LITTER EVALUATION
SURVEY
August 2008

Prepared by:

1

TABLE OF CONTENTS
Section:

Page #:

Executive Summary ......................................................................................2
I.

Introduction ...........................................................................................9

A.
B.

Background and Methodology ....................................................................9
Demographics ............................................................................................9

II.

Driver Characteristics ......................................................................15
Driving Habits ...........................................................................................15
Litterbag Use ............................................................................................17
Trash Accumulating Inside Vehicle...........................................................18
Smokers ...................................................................................................20
Truck Drivers ............................................................................................22

A.
B.
C.
D.
E.

III.
A.
B.

Litter Awareness ................................................................................24
Perception of the Problem along Freeways ..............................................24
Littering Material .......................................................................................26

IV.

Littering Behavior ..............................................................................31

A.
B.
C.
D.

Personal Littering .....................................................................................31
Littering Circumstances ............................................................................33
Perception of Accountability .....................................................................35
Personal Experience with Specific Littering Situations .............................37

V.

Campaign Awareness ......................................................................40

A.
B.
C.
D.
E.
F.
G.
H.

Awareness of Campaign ..........................................................................40
Don’t Trash Arizona Awareness ...............................................................44
Radio Advertisement Awareness..............................................................49
MAG “Hot Spot” Event Awareness ...........................................................50
Awareness of Litter Resources.................................................................51
Likelihood to Report Littering ....................................................................54
Personal Litter Messages .........................................................................57
Additional Litter Resources.......................................................................58

VI.

Profiles of Litterers ...........................................................................60

APPENDICES
Questionnaire....................................................................................... Appendix A
Cross Tabulations – Available under separate cover

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EXECUTIVE SUMMARY
Background
There are 6,000 miles of freeways in Arizona accommodating a population of
more than six million people. The exponential increase in lane miles and the
higher volume of people traveling on state and Valley freeways make it extremely
challenging for litter abatement services to keep pace with the increasing amount
of litter.
Concern over freeway litter led elected officials to include $279 million for
landscape maintenance and litter control (pickup and sweeping) in the Regional
Transportation Plan approved by voters in 2004, including funding for litter
prevention.
In 2006, litter prevention and education efforts were begun by the Maricopa
Association of Governments (MAG) and the Arizona Department of
Transportation (ADOT) to address roadway litter. The slogan Don’t Trash
Arizona! was selected and is used cooperatively by MAG and ADOT to increase
public awareness of the roadway litter condition, and the agencies work together
on efforts to decrease roadway litter. ADOT oversees the state’s litter prevention
efforts, while the regional effort is overseen by MAG. The regional program is
funded through the Regional Transportation Plan approved by voters as
Proposition 400.
The purpose of Don’t Trash Arizona! is to reduce litter on regional and state
freeways. With a focus on education, awareness and partner participation, MAG
and ADOT develop strategies to increase public awareness and change
behavior. The scope of the work for the program additionally mandated that an
evaluative process be included to measure the success of prevention efforts.
First, “secondary research” was conducted to review existing litter campaigns not
only in other regions and states, but globally. This was accomplished through
Web research and targeted interviews with account managers of litter campaigns
in other states.
The secondary research found that litterers were predominately single males,
age 16 to 24 - with a secondary tier of litterers who are age 25 to 34. They tend
to be smokers, eat/buy fast food two times per week or more, frequent bars and
nightclubs, and drive pickup trucks. While 60 percent of littering is deliberate, 40
percent occurs “accidentally” when items blow or fall off vehicles. Littering most
often takes place when drivers are alone, many of whom do not consider small
items such as cigarettes and candy wrappers as litter.
Following the secondary research, a benchmark survey was conducted by MAG
and ADOT in December of 2006. The purpose of the baseline survey was to

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3

determine initial attitudes and awareness of litter issues in Arizona and to
evaluate littering behavior.
Based on the research results, strategies were developed that would utilize a
“pride” message; focus on the 18 to 24 male demographic; target both deliberate
and “accidental” litter; and include a variety of strategies and tactics within the
areas of public relations, paid advertising, media outreach, school outreach, and
the development of value-added partnerships.
While the primary goal of the Don’t Trash Arizona program is to reduce freeway
litter by increasing awareness about the problems litter causes and to change
littering behavior, it was recognized early on that it would be difficult to rapidly
“move the needle” when it comes to changing behavior. A strategy was
developed that is designed to achieve results through a three-stage process: 1)
increase awareness, 2) change attitudes, and 3) change behavior.
It was determined that a follow-up, evaluative survey would be conducted at the
end of the first two years of the campaign to determine if any changes in
awareness, attitudes or behavior were realized. That evaluative survey is the
focus of this report.
Evaluative Survey
The Maricopa Association of Governments and the Arizona Department of
Transportation commissioned WestGroup Research of Phoenix to conduct a
telephone study with residents in the state of Arizona. The purpose of the study
was to evaluate awareness of and attitudes toward litter issues, explore littering
behavior, and compare responses to the benchmark study conducted in
December 2006.
Results are based on 1,233 fifteen-minute telephone interviews with Arizona
residents. All respondents were randomly selected from a Random Digit Dial
(RDD) database comprising phone numbers from the targeted zip codes. The
margin of error for the survey is approximately +2.8% at a 95% confidence level.
Below are some of the key findings of the survey.
¾ Driver Characteristics
ƒ

On average, Arizona residents drive more than 22 miles per day, slightly
higher than the reported average of 21 miles reported in 2006.

ƒ

In 2008, residents were less likely to report having a litterbag or trashcan in
their vehicle than in 2006 (indicated by 58%, down from 62%).

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ƒ

Those who do not currently have a litterbag or trashcan in their car were
asked if they would consider keeping one in their vehicle; approximately half
(52%) answered in the affirmative.

ƒ

As Arizona residents reported in 2006, the most common type of trash that
accumulates in their vehicles is small pieces of paper such as gum wrappers,
receipts and lottery tickets (mentioned by 29%).

ƒ

Similar to 2006 results, one in six Arizona residents indicated they are
smokers (16%). Of those who currently smoke, most understood that
throwing cigarette butts out the window is a type of littering, with only 6%
expressing the belief that such action is not a type of littering. The same
percentage (6%) reported that they actually throw their cigarette butts out the
window.

ƒ

One in six Arizona residents indicated they drive a pickup truck (16%). This
percentage is highest in the outlying areas of the state (22%). Pickup truck
owners are significantly more like than others to indicate they noticed trash
falling out of their vehicle in the past three months (36% vs. 19% to 22% of
drivers of other vehicles). Truck drivers indicated that soda cans and soda
bottles were the most common types of litter found in the back of their truck
(mentioned by 14%).

¾ Litter Awareness
ƒ

In 2008, littering along Arizona freeways was seen as less of a problem than
in 2006. Approximately three in ten residents indicated litter along the
freeways throughout the state of Arizona was a “big” problem (31%, down
from 38%) or “moderate” problem (43%, up slightly from 42%).

ƒ

Two in three residents reported littering along their county freeways as a
problem this year (66% “big” + “moderate”) compared to three in four
residents who saw it as a problem in 2006 (74% “big” + “moderate”).

ƒ

Residents were less likely to see litter as a “big” or “moderate” problem along
their county freeways than along Arizona freeways in general (66% “big” +
“moderate vs. 74% for Arizona freeways).

ƒ

Residents were asked to respond with the first thought that came to mind
when they heard the word “litter.” The most common definition offered was
“trash” or “garbage” or “junk” (mentioned by 31%). More descriptive
definitions included such word choices as “dirty,” “disgusting,” “filthy,” “ugly,”
and “irresponsible.”

ƒ

When Arizona residents were asked what types of materials they would
consider a “serious” litter problem, plastic bags and other plastic items topped

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the list (mentioned by 32%, increasing from 27% in 2006). However, when
looking at it from a broader scope, more than three in five residents (64%)
identified beverage cans and bottles as serious litter problems (soda
cans/bottles-28%, beer cans/bottles-23%, and water bottles-13%).
ƒ

The same three items that topped the list of “minor litter” in 2006 were again
the most mentioned this year – small pieces of paper such as receipts, lottery
tickets and gum wrappers (19%) biodegradable items such as food and gum
(17%), and cigarette butts (12%). These are the same types of litter that
residents cited as most likely to accumulate in their vehicle.

¾ Littering Behavior
ƒ

When asked to itemize what items they thought they had littered in the past
year, a majority of Arizona residents insisted that they had not littered at all
during the past year (67%) – this was similar to the findings from the 2006
study when 69% claimed they had not littered.

ƒ

Among those who indicated they had littered in the past year, food or organic
material (including gum) was the most common type of litter (listed by 39%),
followed by small pieces of paper (25%) and cigarette butts (10%).

ƒ

As was reported in 2006, residents who indicated they had littered in the past
year were most likely to report that the littering happened while they were
driving and/or riding in a vehicle (mentioned by 36%, down from 46% reported
in 2006).

ƒ

Approximately four in nine residents who reportedly littered in the past year
indicated that they were alone when the littering occurred (45%), similar to
results found in 2006 (47%).

ƒ

The vast majority of those who admitted they had littered in the past do not
believe they will get caught for littering at some point in the future (69%).

ƒ

When asked why they do not believe they will get caught littering, three in five
of those who had previously indicated that they had littered replied, “I don’t
litter” (60% up from 49% reported in 2006). Others felt they would not get
caught because they only litter things that are biodegradable (8%; 3% do not
think gum is littering), they are careful to make sure no one is looking (7%);
while others believed enforcement is lax and officers have better things to do
(5%).

ƒ

Residents were most likely to report that at some point in time they “noticed
trash falling out of the vehicle” they were driving or riding in (22% within the
past 3 months; 21% within 3+ months). The next most commonly experienced
litter situation was throwing or having a cigarette butt thrown out of the

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¾ Campaign Awareness
ƒ

One in four residents (25%) indicated they had seen advertising related to
litter or littering in the past three months, almost the same percentage
reported in 2006 when 26% of residents had recalled seeing advertising
about litter. Younger residents (under the age of 35) were more likely than
older residents to be aware of “litter” advertising (30% vs. 24% of those
between 35-54 years old and 20% of those 55 or older).

ƒ

“Don’t litter” or “Keep Arizona clean” was the main message residents
recalled from litter-related advertising (mentioned by 29%). This was also the
primary message recalled by residents in 2006. In addition, there was an
increase in mentions of messages about fines for littering (21% up from 15%)
and the need to recycle (4% up from no mentions in 2006).

ƒ

Three in eight residents who remember seeing litter-related advertising in the
past three months were able to recall some type of slogan (38%).

ƒ

More than half of Arizona residents indicated they have heard the slogan
“Don’t Trash Arizona” (54%). Awareness of the slogan has increased
significantly between 2006 and 2008, increasing by 12 percentage points or
29%. The largest increase in awareness was among residents under age 35
(up 18 points from 40% to 58%; 35-54 up 7 points; 55+ up 14 points).

ƒ

The vast majority of residents who recall hearing the “Don’t Trash Arizona”
slogan identify the main message of the slogan as simply “don’t litter” (61%).

ƒ

Residents who were familiar with the “Don’t Trash Arizona” slogan reported
seeing and/or hearing the slogan from a variety of sources – television (30%),
billboards (24%), radio (21%), and street/highway signs (16%).

ƒ

Two in three residents were unable to name a sponsor for the “Don’t Trash
Arizona” slogan (67%).

ƒ

Similar to results reported in 2006, the primary meaning associated with the
slogan was to not litter and put trash where it belongs (mentioned by 61%).

ƒ

Five in six Arizona residents do not know where to report a litter violation
(83%). Fourteen-percent (14%) of residents, however, reported that they
would know where to go if they needed to report a violation

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ƒ

More than one-half of those who indicated they knew where to report a litter
violation would call the non-emergency number for the police station or
highway patrol (51%).

ƒ

When specifically asked about awareness for three sources for information
about litter (including the ADOT complaint line, the MAG Web site, and the
litter hotline), the ADOT complaint line had the highest awareness, with 15%
indicating they had heard of this source. Thirteen percent of Arizonans were
aware of the Don’t Trash Arizona Web site, with awareness highest among
the target demographic(s) of males and younger residents.

ƒ

When Arizona residents were asked if they saw someone littering how likely
they would be to report this behavior, more than half of residents indicate they
would be at least “somewhat” likely to call (24% “very likely” and 30%
“somewhat likely”).

ƒ

Residents who gave some indication that they would possibly report a littering
violation were specifically asked if they would call the litter hotline or go
through the Don’t Trash Arizona Web site. More than half of these residents
(54%) would call the litter hotline.

