LITTER EVALUATION
SURVEY
September 2012
Prepared for:

TABLE OF CONTENTS
Section:

Page #:

Executive Summary
Summary of Key Findings

1
6

I.

Introduction

A.
B.

Background and Methodology
Demographics

7
7
8

II.

Driver Characteristics

A.
B.
C.
D.

Driving Habits
Litterbag Use
Smokers
Truck Drivers

III.

Litter Awareness and Behavior

A.
B.
C.
D.
E.

Perception of the Problem along Freeways
Personal Littering
Littering Circumstances
Reasons for Littering when Driving
Personal Experience with Specific Littering Situations

IV.

Campaign Awareness

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

Awareness of Campaign
Don’t Trash Arizona Awareness
No cups cans or butts! Don’t Trash Arizona Awareness
Awareness of Litter Resources
Likelihood to Report Littering
Additional Litter Resources
Communication Preferences

26
26
29
30
33
35
37
38

V.

Profiles of Litterers

39

Questionnaire
Cross Tabulations – Available under separate cover

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11
12
13
14
19
19
20
22
23
24

Appendix A

1

EXECUTIVE SUMMARY
Background
In August 2006, the Maricopa Association of Governments (MAG) launched a litter
prevention and education program known as Don’t Trash Arizona! The purpose of
the program is to reduce litter on the regional freeway system by developing a
strategy to increase public awareness and change behavior. The scope of work for
the program additionally mandated that an evaluative process be included to
measure the success of the program.
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, aged
18 to 24—with a secondary tier of litterers aged 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. According to the Transportation Research Board, 55 percent of
littering is deliberate, while 45 percent occurs “accidentally” when items blow or fall
off vehicles. Littering most often takes place when drivers are alone, and many
reported that they did not consider small items like cigarettes and candy wrappers
to be litter.
Following the secondary research, a benchmark survey was conducted in
December 2006 to determine initial attitudes and awareness of litter issues in
Arizona and to evaluate littering behavior. A follow-up, evaluative survey was then
conducted in July 2008, at the end of the first two years of the campaign, to
determine if any changes in awareness, attitudes or behavior were realized. Annual
surveys have been conducted in subsequent years; however, these studies
focused on Maricopa County residents. To accurately compare the data from the
2006 and 2008 surveys to more recent years, the 2006 and 2008 data shown in
this report include only responses from Maricopa County residents. The 2012
survey is the focus of this report.
Communication strategies are developed each year based on the survey results.
These strategies primarily target the 18 to 24 male demographic, with a secondary
demographic of male residents aged 25 to 35. Messages targeted toward both
accidental and deliberate littering are included, and a variety of strategies and
tactics are employed utilizing public relations, paid advertising, school outreach and
the development of value-added partnerships. The survey includes questions to
help evaluate the effectiveness of various tactics and campaign messaging, so that
outreach efforts can be refined each year for best results.

2

Evaluative Survey
The Maricopa Association of Governments (MAG), through Olson Communications,
commissioned WestGroup Research of Phoenix to conduct a telephone study with
residents aged 18 and older living in Maricopa County. The purpose of the study
was to evaluate overall awareness of and attitudes toward litter issues, explore
littering behavior, and compare responses to the December 2006 benchmark and
subsequent studies, which were conducted August 2008, August 2009, August
2010, and August 2011.
Results for the 2012 Litter Evaluation Survey are based on 600 fifteen-minute
telephone interviews with Maricopa County residents. The margin of error for the
survey is approximately +4.1% at a 95% confidence level. This year, the survey
was again conducted by using a supplemental cell phone database in addition to
“land line” telephone calls, due to the number of younger respondents with cellphone-only access.
Below are some of the findings of the survey.
Driver Characteristics

M A G

•

In 2012, approximately 44% of residents surveyed indicated driving a 4-door
sedan. This represents a significant increase from the previous year (36%).
As in previous years, pickup trucks and sport utility vehicles (SUVs) were the
next most often mentioned vehicle types (16% and 14%, respectively).

•

Approximately 66% of residents surveyed indicated that they have a litter
bag or can for use in their vehicle, which is consistent with the 65% who
reported litterbag usage in the previous year.

•

Nearly two thirds (64%) of residents who reported that they do not currently
have a litterbag or trash receptacle in their car indicated they would consider
keeping one in their vehicle in the future, which is consistent with recent
years (67% in 2011 and 64% in 2010).

•

Approximately 14% of residents surveyed indicated they smoke.

•

Half (51%) of smokers surveyed reported that they use an ashtray in their
vehicles, reversing a decline seen between 2010 and 2011 (53% down to
43%). Approximately 16% of smokers indicated that they do not smoke in
the car at all, representing a 700 percent increase from the previous year
(2%).

•

Pickup truck drivers reported that soda cans/bottles and lawn debris were
the most common items they might put in their truck bed that they consider
to be litter or trash (mentioned by 18% and 11%, respectively).

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•

Half (52%) of truck drivers indicated that they do not believe they put any
type of litter in their truck bed. While this is a higher percentage than the
44% recorded in the previous year, the difference is not statistically
significant.

•

This year, a significantly larger proportion of pickup truck drivers indicated
that, on average, they “always” secure items in the back of their pickup truck
(71%, up from 54% in 2011), an increase of 31 percent.

•

Consistent with the previous year, approximately 64% of residents indicated
that they “never” drive in a vehicle that hauls items in an open-air trailer or
strapped to a luggage rack. Approximately 27% claimed to do so a few
times a year, and 4% claim to do so one to two times a month.

•

Approximately 85% of residents who mentioned that they drive or ride in a
vehicle which transports items in a trailer or luggage rack least a few times a
year indicated that they “always” secure the load that they are hauling.

Litter Awareness and Behavior

M A G

•

Approximately 67% of residents surveyed indicated that they feel litter along
Maricopa County freeways is a “big” or “moderate” problem, which is
consistent with recent years.

•

Two thirds (65%) of residents surveyed insisted that they have not littered in
the past year. This represents a decrease from recent years (70% in 2011
and 74% in 2010).

•

Among those who indicated they had littered in the past year, food or
organic material continues to be the most common type of litter mentioned
(mentioned by 40%).

•

The most common reason mentioned for littering when driving in the past
year was that no trash receptacles were nearby or convenient (13%). In
recent years, this reason was the second most mentioned reason behind
littering food scraps because they are biodegradable (mentioned by 11%).

•

Similar to previous years, residents reported that the most common littering
situation they have experienced in the past three months is “trash falling out
of the vehicle” (28%).

•

Approximately 14% of residents indicated that in the past three months they
experienced a beverage container being thrown out the window.

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•

In general, residents ages 18 to 34 were more likely than those in other age
groups to report having recent experiences with the specific littering
situations that were queried.

•

Only 4% of smokers indicated they toss cigarette butts out of vehicle
windows, which is nine percentage points lower than last year from 13% (a
69% decrease in mentions).

•

This year, an increase occurred in the percentage of residents who identified
themselves as “Admitted Litterers” (33%, up from 26% in 2011). However,
the number of admitted litterers who littered while driving decreased by 16
percent.

•

The percentage of residents who admit to littering soda cans, bottles and
cigarette butts decreased by half from the previous year (6% vs. 13% for
soda cans and bottles and 5% vs. 12% for cigarette butts).

•

46% of litterers discarded trash while driving or riding in a vehicle.

•

Males between the ages of 18 and 34 are still the main litterers in Maricopa
County, with 51% admitting to having littered in the past year. However, this
is a decrease of five percentage points compared to the previous year
(56%), a decrease of nine percent.

•

The percent of pickup truck drivers who report they “always” secure their
load increased by 31%.

•

Among those who indicated they had littered in the past year, food or
organic material continues to be the most common type of litter mentioned
(mentioned by 40%).

