‘Consumers with a
Conscience’ were relatively knowledgeable about ‘green’ issues and
behaviours, but whilst the environment was important to them it was not critical.
However, they showed some admiration for the level of commitment shown by the real
‘greens’. They struggled to give more priority to their ‘green’ intent as other
issues and
an undercurrent of scepticism often interfered with their aims.
“It’s also in the last 10 years that you have been hearing more
about global warming as well. It’s really
hit home. The green party, Greenpeace, it’s all more prominent now”
[Male, C2, 25, Co- habit, Wrexham - CWC]
“I like to think I am more green than my friends. I see them constantly
at parties and that, they have the
green boxes in their house or their garden, but the normal bin is full. It may not be the time or the
place,
I’m at a party, but I want to tell them to do the recycling! I’d like to think I’m fairly
green, but I don’t
push myself as much as I could I suppose”
[Male, C2, 25, Co- habit, Wrexham - CWC]
For the Muslim respondents,
green values emerged as part of their religious ethics and,
hence, this helped motivate their greenness as it was, to some extent, seen as
aspirational.
