STRATEGIC ASPECTS OF COMMUNICATION FOR CHANGING SOCIAL HABITS IN WASTE SORTING

Abstract

The article analyses the theoretical principles and practical experience in planning communication with society to change its behaviour towards reduction of waste generation and promotion of its recycling. Research objective: Analysis of a case study, examining the communication of a Latvian regional utility service provider with customers and making proposals for developing the company’s communication strategy to change waste sorting habits of community. Within the framework of the research, waste management and communication experts were interviewed and the previous experience of SIA “Kuldīgas komunālie pakalpojumi” was analysed. Media content analysis (2017–2019), customer survey and focus group interviews were conducted. The analysis of the results obtained revealed that SIA “Kuldīgas komunālie pakalpojumi” lacks a unified strategic approach in its communication with customers. The company's communication strategy for 2021–2023 was developed and a follow‐up analysis is planned after its implementation. The article concludes with recommendations for developing a business communication strategy to change waste sorting habits of society.