Barriers were also largely
split between those that are rational and those which are
emotional in nature. Table 2 below summarises the range of barriers and how they split
across these two categories.
Table 2: Overview of Barriers
|
Rational
|
Emotional
|
- Living situation/geography
- Lack of opportunity/availability
- Time/money poor
- Elderly/illness profile high
- Appearance
- Poorer quality/ineffective
- Extra cost (actual or perceived)
- Not fit with lifestyle/extra effort/
inconvenient
- Lack of awareness of behaviour/or
info
about how to do it
- Lack of interest
|
- Emotional baggage of green
stereotype
- Un-cool/naff associations with
products/ behaviours
- Sense of deserving
gratification/indulgence
- Pride – dismissal of second-hand
as
charity
- Concerns about ‘dirt’ and ‘disease’
–
“you don’t know where it’s been”
|
|
Scepticism/cynicism → Low relevance/no real damage
- Natural phenomenon?
- Lack of confidence in value/impact
of personal behaviours (perception that higher level
intervention required)
|
Scepticism and cynicism is a barrier which spans both categories and is also
present to some extent amongst all segments.
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