This mindmap has been
produced from a report to the Welsh Assembly Government
entitled: 'Attitudes to Climate Change and Environmentally
Friendly Behaviours in
Wales' (2007)
The study was carried
out throughout Wales with one to one interviews and
questionnaires. The individuals were described as 'the audience' and the classification of
them into different groups, according to their attitudes and behaviour towards the
environment, was called 'segmentation'.
The key questions of the
survey were:
- What is the level and nature of awareness, knowledge
and concern in respect
of the issue of climate change?
- What are the motivations and barriers to considering
the issue and taking up
environmentally-friendly behaviours?
- What specific behaviours can the Welsh population
be encouraged to take
up more readily/easily and which require greater persuasion/facilitation?
What is the nature of that persuasion?
- To
what extent does the Welsh audience differentiate in its attitudes towards
both climate change and take up of environmentally friendly behaviour?
The mindmap sets out the
results in a dynamic loop diagram which traces a pathway
from attitudes to climate change, via drivers of personal action necessary to overcome
barriers and motivate people to adopt more environmentally- friendly behaviours in
the future. As such it is the outline of a new social system for making
policy on
environmental issues and organising communications campaigns and feedback on their
effectiveness.
