LITTER EVALUATION SURVEY September, 2014 Prepared for: TABLE OF CONTENTS Section: Page #: Study Overview ......................................................................................... 1 Key Findings and Recommendations ............................................................... 2 Executive Summary ................................................................................................ 3 I. Introduction ............................................................................................ 6 A. B. C. Background and Methodology ..................................................................... 6 Significance Testing and Sub-Group Analysis ............................................. 7 Demographics ............................................................................................. 8 II. Driver Characteristics ......................................................................... 10 A. B. C. D. Driving Habits .............................................................................................. 10 Litterbag Use ............................................................................................... 11 Smokers ...................................................................................................... 12 Truck Drivers ............................................................................................... 13 III. Litter Awareness and Behavior ....................................................... 16 A. B. C. D. E. Perception of the Problem along Freeways ................................................. 16 Personal Littering ......................................................................................... 18 Littering Circumstances ............................................................................... 19 Reasons for Littering when Driving .............................................................. 20 Personal Experience with Specific Littering Situations ................................ 21 IV. Campaign Awareness ......................................................................... 23 A. B. C. D. E. F. Awareness of Campaign .............................................................................. 23 Don’t Trash Arizona Awareness .................................................................. 26 No cups cans or butts! Don’t Trash Arizona Awareness ............................. 27 Awareness of Litter Resources .................................................................... 30 Likelihood to Report Littering ....................................................................... 32 Additional Litter Resources .......................................................................... 33 V. Profiles of Litterers .............................................................................. 34 Supplemental Results for Males aged 18 to 34 Questionnaire M A G L I T T E R S U R V E Y – 2 0 1 4 Appendix A Appendix B 1 STUDY OVERVIEW 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 online research and targeted interviews with 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 in order to determine if any changes in awareness, attitudes or behavior were realized. Annual surveys have been conducted in subsequent years, focusing on Maricopa County residents. Follow up studies have been conducted in August 2008, August 2009, August 2010, August 2011, August 2012, August 2013, and August 2014. Communication strategies are informed each year based on the survey results. These strategies primarily target the 18 to 34 male demographic, with a secondary demographic of key influencers to them, primarily women of varied ages. Messages targeted toward both accidental and deliberate littering are included, and a variety of strategies and tactics are employed utilizing public relations, paid advertising, special events, school outreach, distribution of informational materials 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 KEY FINDINGS AND RECOMMENDATIONS • • • • • • • M A G In this year’s survey, fewer members of the general population sample see freeway litter as a big problem. However, among the target audience of males ages 18 to 34, the percentage indicating freeway litter as a big or moderate problem increased; indicating a higher recognition of litter as a problem among this target group. The Don’t Trash Arizona campaign is being seen and remembered by its intended audience – males ages 18 to 34, who are most likely to be admitted litterers. Similarly, the campaign slogan, “No Cups, Cans or Butts…Don’t Trash Arizona,” is recalled by 39% of males 18-34, higher than the recall among the general population (20%). The targeted audience is littering less frequently while driving, with this year’s data showing a 39% reduction in reported littering behavior. While the targeted audience is being reached and their behavior impacted by the campaign, there remains an opportunity to change behavior among the general population, as the survey showed an increase in some littering behavior among this audience:  16% more people admitted to tossing cigarette butts on the ground.  8% more of the general population admitted to tossing candy wrappers and small papers, while 11% more admit to leaving debris on the side of the road. Although 90 percent of the surveyed population of males ages18 to 34 consider themselves admitted or accidental litterers, this number has decreased by 25% since 2013, indicating a positive trend in behavior. However, it remains a goal of the campaign to reach these people and influence their decision to litter while driving. Based on the above findings, recommendations include using targeted messaging to continue to increase awareness of the negative impacts of freeway littering and positively change the behaviors of motorists. Recommended strategies include: O Advertising to key demographics: continue campaigns that have seen success in connecting with the targeted demographic, such as the utilization of advertising media such as Pandora, Reach Local and the mobile advertising truck at Valley events that draw males ages 18-34. O Enhanced social media advertising: Develop creative to target specific littering behaviors (tossing cigarettes, unsecured loads, etc.) and utilize increased demographic targeting (smokers, owners of trucks, etc.) to reach potential offenders via Facebook and Twitter. O Mobile: Both traditional and social media advertising should employ an increased focus on mobile-friendly applications in 2015 to support the consumption habits of the target demographic as well as the findings of the Don’t Trash Arizona website analytics, which indicate a majority of site visitors arrive via mobile device. O Public relations: media outreach should support targeted subsets of the campaign to increase awareness around cigarette butt littering, secured loads and other efforts to support the areas of need as indicated by the survey. L I T T E R S U R V E Y – 2 0 1 4 3 O M A G L I T T E R Partnerships: Don’t Trash Arizona should consider additional defined event or campaign-specific partnerships with like-minded organizations and research the value of attendance at key events to further expand its reach. S U R V E Y – 2 0 1 4 4 EXECUTIVE SUMMARY Results for the 2014 Litter Evaluation Survey are based on 401 fifteen-minute telephone interviews with Maricopa County residents. The margin of error for the survey is approximately +5% 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 increasing number of respondents with cellphone-only access. This report primarily focuses on the general population study results. A separate summary report containing data from the target audience oversample (males aged 18 to 34) follows in Appendix A. Below are some key findings of the general population survey. Driver Characteristics M A G • Almost half (45%) of residents surveyed reported driving in a 4-door sedan, while 17% reported driving sport utility vehicles and 13% reported driving pickup trucks. • Two thirds (66%) of residents surveyed reported they have a litterbag or can for use in their vehicles, which is consistent with recent years. Among those who do not currently have a litterbag or can in their vehicles, seven in ten (70%) reported they would consider using one in the future. • A small proportion of residents surveyed indicated they smoke (14%, which is comparable with recent years). Two-thirds (64%) of smokers indicated they dispose of cigarettes by using an ashtray in their vehicles, which is up significantly from 2013 (64% up from 40%). • Less than half (42%) of pickup truck drivers reported they “always” secure items in the back of their pickup