Household waste was the favoured method of disposal
of unused medicines. Most people said that pharmaceuticals
were potentially harmful to human health, but fewer saw them
as an environmental concern. Over 80% acknowledged that
disposal of pharmaceuticals is a problem, but not necessarily
for environmental reasons. Risk perception associated with
pharmaceuticals did not affect the method of disposal chosen.
The results of this study suggest it may be beneficial to include
pharmaceuticals in a more integrated recycling policy, possibly
including other potentially hazardous items such as household
chemicals and batteries, making it more of a routine activity
that is seen as being environmentally friendly. Advertisers
often use the generic appeals of a certain type of lifestyle to
sell aspirational products. Appealing to moral sensibilities and
encouraging feelings of altruism may also have a knock-on
effect leading to participation in other ecologically sound activities.
While education on the risks associated with the presence
of drugs in the environment may not be constructive, instructions about the importance of proper disposal could be given
greater emphasis than at present. This might include pharmacies
advertising the fact that they will accept returned medicines and
the more prominent labelling of packaging. The provision of
clear information about what to do removes one of the important
impediments to activity caused by ignorance or confusion. This
may have more effect on disposal behaviour than education
about the risks associated with their presence in the environment