ƒ

When asked to describe what they would say to someone to convince them
not to litter, the largest proportion of Arizona residents indicate they would
either tell the person something to make them feel ashamed or guilty about
littering (29%) and/or they would simply tell the person “don’t litter” (28%).

ƒ

Arizona residents indicated they would primarily turn to the Don’t Trash
Arizona Web site if they wanted more information about litter or littering
(mentioned by 35%). Approximately one in four residents (26%) mentioned
the Internet in general as a resource to go to if they wanted more information
about littering

Findings and Recommendations
The evaluative survey indicates significant success in the program’s first
objective of increasing awareness about litter issues. The survey shows that
awareness of the Don’t Trash Arizona campaign has increased dramatically
(29%) over the past two years. More significantly, the greatest increase in
awareness is seen within the target demographic(s)—a 23% increase in
awareness among males and a 45% increase in awareness among residents
under age 35. This is likely due to a comprehensive radio advertising campaign
that is targeted toward male listeners aged 18 to 35.
As anticipated, the study also finds that it has been more difficult to “move the
needle” in terms of changing behavior. While 67% of Arizona residents reported
that they had not littered at all during the past year, this was a disappointing

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reduction from the 69% who stated they had not littered in the 2006 survey.
While statistically the number of non-litterers is about the same, the ultimate goal
is to increase this number as more people refrain from littering in the future.
There were, however, some positive trends noted in terms of reducing the
number of admitted litterers within the target demographic. The number of those
under the age of 25 who admitted to littering fell from 27% in 2006 to 21% in
2008, an encouraging trend.
Accidental littering remains a significant area of concern. Twenty-two percent of
Arizonans admitted to having trash blow out of or fall from their vehicle in just the
past three months, with another 21 percent reporting that occurrence in 3+
months. Another area of concern continues to be the littering of cigarette butts, a
circumstance cited by 26% of residents. It is recommended that these issues
continue to be targeted in campaign messages.
There are a number of areas that hold promise for the program. For example, the
number of residents who see litter as a “big” problem is down (31%, down from
38%). This is likely due to a significant increase in funding for litter pickup in the
region and increased efforts by ADOT to address litter issues. While 58% of
residents say they already carry a litterbag in their vehicle, more than half (52%)
who do not stated that they are willing to do so. More than half of Arizona
residents also indicated they would be at least “somewhat” likely to report littering
behavior. And, while many were unaware of the Don’t Trash Arizona Web site,
35% said that is a resource they would turn to for more information about
littering.
Another finding of note is that residents who were familiar with the “Don’t Trash
Arizona” slogan reported seeing and/or hearing the slogan from a variety of
sources, including television and billboards, despite the fact that paid advertising
was limited almost exclusively to less expensive radio buys. However, there were
approximately 14 million audience impressions recorded as a result of public
relations activities and other events due to coverage by the news media.
Approximately 24 percent of respondents said they had seen the slogan on
billboards. Only one billboard was purchased as part of a targeted mall
campaign, although the message did appear on electronic message boards
along the freeway system. The distribution of responses across venues would
seem to indicate that the current strategy of combining paid advertising efforts
with public relations efforts and other targeted messaging is appropriate.

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I.

INTRODUCTION

A.

Background and Methodology

The Maricopa Association of Governments and the Arizona Department of
Transportation commissioned WestGroup Research of Phoenix to conduct a
telephone study with residents aged 16 and older living in the state of Arizona.
The purpose of the study was to evaluate overall awareness of and attitudes
toward litter issues and explore littering behavior, which was conducted in
December 2006.
Results are based on 1,233 fifteen-minute telephone interviews conducted with
610 male and 623 female residents. Respondents were randomly selected from
a Random Digit Dial (RDD) database comprised of phone numbers from targeted
zip codes. The margin of error for the survey is approximately +2.8% at a 95%
confidence level. Thirty-one interviews (3%) were conducted in Spanish.
Data is reported by total sample as well as by the three areas identified by MAG
– Maricopa County, Pima County, and outlying areas. Quotas were set by region:
60% Maricopa County, 20% Pima County, and 20% outlying areas of the state.
Comparisons to the 2006 benchmark study data are also provided throughout the
report.

B.

Demographics

Per established quotas, 50% of Arizona residents interviewed were males and
50% were females. The average age of the residents was 46, 57% were married,
and 44% had children under the age of 18 living in their household. The majority
had at least some college experience (69%), 61% were employed either full or
part-time, and more than a quarter (27%) report a household income of more
than $75,000. Approximately five in seven residents are Caucasian (72%), while
80% report that “only English” is spoken in their home.
Additional detail on the demographic profile of the respondents is provided in
Tables 1a and 1b while Table 2 provides a breakdown of the city of residence
represented in the sample.

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Table 1a: Respondent Demographics
2008
Total
(n=1,233)

2006
Total
(n-1,233)

50%
50

50%
50

50%
50

50%
50

5%
5
18
20
22
14
16
45.7 yrs

6%
4
19
20
20
14
17
45.6 yrs

5%
5
16
20
25
12
16
46.1 yrs

6%
7
23
20
12
17
15
44.3
yrs

Marital Status
Married
Single
Divorced
Widowed
Separated

57%
26
8
7
1

60%
25
6
5
1

56%
27
8
7
-

57%
26
5
7
1

60%
23
9
7
-

Education
Less than H.S.
H.S. graduate
Some college
College graduate
Graduate degree

7%
22
32
22
15

8%
18
34
25
13

8%
19
31
24
17

6%
25
32
18
16

9%
28
34
21
7

Ethnicity
White
Hispanic
Native American
African American
Asian
Other/Refused

74%
14
3
3
1
5

76%
11
2
3
1
7

72%
15
2
4
2
5

75%
15
4
3
3

80%
9
7
2
2

HH w/ children <18

44%

44%

44%

48%

38%

Characteristic
Male
Female
Age
>21
21-24
25-34
35-44
45-54
55-65
66+
Average

2008 By Area
Maricopa
Pima
Outlying
(n=744) (n=244) (n=245)

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49%
51

6%
4
19
18
20
15
18
46.3 yrs

11

Table 1b: Respondent Demographics

Characteristic
HH Income
<$10,000
$10-$20,000
$20-$30,000
$30-$40,000
$40-$50,000
$50-$60,000
$60-$75,000
$75-$100,000
$100,000+
Refused
Average
Employment Status
Full-time
Retired
Part-time
Unemployed
Homemaker
Student
Profession
White collar/mgmt
Professional
(medical/legal)
Trade
Blue collar
Education
Self-employed
Clerical/admin
HH Language
English only
English & Spanish
Spanish only
English + other
language
Other language
only

2008
2006
Total
Total
(n=1,233) (n=1,233)

2008 By Area
Maricopa
Pima
Outlying
(n=744) (n=244) (n=245)

5%
7
7
8
8
8
10
11
16
20
$77,400

4%
7
9
8
9
6
9
11
15
23
$61,900

5%
5
7
7
8
8
10
12
18
21
$83,500

6%
8
7
11
7
5
11
12
16
18
$77,200

5%
12
10
9
9
10
9
9
9
19
$59,500

53%
22
8
7
6
4

49%
24
9
4
8
4

55%
20
8
7
6
3

53%
21
8
4
7
5

47%
25
8
7
7
5

23%
18

14%
9

24%
22

24%
15

19%
17

14
12
10
8
6

16
17
5
10
9

14
16
10
6
10

13
11
9
8
7

8
9
6
5
5

80%
11
1
4

82%
10
1
4

81%
11
1
3

80%
14
2

79%
7
2
8

2

2

2

1

3

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Table 2: Sample Breakdown by City
Frequencies reported, NOT percentages
2008
2006
Total
Total
(n=1,233) (n=1,233)

City
Apache Junction
Avondale
Buckeye
Carefree
Cave Creek
Chandler
El Mirage
Flagstaff
Fountain Hills
Gilbert
Glendale
Goodyear
Green Valley
Kingman
Laveen
Litchfield Park
Mesa
New River
Nogales
Payson
Page
Peoria
Phoenix
Prescott
Queen Creek
Scottsdale
Sedona
Show Low
Sierra Vista
Sun City
Sun Lakes
Surprise
Tempe
Tolleson
Tucson
Yuma
Other
Refused

16
9
8
2
6
46
7
3
23
56
5
22
7
7
89
2
2
4
29
242
20
32
50
6
4
12
4
21
20
4
169
21
246
28

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9
12
8
1
5
49
6
16
7
41
58
13
13
16
2
5
107
1
5
3
42
210
10
8
49
6
17
23
2
26
23
1
205
20
181
33

13

Approximately one in eight Arizona residents interviewed (13%) reported that
Spanish was spoken in their home. This percentage was highest in Pima County
(15%).

Language Use in Home
81%
81%
81%
80%

English
Only
11%
11%
14%
7%

English &
Spanish

2%
Spanish
2%
Only 0%
2%
4%
3%
2%
8%

English &
Other
Other language
Only

Total
Maricopa
Pima
Outlying

2%
2%
1%
3%

0%

20%

40%

60%

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80%

100%

14

More than half of the Spanish-speaking Arizona residents (56%) indicate they
speak “mostly English and some Spanish,” and another 18% report to speak the
two languages equally.

Amount of Spanish Spoken
70%
60%

Total
Maricopa
Pima
Outlying

58%58%
56%

50%
43%
40%
30%
18%17%19%19%

20%

16%16%17%
14%

10%

14%
7% 6% 6%

0%
Mostly English
some Spanish

Equal Spanish
& English

Mostly Spanish
some English

Only Spanish

Total n=151; Maricopa n=744; Pima n=;244 Outlying n=245

As seen in 2006, slightly more than two in five Spanish-speaking residents
indicated they watch and/or listen to Spanish TV and radio regularly (33% daily
and 13% two to five times a week).
Table 3: Spanish TV & Radio – Viewing Habits
Among those indicating they speak Spanish at home

Frequency
Daily
Regularly
(2-5x per week)
Occasionally
(1x every 1-2 weeks)
Rarely (less than 1x
every 2-5 weeks)

2008
Total
(n=151)

2006
Total
(n=125)

2008 By Area
Maricopa
Pima
Outlying
(n=94)
(n=36)
(n=21)

33%
13%

33%
11%

32%
13%

33%
11%

33%
19%

24%

23%

29%

19%

14%

30%

33%

27%

36%

33%

QD7B: Thinking about your habits in regard to Spanish television and radio,
would you say you watch Spanish television…?

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15

II.

DRIVER CHARACTERISTICS

A.

Driving Habits

On average, Arizona residents reported driving more than 22 miles per day,
slightly higher than the average of 21 miles reported in 2006. Males reported
more average daily miles driven (26.2 vs. 18.7 for females), as did residents
under the age of 55 (25.1 vs. 16.2 for 55+), those with children (25.7 vs. 20 for
those without), and residents with a household income below $50,000 (19.7 vs.
27 for HH>$50K).
Table 4: Average Miles Driven
(On Average Day)

Average Miles

2008
2006
Total
Total
(n=1,233) (n=1,233)

0-10 miles
11-20 miles
21-30 miles
31-50 miles
50+ miles

37%
21
13
12
14

41%
20
13
12
12

Average miles
Don’t know

22.4
3%

21.0
2%

2008 By Area
Maricopa
Pima
Outlying
(n=744)
(n=244) (n=245)
37%
19
15
12
14
22.5
3%

33%
24
13
14
14

40%
22
11
11
13

23.5
2%

21.3
3%

Q8: In a typical day, how many miles do you drive or ride in a motor vehicle?

Litter Evaluation Survey

16

In 2008, approximately two in five residents (41%) reported driving or riding
in a 4-door sedan, a slight increase from 2006 when 38% of residents
reported riding/driving in this type of vehicle. Sports Utility Vehicles (SUV)
and pick-up trucks were the next most frequently mentioned vehicles driven by
Arizona residents (20% and 16%, respectively).
While the 4-door sedan was the most common vehicle mentioned statewide,
Maricopa County residents were more likely than those living in outlying areas to
report driving or riding in this type of vehicle (44% vs. 32%). Residents living in
Pima County and outlying areas are more likely to drive or ride in an SUV (23%
vs. 18%). Those most likely to indicate that they drive or ride in a pick-up truck
live in outlying areas of the state (22% vs.15%).
Table 5: Type of Vehicle

Items
Sedan (4-door)
Sports utility
Pick-up truck
Van/mini-van
Coupe (2-door)
Motorcycle
Other
Don’t drive
Don’t know/
refused

2008
2006
2008 By Area
Total
Total
Maricopa
Pima
Outlying
(n=1,233) (n=1,233) (n=744) (n=244) (n=245)
41%
20
16
8
8
2
2
4
1

38%
20
18
11
7
2
3
-

44%
18
15
8
8
1
1
4
1

39%
24
16
9
6
1
2
2
1

32%
22
22
7
9
3
2
3
-

Q9: Which of the following best describes the type of vehicle you drive or
ride in…

Litter Evaluation Survey

17

B.

