Journal of Environmental Science and Management 13(1):35-51(June 2010)

ISSN 0119-1144

Village-Level Knowledge, Attitudes and Practices on Solid Waste

Management in Sta. Rosa City, Laguna, Philippines
Rosario V. Tatlonghari1 and Serlie B. Jamias2

ABSTRACT

One hundred village residents of San Lorenzo South in Sta. Rosa City, Laguna were
surveyed to determine their knowledge, attitudes and practices (KAP) on solid waste management,
their preferred information sources and feedback system. Premised on the Theory of Reasoned
Action by Fishbein and Azjen (1975) and behavior change models, the study determined the
relationship of the independent variables (age, gender, education, income) with the dependent
variables (knowledge, attitude, practice or KAP) and between KAP as variables using the Pearson’s
correlation test. Relationships were tested at 0.1 and 0.5 levels of significance. One way ANOVA
was used to test the significance of the means and t-test for independent means as post hoc test.

Majority of the respondents were middle aged, female, college graduates, and earned zero
to low-income. Their knowledge was positively related to education, income and age; attitude
was positively related to education and income; knowledge was the only variable correlated to
practice. Other factors were found to make people act.

Effective interpersonal communication channels for village-level SWM were barangay

officials, government workers, homeowners’ association officials, or seminars/trainings. For
media, cable television channels must be explored. Various development communication
strategies were drawn for SWM campaigns to sustain favorable behavior.

Key words: Solid waste management; knowledge, attitude and behavior; Waste Management
Act; biodegradable and non-biodegradable waste; segregation, reuse and recycling;
community-based information media

INTRODUCTION

According to the Philippine Environment Commission n.d.), the Philippines is finally

Monitor (2001), waste is generated at an alarming armed with the necessary institutional, technical,
rate- over 10 m tons of solid wastes in 2000 and financial, and penal mechanisms to respond to
this is expected to increase by 40% at the end of the solid waste disposal predicament. This
the decade. With country-wide collection efficiency landmark legislation espouses the reuse, recovery
estimated at only 40%, the waste problem is and recycling of municipal solid wastes, with
expected to become worse. The Asian Development emphasis on composting, as against outright
Bank, on the other hand, estimates that in the disposal of the same. It likewise defines and
next 30 years, Metro Manila would generate over expands the role and responsibilities of local
70 M T (230 m cm) of solid waste, which is government units (LGUs) down to the barangay
equivalent line of trucks going three times round level, thus giving relevance to solid waste
the earth and over halfway to the moon (Sumalde management (SWM) research done at the local
2004). level.

With the Ecological Solid Waste Management Based on the National Solid Waste
Act (ESWA) of 2000 (National Solid Waste Commission’s Report as of December 2005, a total
1
Associate Professor, College of Development Communication, University of the Philippines Los Baños, College, Laguna. Email
address: [email protected] (corresponding author)
2
Associate Professor, College of Development Commu nication, University of the Philippines Los Baños, College, Laguna.
36 Village-Level Knowledge, Attitudes and Practices on Solid Waste Management

of 793 open dumpsites existed and 309 LGUs urban- a phenomenon experienced by many parts
implemented the conversion of open dumps into of the country- and with such transformation and
controlled disposal facilities. This is, in fact, a dense population came the problems in waste
common though disturbing trend in major cities management. Owing to its strategic location, the
in the provinces. Under Section 32 of the ESWA, city has become the darling of real estate giants
all barangays are required to establish a Materials and was being eyed as the Makati of the South
Recovery Facility (MRF) for secondary segregation (of Metro Manila); yet no study was done here on
of solid wastes. How could an MRF be efficiently waste management, which is "one important
established at the barangay-level when the environmental problem common to almost all
garbage collected from the households is not municipalities and cities of the country" (Cuevas
segregated? Still however, existence of MRFs in 1998).
barangays does not guarantee desirable behavior
on waste management, as what Datu (2006) As sustainable development is pursued globally
found out. In her study of a pilot MRF project in down to the local levels, the environmental
Calamba, Laguna, almost half of the respondents challenges arising out of urbanization are
had low knowledge levels on waste management, enhancement of environmental quality alongside
and most were not aware of the MRF, indicating economic growth on a sustainable basis. This
that the "information efforts of both the municipality demands holistic management of the environment
and the barangay did not make desirable which becomes important more than ever.
impact" (Datu 2006). Situational analysis is an integral component of
the management aspect of sustainable development,
The tragedy at Payatas, where the bulk of which identifies problem areas and assesses
Metro Manila’s waste used to be disposed, development potentials. This involves the
finally made many people to realize that mountains communication processes of gathering, organizing,
of garbage are threats to life. Improper waste analyzing, interpreting information, and based
disposal in rivers brings menacing flash floods from the results, planning of projects are then
that result to health as well as environmental undertaken (EMB-DENR and UNDP 1993). It is
problems. Ganapin (1992) cited water pollution within this context that this knowledge, attitude,
in Metro Manila as “caused by increased domestic and practices (KAP) study was conducted.
and industrial waste discharge…”, thus “most
major rivers are considered biologically dead.” Statement of the Problem

