The benefits of recycling seem straightforward. The practice reduces waste sent to landfills, conserves natural resources, reduces pollution and creates jobs. And the majority of Americans do recycle... sometimes.

Far fewer, however, do it consistently.

“Recycling is a behavior,” Brian Iacoviello, an assistant psychiatry professor at the Icahn School of Medicine at Mount Sinai in New York City told The Huffington Post. “Much like exercising or eating healthily, people often engage in this behavior less than they ‘should.’”