Campaign Awareness

M A G

•

Approximately 25% of residents surveyed indicated they had seen
advertising related to litter or littering in the past three months, representing
a significant decrease from 2011 (32%).

•

When those aware of litter-related advertising were specifically asked what
they remembered about the ads, the most recalled information surrounded
the messages, “Don’t litter” or “Keep Arizona clean” (mentioned by 24%).

•

Approximately 45% of residents surveyed who indicated seeing litter-related
advertising in the past three months also recalled what they believed to be
the advertising slogan (consistent with 44% in the previous year).

•

Approximately 48% of residents surveyed indicated having seen or heard
the slogan, “Don’t Trash Arizona”, consistent with recent years. One in five

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residents (19%) surveyed indicated having seen or heard the slogan, “No
cups, can or butts! Don’t Trash Arizona.”
•

Residents who were familiar with “Don’t Trash Arizona” or “No cups, cans or
butts! Don’t Trash Arizona” reported seeing and/or hearing the slogan from
a variety of sources, the most common of which were television (25%,
though down significantly from 36% in 2011), street/highway signs (23%),
and billboards (21%).

•

Residents’ awareness remained consistent for the litter hotline, compared to
the previous year (12%). Awareness of the DontTrashArizona.com website
was consistent with the 2011 figure (11%).

•

This year, four percent (4%) of Valley residents who were aware of the Don’t
Trash Arizona website reported that they have actually visited the site.

•

When residents were asked how likely they would be to report littering
behavior if they saw someone littering, approximately 59% indicated they
would be at least “somewhat” likely to report littering (24% “very likely” and
35% “somewhat likely”). This is similar to previous years.

•

When asked where they would go to find more information about litter or
littering, residents most often mentioned the Internet (47%). This is
consistent with the previous year.

•

Facebook remains the most commonly mentioned method used to
communicate or stay in touch with others (36%), followed by the utilization of
search engines such as Google/Yahoo (28%). The percentage of residents
who mentioned e-mail using a cell phone or handheld device rose to 25%
(from 17% in 2011).

•

Male residents are more likely than females to have seen advertising related
to litter or littering in the past three month (32% vs. 18%).

•

Residents under the age of 35 recalled the “No cups, can or butts! Don’t
Trash Arizona” slogan more so than older residents (26% vs. 16%).

Profile of Litterers

M A G

•

Approximately half of the males aged 18 to 34 are admitted litters (51%),
which is similar to recent years (56% in 2011 and 51% in 2010).

•

Males between the ages of 18 and 34 are still the main litterers in Maricopa
County, with 51% admitting to having littered in the past year. However, this

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is a decrease of five percentage points (or a decrease of 9%) compared to
the previous year (56%).

SUMMARY OF KEY FINDINGS

M A G

•

The percentage of residents that admit to littering soda cans, bottles and
cigarette butts decreased by half from the previous year (6% vs. 13% for
soda cans and bottles and 5% vs. 12% for cigarette butts).

•

Only 4% of smokers indicated they toss cigarette butts out of vehicle
windows, which is nine percentage points lower than last year from 13% (a
69% decrease in mentions).

•

46% of admitted litterers discarded trash while driving or riding in a vehicle.

•

38% of admitted litterers do not litter when driving, which is an increase from
33% in 2011. In other words, the number of admitted litterers who littered
while driving decreased by 16 percent.

•

Males between the ages of 18 and 34 are still the main litterers in Maricopa
County, with 51% admitting to have littered in the past year. However, this is
a decrease of five percentage points compared to the previous year (56%).

•

Residents under the age of 35 recalled the “No cups, can or butts! Don’t
Trash Arizona” slogan more so than older residents. (26% vs. 16%). Male
residents are more likely than females to have seen advertising related to
litter or littering in the past three month (32% vs. 18%). These statistics are
potentially a result of advertising targeted to a younger male demographic.

•

The percent of pickup truck drivers who report they “always” secure their
load increased by 31%.

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I.

INTRODUCTION

A.

Background and Methodology

The Maricopa Association of Governments (MAG), through Olson Communications,
commissioned WestGroup Research to conduct a telephone study with residents
aged 18 and older living in Maricopa County. The purpose of the study was to
evaluate overall awareness of and attitudes toward litter issues and behaviors, as
well as compare responses to the benchmark and subsequent studies, which were
conducted in December 2006, August 2008, August 2009, August 2010, and
August 2011. For comparison purposes, it is important to note that the first two
studies were conducted with Arizona residents. In order to accurately compare the
data from surveys in 2009 through the current year to previous data, the 2006 and
2008 data shown in this report include only responses from Maricopa County
residents.
For surveys prior to 2011, interviewing was conducted using a Random Digit Dial
(RDD) database comprised of “landline” phone numbers from targeted zip codes.
This year (and in 2011), interviewing was conducted using both a Random Digit
Dial (RDD) with landline phone numbers, as well as a supplemental cell phone
database. Cell phone sample is necessary both to speak with cell-phone only
residents, and to fulfill quotas among younger residents, particularly the target
demographic of 18 to 34 year old males.
To ensure an accurate representation of Maricopa County residents, both age and
gender quotas were established.
Age

Quota

18 to 34 years old
35 to 54 years old
55+ years old

28%
43%
29%

Male
Female

50%
50%

Results are based on 600 fifteen-minute telephone interviews conducted with 300
male and 300 female residents. The margin of error for the survey is approximately
+4.1% at a 95% confidence level.

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B.

Demographics

Per established quotas, 50% of residents surveyed were males and 50% were
females. The average age of the residents was 43.8 years old (consistent with the
previous year) and 53% were married. Approximately three quarters (74%), had at
least some college experience and half (51%) were employed full time.
Approximately 10% were unemployed. Three in ten (30%) residents reported
annual incomes of at least $75,000 per year. Approximately 68% of residents
surveyed were Caucasian, and 16% were Hispanic.
One in five (19%) residents reported that at least some Spanish was spoken in their
home, and while consistent with the previous year (17%), is significantly higher
than the 2010 figure (14%).
After declining from 2010 to 2011, the average reported annual income increased
to $61,989. This figure is still lower than the average incomes reported in years
prior to 2011 (a range of $63,446 to $66,620).
Additional detail on the demographic profile of the respondents is provided in
Tables 1a and 1b.

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Table 1a: Respondent Demographics
2012
Maricopa
(n=600)

Characteristic
Male
Female

50%
50%

Age**
18 to 34
35 to 54
55+
Average

Education
Less than high
school
High school
graduate
Some college
College graduate
Graduate degree
Ethnicity
White
Hispanic
African American
Native American
Asian
Other/Refused

2010
Maricopa
(n=601)

2009
Maricopa
(n=637)

50%
50%

50%
50%

50%
50%

28%
43%
29%
43.8 yrs

28%
43%
29%
45.9 yrs

36%
43%
31%
46.3 yrs

32%
40%
28%
44.3 yrs

53%
30%
5%
7%
2%
3%

53%
30%
6%
7%
1%
3%

58%
25%
7%
7%
-3%

59%
25%
7%
6%
1%
2%

61%
26%
6%
5%
1%
2%

5%

6%

5%

4%

7%

18%

17%

18%

19%

16%

34%
25%
15%

35%
24%
15%

33%
23%
18%

33%
29%
13%

35%
27%
13%

68%
16%
4%
2%
2%
9%

72%
12%
4%
1%
3%
8%

71%
14%
5%
2%
1%
7%

76%
13%
2%
1%
2%
6%

79%
9%
3%
-2%
4%

*Bold indicates significantly different percentages than 2011 at the 95% confidence level
**Age categories condensed in 2011.

