identities beyond ‘green’
and were strongly resistant to ideas and practices that
appeared overtly for the masses, middle-class or premium.
In addition, scepticism
played a big part in limiting behaviours in this segment as many
believed that the environment cannot really be influenced through individual action,
albeit ideally on a mass scale.
“But I don’t know how much energy is used to do the recycling. Is
this just a drop in the ocean?.’
[Female, E, 26-35, Single/Young Family, Rural, Powys - I
“Somebody might mention they do ‘this’, and I’ll think, ‘ooh that’s a really good idea, I should do that’
My brother’s quite influential, and he talks about packaging and I think ‘oh yeah, you’re right – I didn’t
even think about it’”
[Female, E, 26-35, Single/Young Family, Rural, Powys - IG]
