The main barriers for these consumers included their struggle to fit behaviours
in
with their lifestyle; such as a penchant for less environmentally sound cars, and a
sense of deserving, particularly in the context of holidays and flights. Scepticism
also emerged as a significant barrier, along with the demands of other issues and
priorities in life which headed them off course.
Other secondary barriers for Consumers with a Conscience included:
- Extra cost (where high cost involved) or any additional
costs for
lower income
- Poorer quality/efficacy perceptions
- Some lack of awareness of relative impact –
both positive and
negative of both action and inaction, and
- Appearance
“I‘m not very inspirable. I’m not a follower, I’m a sceptic”
[Female, 35-46, C1, Co-habits/No
kids, Rural, Gwynedd - CWC]