Litterbag Use

In 2008, residents were less likely to report having a litterbag or trashcan in
their vehicle (indicated by 58%, down from 62% in 2006). Interestingly,
Maricopa and Pima County residents were significantly less likely to have a
litterbag or trashcan in their vehicles than residents living in the outlying areas of
the state (56% and 55% vs. 69%). Female residents were most likely to report
having a litterbag or trashcan in their vehicle (63%), as were older residents
(67% of those age 55 or older).
Those who do not currently have a litterbag or trashcan in their car were
asked if they would consider keeping one in their vehicle; approximately
half (52%) answered in the affirmative. Female residents were more amenable
to putting a litterbag in their vehicle (62% vs. 43% for males), as were residents
with children (58% vs. 47% without children).

Litter Bag or Trashcan Use in Vehicle
58%

Have bag/can
in vehicle

62%

If no, would consider
using in future?
52%
Yes
54%
43%
No
43%
5%

2008
2006

Maybe
3%
0%

10%

20%

30%

40%

2006 n= 1,233; 2008 n= 1,233

Litter Evaluation Survey

50%

60%

70%

18

C.

Trash Accumulating Inside Vehicle

As Valley residents reported in 2006, the most common type of trash that
accumulates in their vehicles was small pieces of paper such as gum
wrappers, receipts and lottery tickets (mentioned by 29%). The next two
most commonly reported items were beverage items, i.e., water bottles (20%)
and soda cans/bottles (17%). Followed by reported accumulation of
paper/newspapers (16%), fast food wrappers (15%), and other types of food
wrappers (11%). One in four residents, however, indicated that they always
remove trash from their vehicle so nothing accumulates (25%).

Six Most Common Types of Trash
Inside Vehicle
29%
30%
30%
28%

Small pieces
of paper
20%
21%
19%
17%
17%
16%
20%
19%
16%
15%
17%
16%
15%
16%
14%
14%

Water bottles/
cans
Soda cans/
bottles
Paper/
newspaper
Fast food
wrappers
Other food
wrappers

9%
9%
0%

5%

10%

Total Sample
Maricopa
Pima
Outlying

11%
18%
15%

20%

25%

30%

35%

Total sample n=1,233; Maricopa n=744; Pima n=244; Outlying n=245

In general, residents under the age of 35 were significantly more likely than
residents 55 years and older, to report all types of trash in their vehicle (17%
report “nothing” vs. 39%). Not surprisingly, residents without children were more
likely than those with children to report having litter-free interiors (35% report
“nothing” vs. 17%). Females were more likely than males to report an
accumulation of paper/newspaper items (20% vs. 12%).

Litter Evaluation Survey

19

Table 6: Trash Accumulated in Vehicle – Total Responses

Items
Small pieces of paper
(receipts, lottery tickets,
gum wrappers)
Water cans/bottles
Soda cans/bottles
Paper/newspaper/napkins
Fast food wrappers
Other food wrappers
Plastic bags/other plastic
Cups (Styrofoam, plastic,
paper)
Food/organic material
Cigarette butts
Beer cans/bottles
Kid’s stuff/toys etc.
Nothing/always clean out
vehicle
Other (<1% consensus)
Don’t know

2008
2006
2008 By Area
Total
Total
Maricopa
Pima
Outlying
(n=1,233) (n=1,233) (n=744) (n=244) (n=245)
29%

34%

30%

30%

28%

20
17
16
15
11
8
5

15
19
14
17
12
7
4

21
16
15
16
9
9
6

19
20
17
14
9
5
5

17
19
16
14
18
6
4

3
3
1
1
27

3
3
1
25

3
3
2
1
27

4
1
1
28

3
5
1
1
28

6%
2

7%
2

7%
2

Q26: What kinds of trash tend to accumulate INSIDE your vehicle?

Litter Evaluation Survey

6%
2

5%
1

20

D.

Smokers

As in 2006, one in six Arizona residents indicated they were smokers (16%).
Although not statistically significant, this percentage was slightly higher among
residents in outlying areas of the state than those in Maricopa or Pima Counties
(19% vs. 15%). Males (18%), those with household incomes of less than $50K
(20%), those without any college experience (21%), and residents younger than
55 (18%) were more likely than those in comparative groups to admit they were
smokers.
Of those who currently smoke, only 6% did not feel that throwing cigarette
butts out the window was littering and 6% also admitted that they actually
throw their cigarette butts out the window. The primary reason smokers
reported throwing their cigarettes out the window was because they did not want
their vehicle to smell (mentioned by 5 of the 11 respondents) followed by three
residents who reported they were just lazy, and two residents who reported that
they did not have an ashtray in their car.
The majority of smokers reported that they either use the ashtray in their vehicle
(57%), use something else in their car (12%) or do not smoke in their vehicle
(11%). Residents living in outlying areas were more likely than residents living in
other areas to use an ashtray in their vehicle to dispose their cigarettes (70% vs.
55% for Maricopa residents and 46% for Pima residents).
Table 7: Smoking Habits

Response
Smoker
Agree throwing cig.
butts out window is
littering

2008
2006
Total
Total
(n=1,233) (n=1,233)

2008 By Area
Maricopa
Pima
Outlying
(n=744)
(n=244)
(n=245)

16%

17%

15%

15%

19%

(n=193)

(n=205)

(n=109)

(n=37)

(n=47)

94%

95%

95%

95%

92%

Q13: Do you smoke? Q14: If yes, in your opinion, is throwing cigarette butts
out the window or on the ground littering?

Litter Evaluation Survey

21

Table 8: Disposing of Cigarette Butts
Among those indicating they smoke
2008
Total
(n=193)

Response
Ashtray in vehicle
Something else in
vehicle
Don’t smoke in the car
It varies
Throwing out window
Other (<1% consensus)
Don’t know/refused

2006
2008 By Area
Total
Maricopa
Pima
Outlying
(n=205) (n=109)
(n=37)
(n=47)

57%
12

56%
12

55%
11

46%
16

70%
11

11
6
6
2
7

14
8
3
2
5

12
6
6
2
8

8
14
11
5

11
2
2
4

Q15: When you are in a vehicle, do you USUALLY dispose of cigarette butts…?

Table 9: Primary Reason for Disposing Cigarette Butts Out the Window
Among those indicating they smoke and throw cigarette butts out the window

Reason

2008
Total
(n=11)

Don’t want vehicle to smell
Lazy/don’t care
Don’t have ashtray in vehicle
Don’t know

46% (5)
27% (3)
18% (2)
9% (1)

Q16: What is the primary reason that you toss your cigarette
butts out the window?

Litter Evaluation Survey

22

E.

Truck Drivers

One in six Arizona residents indicated they drive a pickup truck (16%). This
percentage was highest in the outlying areas of the state (22%). Overall,
77% of truck drivers reported that they put things in the bed of the truck,
significantly higher this year compared to 62% of residents who reported
this in 2006. Although not statistically significant, drivers in Pima County were
the most likely to report storing things in their truck beds than truck drivers in
other areas of the state (84% vs. 76% in Maricopa and 75% in outlying areas).
Table 10: Pick-Up Truck Drivers

Response
Drive a pick-up truck
Put things in truck bed

2008
2006
2008 By Area
Total
Total
Maricopa
Pima
Outlying
(n=1,233) (n=1,233) (n=744)
(n=244)
(n=245)
16%

18%

15%

16%

22%

(n=196)

(n=186)

77%

62%

(n=107)
76%

(n=37)
84%

(n=52)
75%

Q9: Drive a pick-up truck. Q24: TRUCK DRIVERS ONLY – Do you ever put
anything in your truck bed?

Litter Evaluation Survey

23

Truck drivers were most likely to report that soda cans and soda bottles
were the most common types of litter that would be found in the back of
their truck (mentioned by 14%). Approximately one in ten truck drivers
indicated that they put plastic bags and other plastic items in the back of their
truck (9%). In addition, construction materials, lawn debris, water bottles, as well
as trash in general were among the other types of litter that can be found in truck
beds (all types mentioned by 7%). Slightly more than one in six (17%) indicated
that they do not believe they put any type of litter in the bed of their truck; this is
up from 12% in 2006.
Table 11: Litter Via Truck Bed – Total Responses
Among those who indicate they drive a truck

Items

2008
Total
(n=196)

2006
Total
(n=173

2008 By Area
Maricopa
Pima
Outlying
(n=107)
(n=37)
(n=52)

Nothing
Soda cans/bottles
Plastic bags/other plastic
Construction debris
Lawn debris
Water bottles
Trash/non
biodegradable
(unspecified)
Fast food wrappers
Food/organic material
Cardboard
Sm. pieces of paper
Wood
Paper/ newspaper/
napkins
Beer cans/bottles
Furniture
Other food wrappers
Litter that falls out
accidentally
Tires
Car parts/ batteries
Cigarette butts

17%
14
9
7
7
7
7

12%
20
11
10
7
2
--

17%
11
11
9
9
6
5

19%
16
5
3
3
11
5

15%
17
8
6
6
8
14

5
5
5
3
3
2

6
5
3
9
2
4

6
4
5
4
1
2

3
8
5
-5
3

4
6
6
2
4
2

2
2
---

4
-3
2

2
1
---

5
5
---

-----

----

2
2
-

----

----

----

Other
Don’t know

11%
22

10%
25

11%
23

8%
22

14%
21

Q25b: What types of items do you ever put into your truck bed that you consider
to be litter or trash? What else?

Litter Evaluation Survey

24

III.
A.

LITTER AWARENESS
Perception of Litter as Problem along Freeways

In 2008, the perception of littering along Arizona freeways was seen as less
of a problem than in 2006 (74% down significantly from 80%). Approximately
three in ten residents indicated they believe that litter along the freeways
throughout the state of Arizona was a “big” problem (31% down from 38%) or
“moderate” problem (43% compared to 42% in 2006). Residents in Pima County
and in outlying areas of the state were significantly more likely than residents
living in Maricopa County to describe the litter problem as a “big” problem (35%
and 37% vs. 28%).
In addition, those most likely to consider litter along freeways as a “big” problem
were:
ƒ
ƒ
ƒ
ƒ

Those with lower household incomes (36% of those with incomes under
$50K vs. 29% of those with higher household incomes)
Residents who were aware of anti-litter advertising (37% vs. 29%)
Residents without any college education (39% vs. 28% with at least some
college experience).
Pickup truck drivers (39% vs. 28% to 32% of others)

Perception of Litter along AZ Freeways
31%
Big problem
38%
43%
Moderate
42%
19%
Small problem
14%
5%
2008
2006

No problem
3%
0%

10%

20%

30%

2006 n=1,233; 2008 n=1,233

Litter Evaluation Survey

40%

50%

25

Table 12: Freeway Litter as A Problem in Arizona
2008
2006
2008 By Area
Total
Total
Maricopa
Pima
Other
(n=1,233) (n=1,233) (n=744) (n=244) (n=245)

Rating
Big problem
Moderate
problem
Small problem
Not a problem
at all
Don’t know

31%
43

38%
42

28%
43

35%
43

37%
43

19
5

14
3

22
5

16
4

11
5

2

3

2

2

4

Q10: In your opinion, how big of a problem is litter along freeways in
Arizona? Would you say it is a…
In addition to their perceptions of litter along Arizona freeways in general,
residents were also asked to indicate their perception of the litter specifically
along the freeways in the county where they live. Similar to the perception of litter
along Arizona freeways, residents were less likely to see litter as a problem along
their county freeways this year compared to previous years. Two in three
residents reported littering along their county freeways as a problem this
year (66% “big” + “moderate”) compared to three in four residents who saw
it as a problem in 2006 (74% “big” + “moderate”).
Residents living in outlying areas of the state were more likely to indicate that
litter along the freeways in that county was a “big” problem than residents in
Maricopa County (31% vs. 23%).

