ABSTRACT
The Sociology of Waste approach is useful to support the implementation of innovations in a Municipal Waste Management (MWM) system. Social studies based on theoretical and behavioral evidence can improve the design of policies and interventions. Therefore, this research paper addresses the theoretical understanding of social norms as predictor of positive impact within a community about to adopt PAYT tariffs in São João da Madeira. An indicator of a project´s sustainable impact is when locals make efforts to set new social norms. The perceived most salient patterns of behavior for managing household waste disposal are considered evidences of social norm’s transformation. The perception of the group´s normalized behavior gets coded as descriptive social norm and is considered an influence on behavioral change factors. When the desirable social norm is established, less political and legal guidance is necessary, while the solid evidence of community ownership could ensure the innovation’s long-lasting impact.
