Levels of ‘green’
knowledge were varied and tended to focus on wastage, local
pollution and conservation. The bigger ‘green’ picture, although an issue for them on
deeper reflection, was often not immediately top of mind because of their tendency to
focus on more local issues. While this segment did overtly recognise green behaviour
as positive, this group was distinctive through their perception that they are different
and ethically separated from true ‘green’ types. Despite sharing many similar values,
they perceived themselves as having a broader world view (beyond just ‘green’ and
environmental correctness). Indeed they were keen not to be labelled ‘green’ as they
considered this description too narrow and constraining.
“We’re not fanatics, we’re green when it suits us. I suppose
it’s convenience”
[Male, C1, 66+, Married/Empty Nest, Mkt Town, Powys - EF]
“A few years ago, climate change would not have been something I’d
have considered so important”
[Male, B, 26-35, Cohabit/No Kids, Semi-Rural, Powys - EF]