The garbage crisis in Metro Manila is a In the downloadable census file titled “Are
distinct possibility in nearby towns and cities they Meeting Their Basic Needs: Profile of the
which are experiencing rapid industrialization, as Residents of the City of Santa Rosa” (n.d.), the
"the Government of the Philippines (GOP) city had around 202,839 people in 2003. If each
promoted investment and development in the household generated an average of 0.6 kg of
Calabarzon area…which stands for Cavite, wastes per day, a figure cited by Beato (personal
Laguna, Batangas, Rizal and Quezon" (Radford communication, September 15, 2006), then the
and Toribio 1996). Sta. Rosa City, a municipality waste generated was quite alarming at 132 t d-1 ,
of Laguna turned into a city in 2004, is less than 3,960 t m-1 , and 47,520 t yr-1 . The waste gener-
an hour’s drive from the southern part of the ated was proportional to the high population
metropolis. Considered recently as the Investment growth rate of 6.67 % based from the 1995 cen-
Capital of South Luzon, it is home to numerous sus data. Hence, the city spent an average of PhP
industries and subdivisions that continue to 40 M annually for waste management alone.
sprout daily. In fact, an interview with Ramil What made the situation problematic was it did
Beato, City Senior Environmental Management not have its own dumpsite and depended on
Specialist (personal communication September nearby provinces for waste disposal.
15, 2006) indicated that around 132 subdivisions
dotted the city. The city, thus, provided a good The very high rate of waste generation from a
example of a changing landscape from rural to growing population of people and establishments
Journal of Environmental Science and Management Vol. 13. No. 2 (June 2010) 37

along with the attendant health and environmental Ortigoza (1993) and in Makati by Hilario (2001).
implications made it imperative for the city to Even in supposedly “learned” or academic
implement an ecological solid waste management community of the University of the Philippines
(SWM) program down at the household level. Los Banos, (UPLB) in Laguna, a sample population
However, the implementation of an SWM composed of administrators, faculty members,
program was still on a limited or experimental students and research/extension personnel
scale. An Eco-Waste project existed which showed that they had poor levels of solid waste
composted the public market waste; there was management practices, despite half of them
one MRF; and there was a collaborative SWM knowing how to properly manage waste (Banzon
pilot project in one subdivision with a local non- 1995). Three years later, this did not improve as a
government organization (NGO). survey of UPLB students found out that the
majority's level of knowledge on waste
A concrete program on SWM, therefore, management and on the three-year University
needed to be implemented, and like any Waste Management Program was below
environmental project, this would necessitate "good" (Mockon 1998) A significant change,
careful planning for effective implementation. however, occurred in Los Banos, Laguna five
Studies on the KAP have been used as valuable years after the implementation of RA 9003.
inputs in the Strategic Extension Campaign Calsena (2006) found out that in a barangay
(SEC), which was developed by the Food and along Laguna Lake, there was high level of
Agriculture Organization (FAO) of the United awareness of the municipality's SWM Program.
Nations and introduced in Africa, the Near East, Although almost all did not know the law and
Asia and Latin America. SEC is a "systematic, penalties on SWM, most practiced SWM in
rational and pragmatic approach to planning, terms of segregation, composting and recycling.
implementing, managing, monitoring and (The recent implementation of ecological SWM
evaluating" development programs (Adhikarya, program in Los Banos, Laguna has made the
1994). The need to know the audience is critical. town one of the model projects in the country.)
“Communication for behavior change uses
audience research (qualitative, quantitative and Hence, this KAP study could serve as input
participatory techniques) to understand why people for the planning of a solid waste management
do what they currently do and what specific factors campaign specifically for subdivision areas
must be addressed…to influence those actions” which dominate the Sta. Rosa City landscape.
(GreenCom Project 2001). Subdivision development is a growing phenomenon
in Calabarzon, dubbed as "one of the most
Studies on KAP on solid waste management ambitious regional development projects ever
are very relevant as SWM is being urgently attempted in the Philippines" (Radford and
addressed by many cities and municipalities in Toribio 1996). The Environment and Resource
the country in compliance with RA 9003. Management Project indicated that "while
Awareness on the waste problem was high at the development has occurred in Calabarzon… very
local levels in Laguna, as found by Santos (1996) little thought has been paid to environmental planning
in Los Banos; Cedillo (1996) in Calamba; Asis and management protection measures” (Radford and
(1996) in Sta. Cruz, Benavente (1999) in Toribio 1996). The report of said project cited
Lumban, Lubag (2004) again in Los Banos, and findings of survey among local government
Lapitan (2005) in Bay, indicating high levels of officials, most of which ranked SWM as the first
awareness on the garbage problem at 70, 70, 91, among the environmental problems in the
86, 73 and 64 %, respectively. Calabarzon area. A decade after the said report,
Sta. Rosa City- making headway with development
However, dealing with the problem was to be touted as the center of investments in the
another thing. For instance, low knowledge levels region- had yet to implement an integrated or
on waste management methods like zero-waste ecological SWM at the barangay or village level
and solid waste management (SWM) program at through encouraging segr egation at source
the local levels were obtained in Bulacan by (households) toward waste reduction, which was
38 Village-Level Knowledge, Attitudes and Practices on Solid Waste Management

