Behavioral Science Applications for Improving Waste Fee Collection Efficiency: A Case Study of Phayao Municipality

Abstract

This study aims to examine the current challenges and measures related to municipal solid waste fee collection in Phayao Municipality which faces financial constraints, public misconceptions, and a cost burden that exceeds its revenue. The objective is to apply behavioral science-particularly Nudge Theory-to develop more effective mechanisms for waste fee collection. The research employed an experimental design within a qualitative framework, utilizing semi-structured interviews with municipal executives, relevant officers, and community leaders. Two communication-based behavioral interventions were piloted: the public dissemination of waste collection routes and payment channels, and the distribution of bilingual payment-confirmation stickers to annual fee payers. The study identified two major dimensions of the problem: the citizen dimension, which involves a lack of civic awareness, misunderstandings of fiscal responsibility, and negative perceptions of public service; and the governmental dimension, which includes limited resources, outdated fee collection systems, and administrative mechanisms misaligned with the local context. Results from the intervention showed that the sticker-based measure significantly influenced citizen payment behavior, increased short-term revenue, and fostered positive social incentives. It is recommended that municipal policy structures be revised to strengthen civic understanding and that successful behavioral measures be expanded to other municipalities or integrated into broader policy frameworks-especially in contexts where resource constraints and limited public cooperation hinder sustainable waste management