Aims & Objectives: In response to challenging targets to reduce household waste, the Environmental Psychology Research Group at the University of Surrey undertook a research program to develop innovative methods to increase participation in Guildford’s Kerbside Recycling Scheme. The psychological dimension of recycling is often overlooked and usually just considers personal attitudes and convenience. This research placed the focus on social aspects of recycling as a behaviour and examined how Guildford residents’ waste management habits are determined by neighborhood influences and their own sense of who they are. Drawing on theories of social norms, social identity and planned behaviour, a number of neighborhoods in a UK town were identified to receive feedback about how well their street was doing in terms of recycling participation. Participation levels in the kerbside collection scheme were monitored over the 10 weeks during which households were receiving different forms of feedback involving comparisons with other areas, their own previous performance and local authority targets, and compared with a control group. The field experiments achieved an increase in recycling rates of up to 90% participation in some streets and remained high (80%) even after the feedback had been discontinued. This paper will report on the design and results of these field experiments