The primary motivators
to Basic Contributors were social acceptance or approval as it
was important to them to be seen to doing their bit. Therefore where council schemes
were available, it was difficult for them to dissociate and not use them at all. Allied to
approval was the avoidance of guilt; but this internal factor was more secondary – the
more externally driven desire for recognition. Unsurprisingly then, peer pressure could
also be instrumental.
It was often also important
to them, however, to make financial savings in the process.
Other secondary motivators
reflected a desire for low effort and maximum benefit:
- Easy to do/fits with lifestyle
- Altruism/feel good factor
- Health/fitness benefit
Overall they showed a
very low level of concern or fear about
environmental consequences.
