Assessing Traders’ Engagement with Solid Waste Awareness Messages: Cognitive and Behavioral Responses at Wakulima (Marikiti) Market, Nairobi County

Abstract

Solid waste is a global phenomenon which is listed by the United Nations among global objectives under the Sustainable Development Goals set to address challenges facing the world. One of the targets of the SDGs is sustainable waste management practices to reduce adverse impact on the environment and make cities and communities inclusive, safe, resilient and sustainable cities. Solid waste management is therefore a human development issue requiring global effort to address. Whereas public awareness and participation are identified as key elements in solid waste management, it has been noted that awareness initiatives on solid waste management practices are hampered by a lack of sustained engagement, limited access to information, and entrenched behaviours. The purpose of this study is to assess traders’ engagement with solid waste awareness messages: cognitive and behavioral responses at Wakulima (Marikiti) market, Nairobi County. Specifically, the study sought to assess traders' exposure of awareness messages on solid waste management at the market, assess the attitudes of traders toward the sources and formats of awareness messages being disseminated at the market, assess the influence of awareness messages on traders’ waste management behaviors and intentions and to assess how awareness messages on solid waste management can be designed to improve understanding among traders at the market, who were the target population of the study. The study was guided by the Theory of Planned Behaviour and used a convergent parallel mixed method. Primary data was collected using questionnaires and interview guides. Quantitative data was analyzed using SPSS software and the results were presented using descriptive results. The study concluded that Traders at Wakulima Market are exposed to a variety of awareness messages on solid waste management through a combination of digital and community-based channels, designed to address the market’s solid waste management. The attitudes of traders toward the sources of awareness messages on solid waste management are shaped by trust, accessibility and relevance, with varying levels of acceptance. Awareness messages on solid waste management have had a measurable but uneven influence on traders’ behaviors and intentions, driven by the practical constraints and socio-economic realities of the traders. Designing awareness messages on solid waste management for traders requires a focus on simplicity, cultural relevance and practical applicability to enhance understanding. The study recommends that to enhance traders' exposure to awareness messages on solid waste management, a multi-channel, trader-centric approach is advisable to overcome the barriers of overcrowding, time constraints and varying literacy levels among the traders. The study further recommends that Nairobi City County should design a strategy emphasizing trust, interactivity and alignment with traders’ daily realities. Awareness messages should be strategically crafted to be concise, practical and incentivized targeting the traders’ daily routines and socio-economic realities. The study recommends that county government should awareness messages design with clarity, cultural relevance and interactivity, tailored to the needs of traders in a crowded, fast-paced environment.