ESTRATEGIA DE RESPONSABILIDAD SOCIAL PARA LA PROMOCIÓN DEL RECICLAJE DE RESIDUOS EN AL ÁREA URBANA DEL DISTRITO METROPOLITANO DE QUITO.

Abstract

The development of social responsibility strategies for the promotion of recycling in the urban area of DMQ is the purpose of the present study. To carry out this research a qualitative and quantitative study exposed raised in two stages: exploratory and descriptive. In the exploratory stage, reviews of sources of public, private and secondary information of the problems of study and solutions given to this respect (yearbooks, statistics, books, accountability reports, web documents) were made; some in-depth interviews were also conducted with experts in policies of social responsibility in waste treatment: Secretariat of Environment and Emaseo EP. In the descriptive stage, according to the study variables found in secondary sources of information and the expert valuation, 384 surveys were conducted, that allowed to know the key factors affecting the Quito citizenship concerning their behavior in recycling waste. According to the study, it was determined that the main cause for the lack of recycling is the lack of knowledge of the system among citizens, and specifically of the heads of household; hence, the need to develop and implement communication strategies by applying the AIDA method (Attention, Interest, Desire and Action) to finally achieve in the population a generation of a culture of recycling.