truck, representing a significant decrease from 2013 (77%). However, an increase was seen in the proportion who indicated they secure their loads “most of the time” (31%, up from 11%). • The large majority (84%) of residents who mentioned they ride in a vehicle that transports items in a trailer or luggage rack at least a few times a year indicated they “always” secure the load they are hauling. L I T T E R S U R V E Y – 2 0 1 4 5 Litter Awareness and Behavior • Two thirds (66%) of residents surveyed indicated they believe litter along Maricopa County freeways is a “big” or “moderate” problem, which is consistent with recent years. • Nearly two thirds (62%) of residents surveyed indicated they have not littered in the past year. There was a notable increase in the percentage of the target group of males 18 to 34 that reported they had not littered in the past year (32% in 2013 to 40% in 2014). • Among those who reported littering items, food/organic material continues to be the most common type of litter mentioned by residents (39%), followed by small pieces of paper (25%) and other food wrappers (12%). • Nearly half (46%) of residents who indicated they littered in the past year reported they did so while driving or riding in a vehicle. The most common reason mentioned for littering when driving continues to be lack of a convenient trash receptacle (mentioned by 15%. • Similar to recent years, residents reported the most common littering situation they have experienced in the past three months is trash falling out of a vehicle (31%). Compared to 2013, residents were more likely to report throwing small pieces of paper or cigarette butts out the window, or leaving vehicle/tire debris along the side of the road. They were less likely to report recently throwing out beverage containers or getting warned or fined for littering. As seen in past studies, residents aged 18 to 34 are consistently more likely than older residents to report experiencing any given scenario. Campaign Awareness M A G • One fourth (26%) of residents indicated they had seen advertising related to litter or littering in the past three months. Residents ages 18 to 34 were more likely than older residents to indicate awareness (35% vs. 22%). • The top message recalled continues to be “Don’t litter/keep Arizona clean” (mentioned by 19%). Messages related to “the fines” were not recalled this year to the same degree as in 2013 (6%, down from 16%) and whereas no one mentioned “Don’t Trash Arizona” in 2013, 7% of residents mentioned it in 2014. • Among those who indicated they had seen or heard litter-related advertising in the past three months, over half (52%) reported they did not recall the main slogan of the advertising, however, mentions for “Don’t Trash Arizona” increased significantly (12%, up from 3% in 2013. • Up slightly from 2013, over half (52% vs. 45% in 2013) of residents surveyed indicated they have heard the slogan “Don’t Trash Arizona” in either an aided or unaided fashion. Residents aged 18 to 34 were more likely to indicate awareness than those ages 55+ (62% vs. 44%). L I T T E R S U R V E Y – 2 0 1 4 6 • The proportion of residents indicating awareness (unaided or aided) of “No cups, cans or butts! Don’t Trash Arizona” remained stable in 2014 (20% compared to 19% in 2013). Again, awareness for this slogan was higher among residents ages 18 to 34 than among those age 35 or older (36% vs. 13%). • Approximately two thirds (68%) of residents who were aware of Don’t Trash Arizona advertising were unable to name a sponsor for the advertisements (consistent with recent years). • Over one in ten (12%) residents surveyed reported familiarity with the litter hotline. A similar proportion (11%) of residents reported familiarity with DontTrashArizona.com (up from 7% in 2013). • Approximately one quarter (23%) of residents surveyed indicated they would be “very likely” to report someone littering in the future. • The most commonly mentioned preferred method of gathering information about litter/littering continues to be the Internet (mentioned by 53%). Residents aged 18 to 34 were more likely than those aged 55 and older to mention the internet (59% vs. 46%). Profile of Litterers • M A G The proportion of admitted litterers in the general population survey declined from 2013 (29%, down from 35%) while the proportion of accidental litterers increased (47%, up from 38%). Non-litterers in 2014 only comprise 24% of the sample. Some of this shift is likely due to the higher representation of residents 18 to 34 in the sample in 2014 in combination with the fact that younger residents are more likely to report that they have littered in the past year as well as have experienced the various littering scenarios in comparison to residents ages 35 and older. L I T T E R S U R V E Y – 2 0 1 4 7 I. INTRODUCTION A. Background and Methodology 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 to compare responses to the December 2006 benchmark and subsequent studies. For surveys prior to 2011, interviewing was conducted using a Random Digit Dial (RDD) database comprised of “landline” phone numbers from targeted zip codes. In each subsequent year, 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 ensure accurate representation in the sample from younger residents. It is reported that approximately 40% of residents in Maricopa County live in cell-phone only households and an additional 20% live in cell-phone-mostly households. WestGroup reviewed 2013 Census data as reported by the US Census website American Fact Finder to re-evaluate the age distribution of Maricopa County residents ages 18+. Due to shifts in the population over time, the following age and gender quotas were used in 2014 to ensure an accurate representation of Maricopa County residents. This is a slight shift from previous years quotas, however, it should be noted that the overall profile of residents in terms of income, education, etc. did not shift significantly with the change in age quotas. However, it should be noted that some shifts in response percentages may be impacted by the distribution change, particularly those questions related to littering behavior as the younger age group historically has always deviated greatly from the older age groups in this area. Age % of sample 18 to 34 years old 35 to 54 years old 55+ years old 33% 34% 33% Male Female 50% 50% Results are based on 401 fifteen-minute telephone interviews conducted with 201 male and 200 female residents. The margin of error for the survey is approximately ±5% at the 95% confidence level. M A G L I T T E R S U R V E Y – 2 0 1 4 8 Note: where appropriate, data tables will show data back to as far as 2010 for tracking questions due to limited space. Graphical visualization of data may include historical data as far back as 2006. B. Significance Testing and Sub-Group Analysis Throughout this report, the symbols  may appear next to certain 2014 data. These symbols indicate that the number is significantly different at the 95% confidence interval than the corresponding figure in 2013. For example, in the table below, the 15% for “yes” means that the percentage of 2014 residents who answered “yes” is significantly lower than the percentage of 2013 residents who gave that same answer. In yearly tracking charts and tables, the current year’s results are only compared in this manner to the previous year’s results for the same question. Response Yes 2014 n=401 15% 2013 n=451 35% Data was analyzed by the following demographic sub-groups: • • • • • • M A G Gender: male, female Age: < 35, 35-54, 55+ Ethnicity: Caucasian, Non-Caucasian Education: High school or less, some college, college graduate or more Income: annual household incomes of < $50,000, between $50,000-$100,000, and > $100,000 Target demographic: males aged 18 to 34 vs. all other residents L I T T E R S U R V E Y – 2 0 1 4 9 C. Demographics Per established quotas, the gender composition of the survey was evenly split along gender (50% females and 50% males). Generally, the demographic profile of respondents in 2014 was comparable to 2013 figures with the exception of age. Table 1a: Respondent Demographics 2014 n=401 2013 n=451 2012 n=600 2011 n=602 2010 n=601 Gender Male Female 50% 50% 50% 50% 50% 50% 50% 50% 50% 50% Age** 18 to 34 35 to 54 55+ Average 33% 34% 33% 43.5 yrs 28% 43% 30% 44.0 yrs 28% 43% 29% 43.8 yrs 28% 43% 29% 43.8 yrs 28% 43% 29% 45.9 yrs Marital Status Married Single Widowed Divorced Separated Refused 50% 33% 4% 8% <1% 4% 54% 33% 4% 6% 2% 1% 53% 30% 5% 7% 2% 3% 53% 30% 6% 7% 1% 3% 58% 25% 7% 7% -3% 4% 6% 5% 6% 5% 18% 15% 18% 17% 18% 36% 23% 17% 36% 28% 15% 34% 25% 15% 35% 24% 15% 33% 23% 18% 68% 16% 4% 2% 2% 9% 72% 12% 4% 1% 3% 8% 71% 14% 5% 2% 1% 7% Characteristic Education Less than high school High school graduate Some college College graduate Graduate degree Ethnicity White Hispanic African American Native American Asian Other/Refused 68% 16% 5% 2% 2% 7% 72% 14% 5% 2% 2% 5% indicates significant difference compared to 2013 at 95% confidence level.  **Age categories condensed in 2011. M A G L I T T E R S U R V E Y – 2 0 1 4 1 0 Table 1b: Respondent Demographics 2014 n=401 2013 n=451 2012 n=600 2011 n=602 2010 n=601 4% 8% 11% 7% 6% 8% 10% 8% 17% 21% 61,855 8% 7% 8% 11% 7% 8% 6% 8% 21% 16% $62,303 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 Employment Status Full-time Part-time Unemployed Retired Housespouse Student 50% 13% 6% 23% 2% 4% 48% 10% 9% 19% 9% 4% 51% 8% 10% 18% 6% 4% 45% 10% 12% 22% 4% 4% 48% 7% Profession White collar/mgmt Other professional Blue collar Education Trade Self-employed Clerical/admin 19% 24% 11% 11% 9% 8% 7% 21% 25% 14% 11% 9% 11% 8% 23% 25% 11% 10% 8% 7% 10% 23% 16% 15% 8% 10% 6% 9% 23% 23% 14% 12% 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 74% -1% 5% 10% 7% 3% 72% 1% 2% 4% 11% 9% 1% 72% 1% 3% 3% 12% 7% 3% 72% 1% 1% 4% 11% 8% 3% 72% 3% 2% 4% 6% 9% 2% Characteristic 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 indicates significant difference compared to 2013 at 95% confidence level. M A G L I T T E R S U R V E Y – 2 0 1 4 13% 19% 6% 4% 10% 5% 6% 1 1 II. DRIVER CHARACTERISTICS A. Driving Habits In 2014, 45% of residents surveyed reported driving in a 4-door sedan, while 17% reported driving sport utility vehicles and 13% reported driving pickup trucks. These figures are similar to those recorded in 2013. Table 2: Type of Vehicle Top vehicle responses 2014 n=401 2013 n=451 2012 n=600 2011 n=602 2010 n=601 45% 17% 13% 8% 6% 5% 2% 1% 40% 19% 14% 8% 8% 6% 1% 1% 44% 14% 16% 7% 7% 5% 1% 1% 36% 18% 13% 7% 4% 7% 10% 1% 42% 19% 16% 7% 7% 6% -1% Sedan (4-door) Sports utility Pickup truck Van/mini-van Coupe (2-door) Don’t drive Car (unspecified) Motorcycle Q7: What type of vehicle do you most often drive or ride in? Note: Question wording modified in 2011 to an open-ended question instead of a list that was read to residents. Note: response categories with less than 1% mentions in 2014 not included in this table. M A G L I T T E R S U R V E Y – 2 0 1 4 1 2 B. Litterbag Use Two thirds (66%) of residents surveyed reported they have a litterbag or can for use in their vehicles, which is consistent with recent years. Those more likely to say “yes” include: • • Caucasian residents vs. non-Caucasian residents (71% vs. 56%) Residents over the age of 55 vs. younger residents (75% vs. 62%) Among those who do not currently have a litterbag or can in their vehicles, seven in ten (70%) reported they would consider using one in the future. This is consistent with the 71% recorded in 2013. Those more open to using a litterbag or can in their vehicles include: • • • • Female residents vs. male residents (84% vs. 59%) Non-Caucasian residents vs. Caucasian residents (83% vs. 65%) Those with a high school education or less vs. college graduates (82% vs. 62%) Those with annual household incomes of less than $50,000 vs. those with annual household incomes of $100,000 or more (86% vs. 61%) Litterbag or Trashcan Use in Vehicle Have bag/can in vehicle 56% 57% 66% 64% 66% 65% 69% 66% If no, would consider using in future? Yes 28% 28% 34% 31% 33% 36% No 2% 1% 2% 2% 3% 4% 5% 4% Maybe 0% 50% 53% 70% 71% 64% 67% 64% 60% 2014 2013 2012 2011 2010 45% 43% 2009 2008 2006 20% 40% 60% 80% 2014 n=401; 2013 n=451; 2012 n=600; 2011 n=602; 2010 n=601; 2009 n=637; 2008 n=744; 2006 n=748 Q18: Do you have a litter bag or trash can in your vehicle? Q19: [If no in Q18] Would you consider keeping a litter bag or trash can in your vehicle? M A G L I T T E R S U R V E Y – 2 0 1 4 1 3 C. Smokers A small proportion of residents surveyed indicated they smoke (14%, which is comparable with recent years). Residents more likely to indicate they smoke include: • • Male residents vs. female residents (18% vs. 11%) Residents with annual household incomes of less than $50,000 vs. those with annual household incomes of $100,000 or more (20% vs. 9%) Two-thirds (64%) of smokers indicated they dispose of cigarettes by using an ashtray in their vehicles, which is up significantly from 2013. 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 2014 n=401 2013 n=451 2012 n=600 2011 n=602 2010 n=601 14% 14% 14% 17% 18% n=58 64% 10% 21% 3% 2% n=65 40% 18% 25% 11% 6% n=83 51% 18% 16% 12% 4% n=101 43% 10% 2% 7% 13% n=105 53% 13% 7% 9% 5% -- -- -- 25% 12% Don’t know/refused indicates significant difference compared to 2013 at 95% confidence level. Q9: Do you smoke? Q10: [If yes in Q9] When you are in a vehicle, do you USUALLY dispose of cigarette butts…? Note: Prior to 2012, “Don’t smoke in the car” was not a pre-coded response category. M A G L I T T E R S U R V E Y – 2 0 1 4 1 4 D. Truck Drivers As noted earlier, 13% of residents surveyed reported driving a pickup truck. This is comparable to the 14% recorded in 2013. Those more likely to report driving a pickup truck include: • • • Male residents vs. female residents (19% vs. 7%) Those who did not graduate college vs. college graduates (18% vs. 7%) Those with annual household incomes of less than $100,000 vs. those with annual household incomes of $100,000 or more (16% vs. 6%) Table 4: Pickup Truck Drivers Response Drive pickup truck 2014 n=401 2013 n=451 2012 n=600 2011 n=602 2010 n=601 13% 14% 16% 13% 16% Q7: What type of vehicle do you most often drive or ride in? Less than half (42%) of pickup truck drivers reported they “always” secure items in the back of their pickup truck, representing a significant decrease from 2013 (77%). However, an increase was seen in the proportion who indicated they secure their loads “most of the time” (31%, up from 11%). Table 5: How often Truck Drivers Secure Loads Frequency NET likely (Always + Most) Always Most of the time Sometimes Rarely Never Don’t know 2014 n=52 2013 n=64 2012 n=86 2011 n=54 2010 n=94 73% 88% 81% 73% 81% 42% 31% 12% -2% 14% 77% 11% 6% 1% 3% 2% 71% 10% 6% 6% 5% 2% 54% 19% 12% 3% 5% 7% 64% 17% 7% 3% 2% 7% Q15: 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.)? indicates significant difference compared to 2013 at 95% confidence level. M A G L I T T E R S U R V E Y – 2 0 1 4 1 5 Two thirds (66%) of residents surveyed indicated they “never” drive in a vehicle that hauls items in an open-air trailer or strapped to a luggage rack, which is consistent with figures recorded in recent years. Nearly one quarter (22%) reported doing so “a few times a year,” while 12% reported doing so at least one to two times per month. Frequency of Traveling with Trailers or Luggage Racks 22% 24% 27% 27% 21% A few times a year 6% 5% 4% 6% 4% 1 to 2 times a month 2014 2% 2% 2% 1% 4% At least once a week 2013 2012 4% 3% 3% 2% 2% Daily 2011 2010 66% 66% 64% 64% 69% Never 0% 20% 40% 60% 80% 100% 2014 n=401; 2013 n=451; 2012 n=600; 2011 n=602; 2010 n=587 Q16: 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? Note: Question added in 2010 M A G L I T T E R S U R V E Y – 2 0 1 4 1 6 The large majority (84%) of residents who mentioned they ride in a vehicle that transports items in a trailer or luggage rack at least a few times a year indicated they “always” secure the load they are hauling. This is statistically similar to recent years. How Often Those with Trailers or Luggage Racks Secure Loads Always 77% 8% 8% 9% 11% 17% Sometimes 8% 3% 3% 4% 5% Never Don't Know / Refused 84% 87% 86% 84% 2014 2013 2012 2011 0% 2% 2% 1% 1% 0% 2010 20% 40% 60% 80% 100% Open-air trailer/luggage rack users: 2014 n=136; 2013 n=155; 2012 n=218; 2011 n=219; 2010 n=184 Q17: [If more than 'never' in Q16] On average, how often do you secure the load that you are hauling (either with ties, bungees, a tarp, etc.?) Note: Data is not completely comparable from 2010 to 2011/2012 – in 2010, users were offered ‘sometimes’ and ‘most of the time’, which for comparison purposes were combined as ‘sometimes’ on the chart above. Likewise, in 2010, users were offered ‘rarely’ and ‘never’, which for comparison purposes were combined as ‘never’ on the chart above. M A G L I T T E R S U R V E Y – 2 0 1 4 1 7 III. LITTER AWARENESS AND BEHAVIOR Perception of Litter as Problem along Freeways A. Two thirds (66%) of residents surveyed indicated they believe litter along Maricopa County freeways is a “big” or “moderate” problem, which is consistent with recent years. Those more likely to view litter as a “big problem” include: • • Those with a high school education or less vs. those with higher education (25% vs. 15%) Those with annual household