The main barrier for Constrained
Greens was their restricted income, which meant
decisions had to be based on cost. Similarly, living situations were restricted which
limited opportunities for choice.
For the more upwardly
mobile in this segment, lack of fit with lifestyle could also
inhibit green behaviour. They were also sometimes distracted by appearance.
It was their interest
in potential green behaviours which revealed this segments’
potential to become ‘Green’ or ‘Greener’. It is expected that their behaviours
will
grow in line with their anticipated rising disposable income, or increases in
ambassadorial value where opportunities remain more restricted. However, there is
some risk amongst those who become more upwardly mobile of them moving to less
rather than more green segments - Basic Contributors or Consumers with a Conscience
- unless kept well on track.
A range of potential behaviours
were identified, some of which appealed on the basis
of anticipated cost savings, whilst others were cost and time dependent:
- Alternative energy if cost savings were involved
- both tariffs and more
environmentally friendly fuels
- With transport this segment were more open to
alternatives and claimed that in
the future they would consider hybrid/electrical, efficient cars and making more
environmentally friendly fuel choice (especially if retain sense that aspirational)
- Energy efficiency in homes had much appeal particularly
when moving or,
hopefully, upgrading at some point in the future
- Food and purchasing was limited by some financial
constraints, although all the
following appealed – organic, sustainable fish and timber, environmentally
friendly products
- Disposing of batteries and paint was basically
down to awareness
- Travelwise, some expressed a willingness to keep
flights low in the future or
even reduce flights, whilst others were unsure how they would feel about this
when they were able to afford more than they were currently taking
- Composting had a lot of appeal for the future
for those with gardens or if
collection was a possibility