Perception of Litter along Freeways
in Specific County
23%
Big Problem

29%
31%
41%
43%

Moderate
35%
26%
Small

20%
21%
Maricopa
Pima
Outlying

7%
6%
9%

Not a problem

0%

10%

20%

30%

Total sample n=1,233; Maricopa n=744; Pima n=244. Outlying n=245

Litter Evaluation Survey

40%

50%

26

Table 13: Freeway Litter as A Problem in County of Residence

Rating
Big problem
Moderate
problem
Small problem
Not a problem
at all
Don’t know

2008
2006
2008 By Area
Total
Total
Maricopa
Pima
Other
(n=1,233) (n=1,233) (n=744) (n=244) (n=245)
26%
40

33%
41

23%
41

29%
43

31%
35

24
7

16
5

26
7

20
6

21
9

3

6

2

2

5

Q11: In your opinion, how big of a problem is litter along freeways in
your County? Would you say it is a…

B.

Littering Material

1.

Definitions of Litter

Residents were asked to respond with the first thought that came to mind
when they heard the word “litter.” The most common definition offered was
“trash” or “garbage” or “junk” (mentioned by 31%). The next most common
definitions related to where they see littering, “along roads and freeways” or a
description of the action of littering “people throwing things out car windows and
not using receptacles” (13% and 12%). While several definitions described the
different types of litter, some comments reflected back on the behavior of the
individual who litters (irresponsible – 8%; lazy/slobs – 5%). A few residents
referred to the way litter looks (dirty/disgusting – 8%; ugly/unsightly – 4%), the
effects of littering (pollution/bad for environment-3%) or the way it makes them
feel (angry/upset – 3%).

Litter Evaluation Survey

27

Table 14: Definition of “Litter”

Items

2008
2006
2008 By Area
Total
Total
Maricopa
Pima Outlying
(n=1,233) (n=1,233) (n=744) (n=244) (n=245)

Trash/garbage/junk/mess
Along roads/freeways
People throwing things out
car windows/not using
receptacles
Paper/fast food wrappers
Empty cans/bottles/cups
Irresponsible/disrespectful/
careless/inconsiderate
Dirty/disgusting/filthy
Lazy/slobs/pigs/messy
people
Plastic bags
Cigarette butts
Ugly/looks bad/unsightly
Pollution/bad for
environment
Anger/makes me upset
Should be cleaned up/
problem needs to be
fixed
Fast food bags
Tires
Things flying out of trucks

31%
13
12

Other (<1% consensus)
Don’t know

38%
2
6

30%
12
13

38%
12
9

32%
14
11

10
9
8

6
4
5

11
8
10

8
10
4

8
13
5

8
5

5
3

8
5

10
5

6
6

5
4
4
3

2
2
3
1

3
5
3
3

5
2
4
2

10
2
5
5

3
3

2
2

3
3

5
2

3
3

2
2
1

-

3
2
1

1
1
1

2
1
1

13%
3%

14%
2%

11%
1%

13%
-

16%
8%

Q12: What is the first thought that comes to your mind when you hear the word
“litter”?

Litter Evaluation Survey

28

2.

Perceptions on Types of Litter

When Arizona residents were asked what types of materials they would
consider “serious” litter problems, plastic bags and other plastic items
topped the list (mentioned by 32% increasing from 27% in 2006). However,
when looking at it from a broader scope, a notable proportion of residents
identified beverage cans and bottles as a serious litter problem (soda
cans/bottles-28%, beer cans/bottles-23%, and water bottles-13%).
Other mentions included cigarette butts (22%), tires (19%) and small pieces of
paper (14%).
Residents living in outlying areas of the state were significantly more likely than
Maricopa and Pima County residents to list plastic bags and other plastic items
as a serious litter problem (46% vs. 28% and 34%). Beer cans and beer bottles
were most likely listed by Pima County residents and those living in outlying
areas (29% and 26% vs. 21%). Maricopa County residents, on the other hand,
were more likely than residents in outlying areas of the state to cite cigarette
butts (24% vs. 17%) as serious litter problems.

Most Common Types of Trash
Labeled as a “Serious Problem”
Plastic bags/
other plastic

28%

32%
34%

46%

28%
28%
29%
30%

Soda cans/bottles

23%
21%
29%
26%
22%
24%
22%

Beer cans/bottles
Cigarette butts

17%
19%
20%
21%
15%
14%
14%
12%
14%
13%
13%
12%
15%
12%
12%
13%
12%

Tires
Small pieces/paper
Water bottles
Fast food
wrappers/bags
0%

10%

20%

Total Sample
Maricopa
Pima
Outlying
30%

Total sample n=1,233; Maricopa n=744; Pima n=244. Outlying n=245

Litter Evaluation Survey

40%

50%

29

Table 15: Litter Perceived as a SERIOUS Problem – Total Answers

Items
Plastic bags/other plastic
Soda cans/bottles
Beer cans/bottles
Cigarette butts
Tires
Small pieces of paper
Water cans/bottles
Fast food wrappers
Paper/newspaper/napkins
Glass
Construction debris
Trash (nonbiodegradable)
Other food wrappers
Diapers/baby wipes
Aluminum cans
Cups (Styrofoam, plastic,
paper)
Everything
Litter that falls out of pick
up trucks accidentally
Furniture (couches, beds)
Car parts/batteries/motor
oil
Cardboard
Bottles/containers
(unspecified)
Cardboard
Food/organic material
Chemicals/toxic stuff
Metal/steel
Lawn debris
Objects in/along road
Styrofoam
Other (<1% consensus)
Don’t know

2008
2006
2008 By Area
Total
Total
Maricopa
Pima Outlying
(n=1,233) (n=1,233) (n=744) (n=244) (n=245)
32%
28
23
22
19
14
13
12
6
6
6
5

27%
34
31
22
16
18
12
16
6
4
8
6

28%
28
21
24
20
14
13
12
7
6
8
4

34%
29
29
22
21
12
12
13
7
8
3
7

46%
30
26
17
15
14
15
12
6
6
5
4

4
4
4
3

4
3
2
3

4
3
3
4

4
4
4
2

4
5
5
2

3
3

4
7

4
3

2
2

2
3

3
3

3
3

3
3

3
3

2
2

2
2

2
2

2
2

2
5

2
1

2
2
2
2
2
2
1
6%
3%

2
2
2
1
1
5%
3%

2
3
1
1
2
6%
3%

2
2
2
2
2
1
1
6%
3%

2
2
10%
4%

Q18: What types of materials do you think are a serious litter problem?

Litter Evaluation Survey

30

After discussing the items they considered to be “serious” litter problems,
residents were asked to list additional items they considered to be “minor”
problems. The same three items that topped the list of “minor litter” in
2006, were again the most mentioned –small pieces of paper such as
receipts, lottery tickets and gum wrappers (19%) biodegradable items, such
as food and gum (17%) and cigarette butts (12%). Interestingly, Maricopa and
Pima County residents were more likely than those living in outlying areas of the
state to include cigarette butts on the “minor” list (13% and 14% vs. 7%).
Table 16: Litter Perceived as a MINOR Problem – Total Answers

Items
Small pieces of paper
(receipts, lottery
tickets, gum wrappers)
Food/organic material
There isn’t minor litter/
all litter is major
Cigarette butts
Paper/ newspaper/
napkins
Soda cans/bottles
Other food wrappers
(chip bags, candy
wrappers)
Plastic bags/other plastic
Beer cans/bottles
Fast food wrappers
Lawn debris
Water bottles
Everything/any of it
Nothing
Tires
Cardboard
Other
Don’t know

2008
2006
2008 By Area
Total
Total
Maricopa
Pima
Outlying
(n=1,233) (n=1,233) (n=744) (n=244) (n=245)
19%

19%

19%

20%

20%

17
12

19
18

16
10

16
14

20
16

12
5

13
4

13
5

14
5

7
5

5
4

4
4

5
4

5
2

4
5

4
3
2
2
2
2
2
2
1

2
3
3
2
2
1

4
4
3
3
2
2
3
1
1

3
3
2
3
1
1
1
4
1

4
2
2
1
2
2
2
1
-

8%
21%

11%
22%

8%
22%

7%
19%

6%
23%

Q19: What types of materials do you think are a minor litter problem?

Litter Evaluation Survey

31

IV. LITTERING BEHAVIOR
A.

Personal Littering

When asked to itemize what items they thought they had littered in the past
year, a majority of Arizona residents insisted that they had not littered at all
during the past year (67%) – this was similar to the findings from the 2006
study when 69% claimed they had not littered. An additional 5% said they “did
not know” if they had littered or not.
Those most likely to claim they have not littered included:
ƒ
ƒ
ƒ
ƒ
ƒ

Females (71% vs. 63% for males)
Older residents (70% for 35-54 year olds and 83% over 55 vs. 45% under
35).
Those without children (75% vs. 55% with children)
Caucasian residents (70% vs. 56% for other ethnicities)
Higher educated residents (69% with at least some college education vs.
61% of those without).

Among those who indicated they had littered in the past year, food or
organic material (including gum) was the most common type of litter (listed
by 39%). This was also the most common type of litter listed in 2006. Pima
County residents are more likely than residents in outlying areas of the state to
report that they have discarded cigarette butts (18% vs. 5%).
Those most likely to list food and organic materials as items they have personally
discarded were:
ƒ
ƒ
ƒ
ƒ
ƒ

Females (44% vs. 33% for males)
Those 35 years or older (44% vs. 33% of those under 35).
Residents with a HH income above $50K (53% vs. 25% with HH income
below $50K)
Caucasian residents (44% vs. 23% for other ethnicities)
College-degreed residents (61% vs. 16% of those with HS degree or less)

Litter Evaluation Survey

32

Table 17: Items Personally Discarded as Litter – Total Responses

Items
Have not littered in
past yr.
Food/organic material
Small pieces of paper
Cigarette butts
Other food wrappers
Paper/newspaper/napkins
Soda cans/bottles
Plastic bags/other plastic
Nothing
Fast food wrappers/paper
bags
Beer cans and beer
bottles
Cups (Styrofoam, plastic,
paper)
Cardboard, boxes
Lawn debris
Bottles (unspecified)
Water bottles
Other (<1% consensus)
Don’t know

2008
2006
2008 By Area
Total
Total
Maricopa
Pima
Outlying
(n=1,233) (n=1,233) (n=744) (n=244) (n=245)
67%

69%

67%

70%

64%

(n=354)
38%
25
10
7
6
6
4
2
3

(n=328)
39%
23
12
10
4
6
2
---

(n=209)
39%
26
10
8
6
5
5
-4

(n=61)
36%
25
18
3
8
8
3
---

(n=84)
39%
24
5
7
6
7
4
10
2

2

--

2

5

--

2

--

2

2

--

1
1
1
1
6
--

----11
16%

1
1
1
2
7
--

2
-2
2
8
--

1
2
2
-4
--

Q20: Can you think of items that you yourself might have discarded as litter (by
litter we mean items you did not put in a trash receptacle) in the past year?

Litter Evaluation Survey

33

B.

Littering Circumstances

As was reported in 2006, residents who indicated they had littered in the
past year were most likely to report that the littering happened while they
were driving and/or riding in a vehicle (mentioned by 36% down from 46%
reported in 2006). One in ten admitted litterers reported they littered while
walking outside or because there was no trashcan around (11% and 10%
respectively).
Pima County residents were slightly more likely than those living in other areas to
report that the littering happened while they were driving or riding in a car (46%
vs. 33%). Maricopa County litterers were significantly more likely than those
living in Pima County or outlying areas of the state to admit they littered because
they did not see a trashcan (15% vs. 4% and 2%).
Table 18: Littering Situation – Total Responses
Among those who indicated they have littered in the past year

Items
Driving/riding/traveling in
vehicle
Walking outside
No trash can around
Opened door/window – flew
out
I didn’t litter
In the desert/ middle of
nowhere
Flew out of truck bed
Just threw it/anywhere I
could
In the park
At home
Camping/hiking
In a parking lot
Eating food/chewing gum
Partying/drinking
Other (<1% consensus)
Don’t know/can’t remember

2008
Total
(n=408)

2006
Total
(n=378)

2008 By Area
Maricopa
Pima
Outlying
(n=247)
(n=72)
(n=89)

36%

46%

34%

11
10
5

15
7
4

12
15
5

7
4
6

12
2
7

5
3

2
1

3
1

8
6

7
6

2
2

2
-

2
2

1
-

5
3

2
2
2
2
2
1

1
2
-

2
1
2
2
1
-

3
1
3
4
1

1
3
3
3

9%
15%

7%
16%

8%
19%

6%
12%

14%
8%

46%

33%

Q21: To the best of your knowledge, what were the general circumstances in
terms of where and what you were doing when you discard litter?