incomes of less than $50,000 vs. those with incomes of $100,000 or more (22% vs. 11%) Perception of Litter along Maricopa County Freeways 18% 21% 20% 21% 21% 20% 23% Big problem 37% 48% 46% 47% 44% 46% 47% 41% 40% Moderate Small problem 16% 26% 27% 26% 25% 25% 25% 26% 2014 2013 2012 6% 5% 6% 8% 6% 6% 7% 4% 2% 1% 1% 2% 2% 2% 2% 4% No problem Don't Know 0% 10% 2011 2010 2009 2008 2006 20% 30% 40% 50% 60% 2014 n=401; 2013 n=451; 2012 n=600; 2011 n=602; 2010 n=601; 2009 n=637; 2008 n=744; 2006 n=748 Note: In 2009 question was changed to “Maricopa County” where previously it was “in your county.” M A G L I T T E R S U R V E Y – 2 0 1 4 1 8 Table 6: Freeway Litter as a Problem in Maricopa County 2014 n=401 2013 n=451 2012 n=600 2011 n=602 2010 n=601 Big + Moderate problem 66% 67% 67% 65% 67% Big problem Moderate problem Small problem Not a problem at all Don’t know 18% 48% 26% 6% 2% 21% 46% 27% 5% 1% 20% 47% 26% 6% 1% 21% 44% 25% 8% 2% 21% 46% 25% 6% 2% Rating Q8: In your opinion, how big of a problem is litter along freeways in Maricopa County? Would you say it is a… M A G L I T T E R S U R V E Y – 2 0 1 4 1 9 B. Personal Littering Nearly two thirds (62%) of residents surveyed indicated they have not littered in the past year. This is comparable to the 61% recorded in 2013. Among those who reported littering items, food/organic material continues to be the most common type of litter mentioned by residents (39%), followed by small pieces of paper (25%) and other food wrappers (12%). Those more likely to indicate they have not littered in the past year include: • • • Residents aged 55 and older vs. younger residents (82% vs. 52%) Caucasian residents vs. non-Caucasian residents (67% vs. 46%) College graduates vs. those with less education (69% vs. 57%) Table 7: Items Personally Discarded as Litter – Total Responses Top Items Mentioned Have not littered in past year. Food/organic material Small pieces of paper Other food wrappers Cigarette butts Paper/newspaper/napkins Don’t know 2014 n=401 2013 n=451 2012 n=600 2011 n=602 2009 n=637 62% 61% 65% 70% 69% (n=151) 39% 25% 12% 3% 3% (n=176) 36% 31% 8% 7% 1% (n=211) 40% 31% 13% 5% -- (n=181) 41% 29% 10% 12% 3% (n=180) 48% 22% 8% 8% 3% 8% 9% 8% 4% 3% 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? Note: items with less than 3% responses in 2014 not included in this table M A G L I T T E R S U R V E Y – 2 0 1 4 2 0 C. Littering Circumstances Nearly half (46%) of residents who indicated they littered in the past year reported they did so while driving or riding in a vehicle. This is similar to figures recorded in recent years and is the predominant scenario mentioned by admitted litterers, however, there was a significant increase in the percentage who reported that they just “threw it” or “got rid of it anywhere they could” (10% up from 3%). Table 8: Littering Situation – Total Responses Among those who indicated they have littered in the past year Top situations 2014 n=151 2013 n=176 2012 n=211 2011 n=177 2010 n=149 Driving/riding/traveling in vehicle. Just threw it/got rid of it anywhere I could Walking outside No trash can around Opened door/window–flew out In a parking lot 46% 10% 7% 5% 5% 3% 52% 3% 14% 5% 4% -- 46% 6% 10% 6% 4% 1% 47% 6% 11% 5% 4% -- 48% 3% 11% 6% 5% -- Don’t know/can’t remember 18% 10% 15% 12% 13% 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? Any other circumstances? indicates significant difference compared to 2013 at 95% confidence level. Note: items with less than 3% responses in 2014 not included in this table M A G L I T T E R S U R V E Y – 2 0 1 4 2 1 D. Reasons for Littering When Driving The most common reason mentioned for littering when driving continues to be lack of a convenient trash receptacle (mentioned by 15%, consistent with 2013), however, there was a decrease in the percent who backed off of their earlier claim to have littered while they were driving (24% down from 34%). Table 9: Reasons for Littering when Driving – Total Responses Among those who indicated they have littered in the past year 2014 n=151 2013 n=176 2012 n=211 2011 n=181 2010 n=147 I don’t litter when driving. No trash receptacles are convenient. I only litter food scraps – they are biodegradable. It was an accident/unintentional. It’s easy. I don’t want to keep it in my car. I don’t consider throwing out gum, small wrappers, and cigarette butts litter. I’m lazy. Didn’t want it anymore/tired of chewing it. 24% 15% 34% 15% 38% 13% 33% 10% 32% 14% 12% 12% 11% 13% 17% 5% 5% 5% 7% 7% 6% 9% 4% 8% 9% 5% 8% 5% 3% 3% 5% 4% 3% 4% 3% 3% 2% 2% 1% 1% 1% 3% -- 3% -- Don’t know 21% 6% Top responses Q14: Why do you litter WHEN DRIVING? indicates significant difference compared to 2013 at 95% confidence level. M A G L I T T E R S U R V E Y – 2 0 1 4 9% 9% 13% 2 2 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 recent years, residents reported the most common littering situation they have experienced in the past three months is trash falling out of a vehicle (31%). Compared to 2013, residents were more likely to report throwing small pieces of paper or cigarette butts out the window, or leaving vehicle/tire debris along the side of the road. They were less likely to report recently throwing out beverage containers or getting warned or fined for littering. A detailed breakout follows below in Table 10a and 10b. As seen in past studies, residents aged 18 to 34 are consistently more likely than older residents to report experiencing any given scenario. The shifts are slightly more notable this year with the increased representation from this age group in the sample overall. Table 10a: Personal Experience with Littering Scenarios Scenario Someone in a vehicle you were in threw trash out in an area that had no litter – 2014 2013 2012 2011 2010 You or someone you were with got a ticket or warning for littering - 2014 2013 2012 2011 2010 Rather than keep a beverage container in the car, you, or someone in a vehicle you were in, threw out a can or bottle – 2014 2013 2012 2011 2010 Someone in a vehicle you were in threw trash out in an area that already had lots of litter – 2014 2013 2012 2011 2010 Past 3 months 3+ months Never 7% 12% 81% 6% 6% 6% N/A 12% 10% 15% N/A 82% 84% 79% N/A 1% 2% 97% 8% 9% 8% 1% 14% 10% 12% - 78% 81% 80% 99% 4% 8% 88% 13% 14% 14% 2% 9% 10% 9% 8% 78% 76% 77% 90% 8% 12% 80% 8% 7% 7% 6% 11% 14% 14% 15% 81% 79% 79% 79% 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 within the past 3 months,” Have experienced over 3 months ago,” or “Have never experienced.” indicates significant difference compared to 2013 at 95% confidence level. M A G L I T T E R S U R V E Y – 2 0 1 4 2 3 Table 10b: Personal Experience with Littering Scenarios (Continued) Rating Someone in a vehicle you were in threw out a can, bottle or litter out onto the side of the road – 2014 2013 2012 2011 2010 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 – 2014 2013 2012 2011 2010 You threw out a small item from your vehicle like a candy wrapper, scrap paper, etc. – 2014 2013 2012 2011 2010 You had problems with a vehicle and left debris like tire, part of a tire, or other stuff on the roadside – 2014 2013 2012 2011 2010 You noticed that some trash fell out of a pickup or other vehicle you were driving in – 2014 2013 2012 2011 2010 Past 3 months 3+ months Never 4% 10% 86% 5% 5% 7% 6% 12% 13% 13% 14% 83% 82% 80% 80% 8% 10% 82% <1% 1% 1% 8% 2% 2% 2% 15% 98% 97% 97% 77% 10% 9% 81% 2% 4% 3% 9% 10% 8% 11% 12% 88% 88% 86% 79% 13% 12% 74% 5% 5% 7% 13% 12% 13% 13% 8% 83% 82% 80% 79% 31% 19% 50% 25% 28% 24% 24% 20% 21% 21% 21% 55% 52% 55% 55% indicates significant difference compared to 2013 at 95% confidence level. M A G L I T T E R S U R V E Y – 2 0 1 4 2 4 IV. CAMPAIGN AWARENESS A. Awareness of Campaign 1. General Awareness One fourth (26%) of residents indicated they had seen advertising related to litter or littering in the past three months. This is consistent with figures recorded in the last two years. The more likely to say “yes” include: • • • • Those aged 18 to 34 vs. older residents (35% vs. 22%) Non-Caucasian residents vs. Caucasian residents (36% vs. 22%) Those who graduated high school or had a lower level of education vs. residents with higher education (44% vs. 21%) Those with annual household incomes of less than $100,000 vs. those with higher annual household incomes (29% vs. 16%) Have Seen Ads for Litter Within last 3 months 26% 27% 25% 32% 30% 27% 25% 25% Yes 2014 2013 71% 70% 72% 64% 65% 69% 71% 73% No 3% 3% 3% 4% 5% 4% 4% 2% Don't Know 2012 2011 2010 2009 2008 2006 0% 20% 40% 60% 80% 100% 2014 n=401; 2013 n=451; 2012 n=600; 2011 n=602; 2010 n=601; 2009 n=637; 2008 n=744; 2006 n=748 Q20: In the past three months, have you