All respondents in this
segment were very proactive in terms of a wide range of
recycling. Their approach was also more thorough compared to other segments: they
made use of local council collection services, as well as visiting recycling centres. They
had started proactively before council systems were set up; so most had been actively
recycling for many years.
Whenever possible these
respondents were keen to reuse what they no longer wanted
by passing things on to charity shops or finding new uses for items themselves, such as
old sheets used as dusters and jam jars for dry food storage. In addition, some were
happy to buy second hand items for themselves, such as clothes and furniture.
In terms of energy
and water saving, once again, a wide range of behaviours were
practiced. Most had always saved energy and water, for as long as they could
remember and had been buying energy and water efficient products for many years
too. Some had replaced an old boiler for a more efficient one, often before it was
absolutely necessary, had fitted insulation and would diligently check energy efficiency
ratings of both new homes and equipment.
“[ES bulbs] The glare’s awful and I don’t like them at all,
but we do use them”
[Female, 36-45, Married/Older Family, New build Est/Mkt Town, Powys, Green]
In the garden,
proper composting (not just a waste dump) was very popular and
wildlife was a focus for some hobbyists. Water efficiency was also sometimes practiced
using at least one water butt.
In the area of travel
and transport, ‘Greens’ were the most willing to compromise of all
the segments. Most had consciously reduced the amount they used their car and/or the
number or type of cars they drove, whilst a few did not have a car. They claimed to
drive more economically and were most aware of what this involved. Most had also
bought progressively more efficient cars over the years, in line with technological
developments, and were more likely to use environmentally friendly fuel, such as
diesel. They had also cut down on air travel, although how much was relative to what
they considered as the norm.
“I try not to stand on the gas and keep it at a sensible pace”
[Female, 36-45, Married/Older Family, New build Est/Mkt Town, Powys, Green]
“I make sure I only use the car once a week … I hate public transport
but I use it to keep down the car use”
[Male, B, 26-35, Cohabit/No Kids, Caerphilly, Green]
Being an ethical tourist
came naturally to them and presented no real information gaps
or dilemmas.
“We used to go to the Mediterranean, now we holiday in Wales. We would
rather not go on an aeroplane”
[Male, B, 26-35, Cohabit/No Kids, Caerphilly, Green]
Greens were also the most
active in the area of food and purchasing, although this
varied in line with what was affordable to the individual. Local and seasonal produce
were preferred overall, and this was backed up with a sensitivity to and avoidance of
excessive food miles by some. Organic food was also viewed positively, but only
bought by those who could afford it. ‘Over’ packaged foods were strongly disliked
and actively avoided where possible. Some also avoided disposable products and
actively tried to throw away less. However, only a little sustainable and environmentally
friendly product purchasing was found amongst this segment in Wales.
“We started using the eco washing powder for clothes, it works well and
smells OK”
[Female, 36-45, Married/Older Family, New build Est/Mkt Town, Powys, Green]