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2006
Maricopa
(n=748)

50%
50%

28%
43%
29%
43.8 yrs

Marital Status
Married
Single
Widowed
Divorced
Separated
Refused

2011
Maricopa
(n=602)

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Table 1b: Respondent Demographics
2012
Maricopa
(n=600)

2011
Maricopa
(n=602)

2010
Maricopa
(n=601)

2009
Maricopa
(n=637)

2006
Maricopa
(n=748)

Household 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

8%
7%
7%
9%
7%
4%
7%
12%
18%
20%
$61,989

10%
7%
8%
8%
6%
7%
9%
10%
16%
20%
$58,838

7%
7%
8%
7%
5%
6%
6%
13%
18%
23%
$63,477

7%
7%
6%
6%
7%
6%
8%
12%
20%
21%
$66,530

3%
6%
8%
7%
8%
7%
9%
12%
18%
22%
$66,620

Employment Status
Full-time
Part-time
Unemployed
Retired
Housespouse
Student

51%
8%
10%
18%
6%
4%

45%
10%
12%
22%
4%
4%

48%
7%
13%
19%
6%
4%

50%
9%
8%
21%
7%
3%

51%
10%
4%
21%
8%
4%

Profession
White collar/mgmt
Other professional
Blue collar
Education
Trade
Self-employed
Clerical/admin

23%
25%
11%
10%
8%
7%
10%

23%
16%
15%
8%
10%
6%
9%

23%
23%
14%
12%
10%
5%
6%

32%
20%
15%
7%
6%
8%
8%

16%
10%
9%
6%
7%
5%
5%

72%
1%

72%
1%

72%
3%

74%
4%

85%
1%

3%

1%

2%

2%

**

3%

4%

4%

4%

8%

12%

11%

6%

8%

**

7%

8%

9%

7%

4%

3%

3%

2%

1%

2%

Characteristic

Language spoken at home
English only
Spanish only
Mostly Spanish but
some English
Equally in both languages
Mostly English but some
Spanish
English and other
language
Refused

*Bold indicates significantly different percentages than 2011 data at the 95% confidence level.

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II.

DRIVER CHARACTERISTICS

A.

Driving Habits

In 2012, approximately 44% of residents surveyed indicated driving a 4-door
sedan. This represents a significant increase from the previous year (36%).
As in previous years, pickup trucks and sport utility vehicles (SUVs) were the
next most often mentioned vehicle types (16% and 14%, respectively).
Some demographic differences observed include:
•
•
•
•

Residents aged 18 to 34 were more likely than those aged 35 to 54 to report
driving sedans (51% vs. 40%).
Males were more likely than females to report driving pickup trucks (24% vs.
8%).
Female residents were more likely than male residents to report driving
SUVs (18% vs. 11%).
Residents with annual household incomes of $50,000 per year or more were
more likely than residents with lower incomes to report driving SUVs (19%
vs. 10%).
Table 2: Type of Vehicle

Items
Sedan (4-door)
Pickup truck
Sports utility
Van/mini-van
Coupe (2-door)
Don’t drive
Station wagon
Car (unspecified)
Motorcycle
Other
Don’t know/
refused

2012
Maricopa
(n=600)

2011
Maricopa
(n=602)

2010
Maricopa
(n=601)

2009
Maricopa
(n=637)

2006
Maricopa
(n=748)

44%
16%
14%
7%
7%
5%
2%
1%
1%
3%

36%
13%
18%
7%
4%
7%
-10%
1%
2%

42%
16%
19%
7%
7%
6%
--1%
1%

39%
16%
20%
11%
7%
5%
--1%
1%

38%
15%
21%
12%
8%
4%
---1%

1%

2%

1%

--

1%

Q7: What type of vehicle do you most often drive or ride in?
*Bold indicates significantly different percentages than 2011 data at the 95% confidence level.
Note: Question wording modified in 2011 to an open-ended question instead of a list that was
read to residents.

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B.

Litterbag Use

Approximately 66% of residents surveyed indicated that they have a litter bag
or can for use in their vehicle, which is consistent with the 65% who reported
litterbag usage in the previous year. Residents ages 35 and older were more
likely than younger residents to indicate having a litterbag or a trash can in their
vehicle (70% vs. 55%).
Nearly two thirds (64%) of residents who reported that they do not currently
have a litterbag or trash receptacle in their car indicated they would consider
keeping one in their vehicle in the future, which is consistent with recent
years (67% in 2011 and 64% in 2010).
Among those who do not currently have a litterbag for use in their vehicle, the
following groups were more likely to indicate willingness to keep a vehicle litterbag
in the future:
•
•

M A G

Non-Caucasian residents vs. Caucasian residents (78% vs. 62%).
Residents with annual household incomes between $50,000 to $100,000 per
year vs. residents with lower or higher incomes (85% vs. 67% and 55%,
respectively).

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C.

Smokers

Approximately 14% of residents surveyed indicated they smoke.
Those more likely to indicate that they smoke include:
•
•

Residents with less than a college degree vs. residents with at least a
college degree (18% vs. 8%).
Residents with annual household incomes of less than $50,000 per year vs.
residents with annual household incomes of $100,000 or more (18% vs.
8%).

Approximately half (51%) of smokers reported that they use an ashtray in
their vehicles, reversing a decline seen between 2010 and 2011 (53% down to
43%). Approximately 16% of smokers indicated that they do not smoke in the
car at all, representing a significant increase from the previous year (2%).
Table 3: Smoking Habits and Disposing of Cigarette Butts
Among those indicating they smoke

Response
Smoker

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.

2012
Maricopa
(n=600)

2011
Maricopa
(n=602)

2010
Maricopa
(n=601)

2009
Maricopa
(n=637)

2006
Maricopa
(n=748)

14%

17%

18%

15%

16%

(n=83)
51%

(n=101)
43%

(n=105)
53%

(n=97)
49%

(n=121)
46%

18%

10%

13%

19%

13%

16%
12%
4%
---

2%
7%
13%
-25%

7%
9%
5%
1%
12%

13%
9%
7%
-3%

16%
12%
5%
2%
5%

Q10: When you are in a vehicle, do you USUALLY dispose of cigarette butts…?
*Bold indicates significantly different percentages than 2011 data at the 95% confidence level.

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D.

Truck Drivers

Approximately 16% of residents surveyed indicated that they drive a pickup
truck, and this is statistically consistent with previous years.
Pickup truck drivers were more likely to be male than female (24% vs. 8%).
Table 4: Pickup Truck Drivers
2012
2011
Maricopa Maricopa
(n=600)
(n=602)

Response
Drive pickup truck

16%

13%

2010
Maricopa
(n=601)

2009
Maricopa
(n=637)

2006
Maricopa
(n=748)

16%

16%

15%

Q7: What type of vehicle do you most often drive or ride in?

Pickup truck drivers reported that soda cans/bottles and lawn debris were the
most common items they might put in their truck bed that they consider to be
litter or trash (mentioned by 17% and 11%, respectively). The next most often
mentioned items include unspecified non-biodegradable trash, construction debris
and small pieces of paper (each mentioned by 6% of respondents).
Half (52%) of truck drivers indicated that they do not believe they put any
type of litter in their truck bed. While this percentage is higher than the 44%
recorded in the previous year, the difference is not statistically significant.