Litter Evaluation Survey

34

Approximately four in nine residents who reportedly littered in the past
year indicated they were alone when the littering occurred (45%), similar to
results found in 2006 (47%). Older residents (55+) were the most likely to
indicate they were alone when littering occurred (58%) as well as those living in
Maricopa County (49%).

Tend to Be Alone When Littering
Among those who said they littered in the past year
45%
Yes
47%

46%
No
41%

Don't
know

0%

9%
2008
2006

12%
10%

20%

30%

40%

2006 n=378; 2008 n= 408

Litter Evaluation Survey

50%

35

C.

Perception of Accountability

The vast majority of those who admitted they have littered in the past do
not believe they will get caught for littering at some point in the future
(69%). Residents most likely to believe that they may get caught for littering
included:
ƒ
ƒ
ƒ
ƒ
ƒ

Younger residents (35% of those under age 35 vs. 17% of those older)
Those with children in the household (32% vs. 17%)
Those with lower household incomes (36% of those with incomes under
$50K vs.17% of those with incomes greater than $50K)
Residents with a high school or less education (38% vs. 18% of those with
at least some college education)
Minority residents (35% vs. 20% of Caucasian residents)

Believe Will Get Caught for Littering
Among those who said they littered in the past year
25%
Yes
22%

69%
No
71%

Don't
know

6%
2008
2006

7%

0%

20%

40%

60%

2006 n=378; 2008 n= 408

Litter Evaluation Survey

80%

36

When asked why they do not believe they will get caught littering, three in
five of those who previously indicated they had littered replied, “I don’t
litter” (60% up from 49% reported in 2006) and an additional 14% indicated
they do not litter “very often.” A small percentage believed they will not be
caught littering because they are careful (7%), or they only throw away things
that will disintegrate like food (8%), or gum (2%), or small things (2%). Others do
not believe littering laws are enforced (5%).
Table 19: Reasons Why People Believe They Will Not Get Caught Littering
Among those who have littered in the past year/believe they will not get caught

Responses
I don’t litter
I don’t litter very often
Only litter food/ things
that will disintegrate
I’m cautious/ careful/
make sure no one is
looking
Nobody gets caught/
not enforced/ other
things for cops to do
I carry a trash container
in the car/ hold on to it
and throw it away later
I don’t think a piece of
gum is littering
I don’t throw out
anything big
It’s not a big deal/
nobody cares
Cigarette butts aren’t a
big thing
Other
Don’t know/refused

2008
Total
(n=281)

2006
2008 By Area
Total
Maricopa
Pima
Outlying
(n=269) (n=169)
(n=50)
(n=62)

60%
14
8

49%
19
6

7

8

5

55%
16
8

66%
12
12

68%
11
6

10

2

2

7

6

4

3

4

2

3

6

3

3

2

4

2

2

2

2

2

5

2

1

3

1

--

--

--

2

--

--

--

2%
2%

2%
4%

2%
2%

2%
--

3%
6%

Q23a: Why don’t you believe you will ever get caught for littering?

Litter Evaluation Survey

37

D.

Personal Experience with Specific Littering Situations

Residents were read a list of eight specific littering situations and were asked to
indicate if they personally had experienced that littering situation in the past three
months, more than three months ago, or had never experienced that specific
situation.
Similar to 2006, residents were most likely to report that at some point in
time they “noticed trash falling out of the vehicle” they were driving or
riding in (22% within the past 3 months; 21% 3+ months). In particular, Maricopa
County residents and those living in outlying areas of the county were more likely
than Pima County residents to indicate they had experienced this in the past
three months (23% vs. 18%).
The next most commonly experienced litter situation was throwing or
having a cigarette butt thrown out of the window (10% within the past 3
months, 16% more than 3 months). Residents living in Pima County were more
likely to have experienced this situation in the past three months compared to
those living in outlying areas of the state (13% vs. 7%).
Slightly less than one in ten residents (9%) had a problem with their vehicle and
because of that problem had left debris on the roadside, such as parts of their
tire. Other residents indicated they had been in a vehicle where an item was
thrown out of the window; these items included small items like candy wrappers
(8%), cans or bottles (8%), and beverage containers (5%). Seven percent (7%)
of residents indicated they were in a car when someone threw out trash in an
area that already had litter. Only 2% reported receiving a warning or ticket for
littering.
In general, males, residents under age 35, those children in the household, and
those with a high school education or less were more likely than those in
comparative groups to report having experiences with the specific littering
situations that were queried.

Litter Evaluation Survey

38

2008 Experience with Littering Situations
Trash fell out
while driving/riding

57%

21%

22%

Threw cigarette
butt out window

10%

Threw can/
bottle out window

8%

15%

77%

Threw out small
paper out window

8%

13%

79%

Threw out trash
in area with litter

7%

Vehicle problems/
left roadside debris

74%

16%

12%

81%

9% 8%

83%

Threw beverage
5% 9%
container out window

86%

Ticket/warning
2%
for littering
0%

98%
20%

40%

Past 3 months

60%

80%

3+ months

Never

2008 n=1,233

Litter Evaluation Survey

100%

39

Table 20: Personal Experience with Littering Circumstances
Past 3 Months

Circumstance
You noticed that some
trash fell out of a pick-up
or other vehicle you were
driving in.
Rather than keep a
cigarette butt in the car,
you or someone in the
vehicle you were in threw
the cigarette butt out the
window.
You had problems with a
vehicle and left debris like
tire, part of a tire, or other
stuff on the roadside.
You threw out a small item
from your vehicle like a
candy wrapper, scrap
paper, etc.
Someone in a vehicle you
were in threw out a can,
bottle or litter out onto the
side of the road.
Someone in a vehicle you
were in threw trash out in
an area that already had
lots of litter.
Rather than keep a
beverage container in the
car, you, or someone in a
vehicle you were in,
threw out a can or bottle.
You or someone you were
with got a ticket or
warning for littering.

2008
Total
(n=1,233)

2006
Total
(1,233)

2008 By Area
Maricopa
Pima
Outlying
(n=744) (n=244) (n=245)

22%

19%

23%

23%

18%

10%

10%

10%

13%

7%

9%

7%

9%

10%

9%

8%

7%

8%

8%

9%

8%

6%

9%

8%

7%

7%

6%

6%

10%

6%

5%

4%

5%

5%

3%

-

-

1%

-

-

Q17: I am going to read you a few statements pertaining to your litter awareness.
For each of the following statements, please respond by telling me if this is
something you –“Have experienced in the past 3 months,” “Have experienced
over 3 months ago,” or “have never experienced.”

Litter Evaluation Survey

40

V.

CAMPAIGN AWARENESS

A.

Awareness of Campaign

1.

General Awareness

One in four residents (25%) indicated they had seen advertising related to
litter or littering in the past three months, essentially the same percentage
reported in 2006 when 26% of residents had recalled seeing advertising
about litter. Younger residents (under the age of 35) were more likely than older
residents to be aware of “litter” advertising (30% vs. 24% of those between 35-54
years old and 20% of those 55 or older). This was a slight (non-significant)
increase in awareness among residents in this age category (25% in 2006);
awareness among older residents stayed the same or decreased.

Have Seen Ads for Litter
Within last 3 months

25%
Yes
26%

71%
No
71%

Don't
know

0%

4%
2008
2006

3%
20%

40%

60%

80%

Litter Evaluation Survey

100%

41

2.

Recalled Messages and Slogans

“Don’t litter” or “Keep Arizona clean” was the main message residents
recalled from litter-related advertising (mentioned by 29%). This was also
the primary message recalled by residents in 2006, however this year there
were slightly fewer mentions (29% vs. 32%). Other messages recalled
included information about the fines for littering (21%), littering is unlawful (9%),
and littering is bad for the environment and wildlife (6%). Other residents could
only report the type of advertising they recalled such as billboards or signs along
the road (15%), television (5%), or read about in the newspaper (3%). Residents
also mentioned messages associated with ways to reduce litter or clean it up,
mentions include highway clean-up efforts such as “Adopt a highway” (4%),
recycling (4%), keeping highways clean (2%) and getting rid of plastic bags at
grocery stores (2%).
Maricopa County residents were more likely to recall information about fines than
Pima County residents (24% vs. 13%). Males were more likely to remember
seeing information about fines for littering (29% vs. 14% of females), as were
residents under the age of 55 (24% vs. 12% of those 55+).

Litter Evaluation Survey

42

Table 21: Recalled Messages of Litter-Related Advertising
Among those who indicated they remember seeing ads
related to litter or littering in the past 3 months

Responses
Don’t litter/ keep Arizona
clean
The fines
It was a sign along the
road/billboard
Littering is unlawful/ can get
a ticket
Litter is bad for the
environment/ bad for wildlife
Saw on TV/ commercial/
public service
announcement
Recycling
Clean up efforts/ Adopt a
highway
Read article in newspaper
Man following man/shows
litter, makes
pyramid/tree/robot
Use ashtray/cig. cause fires
Grocers getting rid of plastic
bags
Indian crying
Cost of cleaning up / tax
dollars
It’s a big problem/ becoming
an issue
Keep highways clean
Date commercial
Other (<2% consensus)
Don’t know

2008
Total
(n=307)

2006
2008 By Area
Total
Maricopa Pima Outlying
(n=315) (n=186) (n=66) (n=55)

29%

32%

28%

33%

29%

21
15

15
13

24
15

13
11

21
17

9

9

7

16

11

6

3

4

11

9

5

5

4

6

5

4
4

5

4
4

6
2

3
3

3
2

2
-

1
2

2
-

9
5

2
2

-

2
1

4
-

3
6

2
2

2
4

2
2

2
2

2
-

--

4

--

--

--

2
1

-

1
2

4
-

3
-

14%
16

17%
10

13%
19

18%
15

11%
8

Q30? What specifically do you remember about the ads related to litter or
littering?

Litter Evaluation Survey

43

Three in eight residents who remembered seeing litter-related advertising
in the past three months were able to recall some type of slogan/message
(38%). Two of the most commonly recalled “slogans” were actually messages –
“do not litter” (mentioned by 13%) and “you will be fined” (mentioned by 5%).
Actual slogans that were most frequently recalled were “Don’t Trash Arizona”
(5%), “Arizona Clean and Beautiful” (3%) and “Keep Arizona Beautiful” (3%). The
message “recycle, reduce, reuse” was mentioned for the first time this year (3%).
Younger residents (under the age of 35) were more likely than older residents to
recall the slogan “Don’t Trash Arizona” (8%). Interestingly, this is a reversal from
2006 when the youngest age group was least likely to be aware of the “Don’t
Trash Arizona” slogan (3%).

Table 22: Main Slogan of Recalled Advertising
Among those who indicated they remember seeing ads
related to litter or littering in the past 3 months

Responses

2008
Total
(n=307)

2006
Total
(n=315)

2008 By Area
Maricopa
Pima
Outlying
(n=186)
(n=55)
(n=66)

Do not litter
Don’t Trash Arizona
You will be fined
Littering is unlawful
Arizona Clean and
Beautiful
Keep Arizona Beautiful
There was no slogan/ it
was a sign/ gave
information
Recycle, reduce, reuse
Don’t mess with Texas
Keep our freeways clean

13%
5
5
4
3

14%
6
5
2
4

12%
6
3
3
3

15%
4
2
2
4

12%
3
11
8
2

3
3

4
2

2
3

6
4

3
5

3
1
1

1
1

2
1
1

6
2
2

3
3
2

Other
Don’t know

7%
59

3%
68

6%
62

6%
58

9%
50

Q31? What was the main slogan used in the ads?

Litter Evaluation Survey

44

B.

Don’t Trash Arizona Awareness

Awareness of the slogan “Don’t Trash Arizona” increased significantly
between 2006 and 2008, going up 12 percentage points or 29%. Currently,
more than half of Arizona residents indicated they have heard the slogan
“Don’t Trash Arizona” (54%). Overall awareness of the slogan was highest
among males (58% vs. 50% of females; up from 47% in 2006) and those who
have seen advertising related to littering in the past three months (61% vs. 51%).
The largest increase in awareness was among residents under age 35 (up 18
points from 40% to 58%; 35-54 up 7 points; 55+ up 14 points).