seen, heard or read any advertisements related to litter or littering? M A G L I T T E R S U R V E Y – 2 0 1 4 2 5 2. Recalled Messages and Slogans Among those who indicated they had seen or heard advertising related to litter in the past three months, the hierarchy of recalled messages was generally similar to 2013. Whereas no one mentioned “Don’t Trash Arizona” in 2013, 7% of residents mentioned it this year. The top message recalled continues to be “Don’t litter/keep Arizona clean” (mentioned by 19%). Messages related to “the fines” were not recalled this year to the same degree as in 2013 (6%, down from 16%). Table 11: Recalled Messages of Litter-Related Advertising Among those who indicated they remember seeing ads related to litter or littering in the past 3 months Top Responses Don’t litter/keep Arizona clean It was a sign along the road/billboard 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 Don’t Trash Arizona The fines Heard on radio Use ashtray/cigarettes cause fires Just because it’s a freeway doesn’t mean you are free to litter on it Put litter in its place/use the trash “No cups, cans or butts” Make the earth greener/go green Litter is bad for the environment/bad for wildlife Garbage in the ocean People littering out of their vehicle Don’t know 2014 n=104 2013 n=121 2012 n=150 2011 n=194 2010 n=183 19% 11% 29% 13% 24% 15% 18% 12% 21% 6% 8% 6% 5% 2% 9% 7% 4% 4% 5% 4% 7% 2% 3% 8% 1% 7% 6% 6% 5% -16% 2% 11% 2% 19% 1% 6% 5% 16% 7% 5% -24% 3% 6% 3% 7% 9% 7% -- 3% 3% 2% 5% 2% 2% 3% -1% --3% --2% 2% 2% 1% 2% 3% 2% 2% -2% -1% --- -2% 6% 8% 14% 13% 15% Q21: [If yes in Q20] What specifically do you remember about the ads related to litter or littering? indicates significant difference compared to 2013 at 95% confidence level. Note: response categories with less than 2% mentions in 2014 not listed in this table . M A G L I T T E R S U R V E Y – 2 0 1 4 2 6 Among those who indicated they had seen or heard litter-related advertising in the past three months, over half (52%) reported they did not recall the main slogan of the advertising. This is consistent with the last few years. “Don’t Trash Arizona” saw a significant increase in recall (12%, up from 3% in 2013). Table 12: Main Slogan of Recalled Advertising Among those who indicated they remember seeing ads related to litter or littering in the past 3 months Top Responses 2014 n=104 2013 n=121 2012 n=150 2011 n=194 2010 n=183 Do not litter Don’t Trash Arizona You will be fined No cups cans or butts Keep Arizona Beautiful Keep our freeways clean Don’t pollute 12% 12% 5% 4% 4% 2% 2% 12% 3% 2% 2% 2% 2% -- 15% 3% 5% 1% 2% 5% -- 22% 2% 3% --3% -- 5% 4% 4% -2% 3% -- 52% 57% 55% 56% 70% Don’t know Q22: [If yes in Q20] What was the main slogan used in the ads? Note: response categories with less than 2% mentions in 2014 not listed in this table indicates significant difference compared to 2013 at 95% confidence level. M A G L I T T E R S U R V E Y – 2 0 1 4 2 7 B. “Don’t Trash Arizona” Awareness Over half (52%) of residents surveyed indicated they have heard the slogan “Don’t Trash Arizona” in either an aided or unaided fashion. While not a statistically significant increase at the 95% level of confidence compared to the 45% recorded in 2013, this increase does reverse a declining trend seen over the last few years. Those most likely to be aware of the slogan include: • • Male residents vs. female residents (63% vs. 41%) Those aged 18 to 34 vs. those aged 55 and older (62% vs. 44%) Total Awareness Have Heard Slogan “Don’t Trash Arizona” Aided + Unaided 2014 52% 2013 45% 2012 48% 2011 52% 2010 51% 2009 50% 2008 56% 2006 43% 0% 20% 40% 60% 80% 2014 n=401; 2013 n=451; 2012 n=600; 2011 n=602; 2010 n=601; 2009 n=637; 2008 n=744; 2006 n=748 Q22: [If yes in Q20] What was the main slogan used in the ads? Q23: [if not mentioned in Q22] Have you seen or heard the slogan, “Don’t Trash Arizona?” M A G L I T T E R S U R V E Y – 2 0 1 4 100% 2 8 C. “No cups, cans or butts! Don’t Trash Arizona” Awareness The proportion of residents indicating awareness (unaided or aided) of “No cups, cans or butts! Don’t Trash Arizona” remained stable in 2014 (20% compared to 19% in 2013). Those more likely to be aware include: • • • Male residents vs. female residents (27% vs. 14%) Residents aged 18 to 34 vs. older residents (36% vs. 13%) Residents with a high school education or less vs. those with higher education (33% vs. 15%) Total Awareness Have Heard Slogan: “No cups, cans or butts! Don’t Trash Arizona” Aided + Unaided 2014 20% 2013 19% 2012 19% 0% 20% 40% 60% 80% 2014 n=401; 2013 n=451; 2012 n=600 Q22: [If yes in Q20] What was the main slogan used in the ads? Q24: [if not mentioned in Q22] Have you seen or heard the slogan, “No cups, cans or butts! Don’t Trash Arizona?” M A G L I T T E R S U R V E Y – 2 0 1 4 100% 2 9 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, and the most common sources mentioned included billboards (30%), television (23%) and radio (20%). Fewer residents overall mentioned street/highway signs (17%, down from 25%) or newspaper (2%, down from 7%). Note: in years prior to 2012, source recognition was asked about only for the slogan “Don’t Trash Arizona.” Table 13: Where Saw Don’t Trash Arizona Slogan Total responses among those indicating they had heard the slogan Top Media 2014 n=219 2013 n=232 2012 n=321 2011 n=313 2010 n=308 Billboards Television Radio Street/highway signs Newspaper Friends/family/word-of-mouth 30% 23% 20% 17% 2% 2% 25% 19% 16% 25% 7% -- 21% 25% 16% 23% 4% 1% 21% 36% 24% 19% 5% -- 20% 31% 21% 16% 4% -- 17% 18% 22% 18% 24% Don’t know Q26: [if mentioned in Q22, or ‘yes’ in Q23 or Q24] Where have you seen, heard or read the slogans, “Don’t Trash Arizona” or “No cups, cans or butts: Don’t Trash Arizona?” Note: response categories with less than 2% mentions in 2014 not listed in this table indicates significant difference compared to 2013 at 95% confidence level. M A G L I T T E R S U R V E Y – 2 0 1 4 3 0 Approximately two thirds (68%) of residents who were aware of Don’t Trash Arizona advertising were unable to name a sponsor for the advertisements (consistent with recent years). Only one person (less than 1% of the total sample) correctly mentioned the Maricopa Association of Governments. Table 14: Who Sponsors Don’t Trash Arizona Slogan Among those indicating they had heard the slogan Top mentioned sponsors State/local government ADOT City of Phoenix Department of Public Safety Maricopa County (unspecified) Don’t know 2014 n=219 10% 11% 1% 1% 1% 2013 n=232 11% 6% 3% -2% 2012 n=321 12% 8% 2% --- 2011 n=313 13% 8% 2% 1% -- 2010 n=308 17% 7% 2% --- 68% 68% 69% 70% 69% Q26:[If mentioned in Q22, or ‘yes’ in Q23 or Q24] Who sponsors the Don’t Trash Arizona advertisements? indicates significant difference compared to 2013 at 95% confidence level. Note: response categories with less than 1% mentions in 2014 not listed in this table M A G L I T T E R S U R V E Y – 2 0 1 4 3 1 D. Awareness of Litter Resources Over one in ten (12%) residents surveyed reported familiarity with the litter hotline. This is similar to figures recorded in recent years. A similar proportion (11%) of residents reported familiarity with DontTrashArizona.com (up from 7% in 2013). Residents with a high school education or a lower level of education were more likely than those with higher education to recognize the DontTrashArizona.com website (20% vs. 8%). Aided Awareness – Litter Resources Hotline: 1-877-3-Litter 2014 2013 2012 2011 2010 2009 2008 2006 12% 10% 12% 12% 13% 14% 9% 9% 87% 89% 87% 87% 85% 85% 89% 88% 1% 1% 1% 1% 2% 1% 2% 3% Don'tTrashArizona.com 2014 11% 2013 7% 2012 9% 2011 11% 2010 14% 2009 12% 2008 12% 2006 10% 88% 91% 89% 87% 84% 86% 85% 88% 1% 2% 2% 2% 2% 2% 3% 2% 0% 20% Yes 40% No 60% 80% 100% Don't Know 2014 n=401; 2013 n=451; 2012 n=600; 2011 n=602; 2010 n=601; 2009 n=637; 2008 n=744; 2006 n=748 Q27: Have you heard of www.DontTrashArizona.com? Q29: Have you heard about the Litter Hotline, 1-877-3-Litter, where you can report someone who litters? indicate significant different compared to 2013 at 95% confidence level M A G L I T T E R S U R V E Y – 2 0 1 4 3 2 This year, none (n=0) of the residents with recognition of the DontTrashArizona.com website indicated they have actually visited the site. Don’t Trash Arizona Website Visitation Have you ever visited the Don’t Trash Arizona website? 