As global solid waste management systems evolve to include wider elements of sustainability, developing countries are struggling with how best to work with a growing informal sector. This research seeks to investigate how developing country mainstream solid waste management systems can harness the opportunities presented through the informal recycling sector. This research explores the dialogue around „formalisation of the informal‟ and „integration of informal recycling sector into mainstream solid waste management systems‟, approaching this from an informal sector perspective. The research endeavours to offer insights to this discourse from an inclusive, social innovation approach. The research looks at what business models the informal recycling sector use as they adopt or adapt industrialised practices and how these harness inclusion and social innovation. The research area is Bulawayo, Zimbabwe with the informal recycling sector as case study. The main research question is “How can we harness inclusion and social innovation as the informal sector transitions into mainstream economic spaces?” The research employs an inductive qualitative approach through a rapid ethnography, focus group discussions and semi-structured key informant interviews. Key concepts explored in this research include „circumstantial social entrepreneurship‟, „generational informality‟, „value chain alliances‟, „public, private, community and informal sector partnerships (PPCIPs)‟ and „inclusive development as a pre-requisite to formalisation‟. By unpacking the business models employed by the informal recycling sector and how inclusive, social innovation opportunities inherent in these can be harnessed during the transition from shadow to mainstream economy spaces, this research intends to offer progressive approaches on how to unlock shared value during the graduation of the informal recycling sector from shadow to mainstream socio-economic spaces. Additionally, the outputs of this research aim to contribute to context-specific knowledge on types of non traditional social entrepreneurial activity within informal spaces and how these push boundaries of inclusive, social innovation.

Purpose – The purpose of this study is to analyze the relationship between personal norms and pro environmental intentions of youth travelers in Sweden including the intention to involve in sustainable purchasing behaviors while travelling (IISPB), intention to involve in recycling activities while travelling (IIRA) and intention to preserve natural and local resources while travelling (IPNLR). Also the study aims to test the moderating impact that the environmental awareness and ascribed responsibility have on the relationship between personal norms and pro environmental intentions considered. Design/Methodology/Approach- The study distributed an online questionnaire among university students in Sweden employing non probability sampling methods of volunteering sampling and snowball sampling methods. Answers of 293 completed questionnaires were subjected to the analysis, employing structural equation modelling, muli group structural equation modelling. Findings – The results indicated positive and substantial relationships between personal norms and each pro environmental intention considered in the study (IISPB, IIRA & IPNLR). Both environmental awareness and ascribed responsibility could not be tested for its moderating influence on the relationship between personal norms and each pro environmental intention due to the existence of metric variance in the measurements. Practical Contribution –Considering the highly influential impact of personal norms on pro environmental intentions, the study proposes the destination marketing organizations across Sweden to address the moral obligations of young travellers to ensure environmentally friendly behaviors within their destinations. The study proposes to do this via implementing advertising and awareness campaigns, devised to activate the personal norms of young tourists. Value/Originality- This study contributes to the existing gap in tourism literature regarding the application of Norm Activation Model as a moderator model in pro environmental intentions of young travellers in Sweden.