one of the principles embodied in RA 9003. than her/his counterpart in a developed country"
(McKee et al, 2003).
Objectives of the Study
Piotrow, et al. (1997) classified behavior
The study aimed to determine the knowledge, change theories into Stage/Step Theories, Cognitive
attitudes, and practices of the residents of San Theories, Social Process Theories, Emotional
Lorenzo South in Sta. Rosa, Laguna on solid Response Theories and Mass Media Theories.
waste management. Specifically, it aimed to find This study uses and determines the applicability
out the residents’ knowledge, attitudes and in SWM of the Theory of Reasoned Action
practices on solid waste management; determine (TRA) under Cognitive Theories and proposed
the relationship of the residents’ socio-demographic by Martin Fishbein and Icek Azjen (Fishbein and
characteristics (age, gender, education, income) Azjen 1975). TRA provides a framework in
to their knowledge, attitudes, and practices on assessing the influence of attitudes in predisposing
waste management; determine the relationship of persons to certain behaviors in order for a
their knowledge and attitude to their current communication specialist or development worker
practices; and describe the residents’ communication to develop appropriate interventions. It specifies
preferences for community-based media and that the most immediate determinant of a person's
feedback system for solid waste management behavior is her/his behavioral intention, and thus,
campaigns. As this KAP study was conducted in to influence behavior would "be accomplished
the context of SWM campaign or program, through influencing a person's intentions" (Melkote
strategies were drawn in relation to development 2001).
communication theories and approaches.
Exploring the audience’s knowledge and
Theoretical and Conceptual Framework attitudes and relating it to their actual practices
on solid waste management approximates the
According to Mercado (2000), "human components of the theory. If a person perceives
development is the key to sustainable development… that the outcome from performing a behavior is
and human development is a continuous process positive, s/he would have a positive attitude
of improving people's knowledge, attitudes toward performing that behavior. If relevant
and practices through education, training and others see performing the behavior as positive
communication campaigns in order to increase and the individual is motivated to meet the
their productivity and income while protecting expectations of relevant others, then a positive
the environment." subjective norm is expected. Behavior, on the
other hand, is defined by a combination of four
The study’s theoretical foundation derives components: action, target, context, and time
from these premises. Concepts are derived from (Fishbein and Azjen 1975).
the theories and models on behavior change that
view individuals as active information processors Concepts of communication as a social
in relation to others and the social environment process are based on the Convergence Model
around them. This is one of the audience perspectives which specifies five individual steps in the process-
as presented by Pernia (2004), challenging the perception, interpretation, understanding, agreement
view on audience passivity and powerful media and action, with three social outcomes: mutual
effects, and arguing that differences in people's understanding, mutual agreement and collective
personality structures as well as social and action (Kincaid 1987; Rogers and Kincaid 1981
cultural factors would actually determine as cited in Piotrow et al. 1997). This takes the
communication effects. Supporting thes e view that reception, evaluation and use of media
assumptions is the view that in making a decision messages are as important as their means of
to adopt a new behavior, "the individual in a production and transmission (Servaes 2003).
developing country will consider more deeply the
interests and views of her/his family, peers and How to elevate awareness and knowledge into
community alongside her/his own preferences, concr et e a ct ion is a cha llen g e t hat fa ces
Journal of Environmental Science and Management Vol. 13. No. 2 (June 2010) 39

communication planners. Using the Steps to Batang, personal communication, December 5,

Behavior Change (SBC) model as developed by 2006) out of the city’s total land area of 5,415 ha
the Population Communications Services of the (Sta. Rosa, Introduction) or around five percent
Johns Hopkins School of Public Health (Piotrow of the area. The study covered all of the six resi-
et al. 1997), communication planners are unfolding dential phases but excluded the main commercial
the process from knowledge, approval and area (with the world-class theme park Enchanted
intention to practice and advocacy. This model, Kingdom and the Waltermart Shopping Center),
consisting of five major stages of change- as well as the few upscale subdivisions that
knowledge, approval, intention, practice and sprouted within the area. With its vast land
advocacy- is used as tool for analysis in the levels size, the San Lor enzo South subdivision is
of knowledge, attitudes, and practices and could one of the largest subdivisions of Sta. Rosa. It
apply to all kinds of interventions. traversed four barangays Balibago, Malitlit, Dita,
and Dila-out of the 18 barangays of Sta.Rosa.
The independent variables consisted of the
respondents’ age, gender, education, and income, Research Design and Participants
which have been shown in past studies to affect
the knowledge as well as practice of solid waste The study used the survey research design,
management. The dependent variables, on the which was the most appropriate design to elicit
other hand, included the respondents’ knowledge, the KAP variables. Of the total household
attitude, and practices (KAP) on solid waste population of 4,870, a sample of 100 was taken
management. T hese var iables, in tur n, for using stratified random sampling. The respondent-
determined, to a large extent, the kind of households were selected based on the sampling
planning or communication campaign or program design regardless of the circumstances of the
that would be produced for ecological solid waste household (one-parent households, households
management (Figure 1). All of these situate KAP with head of the families working overseas or
within the context of larger developmental goal working at the time of interview, etc.) Only one
of environmental management. respondent per household was involved in the
study.
MATERIALS AND METHODS
Data Gathering and Analysis
Research Locale
The research instrument consisted of a
The study was conducted in San Lorenzo questionnaire. Interviews were also conducted
South subdivision in Sta. Rosa, said to be occupying among leaders of each phase. Primary and secondary
200 ha according to a local licensed broker (Aida data from the municipality were gathered for

Independent Dependent variables

variables
Factors Ecological SWM
Socio-demographic traits • Knowledge Attitude communication
• Age campaign
• Practice of SWM
• Gender
• Education Preferences for community-
• Income based media
• Channels

