Today's Edition
ABU DHABI (ALETIHAD)
A new study by the Environment Agency – Abu Dhabi (EAD), in collaboration with Sorbonne University Abu Dhabi, has revealed high levels of environmental awareness among Abu Dhabi residents, with over half taking steps to reduce their ecological impact in the past year. Nearly 50% reported recycling at least one material — mainly plastic, paper, and clothing, it added.
The research involved a comprehensive global review of effective waste management strategies and a wide-ranging sociological study.
More than 1,000 residents from across Abu Dhabi’s three regions were surveyed, complemented by focus groups comprising 59 participants of 20 nationalities, including domestic workers, women, and environmental advocates.
The study also resulted in the development of a comprehensive interactive map of 1,500 recycling and donation sites across the emirate, categorised by 10 waste types.
“The research collaboration between the Environment Agency – Abu Dhabi (EAD) and Sorbonne University Abu Dhabi (SUAE) represents a pivotal step towards strengthening the emirate’s position in waste management and sustainability,” said Ahmed Baharoon, Executive Director of Environmental Information, Science and Outreach, at EAD.
The partnership forms a key component of the upcoming launch of a transformative, behavioural nudging campaign designed to reshape waste management across Abu Dhabi.
“As a member of the Abu Dhabi Environmental Research Network (ADERN), Sorbonne University Abu Dhabi conducted an in-depth study to understand community behaviours related to household waste management. This research, based on scientific and logical analysis, aims to support the government’s vision and aspirations to engage all segments of society,” Baharoon said.
Key Findings
The study’s findings revealed strong environmental awareness, with 64% of respondents having taken steps to reduce their ecological impact in the past year — most notably through plastic reduction and waste sorting.
Women and long-term residents emerged as the most engaged demographics. In addition, almost 50% of residents are recycling at least one material — mainly plastic, paper, and clothes, according to the study.
The research also identified practical motivators — such as health benefits and ease of accessibility — and underscored public support for government directives in waste reduction efforts.
It also identified an ‘attitude-behaviour gap’, where 80% of consumers expressed a willingness to adopt sustainable lifestyles, but could perhaps take a slightly more proactive approach.
A portion of the respondents said that more information on how and where to recycle, as well as on the waste process after collection, would be beneficial in effecting further positive change. The study also highlighted that community initiatives and engagement at the neighbourhood level hold strong potential for improving current practices.
Supporting ‘Mission to Zero 2.0’
In response to these findings, EAD is now preparing to launch a comprehensive behavioural nudging campaign under the umbrella of its digital sustainability platform ‘Naha’. The campaign will support the wider “Mission to Zero 2.0” initiative. Its goals include reducing municipal solid waste to 1kg per person per day and increasing the recycling rate of non-hazardous waste to 40% by 2041.
The upcoming campaign is anchored in a set of core principles, foremost among them the integration of behavioural science into effective policy engagement. By weaving positive environmental behaviours into both public policy and grassroots initiatives, the campaign fosters broad-based collaboration across sectors and actively engages the wider community.
It aims to establish new standards for environmental responsibility, inspiring a lasting culture of sustainability that serves both current needs and the wellbeing of future generations.