0% 10% 4% 6% 7% 7% 1% Yes 2014 2013 100% 90% 96% 94% 93% 93% 99% No 0% 20% 40% 60% 80% 100% 2014 n=44; 2013 n=30; 2012 n=53; 2011 n=67; 2010 n=83; 2009 n=73; 2008 n=72 Q28: [If 'yes' in Q27] Have you ever visited the "Don't Trash Arizona Website"? M A G L I T T E R S U R V E Y – 2 0 1 4 2012 2011 2010 2009 2008 3 3 E. Likelihood to Report Littering Approximately one quarter (23%) of residents surveyed indicated they would be “very likely” to report someone littering in the future. While this figure has fluctuated over the last several years, the combined percentage of those very or somewhat likely has remained stable. Residents aged 55 and older were significantly more likely than younger residents indicate they would be “very likely” to report someone for littering (29% vs. 19%). Table 15: Likelihood to Report Littering 2014 n=401 2013 n=451 2012 n=600 2011 n=602 2010 n=601 NET likely (Very + somewhat) 62% 62% 59% 61% 62% Very likely Somewhat likely Not very likely Not at all likely Don’t know 23% 39% 24% 12% 2% 28% 34% 23% 12% 3% 24% 35% 26% 12% 2% 28% 33% 25% 12% 2% 27% 35% 22% 14% 2% Likelihood Q30: 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? M A G L I T T E R S U R V E Y – 2 0 1 4 3 4 F. Additional Litter Resources The most commonly mentioned preferred method of gathering information about litter/littering continues to be the Internet (mentioned by 53%). Residents aged 18 to 34 were more likely than those aged 55 and older to mention the internet (59% vs. 46%). Table 16: Source for Litter/Littering Information 2014 n=401 2013 n=451 2012 n=600 2011 n=602 2010 n=601 Internet (general) Don’t Trash AZ website The “city” Litter hotline Police/ highway patrol/DPS Google ADOT/highway dept. Waste Management/ garbage company 53% 17% 4% 4% 4% 4% 2% 2% 50% 15% 6% 4% 3% -3% 2% 47% 18% 8% 5% 3% -2% 2% 46% 18% 7% 5% 2% -2% 2% 49% 14% 5% 5% 3% -2% 2% Don’t know 10% 15% 15% 15% 19% Top Sources Q31: 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? Note: Response categories with less than 2% mentions in 2014 not listed in this table. M A G L I T T E R S U R V E Y – 2 0 1 4 3 5 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 (29% of the total population mention an item in response to the question “can you think of items that you yourself might have discarded as litter in the past year”). “Accidental Litterers” are defined as residents who indicated they had never littered themselves, but reported being in a vehicle when littering occurred (47% of the total population indicated they did not litter anything in the question reference above, but did indicate they had experienced one or more of the littering scenarios in the past 3 months or past year). “Non-Litterers” are those who indicated they had never littered themselves and also indicated they had never experienced other littering situations (24% of the total population). The proportion of admitted litterers in the general population survey declined from 2013 (29%, down from 35%) while the proportion of accidental litterers increased (47%, up from 38%). Non-litterers in 2014 only comprise 24% of the sample. Note: some of this shift is likely due to the higher representation of residents 18 to 34 in the sample in 2014 in combination with the fact that younger residents are more likely to report that they have littered in the past year as well as have experienced the various littering scenarios in comparison to residents ages 35 and older. Littering Behavior 2014 2013 35% 38% 2012 33% 43% 2011 26% 2010 23% 25% 46% 28% 50% 27% 28% 44% 28% 2008 30% 41% 29% 20% Admitted Litterer S U R V E Y – 34% 39% 27% 0% L I T T E R 27% 2009 2006 M A G 24% 47% 29% 2 0 1 4 40% 60% Accidental Litterer 80% Non-litterer 100% 3 6 Table 17a: Demographic Comparison Based on Littering Behavior Characteristic 2014 Admitted Accidental Litterers Litterers n=118 n=189 A B NonLitterers n=94 C Admitted Litterers n=160 A 2013 Accidental Litterers n=171 B NonLitterers n=120 C Gender Male Female 54%C 46% 55%C 45% 35% 65AB 51% 49% 54%C 46% 42% 58%B Age 18 to 34 35 to 54 55+ 43%C 47%BC 10% 35%C 26% 39%A 17% 31% 52%AB 49%BC 36% 14% 16% 52%C 32%A 14% 39% 47%AB Average 38.1 yrs 44.0 yrsA 49.4 yrsAB 37.6 46.5A 49.1A 49% 41%C -8% 1% 48% 32% 6% 8% 1% 54% 27% 7% 7% -- 48% 44%BC 2% 3% 2% 58% 27% 4% 8%A 3% 55% 25% 7% 8% 2% 1% 5% 4% -- 1% 2% 2% 4% 5% 4% 5% 12%AB 24% 16% 14% 13% 19% 12% 41% 20% 14% 33% 26% 16% 37% 21% 22% 41% 28% 14% 30% 30% 16% 38% 23% 15% 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 ABC indicates significantly higher than corresponding sub-group in the same year indicates significant difference compared to 2013 at 95% confidence level. M A G L I T T E R S U R V E Y – 2 0 1 4 3 7 Table 17b: Demographic Comparison Based on Littering Behavior Characteristic 2014 Admitted Accidental Litterers Litterers n=118 n=189 A B NonLitterers n=94 C Ethnicity White Hispanic African-American Asian Native American Other Refused 58% 25%BC 7% 2% 2% 3% 3% 73%A 11% 3% 1% 3% 1% 8% 70% 14% 7% 3% -2% 4% 69% 11% 6% 4% 4% 4% 2% 75% 16% 4% 1% 1% 2% 1% 70% 17% 5% 1% 1% 3% 3% 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 4% 10% 12% 4% 6% 9% 15%B 9% 21%B 9% 5% 7% 12% 9% 7% 7% 6% 10% 12% 25%A 4% 6% 7% 6% 4% 7% 10% 4% 24%B 27%A 9% 8% 8% 11% 8% 6% 7% 7% 22% 14% 6% 7% 7% 15%C 5% 11% 6% 9% 24% 10% 8% 6% 10% 7% 9% 7% 3% 7% 18% 25%AB Employment Full-time Part-time Retired House-spouse Student Unemployed 59%C 18%B 6% 2% 10%BC 4% 49% 10% 29%A 2% 1% 6% 38% 13% 35%A 3% 3% 7% 51% 17%BC 6% 8% 8%B 8% 49% 8% 25%A 8% 1% 8% 43% 3% 27%A 12% 3% 8% 75% -2% 9% 8% 5% 1% 70% -1% 4% 11% 10%C 5%A 81%B -1% 4% 11% 3% -- 74% -2% 5% 9% 9% 1% 72% -2% 4% 15% 6% 1% 68% 4% 3% 3% 8% 11% 2% Household Language* English only Spanish only Mostly Spanish + some English Equally in Spanish and English Mostly English + some Spanish English + Other Refused ABC indicates significantly higher than corresponding sub-group in the same year indicates significant difference compared to 2013 at 95% confidence level. M A G 2013 Admitted Accidental NonLitterers Litterers Litterers n=160 n=171 n=120 A B C L I T T E R S U R V E Y – 2 0 1 4 38 APPENDIX A SUPPLEMENTAL RESULTS FOR MALES AGED 18 TO 34 39 BACKGROUND Beginning in 2013, WestGroup Research began oversampling the target audience (males aged 18 to 34) until a threshold of n=200 was achieved. Those results were pulled out separately in order to monitor changes within the target audience as well as to see results versus residents not in the target audience. Statistical testing is applied when appropriate for each group relative to its corresponding 2013 figure(s). However, it is important to note that, in 2013, the oversample included web-surveys in addition to telephone surveys in order to hit the target of n=200. For some questions, therefore, there were slight methodological differences and, as a result, statistical testing cannot be applied. In 2014, all males aged 18 to 34 included in the oversample were reached by telephone. DRIVER CHARACTERISTICS Table A2: Type of Vehicle – Target vs. Non-Target 2014 Target n=202 2013 Target* n=200 2012 Target n=100 2014 Non Target n=325 2013 Non-Target n=385 Sedan (4-door) Pickup truck Sports utility Coupe (2-door) Van/mini-van Don’t drive Car (unspecified) Motorcycle 50% 11% 10% 9% 8% 5% 2% 2% 42% 16% 14% 13% 4% 4% 1% 2% 48% 19% 9% 8% 10% 3% 1% 1% 42% 14% 18% 5% 9% 4% 1% 2% 40% 14% 20% 7% 8% 6% 1% 1% Don’t know/ refused 1% 2% -- 2% 1% Top vehicle types mentioned Q7: What type of vehicle do you most often drive or ride in? * Data-to-data statistical comparisons of the 2013 target subgroup to other populations are not appropriate, due to question format differences between the telephone and web surveys. For example, the target sample supplemental survey allowed web respondents to see choice options, while telephone respondents responded in unaided manner. M A G L I T T E R S U R V E Y – 2 0 1 4 40 Litterbag or Trashcan Use in Vehicle Have bag/can in vehicle 46% 69% 66% 53% 66% If no, would consider using in future? 70% 68% 64% Yes 28% 31% 34% 22% 31% No 2% 1% 2% 1% 1% Maybe 0% 68% 20% 40% 60% 77% 80% Non-target 2014 Non-target 2013 Target 2014 Target 2013 Target 2012 100% Non-target: 2014 n=325; 2013 n=385 | Target: 2014 n=202; 2013 n=200; 2012 n=100 Q18: Do you have a litter bag or trash can in your vehicle? Q19: [If no in Q18] Would you consider keeping a litter bag or trash can in your vehicle? M A G L I T T E R S U R V E Y – 2 0 1 4 41 Table A4: Smoking Habits and Disposing of Cigarette Butts Target vs. Non-Target Response 2014 Target n=202 2013 Target n=200 2012 Target n=200 Smoker 27% 13% 16% 12% 14% Ashtray in vehicle Something else in vehicle Don’t smoke in the car. It varies Throwing out window Some other means of disposal n=54 43% 2% 22% 11% 20% 2% n=26 27% 19% 12% 23% 19% -- n=16 44% 19% 12% 6% 19% -- n=39 62% 13% 20% 3% 3% -- n=55 40% 20% 27% 9% 2% 2% -- -- -- -- -- Don’t know/refused 2014 2013 Non-Target Non-Target n=325 n=385 Q9: Do you smoke? Q10: [If yes in Q9] When you are in a vehicle, do you USUALLY dispose of cigarette butts…? indicates significant difference compared to 2013 at 95% confidence level. Table A5: How often Truck Drivers Secure Loads – Target vs. Non-Target Frequency 2014 Target n=21 2013 Target n=31 2012 Target n=18 2014 Non-Target n=44 2013 Non-Target n=54 81% 87% 78% 73% 85% 38% 68% 61% 43% 72% 43% 5% -9% 5% 19% 13% ---- 17% 11% 6% 6% -- 30% 11% -2% 14% 13% 7% 2% 4% 2% NET likely(Always + Most) Always Most of the time Sometimes Rarely Never Don’t Know Q15: 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.)