Segment 2 –Constrained
Green
‘I have to think about cost above all else but I’m happy that
I do things to
be green and I would do more if I could’
Constrained Greens
(CG). This appears an important group to target early as there
was much warmth towards increasing their green behaviour in the future, but they are
currently limited by circumstances and knowledge. Financial saving was a key
motivator for them, so improving knowledge around low cost or money saving
behaviours, such as energy and water in the home, purchasing, recycling and re-use, will
help build their level and repertoire of behaviours. As they aspire to ‘green-ness’
(attitude and behaviour) as part of their identity, there is potential to use them as
ambassadors or ‘normalisers’ and through the latter as a means of making others feel
guilty.
