from the individuals' opinion, that impede understanding the message content provided in selective collection programs. For this, a case study was carried out in a city located in the state of São Paulo, Brazil. Multiple logistic regression was used as a statistical analysis tool, in which the response variable (the individual's capacity to understand the content of the messages) is considered as a function of 33 explanatory variables. From the data analysis, it was obtained the most adequate logistic model with a predictive capacity of almost 92%, such that six explanatory variables (Genre; If the citizen performs separation of materials; If the citizen knows how selective collection helps the environment; If the citizen knows the municipal cooperative; If the citizen knows that the separation contributes to the economy of the city; and, Citizen preference for other media for feedback) were significant to the response variable. The results showed there is an interference of variables in the individual's capacity to understand the content of the messages, indicating that in a communicational process it is necessary to take into account the peculiarities and heterogeneity of the population to achieve the intended purpose.