Level of knowledge about
green issues and behaviours was quite low in this segment.
Whilst these respondents recognised that the environment was important, it was not
high consciousness. They seemed to believe that they were better informed than they
were in reality. Misconceptions were commonplace, sometimes validating their low
level commitment.
“We could take the bus. It stops right outside the house. Perhaps we
should do that more. Didn’t think
about it to be honest”
[Male, C1, 65+, Empty Nester, Valleys, South Wales - BC]
They tended not to consider
the impact of behaviour to climate change as it was
perceived too far in the future for them to really connect with, and not relevant in their
day-to-day life. That said, there was vague recognition of ‘green-ness’ being
aspirational: the evidence for this segment being mass behaviour.