• Feedback
Figure 1. Conceptual framework of the study.
40 Village-Level Knowledge, Attitudes and Practices on Solid Waste Management

triangulation of data. Data obtained were analyzed self-employed, and earned low monthly income
using descriptive statistics. Correlational of PhP 20,000 and below (53 %). The self-
analysis was done through Pearson’s product employed engaged in home-based small-scale
moment correlation to establish the relationship businesses (e.g., real estate selling, network mar-
of the independent variables (socio-demographic keting, sari-sari stores, etc.). Only 42% earned
characteristics like age, gender, education, incomes of PhP21,000 and higher. Females as the
income) with the dependent variable (knowledge, majority of the respondents were also obtained in
attitudes, and practices on SWM) using the Sta- past studies on SWM, like that of Ortigoza
tistical Package for Social Sciences (SPSS) soft- (1993), Cedillo (1996), of Benavente (1999), of
ware, as well as to relate knowledge and attitudes Dolores (2001), of Lapitan (2004) and of Cal-
(dependent variables) to the practice sena (2006). The reason was that they were the
(independent variable) of proper SWM. One-way ones usually at home. The study also affirmed the
ANOVA and were also used to compare the characteristics common among the respondents
means between groups and to test the significance in related studies, which were good literacy levels
of the differences in the means. T-test for (high school education at the least), low income
independent means were used as post hoc test to and in middle-age adult stage. This socio-
obtain the most significant mean difference demographic information would be important
among groups. considerations in planning environmental
communication interventions.
The level of environmental knowledge was
based from scores obtained in a 49-points test. Knowledge, Attitudes and Practices on
All correct answers were given 1 point each, to Household-Level Solid Waste Management
make this dependent variable at the interval level
of measurement. Attitude on solid waste Knowledge
management was rated based on responses to
given statements (11 points-test). Responses Majority of the respondents knew important
were assigned values from 0-2 with favorable solid waste management concepts as well as
ones given 1-2 scores, while unfavorable or “do related environmental concepts like pollution,
not know” answers were given 0 score. On the global warming due to destruction of ozone layer
other hand, practice of solid waste management where burning of trash was a contributory factor,
was obtained through scores in a 23-points test. and flooding– all effects of improper solid waste
Responses were given values of 1-2 points for management. Pollution also was an issue residents
favorable and 0 point for unfavorable ones. of Bay (Lapitan 2004) and Lumban (Benavente
1999) in Laguna were also very aware of. It is
Communication preferences were derived interesting to note that 54 % knew about zero
from the respondents’ direct expression of their waste, which was higher compared with the
preferences. For the community-based information survey among 27 members of the SWM committees
sources, the mean values were derived from the in Los Banos, Laguna, where Arche (2003) found
rank values of each item with the lesser value out that only 41 % was able to define Zero Waste
having the higher ranking. Frequency and technology correctly. Nevertheless, Librero and
percentages were obtained for the preferred Canonizado (2000) said that the increase in
community-based feedback system. public concern over environmental issues is
among the gains that would promise major
RESULTS AND DISCUSSION benefits for the future.

Socio-Demographic Profile of the Respondents Such promise holds true in SWM concerns.
In this study, most of the respondents already
Majority of the residents in the village were knew important solid waste management concepts
females (52 %), middle-age adults (ages 41-60 like the 3Rs (reducing, reusing, recycling) and
using the life development stages by Wolff et al. segregating waste, like what waste materials were
1983), college graduates (64 %), unemployed or biodegradable and non-biodegradable. Lubag (2005)
Journal of Environmental Science and Management Vol. 13. No. 2 (June 2010) 41

in her study in Los Banos, Laguna also obtained any existing one. This was actually correct because
high awareness among households on segrega- there was no existing project on solid waste
tion and the 3Rs. This showed they could readily management in the different phases of the
receive and process information on waste segre- village, which made those who did not give any
gation, a critical component of ecological solid project name also correct. Concrete plans of
waste management and mandated by it. It must different homeowner associations on solid waste
be noted that a television advertisement management have yet to be implemented. Many,
"Hiwalay" was produced by the Metropolitan however, were able to identify the goals of a
Manila Development Authority (MMDA) in solid waste management project, signifying high
October 2001 as tool for enhancing awareness knowledge level of the nature of such kind of a
and action about waste segregation. Cochico project; although none was existent at the time of
(2002) found out that the media strategy was study. The zero (0) answer was from those who
effective in terms of message understanding, did not or would not like to provide any answer
recall and motivation. Along the assumptions of at all, as they did not know the goals of solid
TRA, the TV spot strengthened the behavioral waste management projects.
intent to segregate waste, and with the presence
of such intention, the likelihood that the desirable After assigning values to the responses, high
behavior could be achieved, increased. mean scores were obtained by most of them
(Table 1). As to the differences of the means,
The reasons cited by some respondents as to ANOVA showed that there were significant
why they answered “can’t say” presented some mean differences in knowledge scores
points that tend to be overlooked in devising among education, age and income groups
messages for SWM communication materials. (Tables 2, 3 and 4), at the 0.05 level. The most
For the waste material “tin can,” for example, a man significant mean difference was on age groups,
insisted that although it was non-biodegradable, with t-tests (used as post hoc test) indicating
it could also decompose when corroded. Same significant disparities between the young
line of reasoning was applied to iron and steel. adult and the elderly, t(43)= 4.71 ρ <.05.
For fruit peelings and dried leaves, these were
correctly identified as biodegradable by two Based on the indicators in the Steps to
respondents but they insisted that since these Behavior Change (SBC) Framework (Piotrow et
decompose very slowly, these could not really be al. 1997), majority reached the three steps on
categorized into just one kind. These would have knowledge,– Step 1: majority could recall
implications in communicating solid waste messages (about solid waste management); Step
management, particularly on waste segregation 2: understand what the concepts meant; and Step 3:
ideas. "Audiences have different ways of thinking, could name (or identify) products (kinds of solid
different vocabulary "(Piotrow 1997) and thus, waste), methods/practices (recycling) and sources
perception, interpretation, understanding, of services (solid waste management projects).
which are elements of the Convergence Model:
would have to be considered. Arche (2003), in fact, To explain the factors associated with
found out that there was low comprehensibility of knowledge, Pearson’s product moment correlation
environmental science terms in Filipino among was used to determine if there was a relationship
SWM stakeholders. The communication strategy between the knowledge on household-level solid
therefore, should strive for messages that would waste management (dependent variable) and the
bring about mutual understanding. respondents’ socio-demographic characteristics
(age, gender, education and income as the
When the respondents were asked to classify independent variables). The influence of knowledge
waste materials based on given recycling and to practice was also tested. Statistical significance
reuse methods, most of them answered correctly. was achieved if ρ<0.05.
As for the respondents’ awareness of solid waste
management projects in the community, majority To explain the factors associated with knowledge,
(71 %) answered “no” or they were not aware of Pearson’s product moment correlation was used to
42 Village-Level Knowledge, Attitudes and Practices on Solid Waste Management