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Table 5: Litter via Truck Bed – Total Responses
Among those who indicate they drive a truck
2012
Maricopa
(n=86)

2011
Maricopa
(n=59)

2010
Maricopa
(n=94)

2009
Maricopa
(n=97)

2006
Maricopa
(n=97)

52%
17%
11%

44%
17%
14%

48%
10%
7%

44%
10%
11%

14%
16%
9%

6%

10%

5%

7%

--

6%
6%
5%

5%
5%
7%

3%
5%
8%

4%
-3%

9%
6%
1%

5%

5%

2%

--

4%

4%
1%
1%

8%
2%
2%

3%
-2%

5%
-3%

7%
-2%

1%

2%

--

--

--

1%
1%
1%
1%
-----

-----2%
2%
2%

2%
---1%
1%
1%
--

5%
----4%
1%
--

4%
---2%
4%
8%
--

Other food wrappers

--

2%

1%

1%

3%

Cups (Styrofoam, plastic,
paper)

--

2%

--

5%

--

Appliances

--

2%

--

--

--

Aluminum cans
Bottles/containers
(unspecified)
Other
Don’t know

--

2%

--

--

--

--

2%

--

--

--

6%
3%

5%
5%

Items
Nothing
Soda cans/bottles
Lawn debris
Trash/non biodegradable
(unspecified)
Construction debris
Small pieces of paper
Water cans/bottles
Paper/ newspaper/
napkins
Plastic bags/other plastic
Cigarette packs/butts
Cardboard
Everything/anything/
all of it
Food/organic material
Tires
Wood/toothpick
Cigarette packs
Car parts/ batteries
Beer cans/bottles
Fast food wrappers
Furniture

2%
1%

2%
2%

12%
25%

Q15: What types of items do you ever put into your truck bed that you consider to be litter or trash? What else?
*Bold indicates significantly different percentages than 2011 data at the 95% confidence level

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This year, a larger proportion of pickup truck drivers indicated that, on
average, they “always” secure items in the back of their pickup truck (71%,
up from 54% in 2011). Just over one in ten (11%) pick-up truck drivers do not
frequently secure items in their truck bed (reporting that they “rarely” or “never”
secure items).

Table 6: How often Truck Drivers Secure Loads
2012
Maricopa
(n=86)

Frequency
NET likely
(Always + Most)
Always
Most of the time
Sometimes
Rarely
Never
Don’t know

2011
Maricopa
(n=54)

2010
Maricopa
(n=94)

2009
Maricopa
(n=97)

81%

73%

81%

81%

71%
10%
6%
6%
5%
2%

54%
19%
12%
3%
5%
7%

64%
17%
7%
3%
2%
7%

70%
11%
5%
5%
7%
2%

Q16: When putting items into the bed of your truck, how often, on average, do you secure your load
(either with ties, bungees, a tarp, etc.)?
New question in 2009
*Bold indicates significantly different percentages than 2011 data at the 95% confidence level.

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Consistent with the previous year, approximately 64% of residents indicated
that they “never” drive in a vehicle that hauls items in an open-air trailer or
strapped to a luggage rack. Approximately 27% claim to do so a few times a
year, and 4% claim to do so one to two times a month. Only 3% of residents
who haul items in an open-air trailer or strapped to a luggage rack reported that
they do so on a daily basis.
Those most likely to report hauling items include:
•
•
•

M A G

Males vs. females; daily (4% vs. 1%), 1-2 times a month (6% vs. 2%), and a
few times a year (32% vs. 22%).
Residents younger than 55 vs. residents ages 55 and older; 1-2 times a
month (5% vs. 1%), and a few times a year (31% vs. 19%).
Residents with annual household incomes of $50,000 or more vs. residents
with incomes of less than $50,000; a few times a year (36% vs. 24%).

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Approximately 86% of residents who mentioned that they drive or ride in a
vehicle which transports items in a trailer or luggage rack least a few times a
year indicated that they “always” secure the load that they are hauling.
Consistent with previous years, among the drivers who mentioned “rarely” or
“never” securing their load, the top reason mentioned for not securing loads was
“it’s heavy enough so it doesn’t fly out.”

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III. LITTER AWARENESS AND BEHAVIOR
A.

Perception of Litter as Problem along Freeways

Approximately 67% of residents surveyed indicated that they feel litter along
Maricopa County freeways is a “big” or “moderate” problem, which is
consistent with recent years. One in three (32%) residents surveyed feel that
litter along county freeways is either a “small problem” or “not a problem at all.”
Those more likely to indicate that they believe litter along Maricopa County
freeways is a “big” problem include:
•
•
•

M A G

Residents over the age of 34 vs. younger residents (23% vs. 13%).
Residents with a high-school education or less vs. residents with at least
some college coursework completed (30% vs. 18%).
Residents with annual household incomes of less than $50,000 vs. residents
with annual household incomes of $100,000 or more (24% vs. 13%).

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Table 7: Freeway Litter as a Problem in Maricopa County
2012
Maricopa
(n=600)

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

20%
47%
26%
6%
1%

2011
Maricopa
(n=602)
21%
44%
25%
8%
2%

2010
Maricopa
(n=601)
21%
46%
25%
6%
2%

2009
Maricopa
(n=637)
20%
47%
25%
6%
2%

2006
Maricopa
(n=748)
37%
40%
16%
4%
4%

Q8: In your opinion, how big of a problem is litter along freeways in Maricopa County?
Would you say it is a…
*Bold indicates significantly different percentages than 2011 data at the 95% confidence level
**In 2009 question was changed to “Maricopa County” where previously it was “in your county.”

B.

Personal Littering

Two thirds (65%) of residents surveyed insisted that they have not littered in
the past year. This represents a decrease from recent years (70% in 2011 and
74% in 2010).
Those more likely to indicate that they have not littered in the past year include:
•

Residents ages 35 or older vs. younger residents (72% vs. 47%).

Among those who indicated they had littered in the past year, food or organic
material continues to be the most common type of litter mentioned (40%).
Small pieces of paper were the second most common type of litter mentioned
(31%).
Among the total sample, those groups most likely to indicate that they littered
food/organic material include:
•
•
•

M A G

Residents ages 35 to 54 vs. residents ages 55 and older (16% vs. 9%).
Residents with at least some college coursework completed vs. residents
with less education (16% vs. 7%).
Residents with annual household incomes of $100,000 or more vs. residents
with annual household incomes of $50,000 or less (20% vs. 11%).

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Table 8: Items Personally Discarded as Litter – Total Responses

Items
Have not littered in
past year.
Food/organic material.
Small pieces of paper.
Water bottles.
Other food wrappers.
Soda cans/bottles.
Cigarette butts.
Wood/toothpick.
Bottles (unspecified).
Hair/dog hair.
Liquids (unspecified)
Cups (Styrofoam, plastic,
paper).
Lawn debris.
Paper/newspaper/napkins.
Plastic bags/other plastic.
Fast food wrappers/paper
bags.
Beer cans and beer bottles.
Thread, string.
Cardboard, boxes.
Rocks/dirt.
Other (<1% consensus).
Don’t know.

2012
Maricopa
(n=600)

2011
Maricopa
(n=602)

2010
Maricopa
(n=601)

2009
Maricopa
(n=637)

2006
Maricopa
(n=748)

65%

70%

74%

69%

69%

(n=211)
40%
31%
14%
13%
6%
5%
2%
2%
1%
1%

(n=181)
41%
29%
10%
10%
13%
12%
--1%
--

(n=141)
44%
23%
1%
11%
4%
11%
2%
-1%
--

(n=180)
48%
22%
3%
8%
4%
8%
2%
1%
3%
--

(n=206)
41%
21%
2%
8%
7%
15%
2%
----

1%

--

1%

2%

--

1%
---

-3%
1%

1%
2%
4%

1%
3%
4%

-4%
1%

--

--

1%

1%

2%

-----

-----

1%
----

1%
2%
1%
1%

1%
----

4%
8%

7%
4%

4%
2%

4%
3%

12%
13%

Q12: 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?
*Bold indicates significantly different percentages than the previous 2011 data at the 95%
confidence level.

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C.

Littering Circumstances

Approximately 46% of those who indicated they have littered in the past year
indicated that they did so while driving/riding in a vehicle. This is similar to
recent years (47% in 2011 and 48% in 2010). Others commonly reported they
littered while walking outside (10%) or because they were “cleaning out their car”
(8%).
Additional detail on the profile of residents’ littering situations is provided below in
Table 9.
Table 9: Littering Situation – Total Responses
Among those who indicated they have littered in the past year
2012
Maricopa
(n=211)

2011
Maricopa
(n=177)

2010
Maricopa
(n=149)

46%

47%

48%

53%

47%

10%
8%
6%
6%
4%
4%
2%

11%
2%
6%
5%
4%
2%
2%

11%
3%
3%
6%
5%
---

8%
2%
3%
5%
4%
---

16%
1%
-8%
3%
2%
--

Flew out of truck bed.

