Durban University of Technology’s (DUT) Honorary Research Professor and Chairperson of the DUT Business School Board, Professor Thomas Dobbelstein, has presented pioneering research on recycling behaviour at the American Marketing Association (AMA) Conference in Chicago, widely recognised as the world’s most prestigious gathering of marketing scholars.
Being selected to present at this global platform is a significant academic honour, highlighting DUT’s growing international research reputation. Prof. Dobbelstein shared the stage with leading academics from around the world, including his co-author Prof. Khathutshelo Makhitha, as they unveiled their study on recycling habits in South African townships.
The research study surveyed 411 township consumers across South Africa to examine whether recycling habits help close the gap between intention and action. Despite ongoing national campaigns, recycling rates remain particularly low in disadvantaged communities due to infrastructure challenges and socio-economic barriers.
Key findings revealed that habit formation is critical to driving physical recycling behaviour. While environmental concerns, personal norms and past behaviour help shape recycling habits, the study confirmed that facilitating conditions (such as access to bins and collection systems) and a sense of personal responsibility, are essential to ensure sustained recycling. Policy regulations alone were shown to have limited direct influence.
Reflecting on his presentation in Chicago, Prof. Dobbelstein said, “Our research shows that habits play a decisive role in whether people recycle or not. Being invited to present these findings at the AMA Conference highlights not only the importance of the topic but also DUT’s place in the global academic conversation. It is a privilege to share the stage with world-leading scholars and to contribute insights from South Africa to the international community.”
Prof. Dobbelstein is based at the Baden-Württemberg Cooperative State University in Ravensburg, Germany, where he serves as a full professor. His dual role as DUT’s Honorary Research Professor and Chairperson of the DUT Business School Board reflects his strong commitment to advancing research and strengthening DUT’s international partnerships.
This research provides actionable recommendations for municipalities and policymakers, for example, by improving infrastructure and promoting community responsibility, South Africa can build recycling habits that lead to sustained, long-term environmental change.
Through this recognition on the world stage at the AMA Conference, DUT continues to demonstrate that its research is not only creative, distinctive and impactful but also, globally relevant.
Pictured: DUT Honorary Research Professor and Chairperson of the DUT Business School Board, Professor Thomas Dobbelstein.
Alan Khan