Table 1. Means and standard deviations (knowledge, attitudes and practices) (N=100).
Variable Knowledge Attitudes Practices
Mean SD Mean SD Mean SD
Education
EG 34.50 9.19 7.50 .70 16.50 2.12
HSUG 37.00 8.00 . 19.00 .
HSG 38.38 6.30 7.23 1.30 16.69 3.59
VG 42.00 3.65 8.50 1.29 15.75 7.89
CUG 42.75 3.10 7.67 1.55 17.50 5.71
CG 43.86 3.02 8.08 1.47 17.92 4.48
PG 46.00 .00 8.67 1.52 20.00 2.64
MG 44.00 9.19 10.00 . 20.00 .
Age
YOUAD 43.66 9.13 8.19 1.42 17.39 4.46
MIAD 42.67 16.52 7.9 1.53 18.0 4.78
ELD 37.44 43.77 7.2 0.97 17.33 3.84
Sex
Female 43.21 3.91 7.69 1.44 17.69 4.15
Male 42.25 4.63 8.25 1.42 17.69 4.98
Income
NOIN 40.64 6.15 7.48 1.26 17.16 4.03
LOW 42.82 3.59 7.76 1.56 18.76 4.33
MED 44.11 2.79 8.41 1.39 16.15 4.92
HIGH 43.67 2.89 8.40 1.40 19.00 4.52
Note: EG=elementary graduate; HSUG=high school undergraduate; HSG=high school graduate; VG=vocational graduate; CUG=college under-
graduate; CG=college graduate; PG=post-graduate; MG=medical graduate; YOUAD=young adult; MIDAD=middle adult; ELD= elderly;
NOIN=no income;

Table 2: Analysis of variance data on knowledge differences among educational level groups.
Sum of Squares df Mean Square F Sig.
Between Groups 531.189 7 75.884 5.439 .000
Within Groups 1283.561 92 13.952
Total 1814.750 99

Table 3: Analysis of variance data on knowledge differences among income groups.

Sum of Squares df Mean Square F Sig.
Between Groups 174.081 3 58.027 3.395 .021
Within Groups 1640.669 96 17.090
Total 1814.750 99

Table 4: Analysis of variance data on knowledge differences among age groups.

Sum of Squares df Mean Square F Sig.
Between Groups 289.388 2 144.694 9.201 .000
Within Groups 1525.362 97 15.725
Total 1814.750 99
Journal of Environmental Science and Management Vol. 13. No. 2 (June 2010) 43

determine if there was a relationship between the that knowledge somehow decreases as age
knowledge on household-level solid waste incr eases. Gender was not significantly
management (dependent variable) and the correlated with knowledge. These correlations
respondents’ socio-demographic characteristics corroborate findings by Cedillo (1996) that
(age, gender, education and income as the awareness at the local level on environmental
independent variables). The influence of knowledge problems including garbage was directly and
to practice was also tested. Statistical significance proportionally affected by the respondents’
was achieved if ρ< 0.05. education and age but not by gender and occupation.
Ortiz (1996) who had younger (25-30 years old),
Tables 5, 6, 7 and 8 present the statistically predominantly male, and higher educated sets of
significant relationships of variables, ρ< .05. The respondents, likewise found a positive relationship
relationship between education and knowledge between knowledge and age/education.
was stronger (0.527) than the relationship
between income and knowledge (0.272). This Existing knowledge levels is an important
suggested that education was more important consideration in communication planning.
determinant of knowledge levels on SWM than Roberto (1991) said that knowing the audience
income. Age and knowledge had a weak negative Communication (IEC), considered one of the
relationship, r (98)= -0.402, ρ< .01 which implied more dominant development communication
Table 5. Correlation matrix of education and KAP.
Education Knowscore Attscore Pracscore
Education 1.000 .527**
Knowscore .527** 1.000
Attscore .202* 1.000
Pracscore .126 1.000
Knowscore= knowledge score; Attscore= attitude score; Prascore= practice score. ** ρ <.01, * ρ <.05

Table 6. Correlation matrix of income and KAP.

Income Knowscore Attscore Pracscore
Income 1.000 .272**
Knowscore .272** 1.000
Attscore .255* 1.000
Pracscore .024 1.000
Knowscore= knowledge score; Attscore= attitude score; Prascore= practice score. ** ρ <.01, * ρ <.05

Table 7. Correlation matrix of age and KAP.