1%

2%

--

--

2%

Smoking/discarded cigarettes.
In a parking lot.
I didn’t litter.
Don’t consider it
litter/biodegradable stuff.
In the desert/ middle of
nowhere.

1%
1%
--

1%
-4%

--1%

--3%

--1%

--

2%

1%

2%

--

--

2%

1%

2%

1%

Shopping.

--

2%

--

--

--

My kid/grandkid did it.
At work/working.
Camping/hiking.
Let the animals eat it.
Wouldn’t fit in the trash.
Other (<1% consensus).
Don’t know/can’t remember.

-----9%
15%

2%
1%
-1%
1%
5%
12%

1%
-1%
--9%
13%

2%
----9%
11%

-----7%
15%

Top situations
Driving/riding/traveling in
vehicle.
Walking outside.
Cleaning out car.
Just threw it/anywhere I could.
No trash can around.
Opened door/window–flew out.
Eating food/chewing gum.
In a hurry.

2009
Maricopa
(n=195)

2006
Maricopa
(n=231)

Q13: To the best of your knowledge, what were the general circumstances in terms of where and what you were
doing when you discarded litter?
*Bold indicates significantly different percentages than 2011 data at the 95% confidence level.

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D.

Reasons for Littering When Driving

The most common reason mentioned for littering when driving in the past
year was that no trash receptacles were nearby or convenient (13%). In
previous recent years, this reason was the second most mentioned reason behind
littering food scraps because they are biodegradable (mentioned by 11%).
Those more likely to indicate that they do not litter when driving include:
•

Residents who have completed a college degree vs. residents with less
education (49% vs. 31%).
Table 10: Reasons for Littering when Driving – Total Responses
Among those who indicated they have littered in the past year
2012
Total
(n=211)

2011
Total
(n=181)

2010
Total
(n=147)

2009
Total
(n=195)

I don’t litter when driving.

38%

33%

32%

36%

No trash receptacles are convenient.

13%

10%

14%

16%

11%

13%

17%

3%

9%
8%
4%

9%
8%
5%

5%
3%
3%

5%
11%
8%

3%

4%

3%

5%

1%
1%
9%

3%
-9%

3%
-13%

3%
-10%

Top Responses

I only litter food scraps – they are
biodegradable.
It was an accident/unintentional.
I don’t want to keep it in my car.
It’s easy.
I don’t consider throwing out gum, small
wrappers, cigarette butts litter.
I’m lazy.
Didn’t want it anymore/tired of chewing it.
Don’t know.

Q14: Why do you litter WHEN DRIVING?
*Bold indicates significantly different percentages than 2011 data at the 95% confidence level.

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E.

Personal Experience with Specific Littering Situations

Residents were read a list of nine specific littering situations and were asked to
indicate if they had personally experienced that littering situation in the past three
months, more than three months ago, or had never experienced that specific
situation.
Similar to previous years, residents reported that the most common littering
situation they have experienced in the past three months is “trash falling out
of the vehicle” (28%). Approximately 14% of residents indicated that in the past
three months they experienced a beverage container being thrown out the window.

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In general, residents ages 18 to 34 were more likely than those in other age
groups to report having recent experiences with the specific littering
situations that were queried.
Table 11: Personal Experience with Littering Circumstances
Past 3 Months

Circumstance
You noticed that some trash
fell out of a pickup or other
vehicle you were driving in.
Rather than keep a beverage
container in the car, you, or
someone in a vehicle you
were in, threw out a can or
bottle.
Someone in a vehicle you were
in threw trash out in an area
that already had lots of litter.
Someone in a vehicle you were
in threw trash out in an area
that had no litter
You had problems with a
vehicle and left debris like
tire, part of a tire, or other
stuff on the roadside.
Someone in a vehicle you were
in threw out a can, bottle or
litter out onto the side of the
road.
You threw out a small item
from your vehicle like a candy
wrapper, scrap paper, etc.
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 or someone you were with
got a ticket or warning for
littering.

2012
Maricopa
(n=600)

2011
Maricopa
(n=602)

2010
Maricopa
(n=601)

2009
Maricopa
(n=637)

2006
Maricopa
(748)

28%

24%

24%

26%

19%

14%

14%

2%

3%

4%

7%

7%

6%

7%

6%

6%

7%

--

--

--

5%

7%

13%

9%

7%

5%

6%

6%

7%

6%

4%

3%

9%

8%

7%

1%

1%

8%

8%

11%

9%

8%

2%

--

--

Q11: 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.”
*Bold indicates significantly different percentages than 2011 data at the 95% confidence level.

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IV. CAMPAIGN AWARENESS
A.
1.

Awareness of Campaign
General Awareness

Approximately 25% of residents surveyed indicated they had seen
advertising related to litter or littering in the past three months, representing
a significant decrease from 2011 (32%).
Male residents were more likely than female residents to answer “yes” to whether
they have seen advertising related to littering in the past three months (32% vs.
18%).

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2.

Recalled Messages and Slogans

When those aware of litter-related advertising were specifically asked what
they remembered about the ads, the most recalled information surrounded
the message, “Don’t litter” or “Keep Arizona clean” (mentioned by 24%). The
second most cited message was “the fines” (mentioned by 19%).
Table 12: Recalled Messages of Litter-Related Advertising
Among those who indicated they remember seeing ads
related to litter or littering in the past 3 months

2012
Maricopa
(n=150)

Top Responses
Don’t litter/keep Arizona clean.
The fines.
It was a sign along the
road/billboard.
Just because it’s a freeway doesn’t
mean you are free to litter on it.
Use ashtray/cigarettes cause fires.
A hamburger wrapper being a 500
dollar fine/ a five hundred dollar
burger.
Littering is unlawful/can get a ticket.
Saw on TV/commercial/public
service announcement.
Recycling.
Littering is unsightly/litter is ugly.
Put litter in its place/use the trash.
About how a mother can’t pick up
after you/her kids.
Don’t Trash Arizona.
Prisoners picking up trash.
“Don’t mess with Texas” ad.
Diamond-backs player PSA.
Heard on radio.
Make the earth greener/go green.
Litter is bad for the environment/bad
for wildlife.
Clean up efforts/Adopt a Highway.
Tires coming apart on the road/tires
along the road way.
Littering can be hazardous on the
road.
Indian crying.
At the river they give out trash bags
to put your trash in.
Cost of cleaning up/tax dollars.
People littering out of their vehicle.
Don’t know.

2011
Maricopa
(n=194)

2010
Maricopa
(n=183)

2009
2006
Maricopa Maricopa
(n=170)
(n=188)

24%
19%

18%
16%

21%
24%

16%
7%

17%
29%

15%

12%

6%

15%

11%

9%

7%

--

--

--

6%

5%

6%

4%

--

5%

2%

9%

4%

--

4%

5%

4%

4%

9%

3%

8%

1%

8%

5%

3%
3%
3%

4%
--

4%
1%
--

2%
2%
--

----

2%

11%

--

--

--

2%
2%
2%
2%
1%
1%

5%
3%
--7%
3%

-1%
--3%
2%

-2%
--4%
--

-8%
--4%
--

1%

2%

3%

3%

2%

1%

2%

3%

3%

4%

1%

1%

3%

--

--

1%

--

--

--

--

1%

--

--

--

--

1%

1%

--

--

-

1%
1%
14%

--13%

2%
2%
15%

-2%
10%

Q22? What specifically do you remember about the ads related to litter or littering?
*Bold indicates significantly different percentages than 2011 data at the 95% confidence level.

