(i) Personal circumstances
Inevitably, personal circumstances
constrained some of our sample. However, they
emerged as a defining feature of some of the segments identified in the research.
However, where green motivations already exist, personal restrictions were considered to
be a relatively poor excuse, indicating room for improvement through increasing pro-
activity or a stronger solution focus.
Factors within personal
circumstances acting as barriers included the following:
Living situation
Numerous factors relating
to living circumstances were cited as barriers, such as:
- living in small, shared or overcrowded accommodation
limited the amount of space
available for storage, such as recycling boxes, as well as decisions on energy use, etc.
- when living in accommodation with no garden,
related behaviours were not relevant
or applicable
- when renting certain decisions were not
down to the individual, but their landlord,
whether private or council, such as installing meters or insulation
- there seemed to be a reluctance to get into ‘green’behaviours
when someone’s life
was in transition, so adoption was very readily put off till that unknown point in the
future when they expected to feel more settled
- the geography of valleys made walking a wet and
arduous task when alternative
means of transport were unavailable
Lack of opportunity
In some cases this related
to a service not being provided in the local area, such as no
recycling collection at all in a very rural area (and as a consequence, respondents were
less likely to recycle).
In other cases, lack of
opportunity was more about perceptions, such as the amount of
packaging in supermarkets creating a big problem, as much plastic waste could not be
disposed of. In light of this, there was also some feeling that government legislation
would have a significantly greater impact overall on the packaging issue than an
inevitably small group of customers avoiding a few over-packaged products.
Lack of money and/or
time
These emerged as a major
barrier for many, in terms of both considering particular
‘green’ behaviours and/or actually doing them. Some of our sample were found to be
extremely time and/or money poor and this life pressure tended to reduce their
awareness and consideration of the environment. This included full time workers on
good incomes as well as stay at home mothers with large families to care for, and it
inevitably affected them differently.
Old age/illness
While a few respondents
were becoming less mobile as a result of age or illness, some
reported a higher level of difficulty on behalf of others. Difficulty might come in
assimilating new ideas or in changing habits. Both age and illness were also often linked
to poverty which generally reduced choice.
(ii)Perceived compromise
A variety of perceptions
existed which meant green or environmentally friendly choices
were believed to involve compromise (sometimes significant).
Without either conviction
in the overall cause, the value of the action or recognition of
other significant benefits to self, compromise is clearly hard.
While some segments recognised
that compromise would be necessary/inevitable (and
this was acceptable), it was resisted strongly by other segments. There is some potential
to reduce this, however, by improving perceptions of the benefits to be gained, both
rational and emotional.
There is a danger that
compromise can inflate someone’s sense of personal
effort/contribution and so reduce their level of ‘green’ behaviour. Therefore, while
countering perceptions will help, there is also room to ‘normalise’ compromising for
some on the basis of social approval.
Perceptions contributing
to the sense of compromise and requiring countering
included:
Appearance/health risk
There were about concerns
relating to certain behaviours being unhygienic, messy,
smelly and/or ugly. Appearance was an issue to some, such as the ‘look’ of recycling
bins and energy efficient light bulbs, whilst for others it was more about health risks
and safety, such as reducing food waste by eating leftovers and composting. Taking
recycling bins as an example, whilst a few were concerned that they were unsightly,
others were more concerned about the smell, the spread of germs or attracting vermin
as a consequence of unclean items hanging around for several weeks prior to collection.
Poorer quality
Unlike certain food products,
such as organic and free range, there was a generally held
perception that many environmentally friendly products were of poorer quality,
standard or efficacy, as well as being more expensive. Cleaning products, hybrid cars
and second hand goods were amongst those most often mentioned in this context. It
was acknowledged by some respondents that bleach is a very environmentally
unfriendly product, however the perceived need to kill germs, and avoid the possible
consequences of not doing so, outweighed concerns for the environment.
Extra cost
Known or perceived extra
cost for certain products or services was off-putting for
many respondents, for both relatively small as well as larger amounts of money. It was
universally perceived that, unfortunately, the consumer has to pay a premium to be
environmentally friendly and this would include environmentally friendly cleaning
products, organic food, products from sustainable sources as well as sources of
alternative energy.
For those who had a stronger
desire to be environmentally friendly, this was a serious
irritation and one that they felt the government should take some responsibility to
address in order to facilitate greater uptake/adoption.
Lack of fit with lifestyle/inconvenient
Many were found to dismiss
certain ‘green’ behaviours on the basis of them being too
much effort and not fitting within their lifestyle. There was a general sense across the
sample of some unwillingness to compromise some behaviours in certain areas or
beyond particular boundaries.
Travel and transport emerged
as the most contentious area, with few feeling that they
could give up or even reduce their car use. Many had a range of justifications for
retaining their car (and choice of car, e.g. 4x4) – lack of sufficient public
transport/perceived alternative being the most significant factor.
“Society as a whole wants to be greener, but if they start taking away
our cars and make our fuel more
expensive there will be a lot of resistance to it”
[Male, ABC1, 46, Older Family, Mkt Town, Flintshire - EF]
Even some quite environmentally
motivated individuals were unwilling to travel less by
plane; however, others had made conscious decisions to holiday locally (supported by
additional benefits of supporting local economies but carrying some issues around
cost).
(iii) Awareness
and interest
Awareness
While awareness of environmental
concern is growing, awareness on ‘how to’ varies
enormously in breadth and depth. Indeed, some specific ‘green’ behaviours were
unknown across the sample. In other cases there was evidence of awareness, but action
was found to be hindered by lack information or understanding about availability or
how or why one should.
Awareness of battery and
paint disposal was almost exclusively unknown, but simple
and clear communication about local services could address this particular behaviour
very quickly amongst those who are willing to act. Awareness of more environmentally
friendly cleaning products and energy efficient appliances and tariffs were also fairly
low.
However, the sense of
cultural shift through recent high media coverage does mean that
many are now more aware, receptive and concerned than in the past to information on
‘how to’, whilst others have more significant emotional barriers to overcome.
Lack of interest
Whilst some revealed a
lack of interest and an unwillingness to compromise in specific
areas, a minority admitted to having little interest in any environmental matters at all.
On deeper consideration of the issues during the research process, they tended to
report some growing awareness and concern, but it was evident that it would be quickly
and easily forgotten and then dismissed in general life. The common response to the
potential range of ‘green’ behaviours discussed was always ‘I know I should’
rather than
‘I will’.
“I think I am the more environmental aware one than [partner]. I hate
seeing people putting the wrong things
in the wrong bin. They have the option. I could go the whole hog and be totally environmentally friendly,
but I
am just responding to what they provide for us. I am not using my own initiative, but it’s time
isn’t it.
[Male, C2, 25, Co-habit, Wrexham - CWC]
Another factor was the
limitations and possible wear out factor affecting a sole
‘advocate’ in family of Disinteresteds, upon whom all the responsibility for green
behaviours falls. Inevitably, coming up against resistance, or non- compliance of others
(which makes the job harder) means they are likely to limit the energy they give to the
tasks as well as being less open to expanding greenness.