Age Knowscore Attscore Pracscore
Age 1.000 -.402**
Knowscore -.402** 1.000
Attscore -.141 1.000
Pracscore .003 1.000
Knowscore= knowledge score; Attscore= attitude score; Prascore= practice score. ** ρ <.01, * ρ <.05

Table 8. Correlation matrix of gender and KAP.

Gender Knowscore Attscore Pracscore
Gender 1.000 -.113
Knowscore -.113 1.000
Attscore .192 1.000
Pracscore -.001 1.000
Knowscore= knowledge score; Attscore= attitude score; Prascore= practice score. ** ρ <.01, * ρ <.05
44 Village-Level Knowledge, Attitudes and Practices on Solid Waste Management

strategies. He suggested devising specific IEC the reason why this attitude was rated unfavorable.
messages for different behaviors in a process Majority of the respondents realized their roles
called audience segmentation. and stake in SWM in the village, and expressed
willingness to participate in the campaign by
Attitudes acquiring/giving knowledge, time and effort to it.
In fact, all of them accepted that they have a
Majority of the respondents had favorable responsibility to fulfill in SWM. This is a big plus
attitudes on waste, regarding it as something of factor for any village-based SWM campaign. Mapa
value. This is a positive factor in a campaign for (1997) also cited results from studies that majority
solid waste management which involves the felt joint responsibility with the government for
development or enhancement of desirable attitudes, environmental conservation, which were consistent
one of which is to view waste as a resource and with his findings in the barangays along Laguna
people could actually benefit from it. According Lake in Laguna.
to TRA, this constitutes an individual's behavioral
intention, determined by salient beliefs about the However, while many believed that they
benefits and costs of performing the desired behavior. could improve on their present system of SWM
in the household; many (71 %) also declared that
Those who adopted the midway position on they were contented with their present system.
the value of waste were given “neutral” rating. This unfavorable attitude could mean non-
Some people who fell in this category expressed receptiveness to new systems which a SWM
disappointment on the lack of means or knowledge project might initiate.
by which they could recycle waste, especially the
biodegradable ones. Since these stink fast, they The attitude of waiting for others to join a
are forced to throw these materials, although project first as a condition for participation
segregated. A campaign or project could exhibited skepticism, and thus, was considered
potentially make these people join those with unfavorable. Majority however, did not agree on
favorable attitudes. For one, the concept of this, hence, showing a favorable attitude. These
segregation might need the integration of related respondents said that they usually decided on
concepts on resource recovery, which includes these things and took the initiatives without waiting
composting. Given the outcome of people already for others to influence them. Along TRA, their
segregating waste, what is the context? What behavioral intentions were more a function of
should be next? Campaigns should be planned so positive feelings towards SWM and not much on
as to address the increasing levels of KAP, like subjective norms. Majority responded favorably
scaling-up of the campaign to include larger to messages about SWM- value of waste, causes
goals and skills building. of waste problem, roles, and stake in SWM-
which corresponded to the SBC Framework.
Majority of the respondents realized their
contributory role to the SWM problem, taking One-way ANOVA showed that there was
into consideration the internal factor first before slightly significant difference in attitudes on
laying the blame on external factors. For this SWM between females and males (Table 9).
study, this attitude was rated as favorable since if Pearson r correlation tests reflected the significant
people realized that problems were caused by correlation of education and income to attitude
themselves, then they would also realize that they towards SWM (Tables 2 and 3). Age and gender,
could do something to solve the problems. however, were not significantly correlated to
attitude on SWM (Tables 3 and 4).
Internal factors were within the control of the
respondents while external factors were beyond Practices
their control. Attributing the cause of a problem
beyond their control could be interpreted as freeing Majority of the respondents knew segregation
themselves from the accountability, responsibility, (55 %), and r euse and recycling (51 %),
and stake to the solid waste management concern- and comparing with the knowledge, this showed
Journal of Environmental Science and Management Vol. 13. No. 2 (June 2010) 45

Table 9. Analysis of variance data on attitude differences between females and males.
Sum of Squares df Mean Square F Sig.
Between Groups 7.763 1 7.763 3.765 .055
Within Groups 202.077 98 2.062
Total 209.840 99

that they practiced what they knew. Correlation or vacant lots nearby and mixed with soil. This
tests validated this; there was positive relationship was being done by the residents without
between knowledge and practice, r(98)= 0.57, consciously thinking that what they were doing
p<0.5. Respondents with higher knowledge had any positive effects on the environment, and
scores were more likely to practice SWM. The was thus considered favorable. Since this was
result contrasted with the findings of Ortiz (2001) essentially composting, their responses were
in Angeles City, Pampanga that “high knowledge categorized into “composted”. Health and sanitation-
level and favorable attitudes toward environmental related concerns were among the reasons cited
issues did not necessarily result into favorable for engaging in favorable practices on SWM.
environmentally-sound practices”– and this, she This implied that communicating SWM needed
called the break in the knowledge-attitude- to integrate the principles of environmental as
practice continuum." well as health communication.