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4%
10%

2 8

Approximately 45% of residents surveyed who indicated seeing litter-related
advertising in the past three months also recalled what they believed to be
the slogan (consistent with 44% in 2011). Recall for specific slogans remained
generally consistent with the previous year. While 15% of residents recalled “do
not litter,” compared with 22% in 2011, the difference is not considered statistically
significant due to small sample sizes.
Table 13: Main Slogan of Recalled Advertising
Among those who indicated they remember seeing ads
related to litter or littering in the past 3 months
2012
Maricopa
(n=150)

2011
Maricopa
(n=194)

2010
Maricopa
(n=183)

2009
Maricopa
(n=170)

2006
Maricopa
(n=188)

Do not litter.
You will be fined.
Littering is unlawful.
Keep our freeways clean.
Don’t Trash Arizona.
Don’t throw cigarette butts
out the window.
Arizona Clean and
Beautiful.
Recycle, reduce, reuse.
Don’t mess with Texas.
Keep Arizona Beautiful.
Give a hoot, don’t pollute.
There was no slogan/ it
was a sign/ gave
information.
$500 fine for throwing out
hamburger wrapper.
It is your environment.
No cups cans or butts.
No dumping.
Adopt a highway.
If you pack it in, pack it
out.
Go Green.
Don’t be a litterbug.
Litter hurts everyone.
Litter costs everyone.

15%
5%
5%
5%
3%

22%
3%
3%
3%
2%

5%
4%
3%
3%
4%

9%
6%
4%
1%
2%

13%
6%
3%
1%
5%

2%

--

--

--

--

2%

2%

--

1%

2%

2%
2%
2%
1%

1%
1%
---

--2%
--

--1%
--

-1%
3%
1%

1%

2%

2%

1%

2%

1%

1%

2%

1%

--

1%
1%
1%
1%

1%
----

---2%

---2%

---1%

1%

--

--

--

--

-----

1%
----

2%
1%
1%
1%

2%
3%
1%
-

--2%
3%

Other
Don’t know.

6%
55%

7%
56%

2%
70%

5%
65%

3%
70%

Responses

Q23: What was the main slogan used in the ads?
Note: Although not read to respondents, Grow Up, Don’t Litter was added to the pre-coded list in 2011.
*Bold indicates significantly different percentages than 2011 data at the 95% confidence level

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B.

“Don’t Trash Arizona” Awareness

Approximately 48% of residents surveyed indicated having seen or heard the
slogan, “Don’t Trash Arizona.”

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C.

“No cups, cans or butts! Don’t Trash Arizona” Awareness

One in five residents (19%) surveyed indicated having seen or heard the
slogan, “No cups, can or butts! Don’t Trash Arizona.” Those groups most
likely to report having seen or heard this slogan include:
•
•
•

M A G

Residents under the age of 35 vs. older residents (26% vs. 16%).
Non-Caucasian residents vs. Caucasian residents (25% vs. 16%).
Residents who have not completed a college degree vs. residents with at
least a college degree (24% vs. 10%).

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Residents who were familiar with “Don’t Trash Arizona” or “No cups, cans or
butts! Don’t Trash Arizona” reported seeing and/or hearing the slogan from a
variety of sources, the most common of which were television (25%, though
down significantly from 36% in 2011), street/highway signs (23%), and
billboards (21%).
The percentage of residents mentioning the radio decreased significantly from 2011
(16%, down from 24%).
Note: in previous years, source recognition was asked about only for the slogan
“Don’t Trash Arizona.”

Table 14: Where Saw Don’t Trash Arizona Slogan
Total responses among those indicating they had heard the slogan

Media
Television
Street/highway signs
Billboards
Radio
Newspaper
Parks
School
Magazines
Bus signs
Shopping
Internet
Signs around lakes
Friends/family/word of
mouth
Bumper sticker
Light Rail Train
Other (1% or less of
consensus)
Don’t know

2012
Maricopa
(n=321)

2011
Maricopa
(n=313)

2010
Maricopa
(n=308)

2009
Maricopa
(n=319)

2006
Maricopa
(n=322)

25%
23%
21%
16%
4%
3%
2%
1%
1%
1%
1%
1%

36%
19%
21%
24%
5%
1%
-1%
1%
----

31%
16%
20%
21%
4%
-----2%
--

34%
14%
18%
22%
6%
--2%
--2%
--

26%
12%
20%
14%
5%
--------

---

1%
1%

---

---

---

4%

6%

7%

5%

6%

22%

18%

24%

20%

25%

1%

Q26: Where have you seen, heard or read the slogan “Don’t Trash Arizona?”
*Bold indicates significantly different percentages than 2011 data at the 95% confidence level.

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Approximately 69% of residents who were aware of Don’t Trash Arizona
advertising were unable to name a sponsor for the advertisements
(consistent with previous years). As with recent years, the percentage of
residents who correctly identified ADOT was 8%.
Females were more likely than males to mention “state/local government” as the
sponsor (17% vs. 8%).
Table 15: Who Sponsors Don’t Trash Arizona Slogan
Among those indicating they had heard the slogan
2012
Maricopa
(n=321)

2011
Maricopa
(n=313)

State/local government
ADOT
City of Phoenix
Sanitation department/
department of waste
Department of Public
Safety
Maricopa Association of
Governments

12%
8%
2%

13%
8%
2%

1%
--

Other (<1% consensus)
Don’t know

Sponsor

2010
Maricopa
(n=308)

2009
Maricopa
(n=319)

2006
Maricopa
(n=322)

17%
7%
2%

14%
9%
--

14%
12%
--

3%

3%

--

--

1%

--

--

--

--

--

Na

Na

Na

6%
69%

3%
70%

3%
69%

6%
70%

5%
70%

Q27: Who sponsors the Don’t Trash Arizona advertisements?
Note: Although not read to respondents, the Maricopa Association of Governments was added to the
pre-coded list in 2011
*Bold indicates significantly different percentages than 2011 data at the 95% confidence level.

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D.

Awareness of Litter Resources

Residents’ awareness remained consistent for the litter hotline, compared to
the previous year (12%). Awareness for the Don’tTrashArizona.com website,
was consistent with the 2011 figure (11%).
Those groups more likely to be aware of the litter hotline include:
•
•

Residents ages 55 and older vs. younger residents (18% vs. 10%).
Residents with annual household incomes of less than $50,000 vs. residents
with higher annual household incomes (17% vs. 9%).

Those groups more likely to be aware of the Don’tTrashArizona.com website
include:
•
•

M A G

Residents with a high school diploma or less education vs. residents with at
least a college degree (15% vs. 6%).
Residents with annual household incomes of less than $50,000 vs. residents
with higher annual household incomes (12% vs. 5%).

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This year, four-percent (4%) of Valley residents aware of the Don’t Trash
Arizona website reported that they have actually visited the site.

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E.

Likelihood to Report Littering

When Valley residents were asked how likely they would be to report littering
behavior if they saw someone littering, approximately 59% indicated they
would be at least “somewhat” likely to report littering (24% “very likely” and
35% “somewhat likely”). This is similar to previous years.
Those groups more likely to be “very” or “somewhat” likely to report littering include:
•
•

M A G

Female residents vs. male residents (66% vs. 53%).
Residents ages 35 to 54 vs. younger and older residents (66% vs. 53% and
56%, respectively).

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Table 16: Likelihood to Report Littering
2012
Maricopa
(n=600)

2011
Maricopa
(n=602)

2010
Maricopa
(n=601)

2009
Maricopa
(n=637)

2006*
Maricopa
(n=748)

NET likely
(Very + somewhat)

59%

61%

62%

60%

62%

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

24%
35%
26%
12%
2%

28%
33%
25%
12%
2%

27%
35%
22%
14%
2%

23%
37%
27%
11%
2%

27%
35%
22%
13%
3%

Likelihood

Q31: If you were to see someone litter, how likely are you to report this behavior to the Litter Hotline or the
website in the future?
In 2006 and 2008, the question asked how likely they would be to report littering by calling the litter hotline.
*Bold indicates significantly different percentages than 2011 data at the 95% confidence level.

