Many motivators were evident,
but these were often traded off against the barriers
which had the effect of reducing overall activity. Concerns and fears about
environmental consequences were key. Altruism was also very evident, with a feel good
factor coming from active behaviours. A sub-segment of this group, the ‘Status Driven’
were particularly motivated by social currency benefits such as status and being ‘in
fashion’, which sometimes revealed a hint of narcissism.
“It’s outrageous that you’ve got all these things in your kitchen … there’s stuff everywhere. I think its
rank – you’ve got all this stuff hanging about. I don’t like it”
[Female, 35-46, C1, Co-habits/No kids, Rural, Gwynedd - CWC]
Many of the behaviours
currently practiced by ‘Consumers with a Conscience’ involved
financial savings or were considered to be quite easy to do and fitted well with their
lifestyle, sometimes resulting in natural and sometimes unconscious offsetting.
“I pay all my bills on-line so they are paper free. I don’t have
those paper bills, I check them on the
internet…for both convenience and to save paper”
[Female, 46-55, Single/Older Family, Semi- Rural, Flintshire, CWC]
Secondary motivators included
either ‘back of mind’ or complementary factors:
- Some family value/engrained ethics
- Health/fitness benefits
- Quality benefits
- Fits with hobby/interest
- Some awareness/knowledge
“I will walk to the shops for my own health, and also I can save the
petrol and a few emissions”
[Female, 46-55, Single/Older Family, Semi- Rural, Flintshire, CWC]
“Water… not conscious of it. I shower just because it is quicker.
I would never leave a tap on. I hate
waste of any description. Food, drinks, heating, water, whatever. That was put into my head from my
mum and dad”
[Male, C2, 25, Co- habit, Wrexham - CWC]