As to their practices, paper, bottles, plastic Basing on the results, biodegradable waste
containers, tin cans, newspapers and tires were were generally being reused or recycled in the
generally sold. Glass jars, boxes and plastic village. Past studies in Laguna showed that in
spoon/fork were usually kept for future use. Old Calamba, there was recycling of waste but most
items (clothes, bags, shoes) were commonly of the respondents did not segregate their waste
given away. All of these favorable practices only (Cedillo 1996). In Bayog and Mayondon in Los
needed to be reinforced because they already Banos, there was waste segregation but most did
existed. Majority in the village reused/recycled not recycle their waste (Santos 1996). It could be
or sold/gave for reuse and recycling the non- seen that desirable SWM behavior do not
biodegradable waste they generated. actually exist simultaneously and consistently.
Thus, many were still segregating and throwing
From the city census data (Profile of all waste generated by the households. This could
Residents, n.d.), eight percent of the house- explain why a large chunk of the budget of the
holds still resorted to burning as a form of waste homeowners association was spent on garbage
disposal. This was similar to the results in this collection and SWM.
study wherein five percent of respondents burned
their waste. This practice has negative effects on Majority engaged in favorable practices.
the environment. In fact, this was prohibited under Segregation, reuse and recycling methods enabled
the Clean Air Act, and thus, was considered people to adopt desirable behavior on proper
unfavorable. Ortigoza (1993) found that residents management of both biodegradable and non-
in Bulacan also burned their garbage. This implied biodegradable waste. The “not applicable”
one favorable practice being negated by another answers came from people who did not generate
unfavorable practice. Moreover, Dolores (2001) the specific waste, like they did not buy newspapers
found that burning was associated with those or they did not own cars or pets. This implies that
who were older and married. consumption has something to do with waste
generation and thereby SWM practices. Using
Likewise, there was a general pattern of the SBC Framework, the respondents chose a
recycling biodegradable materials among the method or practice and began or continued using
respondents. Leftover food was fed to animals the practice. These practices, however, were
(pets), while plant parts, manure, peelings and negated by improper SWM practiced by many
entrails were generally dumped in the backyard such as burning and occasional non-segregation
46 Village-Level Knowledge, Attitudes and Practices on Solid Waste Management

of waste. Adopting the strategic extension SWM is largely viewed as the concern of
communication approach, these different levels government, be it local or national. A related law
of practices would call for categorizing the to RA 9003- Republic Act No. 7160- would
audience into the Motivated Group, the Skeptical explain this attitude, which “stresses that the
Group and the Resistant Group, as in the LGUs shall be primarily responsible for the
experience in Bangladesh (Adhikarya, 1993) implementation and enforcement of Solid Waste
Management Act” (Laguna Provincial Government
Pearson r tests proved no significant News Release 2005). Furthermore, SWM was
relationship between gender and all the three also widely viewed by residents as the concern of
dependent variables (Table 4). Thus, high level homeowners’ associations and community-based
of knowledge, favorable attitudes and favorable organizations delivering social services to the
practices in SWM appeared to have nothing to do village, so the former ranked third while the latter
with gender. This finding does not conform to the ranked fourth.
study of Kim Yang Hee (1993, as cited by Mapa
1997) showing that women were better aware of Community and Mass Media
the effects of everyday behavior on the environment
than men. In communication campaign planning, Among the various media available for use
therefore, messages must not be biased to one within the community, local cable channel was
particular gender, as it is a common notion that the most widely preferred medium of SWM
household SWM is only the concern of women, information. This proves the mass appeal of
particularly mothers. Campaigns must actually television, although the people implied preference
strive to be gender-fair, and being such, need not for localized message content. The advent of
always have serious undertones. The case of cable television technology and the strategy of
MMDA's "Hiwalay" advertisement for example, cable television firms to add community channels
was humorous, yet found to be gender-fair and in their programming have created opportunities
effective (Cochico 2002). for local campaigners and marketers to have ac-
cess to a high-reach media. Another mass me-
No correlation was obtained between attitude dium, radio, obtained wide preference (rank
and practice, r(98)=.187, p > .05, which means number 4). Since most of the respondents of this
favorable attitude does not necessarily translate study fall into 0-low income bracket, and
into favorable practice on SWM (Table 10). considering their media preference, it becomes
apparent that television and radio were the more
Table 10. Correlation Matrix of Knowledge, Attitudes appropriate communication channels to use. As
and Practices. stated in the marketing mix designed for the
Knowscore Attscore Pracsore Project LEAN, (Velasco, Cadiz and Lumanta
Variables n.d.,), “low income consumers could be reached
more effectively through television and radio."
Knowscore 1.000 .057 .214*
Attscore .057 1.000 .187
It could also be inferred that printed materials
Pracsore .214* .187 1.000 normally distributed in large numbers have less
*Correlation is significant at .05 level(2-tailed) appeal for the respondents. This was the case
although most of the respondents were college
Preferred Community-Based Information Media graduates who were assumed to prefer print
media. Because of this observation, the
Interpersonal Sources homeowners’ association may have to rethink its
common use of the community board and
Government people were the most preferred newsletters to spread information, for these do
information sources on SWM, with the barangay not seem to enjoy wide preference among the
officials having the highest ranking; national residents. Respondents also preferred seminars
agencies second, and the municipal government, and trainings (rank No. 2), which involved
fifth. This could be attributed to the fact that interpersonal communication, and banners (rank
Journal of Environmental Science and Management Vol. 13. No. 2 (June 2010) 47