? indicates significant difference compared to 2013 at 95% confidence level. M A G L I T T E R S U R V E Y – 2 0 1 4 42 Frequency of Traveling with Trailers or Luggage Racks 20% 22% A few times a year At least once a week Daily 44% 29% 6% 5% 8% 8% 8% 1% 1% 5% 4% 4% 3% 2% 4% 4% 6% 1 to 2 times a month 30% Non-target 2014 Non-target 2013 Target 2014 Target 2013 Target 2012 Never 40% 0% 20% 40% 52% 70% 69% 53% 60% 80% Non-target: 2014 n=325; 2013 n=385 | Target: 2014 n=202; 2013 n=200; 2012 n=100 Q16: 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? indicates significant difference compared to 2013 at 95% confidence level. 43 How Often Those with Trailers or Luggage Racks Secure Loads 85% 85% 74% 86% 79% Always 8% 6% Sometimes Non-target 2013 Target 2014 4% 9% 8% 2% 2% Never Don't Know / Refused Non-target 2014 18% 12% 19% Target 2013 Target 2012 3% 0% 0% 0% 0% 0% 20% 40% 60% 80% 100% Non-target: 2014 n=99; 2013 n=120| Target: 2014 n=97; 2013 n=120; 2012 n=47 Q17: [If more than 'never' in Q16] On average, how often do you secure the load that you are hauling (either with ties, bungees, a tarp, etc.?) indicates significant difference compared to 2013 at 95% confidence level. M A G L I T T E R S U R V E Y – 2 0 1 4 44 LITTER AWARENESS AND BEHAVIOR Perception of Litter along Maricopa County Freeways Big problem 11% 18% 20% 24% 22% 48% 48% 47% 45% 49% Moderate 26% 25% 21% 28% Small problem Non-target 2014 Non-target 2013 34% 6% 6% 7% 4% 6% 2% 1% 1% 1% 0% No problem Don't Know 0% Target 2014 Target 2013 Target 2012 20% 40% 60% Non-target: 2014 n=325; 2013 n=385 | Target: 2014 n=202; 2013 n=200; 2012 n=100 Q8: In your opinion, how big of a problem is litter along freeways in Maricopa County? Would you say it is a… . M A G L I T T E R S U R V E Y – 2 0 1 4 45 Table A7: Items Personally Discarded as Litter – Target vs. Non-Target 2014 Target n=202 2013 Target* n=200 2012 Target n=100 Have not littered in past year. 40% 32% 46% 66% 66% Small pieces of paper Food/organic material Other food wrappers Cigarette butts 21% 14% 10% 9% 26% 24% 12% 8% 21% 15% 12% 5% 7% 14% 4% <1% 10% 13% 3% 2% Don’t know 10% 2% 5% 8% 4% Top Items Mentioned 2014 2013 Non-Target Non-Target n=325 n=385 Q12: 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? * Data-to-data statistical comparisons of the 2013 target subgroup to other populations are not appropriate, due to question format differences between the telephone and web surveys. For example, the target sample supplemental survey allowed web respondents to see choice options, while telephone respondents responded in unaided manner. indicates significant difference compared to 2013 at 95% confidence level. Table A8: Littering Situation – Target vs. Non-Target Among those who indicated they have littered in the past year Top situations Driving/riding/traveling in vehicle Walking outside Opened door/window–flew out No trash can around Cleaning out car Just threw it/anywhere I could In a parking lot 2014 Target n=121 2013 Target* n=137 2012 Target n=54 36% 59% 41% 44% 54% 13% 4% 9% 3% 6% 9% 18% 4% 3% 2% 2% 2% 17% 4% 11% 4% 7% -- 7% 4% 6% 2% 10% 1% 8% 3% 7% 5% 3% -- 19% 8% 15% 19% 11% Don’t know/can’t remember 2014 2013 Non-Target Non-Target n=110 n=129 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? Any other circumstances? * Data-to-data statistical comparisons of the 2013 target subgroup to other populations are not appropriate, due to question format differences between the telephone and web surveys. For example, the target sample supplemental survey allowed web respondents to see choice options, while telephone respondents responded in unaided manner. indicates significant difference compared to 2013 at 95% confidence level. M A G L I T T E R S U R V E Y – 2 0 1 4 46 Table A9: Reasons for Littering when Driving – 2014 Target vs. Non-Target Among those who indicated they have littered in the past year Top Responses I don’t litter when driving I don’t want to keep it in my car I’m lazy No trash receptacles are convenient It’s easy. I don’t consider throwing out gum, small wrappers, cigarette butts litter I only litter food scraps / they are biodegradable It was an accident/unintentional Don’t know 2014 Target n=121 27% 12% 11% 9% 8% 2013 Target* n=137 23% 12% 2% 14% 10% 2012 Target n=54 32% 11% -11% -- 2014 Non-Target n=110 22% 7% 4% 16% 3% 2013 Non-Target n=129 35% 7% 2% 13% 5% 5% 7% 2% 4% 4% 4% 20% 9% 14% 12% 3% 15% 9% 4% 7% 12% 6% 15% 9% 7% Q14: Why do you litter when DRIVING? * Data-to-data statistical comparisons of the 2013 target subgroup to other populations are not appropriate, due to question format differences between the telephone and web surveys. For example, the target sample supplemental survey allowed web respondents to see choice options, while telephone respondents responded in unaided manner. indicates significant difference compared to 2013 at 95% confidence level. 47 Table A10a: Personal Experience with Littering Scenarios – Target vs. Non-Target Scenario Someone in a vehicle you were in threw trash out in an area that had no litter – Target 2014 Target 2013 Target 2012 Non-target 2014 Non-target 2013 You or someone you were with got a ticket or warning for littering – Target 2014 Target 2013 Target 2012 Non-target 2014 Non-target 2013 Rather than keep a beverage container in the car, you, or someone in a vehicle you were in, threw out a can or bottle – Target 2014 Target 2013 Target 2012 Non-target 2014 Non-target 2013 Someone in a vehicle you were in threw trash out in an area that already had lots of litter – Target 2014 Target 2013 Target 2012 Non-target 2014 Non-target 2013 Someone in a vehicle you were in threw out a can, bottle or litter out onto the side of the road – Target 2014 Target 2013 Target 2012 Non-target 2014 Non-target 2013 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 – Target 2014 Target 2013 Target 2012 Non-target 2014 Non-target 2013 Past 3 months 3+ months Never 20% 22% 58% 14% 13% 6% 4% 30% 14% 10% 9% 56% 73% 84% 87% 3% 4% 93% 20% 23% <1% 6% 24% 9% 2% 13% 56% 68% 98% 81% 18% 17% 65% 16% 20% 3% 12% 13% 13% 7% 8% 71% 67% 90% 80% 17% 19% 64% 12% 12% 8% 7% 28% 18% 10% 8% 60% 69% 82% 85% 19% 24% 57% 14% 9% 3% 4% 31% 20% 7% 9% 55% 71% 90% 86% 27% 17% 56% --5% -- 6% 3% 10% 1% 94% 97% 85% 99% 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 within the past 3 months,” Have experienced over 3 months ago,” or “Have never experienced.” indicates significant difference compared to 2013 at 95% confidence level. 48 Table A10b: Personal Experience with Littering Scenarios – Target vs. Non-Target Scenario You threw out a small item from your vehicle like a candy wrapper, scrap paper, etc. – Target 2014 Target 2013 Target 2012 Non-target 2014 Non-target 2013 You had problems with a vehicle and left debris like tire, part of a tire, or other stuff on the roadside – Target 2014 Target 2013 Target 2012 Non-target 2014 Non-target 2013 You noticed that some trash fell out of a pickup or other vehicle you were driving in – Target 2014 Target 2013 Target 2012 Non-target 2014 Non-target 2013 Past 3 months 3+ months Never 30% 20% 50% 8% 11% 7% 1% 28% 11% 7% 8% 64% 78% 86% 91% 22% 12% 66% 14% 9% 12% 4% 30% 20% 12% 9% 57% 71% 76% 87% 43% 18% 39% 39% 30% 30% 23% 23% 22% 19% 20% 38% 48% 51% 56% indicates significant difference compared to 2013 at 95% confidence level. 49 CAMPAIGN AWARENESS Have Seen Ads for Litter Within last 3 months 23% 26% Yes 37% 36% 32% No 0% 74% 70% 60% 61% 65% 3% 4% 3% 3% 3% Don't Know Non-target 2014 Non-target 2013 Target 2014 Target 2013 Target 2012 20% 40% 60% 80% Non-target: 2014 n=325; 2013 n=385 | Target: 2014 n=202; 2013 n=200; 2012 n=100 Q20: In the past three months, have you seen, heard or read any advertisements related to litter or littering? 