Compared to other segments,
there was a notable absence of social currency
motivations. Not wasting and conserving precious resources (including money) were
key motivators amongst the ‘Independent Greens’. They had a keen desire to preserve
Wales, as well as their chosen way of life. Each of these were key aspects of their sense
of personal integrity.
“I think it’s about the spirit of the land. I think a lot of people
here don’t know why they’re here.’
[Female, E, 26-35, Single/Young Family, Rural, Powys - IG]
Behaviours were more likely
to be adopted if relatively easy to do and fit with their
lifestyle or provided them with some personal health/fitness benefit.
Despite emotional motivations
behind their ‘green’ behaviour and a close connection
with nature, this segment expressed low level concern/fear about environmental
consequences of life today.