Total Awareness
Have Heard Slogan “Don’t Trash Arizona”
(Aided + Unaided)
54%
Yes
42%

41%
No
54%

Don't
know

0%

5%

2008
2006

4%
10%

20%

30%

40%

2006 n=1,233; 2008 n=1,288

Litter Evaluation Survey

50%

60%

45

The vast majority of residents who recalled hearing the “Don’t Trash
Arizona” slogan identified the main message of the slogan as simply “don’t
litter” (61%). Considerably fewer residents felt the message of the slogan was
about keeping Arizona clean and beautiful (6%), having pride in Arizona and in
your community (4%), and overall littering harms the environment (2%). Almost
one-third of those who recalled hearing the slogan were unable to conjure up a
main message (32%).
Table 23: Main Message of “Don’t Trash Arizona” Campaign
Total responses among those indicating they had heard the slogan

Message

2008
Total
(n=671)

2008 By Area
Maricopa
Pima
Outlying
(n=417)
(n=133)
(n=121)

Don’t litter/throw things on
street, ground, roads
Keep AZ clean/beautiful
Have pride in AZ,
community, yourself
Littering hurts the
environment/ unhealthy
Secure/tied down loads
$500 fine

61%

65%

55%

56%

6
4

6
3

5
4

7
6

2

2

1

3

1
1

1
1

1
1

1
1

Other (1% or less
consensus)
Don’t know

3%

4%

3%

1%

32%

28%

38%

41%

Q34: What was the main message of the “Don’t Trash Arizona campaign?”

Litter Evaluation Survey

46

Residents who were familiar with the “Don’t Trash Arizona” slogan
reported seeing and/or hearing the slogan from a variety of sources –
television (30%), billboards (24%), radio (21%), and street/highway signs
(16%). Maricopa and Pima County residents were more likely than those living in
outlying areas of the state to report seeing the slogan on billboards (24% and
29% vs. 16%).
Residents under age 35 and those with a household income below $50K (35%
and 32%) were more likely to remember seeing the slogan on television than
residents in their comparative groups. Those most likely to have seen the slogan
on billboards were under the age of 55 (28%) residents with a household income
above $100K (33%) and those without children in the home (28%).
Table 24: Where Saw “Don’t Trash Arizona” Slogan
Total responses among those indicating they had heard the slogan
2008
Total
(n=671)

2006
Total
(n=522)

Television
Billboards
Radio
Street/highway signs
Newspaper
Magazines

30%
24
21
16
6
2

26%
22
14
12
5
-

30%
24
21
16
6
2

30%
29
17
11
5
2

28%
16
24
17
7
1

Other (<1%
consensus)
Don’t know

6%

5%

5%

9%

7%

25

25

25

24

26

Media

2008 By Area
Maricopa
Pima
Outlying
(n=417)
(n=133) (n=121)

Q35: Where have you seen, heard or read the slogan “Don’t Trash Arizona?”

Litter Evaluation Survey

47

Two in three residents were unable to name a sponsor for the “Don’t Trash
Arizona” slogan (67%). One in ten correctly identified the Arizona Department
of Transportation (10%) and 14% generically cited the “state” or “local”
government. Residents under the age of 35 were significantly more likely than
those in their comparative groups to mention ADOT (15%) as were those with a
college degree (14%) and those with an income between $50K-$100K (14%).

Table 25: Who Sponsors “Don’t Trash Arizona” Slogan
Among those indicating they had heard the slogan
2008
Total
(n=671)

2006
Total
(n=522)

State/local government
ADOT

14%
10%

12%
10%

17%
9%

20%
11%

8%
13%

Other (<1% consensus)
Don’t know

6%
67%

5%
72%

6%
65%

3%
78%

10%
63%

Sponsor

2008 By Area
Maricopa
Pima
Outlying
(n=417)
(n=133)
(n=121)

Q36: Who sponsors the “Don’t Trash Arizona” advertisements?

Litter Evaluation Survey

48

All residents, whether they were aware of the slogan or not, were asked to
indicate what the slogan “Don’t Trash Arizona” meant to them. Similar to results
reported in 2006, the primary meaning associated with the slogan was to not
litter and put trash where it belongs (mentioned by 61%). More than three in
ten residents assigned an environmental meaning to the slogan – do not ruin our
state/keep it beautiful (25%) or have respect for and protect the environment
(6%). Other meanings included “do not throw trash out the window” and “keep
roads clean” (22%) or “take care of your own trash” (8%).
Table 26: Meaning of “Don’t Trash Arizona”
2008
2006
2008 By Area
Total
Total
Maricopa
Pima
Outlying
(n=1233) (n=1233) (n=744) (n=244) (n=245)
Don’t litter/ put trash
where it belongs/ don’t
make a mess
Don’t ruin our state/ keep
it beautiful/ take care of
it
Don’t throw trash out the
window/ keep roads
clean
Pick up after yourself/
take care of your own
trash/ be responsible
Have respect for the
environment/ protect
environment/ take pride
in the state
It means what it says/selfexplanatory
Litter makes AZ look bad/
look like a trashcan
Do your part/ pick up
trash when you see it
Recycle
Don’t graffiti/ vandalize
Clean up after camping
Keep your property/yard
clean
Other (<1% consensus)
Don’t know

61%

59%

61%

66%

57%

25

18

25

28

24

22

18

21

20

23

8

6

7

7

12

6

6

6

4

9

4

4

4

3

5

2

2

2

-

1

2

2

2

2

1

2
1
1
1

2
-

2
1
1
1

2
2
3

2
2
-

4%
3%

6%
4%

4%
3%

3%
3%

4%
3%

Q38: In your own words, please tell me what the slogan “Don’t Trash Arizona”
means to you?

Litter Evaluation Survey

49

C.

Radio Advertisement Awareness

Arizona residents were given a description of a radio advertisement, where
a girl talks about her blind date with “Eddie” who caused problems
because he littered. After hearing this description, one in ten residents
(10%) indicated they recalled hearing this advertisement. Maricopa County
residents were most likely to recall the radio ad (13%) as well as those under the
age of 35 (15%) and residents with household incomes between $50K-$100K
(14%).

Awareness of Radio Advertisement
Recalled ad where girl describes blind date with “Eddie” who littered

No
89%

Don't
know
1%
Yes
10%

2008 n=1,233

Litter Evaluation Survey

50

D.

MAG “Hot Spot” Event Awareness

The majority of Arizona residents (94%) indicated they did not see or hear
anything about the “Hot Spot” event hosted by the Maricopa Association of
Governments. Four percent (4%) of the residents recalled hearing or seeing
anything about the event.

Recall Seeing or Hearing About
MAG “Hot Spot” Event

Don't know 2%
No 94%

Yes 4%

2008 n=1,233

Table 27: Recall of “Hot Spot” Event

Sponsor
Yes
No
Don’t know

2008
Total
(n=1,233)
4%
94%
2%

2008 By Area
Maricopa
Pima
Outlying
(n=744)
(n=244)
(n=145)
4%
93%
3%

4%
95%
1%

4%
95%
1%

Q37. In April 2007, the Maricopa Association of Governments hosted a
“hot spots” event with Governor Napolitano that focused on the top 10
litter hot spots in the state. Do you recall seeing or hearing anything about
this event?

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51

E.

Awareness of Litter Resources

1.

Unaided Awareness

Five in six Arizona residents reported they do not know where to report a
litter violation (83%). Fourteen-percent (14%) of residents indicated that
they would know where to go if they needed to report a violation, this is
particularly high among residents living in outlying areas of the state (20%).

Awareness of Litter Resources
Do you know where you can report a litter violation?

No 83%
Don't know 3%

Yes 14%

2008 n=1,233

Litter Evaluation Survey

52

More than one-half of those who indicated they knew where to report a
litter violation would call the non-emergency number for the police station
or highway patrol (51%). Slightly fewer than one in five would call their local
city/county/state government agency or the Maricopa Association of Government
(19%). One in ten mentioned the litter hotline and 7% mentioned ADOT. The
“Don’t Trash AZ” Web site was mentioned by one-percent of residents. Almost
one-third of residents that said they knew where to report a violation were unable
to name a resource (32%).
Table 28: Unaided Awareness – Litter Resources
(Among those who know where to report a litter violation)

Response
Police non-emergency number
/highway patrol
Government
agency
(city,
state, county, MAG)
Litter hotline
ADOT
911
Property Mgr/HOA
Environmental agency
Waste Management/sanitation
Don’t Trash AZ Web site
AZ Clean & Beautiful
Other
Don’t know

2008
Total
(n=176)

2008 By Area
Maricopa
Pima
Outlying
(n=89)
(n=38)
(n=49)

51%

49%

40%

61%

19

15

21

25

10
7
6
2
2
1
1
1

11
6
7
3
1
2
2
1

21
18
3
-

2
10
2
-

6%
32%

7%
33%

3%
45%

8%
22%

Q39: Do you know where you can report a litter violation? Q40: Where?

Residents were asked if they were aware of a litter hotline they could call to
report littering, and 12% of Arizona residents were aware of a litter hotline.

Litter Evaluation Survey

53

2.

Aided Awareness

When specifically asked their awareness of three specific sources for
information about litter, the majority of residents had not heard of any of
them. The ADOT complaint line had the highest awareness, with 15% of the
residents indicating they had heard of this source. Thirteen-percent (13%) of
residents had heard of the “Don’t Trash Arizona” Web site and only one in ten
residents (10%) were aware of the1-877-3Litter hotline. Not surprisingly,
awareness of all three information sources was highest among those that have
seen advertising related to litter in the past three months (ADOT complaint line20%, donttrasharizona.com-23%, litter hotline-14%). Additional demographic
differences are listed below:
ƒ
ƒ
ƒ

Awareness of the ADOT complaint line was highest among those with a
household income above $100K (21% vs. 13% with household income
below $50K).
Awareness of the Web site was highest among males (17% vs. 9%
females) and younger residents (17% of those under 35 vs. 12% of those
older)
Awareness of the litter hotline was highest among males (11% vs. 6% for
females).

In addition to being asked if they were aware of the “Don’t Trash Arizona” Web
site, residents were also asked if they had ever visited the Web site. The vast
majority
(99%)
reported
that
they
had
never
visited
the
www.donttrashaz.com Web site.

Aided Awareness - Litter Resources
ADOT complaint line

donttrasharizona.com

Litter Hotline
1-877-3-Litter
0%

15 %

84%

1%

13 %

85 %

2%

89 %

1%

9%

20%

40%

Yes

60%

No

80%

Don't know

Litter Evaluation Survey

100%

54

Table 29: Aided Awareness - Litter Hotline
Those indicating awareness
2008
2006
2008 By Area
Total
Total
Maricopa
Pima
Outlying
(n=1,233) (n=1,233) (n=744) (n=244) (n=245)

Source
ADOT complaint line
Don’t trash Arizona.com
Litter Hotline 1-877-3LITTER

15%
13%
9%

n/a
11%
10%

15%
12%
9%

14%
13%
9%

16%
14%
9%

Q41: Have you heard of the following information sources?

F.

Likelihood to Report Littering

When Arizona residents were asked if they saw someone littering how
likely they would be to report this behavior, more than half of residents
indicated they would be at least “somewhat” likely to call (24% “very likely”
and 30% “somewhat likely). Residents who were most likely to indicate they were
“very likely” or “somewhat likely” to report a violation included:
ƒ
ƒ
ƒ

Residents who have seen advertising related to littering (62% vs. 54%)
Residents ages 35 to 54 (62% vs. 50% of those under 35 and 53% of
those 55 or older)
Non-Caucasian residents (62% vs. 54% of Caucasians)

Likelihood to Report Littering
If you were to see someone litter, how likely
would you be to report this behavior?
Somewhat likely
30%

Very likely
24%

Don't know
5%

2008 n=1,233

Not very likely
26%

Not at all likely
15%

Litter Evaluation Survey

55

Table 30: Likelihood to Report Littering
2008
Total
(n=1,233)

2006*
Total
(n=1233)

Maricopa
(n=744)

NET likely
(Very + somewhat)

54%

63%

53%

55%

53%

Very likely
Somewhat likely
Not very likely
Not at all likely
Don’t know

24%
30
27
15
5

31%
32
2
13
3

24%
29
26
16
5

21%
34
28
13
4

26%
27
26
15
6

Likelihood

2008 By Area
Pima
Outlying
(n=244)
(n=245)

Q44: If you were to see someone litter, how likely are you to report this behavior?
*In 2006, the question asked how likely they would be to report littering by calling
the litter hotline.

