Integrated Marketing Communication Approaches on the Environmental Issue of Recycling: A Collection of Secondary and Primary Research to Analyze Trends in College Students Recycling Attitudes and Behaviors and The Conduction of an IMC Campaign to Premote Recycling in Highland Square, Specifically

Undertaking this thesis project was a task I was determined to fulfill with the upmost enthusiasm, positivity, and patience. When first deciding the topic of my research, I started with a list of criteria that had to be met: personal interest in the matter, hands on work with people and organizations within Oxford, and a way for me to impact the Oxford community for the better. Choosing to research college students recycling attitudes and behaviors both on and off campus and creating an integrated marketing campaign to raise awareness combined not only information accumulated through my academic years at Ole Miss, but also my passion for environmental sciences and sustainability. Secondary research along with primary research including observational studies, surveys, and interviews were the methods and procedures used to obtain data. It was found that students at the University of Mississippi are previously exposed to recycling behavior from their hometowns prior to enrollment. However, after enrollment recycling participation declines with major obstacles being convenience and availability. Many off campus student housing complexes do not offer recycling services, therefore with the implementation of recycling to off campus housing, student participation in recycling would be projected to increase and expectations of living would in turn rise. As limitations of time and resources prevail, the conclusions of the research is left to be determined. The researcher encourages Highland Square management to consider the findings of the research in favor of switching to the City of Oxford Recycling to implement curbside recycling services. With the implementation of curbside recycling services and the prepared integrated marketing campaign, it is projected that recycling participation by college students would increase and carry with them as a continuous habit throughout their life