No. 3), because they were attention-getting. survey is an essential first step in providing
These could serve as guides for the marketing information for campaign planning and strategy
mix to be designed for the SWM campaign. development. Based from the socio-demographic
characteristics of the respondents, a communication
The relevance of feedback system in a strategy could be drawn specifically in Sta. Rosa
project could not be discounted. Providing City. Results could guide local campaign planners
opportunities for open communication and in designing message content, channels and
feedback is one way of overcoming resistance to feedback. The knowledge levels had been found
change (Wolff et al. 1983). Since an SWM project to be high so messages should go a step beyond
would entail behavior change in terms of being informative but focus on sustaining
knowledge, attitudes and practices, a feedback motivation in sustaining SWM practices. The
mechanism consciously set up as part of a SWM planners may or may not take into account the
project would help ensure success of its recipient’s age, gender, education and income
implementation in the village. Rebugio (1993) since these factors have been found to have no
said that communication as information sharing association with practice. Based on the indicators
process plays an "important role in ensuring of the SBC Framework, majority were past the
relevance and effectiveness of environmental Knowledge, Approval, Intention and Practice
management concerns." Stages. The communication challenge is therefore,
to achieve the highest step of behavior change
The most preferred feedback system was which is advocacy.
through meetings of the homeowners’ associations,
which was understandable considering that most Majority of the respondents knew and practiced
of the respondents were members of these groups. segregation, reuse and recycling. Most of the
Again, interpersonal media were preferred over a respondents also assumed responsibility and
printed material distributed in large number stake at SWM. These respondents said that they
(feedback form). usually decided on these things and took the
initiatives without waiting for others to influence
CONCLUSION AND RECOMMENDATIONS them.

Solid waste management (SWM) would In this study, therefore, the applicability of
remain to be the most urgent concern and task of the TRA in SWM behavior in an urbanized area
urbanizing towns in the periphery of Metro was found to be limited, particularly on the function
Manila, the most notable of which are in Calabarzon. of one's positive attitude toward performing the
Rapid development brings rapid population behavior, and the function of one's perception of
growth rate as experienced in Sta.Rosa City. The social pressure to perform the behavior. This is
challenge confronting the City and many other because of the complexity of the relationships
booming towns in the country was the balance between knowledge and action. As UNICEF's
between environment and development. Toward lessons from experiences in implementing
this end, communication strategies toward development programs would indicate, "some
environmental protection becomes crucial. actions require higher levels of knowledge and
Particularly in SWM, turning intention to commitment" (McIntyre and Peter 1996).
desirable behavior and creating favorable social Littlejohn (2005) further explains: "this is because
and political environments should not only be the we do not always behave in accordance with our
concern of local officials but also of residents. intentions… People are notorious for going
against their own best intentions… what you
The audience's KAP level could be used as a think about issues and how you will behave will
basis to consider, in general or broad terms, the result from a complex interaction of variables,
type and direction of an extension campaign and the work of Fishbein and Ajzen helps us see
strategy. While the specifics and details of the what those relationships are."
strategy still need to be developed further using
other types of information and data, the KAP Thus, the study incorporated the perspective
48 Village-Level Knowledge, Attitudes and Practices on Solid Waste Management

of communication as a process in Convergence deeper into other aspects of behavior, like analyses
Model that would explain the p eople's of factors causing people’s actions. While it was
interrelationships with other factors in the established that knowledge does contribute to
environment and which affect their knowledge, practice, it is wrong to assume that knowledge
attitudes and practices. This study adopting the alone leads to practice. There may be other factors
micro (village) level unit of analysis highlights that motivate and make people act the way they
the perspective of locality and smallness of scale, do. One of the variables of the Theory of Reasoned
and of being more on "receiver-centric" orientation. Action that may be covered in future similar
The focus is on communication process, context studies is the behavioral norms existing in the
and outcomes rather than in infor mation community. While the study may also have
dissemination and diffusion, which according to found no correlation between attitudes and
Mc Quail (1983:97 as cited by Servaes 2003) is practice, favorable attitudes have been found to
among the recent changes in development lead to favorable practices in a number of situations.
communication perspectives. This lays the
groundwork for the development of context- There must also be studies on the changing
process-outcome conceptual frameworks as applied pattern of communication behavior among people.
in environmental communication and management. Information on SWM distributed by government
agencies tend to be coursed through communication
Recommendations could be categorized in channels that were on extremes: those which are
two general areas: Toward effective solid waste costly like full color posters pasted on major
management program in subdivision-type roads and public places or through poorly
settlements and addressing research gaps in reproduced copies of the original materials.
communicating SWM as an area of development There must be research if these channels
communication research. communicate their messages at all and if the
desired social outcome of mutual understanding
Toward effective SWM Program is met. Print media seem to be losing its former
position as among the preferred information
For appropriate communication strategy, sources and feedback mechanisms. Even college
planners could use the respondents' preferences graduates prefer media that are highly visual and
such as television, seminars/trainings, and banners interactive, and these are the areas that need further
(mass media) and barangay officials, national research.
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ENDNOTES
1
The Philippines Environment Monitor series,
launched in 2000, presents a snapshot of key
environmental trends in the country. It aims to
engage and inform stakeholders on key
environmental changes as they occur. The 2000
Monitor benchmarked trends in environmental
indicators associated with water and air quality,
and natural resources conservation. Unlike
economic indicators, environmental changes,
however, occur over a period of time, and therefore,
annual variations are difficult to measure or
assess. Thus, the series is designed to track
changes in general environmental trends every
five years. In the intervening years, the Monitor
will focus on specific annual themes to highlight
critical and emerging problems (World Bank
2001).
2
The Philippines’ RA 9003 also known as
“Ecological Solid Waste Management Act of
2000” was enacted last January 26, 2001. The
law mandates all, and specifically the LGUs “to
adopt a systematic, comprehensive and ecological
solid waste management program” (Republic of
the Philippines, RA 9003).
3
Solid Waste Management is defined as
“discipline associated with the contr ol of