ECOLOGICAL ARGUMENT AND COGNITIVE DISSONANCE CLIENTS-USERS IN THE SETUP OF TRANSPORT WASTE UNDERGROUND WITHIN ECOQUARTIERS

Abstract

This study focuses on the customers-users attitudinal and behavioral perspectives regarding an
automated vacuum waste collection system (AVWCS) implemented in Romainville (France) ecodistricts. We implement a qualitative exploratory data analysis based on interviews of the ownerbuilder, the company operating the system, and the inhabitants of Romainville eco-districts. Our
study shows that the AVWCS is the subject of ambivalent customers-users representations in spite
of important public communication campaigns regarding their practicality and positive ecological
incidences. Some customers-users attitudes/behaviors are dissonant combining AVWCS’ ecological
arguments, reliability and viability. Cognitive dissonance can deter some customers-users from
AVWCS adoption, leading to effective resistant and sometimes deviant behaviors.