7.6 Key barriers
Efficiency Focused’ consumers often lacked awareness of wider ‘green’ issues. They were also significantly more concerned and, hence more inhibited, about ‘premium’ differentiators, as well as high cost expectations, whether actual or perceived.
Other more secondary barriers included:
    • Living situation for some, particularly where space was limited and/or isolated
    • Lack of money
    • Some green stereotyping
    • Low level scepticism
Motivators outweigh the barriers currently, but given their generally limited view and their focus on waste and conserving currently, their overall ‘greenness’ has potential to be expanded.]
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