Segment 6 – Disinterested
‘To
be honest I don’t really think about the environment’
Disinterested (D). This
segment is currently disconnected from taking on personal
responsibility or undertaking green behaviours since they have no real interest.
However, their current level of lip-service to the issue of climate change does indicate
recognition that such issues are current and of some social value and significance.
For younger consumers
and those with less disposable income, increasing their level of
concern may help them take up more energy efficient (cost- saving) behaviours in the
home and make better choices as they need to replace old white goods. Building
aspiration and status for other green choices, like new energy sources and cars, may
help those with more disposable income reduce their negative contribution.
Strong negative stereotyping
of relatively more damaging individuals (such as non- and
poor- recyclers, or high car users) are likely to be important in driving better
environmentally friendly behaviours (for example, more thorough recycling).