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F.

Additional Litter Resources

When asked where they would go to find more information about litter or
littering, should they need to, residents most often mentioned the Internet
(47%). This is consistent with the previous year. Also consistent with the previous
year, one in five (18%) residents surveyed specifically mentioned the
Don’tTrashArizona.com website as a resource to go to if they wanted more
information about littering.
Those groups more likely to mention the Don’tTrashArizona.com website include:
•
•

Residents under the age of 55 vs. residents ages 55 and older (22% vs.
10%).
Residents with at least some college coursework completed vs. residents
with a high school diploma or less education (21% vs. 10%).

Table 17 below contains additional information about residents’ preferred sources
for litter information.
Table 17: Source for Litter/Littering Information
Source

2012
Maricopa
(n=600)

2011
Maricopa
(n=602)

2010
Maricopa
(n=601)

2009
Maricopa
(n=637)

2006
Maricopa
(n=748)

47%
18%
8%
5%
3%

46%
18%
7%
5%
2%

49%
14%
5%
5%
3%

49%
18%
5%
5%
3%

59%
-5%
4%
4%

2%

3%

3%

2%

3%

2%
2%

2%
2%

2%
2%

2%
2%

2%
3%

2%

2%

2%

1%

2%

1%

2%

2%

2%

4%

1%

1%

1%

2%

1%

1%
1%
6%
15%

1%
-6%
15%

--3%
19%

--5%
16%

1%
-8%
13%

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

Q32: 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%
*Bold indicates significantly different percentages than 2011 data at the 95% confidence level.

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G.

Communication Preferences

Facebook remains the most commonly mentioned method used to
communicate or stay in touch with others (36%), followed by the utilization of
search engines such as Google/Yahoo (28%). The percentage of residents who
mentioned e-mail using a cell phone or handheld device rose to 25% (from 17% in
2011), while the percentage who mentioned e-mail using a computer decreased to
15% (from 20% in 2011).
Facebook is more likely to be used by residents ages 18 to 34 vs. older residents
(61% vs. 27%).
Table 18: Electronic Communications Preferences
Electronic Communication
Preferences
Facebook web page.
Google/AOL/Yahoo/etc.
E-mail using a cell phone or
handheld device
Website
E-mail using computer
Text Messages using a cell phone
or handheld device
Phone (unspecified)
Nothing
Internet
Twitter
Word of mouth
Television
Other
Don’t know/NA

2012
Maricopa
(n=600)

2011
Maricopa
(n=602)

36%
28%

32%
27%

25%

17%

21%
15%

26%
20%

15%

6%

13%
11%
6%
5%
2%
1%
7%
1%

19%
12%
6%
3%
2%
1%
5%
3%

Q33: People use many different resources to communicate and stay in touch with
others. What applications or websites do you use to gather information or
communicate with others? Note: Question added in 2011.
*Bold indicates significantly different percentages than 2011 data at the 95%
confidence level.

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V.

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 (33% of the total population). “Accidental Litterers”
are defined as residents who indicated that they had never littered themselves, but
reported being in a vehicle when littering occurred (43% 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 (25% of the total
population).
This year, a significant increase occurred in the percentage of residents who
identified as “Admitted Litterers” (33%, up from 26% in 2011).

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Approximately half of the male residents aged 18 to 34 surveyed are admitted
litterers (51%), consistent with recent years (56% in 2011, and 51% in 2010).
In general, residents ages 18 to 34 are more likely than residents over age 55 to be
admitted litterers (48% vs. 20%).
Tables 19a and 19b show the demographic characteristics of each of these groups.
Table 19a: Demographic Comparison Based on Littering Behavior

Characteristic

2012
Admitted Accidental
Litterers
Litterers
(n=197)
(n=256)

NonLitterers
(n=147)

Admitted
Litterers
(n=157)

2011
Accidental
Litterers
(n=276)

Gender
Male
Female

55%
45%

51%
49%

42%
58%

60%
40%

49%
51%

43%
57%

Age
18 to 34
35 to 54
55+

41%
41%
17%

26%
42%
33%

14%
48%
38%

49%
38%
13%

23%
47%
30%

16%
41%
43%

Average

39.5

44.8

47.8

37.4

44.8

48.2

51%
35%
4%
5%
3%

56%
28%
4%
9%
1%

53%
24%
10%
7%
1%

46%
40%
1%
8%
1%

54%
29%
6%
8%
--

56%
24%
10%
6%
1%

4%

2%

6%

4%

3%

4%

2%

6%

7%

7%

6%

4%

20%

18%

14%

14%

18%

18%

38%

33%

31%

36%

38%

28%

24%

25%

24%

27%

21%

27%

13%

16%

15%

13%

14%

20%

Marital Status
Married
Single
Widowed
Divorced
Separated
Don’t know or
Refused
Education
Less than high
school
High school
graduate
Some college
College
graduate
Graduate
degree

*Bold indicates significantly different percentages than 2011 data at the 95% confidence level.

M A G

NonLitterers
(n=169)

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Table 19b: Demographic Comparison Based on Littering Behavior

Characteristic

2012
Admitted Accidental
Litterers
Litterers
(n=197)
(n=256)

NonLitterers
(n=147)

2011
Admitted Accidental
NonLitterers
Litterers Litterers
(n=157)
(n=276)
(n=169)

Ethnicity
White
Hispanic
African-American
Asian
Native American
Other
Refused

67%
15%
6%
1%
2%
4%
5%

72%
14%
4%
2%
3%
2%
3%

62%
19%
3%
1%
1%
4%
11%

70%
13%
5%
4%
5%
3%

73%
12%
4%
3%
1%
2%
5%

73%
11%
3%
1%
1%
5%
6%

Household 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**

8%
6%
8%
11%
8%
2%
11%
12%
19%
15%

9%
9%
6%
11%
8%
4%
6%
14%
16%
17%

6%
7%
8%
4%
4%
7%
5%
7%
19%
33%

8%
7%
10%
7%
6%
11%
6%
11%
18%
16%

11%
19%
8%
8%
6%
5%
9%
10%
14%
17%

10%
3%
5%
7%
5%
7%
11%
8%
17%
28%

Employment
Full-time
Part-time
Retired
Housespouse
Student
Unemployed

53%
14%
8%
6%
7%
11%

52%
5%
20%
6%
4%
10%

46%
5%
26%
5%
3%
10%

51%
13%
9%
6%
6%
13%

43%
9%
22%
5%
4%
13%

44%
8%
33%
3%
1%
8%

74%
--

74%
<1%

65%
3%

73%
--

74%
1%

69%
1%

3%

2%

4%

--

2%

2%

3%

4%

3%

5%

4%

2%

11%

12%

11%

12%

10%

11%

7%
2%

6%
2%

7%
7%

8%
2%

6%
3%

12%
3%

Household
Language*
English only
Spanish only
Mostly Spanish +
some English
Equally in Spanish
and English
Mostly English +
some Spanish
English + Other
Refused

*Bold indicates significantly different percentages than 2011 data at the 95% confidence level.

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APPENDIX A

QUESTIONNAIRE

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Client:
Subject:
Date:

Maricopa Association of Governments
Litter Survey 2012
July 2012

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.

Under 18
18 to 34
35 to 54
55+
Refused

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 Maricopa County? If no, ask to speak to someone who does.

5. RECORD GENDER (DO NOT ASK; RECORD BY OBSERVATION)
a. Male
b. Female
6. For classification purposes, may I have the Zip Code in which you live?