Residents that gave some indication that they would possibly report a
littering violation were specifically asked if they would call the litter hotline
or go through the “Don’t Trash Arizona” Web site. More than half of these
residents (54%) indicated they would call the litter hotline. Three in eight
(38%) said they would report the violation on the “Don’t Trash Arizona” Web site.
Table 31: Preferred Methods tor Report Littering
Among those likely to report littering

Method
Call Litter hotline
Don’t Trash Arizona
Web site
No Preference
Would not report litter
violations
Don’t know

2008
Total
(n=986)

2008 By Area
Maricopa
Pima
Outlying
(n=587)
(n=204)
(n=195)

54%
38

54%
38

54%
40

56%
36

4
3

5
3

3
3

3
3

2

2

2

3

Q45: If “a”, “b”, or “c” in Q44, You can report littering violations by calling
the litter hotline or through the Don’t Trash Arizona Web site. Which of
these two methods are you most likely to use to report litter violations?

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56

G.

Personal Litter Messages

When asked to describe what they would say to someone to convince them
not to litter, the largest proportion of Arizona residents indicated they
would either tell the person something to make them feel ashamed or guilty
about littering (29%; see Table 31) and/or they would simply tell the person
“don’t litter” (28%). Interestingly, the percentage of residents who indicated
they would say something to make the person feel guilty increased from 18% to
29%, whereas the percentage reporting they would tell the person not to litter or
trash Arizona decreased slightly (34% to 28%).
Other direct messages included telling people to just “pick it up” and “put it in the
trash” (15% and 9%). A proportion of residents would point out the ramifications
of littering either on the person who litters (“you will get fined – 4%), the
environment (10%), other people (“think of future generations” – 2%; someone
has to pick it up – 2%).

Litter Evaluation Survey

57

Table 32: Personal Message to People Who Litter

Message
Something to make them
feel guilty/ make them
feel ashamed/ don’t be
lazy/ do you do that at
your house?/ It’s
disrespectful, why did you
do that?
Don’t do it/ Don’t litter/
Don’t trash Arizona
Pick it up/ Clean up after
yourself
Explain harmful effects to
the environment
Put it in the trash
It looks trashy/ messy
I wouldn’t tell them
anything
Something graphic/ would
cuss them out
You will get fined for that/
its illegal
Someone has to pick it up/
who’s going to pick that
ups?
I would just pick it up/ I
would take care of it
Money spent to pick up
trash/ could be put to use
somewhere else
I would report them
Think of the next
generation/ the future
Depends if I knew them, if
not I wouldn’t say
anything
It could start a fire/fire
hazard
Other (<1% consensus)
Don’t know

2008
2006
2008 By Area
Total
Total
Maricopa
Pima
Outlying
(n=1,233) (n=1,233) (n=744) (n=244) (n=245)
29%

18%

28%

34%

28%

28

34

29

26

27

15

10

14

16

17

10

7

10

12

7

9
8
5

12
9
5

10
8
5

8
9
3

8
7
9

4

2

3

6

6

4

5

5

3

3

2

2

4

1

1

2

1

3

3

1

2

2

2

3

-

2
2

2

2
1

2
2

2
3

2

-

2

1

-

1

-

1

1

2

2%
8%

6%
8%

2%
8%

2%
8%

3%
9%

Q47: In your own words, please tell me what would you say to someone to
convince them not to litter?

Litter Evaluation Survey

58

H.

Additional Litter Resources

Arizona residents indicated they would primarily turn to the “Don’t Trash
Arizona” Web site if they wanted more information about litter or littering
(mentioned by 35%). This was a significant increase from 2006, when no one
had mentioned the Web site as a source. Approximately one in four residents
(26%) mentioned the Internet in general as a resource to go to if they wanted
more information about littering, significantly fewer mentioned this source this
year compared to 2006, but this is again because residents were more likely to
mention the “Don’t Trash Arizona” Web site, which was not specifically listed as a
response category in the 2006 survey.
In general, residents under the age of 55 were more likely than older residents to
go to www.donttrashaz.com (41% vs. 23%) or browse the Internet (30% vs. 18%)
to find information about littering. Residents living in Pima County were more
likely to indicate they would visit the “Don’t Trash Arizona” Web site than
residents living in other areas of the state (40% compared to 35% of Maricopa
County residents and 30% of residents in outlying areas).

Litter Evaluation Survey

59

Table 33: Source for Litter/Littering Information

Source
Don’t Trash AZ Web
site
Internet
Litter hotline
The “city”
I wouldn’t need that
information/ wouldn’t
contact anyone
ADOT/highway dept.
Police/ highway
patrol/DPS
Phonebook/ yellow
pages
The state/governor
Waste Management/
garbage company
Friend/ neighbor/
family member/
teacher
Other (<1%
consensus)
Don’t know

2008
2006
2008 By Area
Total
Total
Maricopa
Pima
Outlying
(n=1,233) (n=1,233) (n=744)
(n=244)
(n=245)
35%

-

35%

40%

30%

26
6
3

53%
4
4

26
6
5

27
7
1

26
6
2

3

3

3

2

4

3
2

3
5

4
1

4
3

2
6

2

4

2

2

2

2
2

3
2

3
1

1
2

2
2

2

2

2

3

1

8%

9%

7%

7%

9%

12

16

12

11

16

Q46: If you wanted to find out more information about litter or littering, where
would you go or who would you contact to find that information? *all mentions
less than 1%

Litter Evaluation Survey

60

VI. PROFILES OF LITTERERS
Residents were segmented into three categories based on their reported littering
behavior. “Admitted Litterers” are defined as those who specifically mentioned
items that they recall littering (30% of the total population). “Accidental
Litterers” are defined as residents who indicated they had never littered
themselves, but reported being in a vehicle when littering occurred (41% of the
total population). “Non-Litterers” are those who indicated they had never littered
themselves and also indicated they had never experienced other littering
situations (29% of the total population).
Tables 34a and 34b shows the demographic characteristics of each of these
groups.
In 2008, Admitted Litterers were most likely to be:
ƒ
ƒ
ƒ
ƒ
ƒ
ƒ

Younger residents (avg. age 36 yrs. old vs. 48 and 51 for the other two
groups)
Single (33% vs. 24% and 21% of those in the other groups)
Have a high school education or less (35% vs. 26% and 30% of the other
groups)
Non-Caucasian (32% vs. 22% and 24% of the other two groups)
Live in households with children (58% vs. 41% and 33% of those in other
two groups)
Speak English and Spanish or Spanish only in the household (17% vs.
12% and 9% of the other two groups)

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61

Table 34a: Demographic Comparison based on Littering Behavior
2008
2006
Admitted Accidental
NonAdmitted Accidental
NonLitterers
Litterers Litterers Litterers
Litterers Litterers
Characteristic (n=371)
(n=503)
(n=359) (n=335)
(n=478)
(n=420)
Gender
Male
Female

52%
48

53%
47

42%
58

59%
41

51%
49

41%
59

Age
>21
21-24
25-34
35-44
45-54
55-65
66+
Average

12%
9
25
24
16
8
6
36 yrs

3%
4
20
16
25
15
17
48 yrs

2%
2
9
21
22
17
27
51 yrs

16%
11
23
21
16
8
5
36 yrs

3%
3
22
21
22
14
15
46 yrs

1%
13
18
21
17
30
53 yrs

56%
33
3
6
-

59%
24
7
7
1
-

55%
21
11
10
1
1

52%
39
2
4
2
1

63%
22
6
6
3

63%
18
10
5
1
2

11%

6%

7%

13%

6%

6%

Marital
Status
Married
Single
Widowed
Divorced
Separated
D/K or
Refused
Education
Less than
H.S.
H.S.
graduate
Some
college
College
graduate
Graduate
degree

24

20

23

18

18

17

31

32

32

34

35

33

19

24

22

21

26

27

14

16

14

12

13

13

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62

Table 34b: Demographic Comparison based on Littering Behavior

Characteristic
Ethnicity
White
Hispanic
Black
Asian
Native
American
Other
HH w/ kids <18

Admitted
Litterers
(n=371)

2008
Accidental
Litterers
(n=503)

NonLitterers
(n=359)

Admitted
Litterers
(n=335)

2006
Accidental
Litterers
(n=478)

NonLitterers
(n=420)

68%
19
5
2
5

78%
12
3
1
2

76%
11
3
2
4

73%
15
2
2
4

76%
12
3
1
3

84%
6
2
1
2

1

4

4

4

4

5

58%

41%

33%

56%

43%

35%

HH Income
<$10,000
$10-$20,000
$20-$30,000
$30-$40,000
$40-$50,000
$50-$60,000
$60-$75,000
$75-$100,000
$100,000+
Refused

6%
8
9
9
7
8
12
9
17
16

4%
7
8
8
8
8
11
14
15
19

6%
7
5
7
9
7
8
10
15
26

6%
8
9
8
9
5
9
10
17
19

3%
6
8
9
10
6
9
14
14
21

3%
7
10
8
6
8
7
9
14
28

Employment
Full-time
Part-time
Retired
Homemaker
Student
Unemployed

56%
9
9
9
7
8

57%
8
21
3
3
6

43%
7
34
7
2
6

52%
11
11
9
8
6

54%
9
22
7
2
5

40%
8
35
10
2
3

76%
15

82%
11

84%
7

82%
10

80%
10

85%
8

2
6

1
3

2
3

1
4

1
5

1
2

2

1

3

2

2

2

HH Language
English only
English &
Spanish
Spanish only
English +
other
Other
language
only

Litter Evaluation Survey

R I E S T E R

APPENDIX A

QUESTIONNAIRE

Litter Evaluation Survey

R I E S T E R

Benchmark Study
Client:

Maricopa Association of Governments

Subject:

Telephone Survey

Date:

July, 2008

Introduction
Hello, my name is ______________, and I am calling from WestGroup Research an
independent research company. We are conducting a brief survey on the topic of litter
and would appreciate your input. All information given will remain confidential. No sales
calls will result from this interview.
1. First, are you or is any member of your family currently employed in any of the
following…? READ LIST; IF YES TO ANY: THANK AND TERMINATE
a.
b.
c.
d.
e.

Advertising or marketing research
Arizona Department of Transportation
Maricopa Association of Governments
A professional waste collection or recycling company
The waste management industry

2. Please tell me which of the following age categories includes your age? Please
stop me when I read the correct category. READ LIST; ALLOW ONLY ONE
RESPONSE
a.
b.
c.
d.
e.
f.
g.
h.

Under 21
21 to 24
25 to 34
35 to 44
45 to 54
55 to 65
66 or older
Refused (DO NOT READ)

3. If “Under 18” or “Refused,” continue with: May I please speak to someone in the
household who is between the ages of 18 and 65?
4. Do you live in Arizona…? READ LIST; ALLOW ONLY ONE RESPONSE
a.
b.
c.
d.

M A G

L U T T E R

Full time, 12 months a year CONTINUE WITH Q6
Part time or seasonally, less than 12 months a year - ASK Q5
Do not live in Arizona (DO NOT READ) - ASK Q5
Refused (DO NOT READ) THANK AND TERMINATE

S U R V E Y

–

2 0 0 8

1

R I E S T E R

5. IF b or c in Q4: May I please speak to someone in the household who lives in
Arizona full-time, 12 months a year?
6. RECORD GENDER (DO NOT ASK; RECORD BY OBSERVATION
a. Male
b. Female
7. For classification purposes, may I have the Zip Code in which you live?
_________________
8. In a typical day, how many miles do you drive or ride in a motor vehicle?
a.
b.
c.
d.
e.
f.

0 to 10 miles
11 to 20 miles
21 to 30 miles
31 to 50 miles
More than 50 miles
Don’t know / Refused

9. Which of the following best describes the type of vehicle you drive…?
a.
b.
c.
d.
e.
f.
g.
h.
i.

Sedan
Pick-up truck
Sports utility vehicle
Coupe
Van / Minivan
Motorcycle
Other ____________
Don’t drive
Don’t know / Refused (DO NOT READ)

Litter Awareness
Today, I would like to talk to you specifically about the topic of litter. When answering the
following questions, please be open and accurate about your opinions and actions. We
are trying to understand what people really think about litter. All of your responses will
remain confidential.
10. In your opinion, how big of a problem is litter along freeways in Arizona? Would
you say it is a…
a.
b.
c.
d.
e.

M A G

L U T T E R

Big problem
Moderate problem
Small problem
Not a problem at all
Don’t know / Refused (DO NOT READ)

S U R V E Y

–

2 0 0 8

2

R I E S T E R

11. In your opinion, how big of a problem is litter along freeways in Maricopa
County? Would you say it is a….
a.
b.
c.
d.
e.

