Theoretical Approach to the Collaborative Environmental Activities: Household Waste Disposal towards Environmentally Friendly Daily Life
Shino Koda

Abstract
What brings us the proenvironmental behavior? What lies behind people's behavior in daily life? This paper is intended to analyze and discuss how the environment-oriented norm is developed and transmitted in daily life focusing on household waste disposal. Waste management companies in Finland have unique environmental policies which are intended to instill the environmentally friendly awareness into local residents by collaborative environmental activities based on environmental communication. For the purpose of obtaining the qualitative data, the participant observation was conducted in Finland. Following the results, this paper suggests the significance of the collaborative environmental activities based on environmental communication in order to transmit the environment-oriented norm.

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