To accelerate the transition to a circular economy, the European member states apply a broad range of policy instruments. Based on recycling rates and public participation on recycling efforts, the Czech Republic seems to be a country that is on the regular way to a circular economy. However, the environmental effect of policy instruments (e.g. P&E campaigns) is going to be exhausted as the recycling rates are not growing significantly anymore. Those, who are convinced recyclers, are recycling today. Nevertheless, how to motivate chronic non-recyclers to increase their public participation at recycling efforts is questionable. We focus on social norms and social environment to explain their recycling behaviour. Furthermore, the awareness about waste separation belongs to important variables that determine the way how non-recyclers proceed in their recycling efforts.