Big problem
Moderate problem
Small problem
Not a problem at all
Don’t know / Refused (DO NOT READ)

12. What is the first thought that comes to your mind when you hear the word “litter?”
________________________ RECORD VERBATIM
13. Do you smoke?
a. yes
b. No
c. Don’t know / Refused
14. IF YES IN Q13: In your opinion, is throwing cigarette butts out the window or on
the ground littering?
a. Yes
b. No
c. Don’t know / Refused
15. IF YES in Q13: When you are in a vehicle, do you USUALLY dispose of cigarette
butts…? READ LIST – ONE RESPONSE ONLY
a.
b.
c.
d.
e.
f.

By using an ashtray inside the vehicle
By using something else you have inside the vehicle
By throwing it out the window
Or does it vary
DO NOT READ: Other means of disposal ____________
Don’t know / Refused (DO NOT READ

16. IF “c” in Q15: What is the primary reason that you toss your cigarette butts out
the window? DO NOT READ. ONE RESPONSE ONLY
a.
b.
c.
d.
e.
f.
g.

M A G

L U T T E R

Don’t consider cigarette butts to be litter
Small pieces of litter don’t matter
Don’t want vehicle to smell
Do not have ash tray in vehicle
Lazy / Don’t care
Other ______________
Don’t know / Refused

S U R V E Y

–

2 0 0 8

3

R I E S T E R

17. I am going to read you a few statements pertaining to your litter awareness. For
each of the following statements, please respond by tell me if this is something
you “Have experienced within the past 3 months,” Have experienced over 3
months ago,” or “Have never experienced.”
a. You noticed that some trash fell out of a pick-up or other vehicle you were
driving or riding in.
b. Someone in a vehicle you were in threw out trash in an area that already
had lots of litter
c. Someone in a vehicle you were in threw out a can, bottle, or other litter
out onto the side of the road.
d. You had problems with a vehicle and left debris like tire, part of a tire, or
other stuff on the roadside
e. Rather than keep a beverage container in the car, you, or someone in a
vehicle you were in, threw out a can or bottle.
f. You threw out a small item from your vehicle, like a candy wrapper, scrap
paper or something like that.
g. You or someone you were with got a ticket or warning for littering.
h. Rather than keep a cigarette butt in the car, you or someone in the
vehicle you were in threw the cigarette butt out the window.
18. What types of materials do you think are a serious litter problem? RECORD UP
TO THREE RESPONSES. DO NOT READ LIST.
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.
l.
m.
n.

Beer cans and beer bottles
Soda cans and soda bottles
Water cans and water bottles
Small pieces of paper (receipts, lottery tickets, gum wrappers)
Plastic bags / other plastic
Cigarette butts
Construction debris
Fast food wrappers
Other food wrappers (chip bags/candy)
Cardboard
Food / organic material, raw food
Litter that falls out of pickup trucks accidentally
Other _________________
Don’t know

19. What types of materials do you think are a minor litter problem? RECORD UP
TO THREE RESPONSES. DO NOT READ LIST.
a.
b.
c.
d.
e.
f.
g.

M A G

L U T T E R

Beer cans and beer bottles
Soda cans and soda bottles
Water cans and water bottles
Small pieces of paper (receipts, lottery tickets, gum wrappers)
Plastic bags / other plastic
Cigarette butts
Construction debris

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h.
i.
j.
k.
l.
m.
n.

Fast food wrappers
Other food wrappers (chip bags/candy)
Cardboard
Food / organic material, raw food
Litter that falls out of pickup trucks accidentally
Other _________________
Don’t know

Littering Behavior
20. Can you think of items that you yourself might have discarded as litter (by litter
we mean items that you did not put in a trash receptacle) in the past year?
MULTIPLE RESPONSES ALLOW UP TO THREE. DO NOT READ LIST.
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.
l.
m.
n.
o.

Beer cans and beer bottles
Soda cans and soda bottles
Water cans and water bottles
Small pieces of paper (receipts, lottery tickets, gum wrappers)
Plastic bags / other plastic
Cigarette butts
Construction debris
Fast food wrappers
Other food wrappers (chip bags/candy)
Cardboard
Food / organic material, raw food
Litter that falls out of pickup trucks accidentally
Other _________________
Have not littered in past year – SKIP TO: Q22
Don’t know

21. To the best of your knowledge, what were the general circumstances in terms of
where and what you were doing when you discard litter? PROBE: Any other
circumstances? DO NOT READ. MULTIPLE RESPONSES ALLOWED UP TO
THREE.
a.
b.
c.
d.
e.
f.
g.
h.

Driving / riding in / traveling in vehicle
Walking outside
Opened door and it flew out / flew out of window / flew out of cab
No trash can around (not while in car)
Flew out of truck bed
Partying / drinking
Other __________________
Don’t know/Can’t remember / don’t recall

22. In general, do you tend be alone when the littering we have been discussing
happens?
a. Yes
b. No
c. Don’t know / Refused

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23. Do you believe you will ever get caught for littering?
a. Yes
b. No – ASK WHY NOT_________________ (Record Response)
c. Don’t know / Refused
24. TRUCK DRIVERS ONLY: Do you ever put anything in your truck bed?
a.
b.
c.
d.

Yes
No
Sometimes
Don’t know / Refused

25. TRUCK DRIVERS ONLY: What types of items do you ever put into your truck
bed that you consider to be litter or trash? PROBE: What else? MULTIPLE
RESPONSES ALLOW UP TO THREE. DO NOT READ LIST.
a. Beer cans and beer bottles
b. Soda cans and soda bottles
c. Water cans and water bottles
d. Small pieces of paper (receipts, lottery tickets, gum wrappers)
e. Plastic bags / other plastic
f. Cigarette butts
g. Construction debris
h. Fast food wrappers
i. Other food wrappers (chip bags/candy)
j. Cardboard
k. Food / organic material, raw food
l. Litter that falls out of pickup trucks accidentally
m. Other _________________
n. Don’t know
ASK ALL:
26. What kinds of trash tend to accumulate INSIDE your vehicle? PROBE: What
else? MULTIPLE RESPONSES ALLOW UP TO THREE. DO NOT READ LIST
a. Beer cans and beer bottles
b. Soda cans and soda bottles
c. Water cans and water bottles
d. Small pieces of paper (receipts, lottery tickets, gum wrappers)
e. Plastic bags / other plastic
f. Cigarette butts
g. Construction debris
h. Fast food wrappers
i. Other food wrappers (chip bags/candy)
j. Cardboard
k. Food / organic material, raw food
l. Other _________________
m. Nothing/always clean out vehicle
n. Don’t know

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27. Do you have a litter bag or trash can in your vehicle?
a. Yes
b. No
c. Don’t know / Refused
28. IF NO IN Q26: Would you consider keeping a litter bag or trash can in your
vehicle?
a. Yes
b. No
c. Don’t know / Refused

Litter Campaign Awareness
29. In the past three months, have you seen, heard or read any advertisements
related to litter or littering?
a. Yes
b. No
c. Don’t know / Refused
30. IF YES in Q29: What specifically to you remember about the ads related to litter
or littering? PROBE THOROUGHLY AND RECORD VERBATIM
31. IF YES IN Q29: What was the main slogan used in the ads? DO NOT READ
LIST. MULTIPLE RESPONSES ALLOWED.
a.
b.
c.
d.
e.

Don’t Trash Arizona
Keep Arizona Beautiful
Arizona Clean and Beautiful
Other _________________
Don’t know / Refused

32. Do you ever recall hearing a radio advertisement where a girl talks about her
blind date with a guy named Eddie who caused all sorts of problems on their date
because he constantly was littering?
a. Yes
b. No
c. Don’t know
33. IF NOT MENTIONED IN Q31 “a””: Have you seen or heard the slogan, “Don’t
Trash Arizona?”
a. Yes
b. No
c. Don’t know / Refused

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34. F YES IN Q31: Where have you seen, heard or read the slogan, “Don’t Trash
Arizona?” PROBE: Where else? DO NOT READ LIST. MULTIPLE RESPONSES
ALLOWED.
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.

Television
Radio
Billboards
Street or highway signs
Newspaper
Bus signs
Trash cans
Litter bags
Other _________________
Don’t know / Refused

35. IF YES IN Q31: Who sponsors the “Don’t Trash Arizona” advertisements? DO
NOT READ LIST. ONE RESPONSE ONLY.
a.
b.
c.
d.
e.

State / Local Government
Arizona Department of Transportation
Maricopa Association of Governments (MAG)
Other __________________
Don’t know / Refused

36. In April 2007, the Maricopa Association of Governments hosted a “hot spots”
event with Governor Napolitano that focused on the top 10 litter hot spots in the
state. Do you recall seeing or hearing anything about this event?
a. Yes
b. No
c. Don’t know
37. In your own words, please tell me what the slogan, “Don’t Trash Arizona” means
to you? PROBE THOROUGHLY AND RECORD VERBATIM
38. Have you heard about the Litter Hotline, where you can report someone who
litters?
a. Yes
b. No
c. Don’t know / Refused
39. Have you heard of the following information sources? ROTATE AND READ LIST
a. The Litter Hotline: 1-877-3-LITTER
b. The Litter Hotline: 602-721-4683
c. www.azgovernor.gov/donttrashaz

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40. YES IN Q39 “c”: Have you ever visited the “Don’t Trash Arizona Web site?
a. Yes
b. No
c. Don’t know
41. If you were to see someone litter, how likely are you to report this behavior to the
Litter Hotline, in the future?
a.
b.
c.
d.
e.

Very likely
Somewhat likely
Not very likely
Not at all likely
Don’t know / Refused (DO NOT READ)

42. If you wanted to find out more information about litter or littering, where would
you go or who would you contact to find that information? ALLOW MULTIPLE
RESPONSES
Message Testing
43. In your own words, please tell me what would you say to someone to convince
them to not litter? PROBE THOROUGHLY AND RECORD VERBATIM

Demographics
Now I have a few final questions that are for classification purposes only.

D1. What is your present marital status? (ASK AS OPEN END; ACCEPT ONE
MENTION)
a. Single
b. Married
c. Divorced
d. Separated
e. Widowed
f. Don't know
g. Refused/NA
D2. What was the last year of education you have completed?
a. Grammar school (8 years or less)
b. Some high school (9-11 years)
c. Graduated high school (12 years)
d. Some post-high school training/some college
e. Graduated from four-year college (B.A./B.S.)
f. Graduate Degree
g. Don’t Know
h. Refused

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D3. Are you employed full-time, employed part-time, retired, a housewife, a student or
unemployed?
a. Full-time
b. Part-time
c. Retired
d. Housewife
e. Student
f. Unemployed
g. Refused/NA
D4. Which of the following best classifies your profession?
a. White collar/management
b. Blue collar
c. Trade profession
d. Professional (medical/legal)
e. Educational
f. Clerical/administrative
g. Homemaker
h. Self-employed
i. Retired
j. Student
k. Unemployed
l. Other (SPECIFY) ___________________
m. Don’t know
n. Refused
D5. How many children under age 18 live in your household? _________
D6. How would you describe your ethnic heritage? Would you say you are... (READ
CODES 1-5; ACCEPT ONE MENTION)
a. White
b. African-American
c. Hispanic
d. Asian, or
e. Something Else [SPECIFY]: __________
f. Refused

D7. What languages are spoken in your home? CLARIFY – DO NOT READ LIST
UNLESS NECESSARY
a. English only
b. English and Spanish
c. Spanish only
d. English and some other language – SPECIFY:
e. Some other language only – SPECIFY:
f. Don’t know/refused

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D7a. IF “b” or “c” in D7: Thinking about your personal language use including in home
and away from home, would you say you speak…? READ LIST; ALLOW ONLY ONE
RESPONSE)
a. Only Spanish
b. Mostly Spanish, but also some English
c. Equally in Spanish and English
d. Mostly English, but also some Spanish
e. Don’t know/refused

D7b. IF “b” or “c” in D7: Thinking about your habits in regard to Spanish language
television and radio, would you say you watch Spanish television or listen to
Spanish radio? (READ LIST) (ALLOW ONLY ONE RESPONSE)
a.
b.
c.
d.
e.

Daily
Regularly (2-5 times per week)
Occasionally (once a week to once every 2 weeks)
Rarely (less than once every 2-5 weeks)
Never

D8. What city do you live in?
a. List cities statewide
b. Other (SPECIFY:_________________________)
c. Refused/NA

D9.

Was your annual household income before taxes last year:

a. Less than $10,000
b. $10,000 to less than $20,000
c. $20,000 to less than $30,000
d. $30,000 to less than $40,000
e. $40,000 to less than $50,000
f. $50,000 to less than $60,000
g. $60,000 to less than $75,000
h. $75,000 to less than $100,000
i. More than $100,000
j. No answer
Thank you very much – those are all my questions.

M A G

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