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7. What type of vehicle do you most often drive or ride in..? DO NOT READ LIST
a. Sedan
b. Pick-up truck
c. Sports utility vehicle
d. Coupe
e. Van / Minivan
f. Motorcycle
g. Other
h. Don’t drive
i. Don’t know/Refused
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.
8. 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)

9. Do you smoke?
a. Yes
b. No
c. Don’t know / Refused

10. IF YES in Q10: When you are in a vehicle, do you USUALLY dispose of cigarette
butts…? READ LIST – ONE RESPONSE ONLY
a.
b.
c.
d.
e.
f.
g.

M A G

L I T T E R

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
Do not smoke in car (added)
Don’t know / Refused (DO NOT READ

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11. 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 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 trash in an area that did not have
any litter
d. Someone in a vehicle you were in threw out a can, bottle, or other litter out onto
the side of the road.
e. You had problems with a vehicle and left debris like a tire, part of a tire, or other
stuff on the roadside

f.

Rather than keep a beverage container in the car, you, or someone in a vehicle
you were in, threw out a can or bottle.

g. You threw out a small item from your vehicle, like a candy wrapper, scrap paper
or something like that.
h. You or someone you were with got a ticket or warning for littering.
i.

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.

Littering Behavior
12. 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.

Small pieces of paper (receipts, lottery tickets, gum wrappers)
Cigarette butts
Other food wrappers (chip bags/candy)
Food / organic material, raw food
Other
Have not littered in past year – TRUCK DRIVERS SKIP TO Q15, ALL OTHERS
SKIP TO: Q17
g. Don’t know

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13. 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.
i.

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)
Cleaning out car
In parking lot
Just threw it out / got rid of it anywhere I could
Other
Don’t know/Can’t remember / don’t recall

14. Why do you litter WHEN DRIVING? (Do not read list, mark all that apply)
a. I’m lazy
b. It’s easy
c. No trash receptacles are convenient
d. Cigarettes stink up car, easier to throw out window
e. Only litter food scraps – they are biodegradable
f. I don’t care
g. I don’t consider throwing out gum, small wrappers, cig butts litter
h. It was an accident/unintentional
i. I don’t want to keep it in my car
j. I don’t litter when driving
k. Other _________________
l. Dk/Refused
15. 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. Soda cans and soda bottles
b. Water cans and water bottles
c. Small pieces of paper (receipts, lottery tickets, gum wrappers)
d. Plastic bags / other plastic
e. Cigarette butts
f. Construction debris
g. Cardboard
h. Food / organic material, raw food
i. Lawn debris
j. Trash / no biodegradable stuff (unspecified)
k. Paper / newspaper / Kleenex / mail
l. Other
m. Don’t know
n. Nothing

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16. TRUCK DRIVERS ONLY: When putting items into the bed of your truck, how often, on
average, do you secure your load (either with ties, bungees, a tarp, etc)?
a. Always
b. Most of the time
c. Only sometimes
d. Rarely
e. Never
f. DK/Refused
g. If never – WHY NOT?
ASK ALL:
17. How often do you drive or ride in a vehicle that transports items that are not carried
within the vehicle or trunk, such as hauling items in an open-air trailer or strapped to a
luggage rack or trunk?
a. Daily
b. At least once a week
c. 1-2 times a Month
d. A few times a year
e. Never
SKIP TO Q19
18. (If selected a, b, c, d on question 17) On average, how often do you secure the load
that you are hauling (either with ties, bungees, a tarp, etc)?
a. Always
b. Sometimes
c. Never
18a: If sometimes or never – Why don’t you secure your loads all of the time?
19. Do you have a litter bag or trash can in your vehicle?
a. Yes
b. No
c. Don’t know / Refused
20. IF NO IN Q19: 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
21. 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
22. IF YES in Q21: What specifically do you remember about the ads related to litter or
littering?

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23. IF YES IN Q21: What was the main slogan used in the ads? DO NOT READ LIST.
MULTIPLE RESPONSES ALLOWED.
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.
l.
m.
n.

Don’t Trash Arizona
No cups cans or butts
Keep Arizona Beautiful
Do not litter
You will be fined
Littering is unlawful
Go green
Grow up. Don’t Litter
Adopt a highway
It is your environment
Keep our freeways clean
None
Other _________________
Don’t know / Refused

24. IF NOT MENTIONED IN Q23 “a”: Have you seen or heard the slogan, “Don’t Trash
Arizona?”
a. Yes
b. No
c. Don’t know / Refused
25. IF NOT MENTIONED IN Q23 “b”: Have you seen or heard the slogan, “No cups, cans
or butts! Don’t Trash Arizona?”
a. Yes
b. No
c. Don’t know / Refused
26. IF mentioned in Q23a or Q23b or YES IN Q24 or Q25: Where have you seen, heard or
read the slogans, “Don’t Trash Arizona” or “No cups, cans or butts: Don’t Trash
Arizona?” PROBE: Where else? DO NOT READ LIST. MULTIPLE RESPONSES
ALLOWED.
a. Television
b. Radio
c. Billboards
d. Convenience stores
e. Mobile advertising truck
f. Movie theaters
g. Events around the valley/materials given away at events
h. Street or highway signs
i. Newspaper
j. Online
k. Other
l. Don’t know / Refused

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27. IF mentioned in Q23a or Q23b or YES IN Q24 or Q25: Who sponsors the “Don’t Trash
Arizona” advertisements? DO NOT READ LIST. ONE RESPONSE ONLY.
a.
b.
c.
d.
e.
f.
g.

State / Local Government
Arizona Department of Transportation
Sanitation department
City of Phoenix
Maricopa Association of Governments
Other
Don’t know / Refused

28. Have you heard of www.DontTrashArizona.com?
a. Yes
b. No
c. Not sure/DK
29. If YES IN Q28 “a”: Have you ever visited the “Don’t Trash Arizona Website?
a. Yes
b. No
c. Don’t know
29a. IF YES: What were you looking for when you went to the Don’t Trash Arizona
website?
30. Have you heard about the Litter Hotline, 1-877-3-Litter, where you can report someone
who litters? NOTE: QUESTION MOVED WITHIN SURVEY
a. Yes
b. No
c. Don’t know / Refused

31. If you were to see someone litter, how likely are you to report this behavior to the Litter
Hotline or the Web site in the future?
a.
b.
c.
d.
e.

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

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32. 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? DO NOT READ LIST, SELECT ALL
THAT APPLY.
a. Don’t Trash AZ website
b. Internet
c. Litter hotline
d. The “city”
e. I wouldn’t need that information/wouldn’t contact anyone
f. ADOT/highway dept.
g. Police/ highway patrol/DPS
h. Phonebook/ yellow pages
i. Waste Management/ garbage company
j. That state/governor
k. Other
l. Don’t know/refused
33. People use many different resources to communicate and stay in touch with others.
What applications or web sites do you use to gather information or communicate with
others? DO NOT READ LIST MULTIPLE RESPONSES ALLOWED
a.
b.
c.
d.
e.
f.
g.
h.

Nothing
Text messages using a cell phone or handheld device
e-mail using a cell phone or hand held device
MySpace web page
FaceBook web page
Using Twitter (also known as "tweeting")
Website: Specify_______________________
Other: Specify ________________________

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

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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
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? Read List
a. White collar/management
b. Blue collar
c. Trade profession
d. Professional (medical/legal)
e. Educational
f. Clerical/administrative
g. Sales
h. Self-employed
i. Other (SPECIFY)
j. Don’t know
D5. How would you describe your ethnic heritage? Would you say you are... (READ CODES 15; ACCEPT ONE MENTION)
a. White
b. African-American
c. Hispanic
d. Asian, or
e. Something Else [SPECIFY]:
f. Native American
g. Refused

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D6. 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. English Only
b. Only Spanish
c. Mostly Spanish, but also some English
d. Equally in Spanish and English
e. Mostly English, but also some Spanish
f. English plus some other language
g. Don’t know/refused
D7. Was your annual household income before taxes last year: Read List
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.

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