50 Table A11: Recalled Messages of Litter-Related Advertising – Target vs. Non-Target Among those who indicated they remember seeing ads related to litter or littering in the past 3 months 2014 Target n=74 2013 Target* n=73 2012 Target n=32 2014 Nontarget n=75 2013 Nontarget n=100 It was a sign along the road/billboard Use ashtray/cigarettes cause fires Don’t litter/keep Arizona clean Heard on radio Don’t Trash Arizona A hamburger wrapper being a 500 dollar fine/ a five hundred dollar burger No cups, cans or butts Littering is unlawful/can get a ticket 16% 12% 11% 11% 8% 12% 15% 25% 8% 8% 16% 3% 25% -3% 5% 15% 24% 4% 5% 13% 10% 28% 2% -- 8% 4% 9% 5% 5% 8% 5% 4% 6% -3% -7% 2% 4% The fines 4% 15% 9% 5% 17% Don’t know 10% 3% 12% 4% 10% Top Responses Q21: What specifically do you remember about the ads related to litter or littering? * Data-to-data statistical comparisons of the 2013 target subgroup to other populations are not appropriate, due to question format differences between the telephone and web surveys. For example, the target sample supplemental survey allowed web respondents to see choice options, while telephone respondents responded in unaided manner. indicates significant difference compared to 2013 at 95% confidence level. M A G L I T T E R S U R V E Y – 2 0 1 4 51 Table A12: Main Slogan of Recalled Advertising – Target vs. Non-Target Among those who indicated they remember seeing ads related to litter or littering in the past 3 months 2014 Target n=74 2013 Target* n=73 2012 Target n=32 2014 Nontarget n=75 2013 Nontarget n=100 Don’t Trash Arizona No cups cans or butts Do not litter Keep Arizona Beautiful 12% 8% 7% 5% 23% 10% 14% 15% 3% 3% 12% 3% 11% 1% 13% 3% 3% 2% 12% 2% Don’t know 50% 41% 59% 52% 59% Top Responses Q22: What was the main slogan used in the ads? * Data-to-data statistical comparisons of the 2013 target subgroup to other populations are not appropriate, due to question format differences between the telephone and web surveys. For example, the target sample supplemental survey allowed web respondents to see choice options, while telephone respondents responded in unaided manner. indicates significant difference compared to 2013 at 95% confidence level. 52 Total Awareness Have Heard Slogan “Don’t Trash Arizona” Aided + Unaided 48% Non-target 2014 44% Non-target 2013 65% Target 2014 60% Target 2013 57% 0% 20% 40% 60% Target 2012 80% 100% Non-target: 2014 n=325; 2013 n=385 | Target: 2014 n=202; 2013 n=200; 2012 n=100 Q22: [If yes in Q20] What was the main slogan used in the ads? Q23: [if not mentioned in Q22] Have you seen or heard the slogan, “Don’t Trash Arizona?” Note: Data-to-data statistical comparisons of the 2013 target subgroup to other populations are not appropriate, due to question format differences between the telephone and web surveys. For example, the target sample supplemental survey allowed web respondents to see choice options, while telephone respondents responded in unaided manner. M A G L I T T E R S U R V E Y – 2 0 1 4 53 Total Awareness Have Heard Slogan “No cups, cans or butts! Don’t Trash Arizona” Aided + Unaided 15% Non-target 2014 18% Non-target 2013 39% Target 2014 Target 2013 28% Target 2012 29% 0% 20% 40% 60% 80% 100% Non-target: 2014 n=325; 2013 n=385 | Target: 2014 n=202; 2013 n=200; 2012 n=100 Q22: [If yes in Q20] What was the main slogan used in the ads? Q24: [if not mentioned in Q22] Have you seen or heard the slogan, “No cups, cans or butts! Don’t Trash Arizona?” Note: Data-to-data statistical comparisons of the 2013 target subgroup to other populations are not appropriate, due to question format differences between the telephone and web surveys. For example, the target sample supplemental survey allowed web respondents to see choice options, while telephone respondents responded in unaided manner. M A G L I T T E R S U R V E Y – 2 0 1 4 54 Table A13: Where Saw Don’t Trash Arizona Slogan – Target vs. Non-Target Total responses among those indicating they had heard the slogan Top media sources Billboards Radio Television Street/highway signs Bus signs Online Newspaper Don’t know 2014 Target n=142 43% 31% 27% 12% 3% 2% 2% 2013 Target* n=127 40% 32% 36% 21% 1% 1% 2% 2012 Target n=66 18% 21% 20% 21% -3% -- 2014 Non-target n=162 25% 18% 21% 17% -14% 2% 2013 Non-target n=192 22% 14% 18% 27% 1% 21% 2% 11% 12% 21% 19% 20% Q25: [if mentioned in Q22, or ‘yes in Q23 or Q24] Where have you seen, heard or read the slogans, “Don’t Trash Arizona” or “No cups, cans or butts: Don’t Trash Arizona?” * Data-to-data statistical comparisons of the 2013 target subgroup to other populations are not appropriate, due to question format differences between the telephone and web surveys. For example, the target sample supplemental survey allowed web respondents to see choice options, while telephone respondents responded in unaided manner. indicates significant difference compared to 2013 at 95% confidence level. Table A14: Awareness of Litter Resources – Target vs. Non-Target 2014 Target n=202 2013 Target n=200 2012 Target n=100 Litter Hotline, 1-877-3-Litter Yes No Don’t know / No answer 13% 85% 2% 12% 87% 1% 10% 90% -- 11% 88% 1% 10% 89% 2% www.donttrasharizona.com Yes No Don’t know / No answer 17% 80% 3% 17% 81% 2% 11% 89% -- 9% 91% <1% 6% 92% 2% Aided awareness 2014 2013 Non-target Non-target n=325 n=385 Q27: Have you heard of www.DontTrashArizona.com? Q29: Have you heard about the Litter Hotline, 1-877-3-Litter, where you can report someone who litters? M A G L I T T E R S U R V E Y – 2 0 1 4 55 Table A15: Likelihood to Report Littering – Target vs. Non-Target 2014 Target n=202 2013 Target n=200 2012 Target n=100 NET likely (Very + somewhat) 43% 49% 46% 63% 64% Very likely Somewhat likely Not very likely Not at all likely Don’t know 11% 32% 29% 24% 4% 13% 36% 32% 16% 3% 11% 35% 34% 18% 2% 25% 38% 23% 12% 2% 31% 33% 22% 11% 3% Likelihood 2014 2013 Non-target Non-target n=325 n=385 Q30: 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? PROFILES OF LITTERERS Littering Behavior Non-target 2014 26% Non-target 2013 30% Target 2014 41% 29% 40% 62% Target 2012 20% Admitted Litterer S U R V E Y – 2 0 1 4 10% 30% 50% 0% L I T T E R 27% 50% Target 2013 M A G 46% 38% 40% 60% Accidental Litterer 8% 12% 80% Non-litterer 100% 56 APPENDIX B QUESTIONNAIRE M A G L I T T E R S U R V E Y – 2 0 1 4 57 Client: Subject: Date: Maricopa Association of Governments Litter Survey 2014 July 2014 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 TERMINATE 18 to 34 35 to 54 55+ Refused TERMINATE 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? M A G L I T T E R S U R V E Y – 2 0 1 4 58 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 S U R V E Y – 2 0 1 4 59 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. 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 a. b. c. d. e. f. M A G L I T T E R S U R V E Y – 2 0 1 4 60 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: 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: 16. 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 Q18 M A G L I T T E R S U R V E Y – 2 0 1 4 61 17. (If selected a, b, c, d on question 16 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? 18. Do you have a litter bag or trash can in your vehicle? a. Yes b. No c. Don’t know / Refused 19. IF NO IN Q18: 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 20. 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 21. IF YES in Q20: What specifically do you remember about the ads related to litter or littering? 22. IF YES IN Q20: 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. M A G L I T T E R 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 S U R V E Y – 2 0 1 4 62 23. IF NOT MENTIONED IN Q22 “a”: Have you seen or heard the slogan, “Don’t Trash Arizona?” a. Yes b. No c. Don’t know / Refused 24. IF NOT MENTIONED IN Q22 “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 25. IF mentioned in Q22a or Q22b or YES IN Q23 or Q24: 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. Light Rail Train i. Street or highway signs j. Newspaper k. Online l. Other m. Don’t know / Refused 26. IF mentioned in Q22a or Q22b or YES IN Q23 or Q24: 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 27. Have you heard of www.DontTrashArizona.com? a. Yes b. No c. Not sure/DK M A G L I T T E R S U R V E Y – 2 0 1 4 63 28. If YES IN Q27 “a”: Have you ever visited the “Don’t Trash Arizona Website? a. Yes b. No c. Don’t know 28a. IF YES: What were you looking for when you went to the Don’t Trash Arizona website? 29. 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 30. 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. Very likely Somewhat likely Not very likely Not at all likely Don’t know / Refused (DO NOT READ) 31. 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 M A G L I T T E R S U R V E Y – 2 0 1 4 64 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 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 M A G L I T T E R S U R V E Y – 2 0 1 4 65 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 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. M A G L I T T E R S U R V E Y – 2 0 1 4