The key motivations for
this segment were focused on frugality and conservation and
an aversion to wastage of both money and resources, backed up by a real concern or
even fear about the consequences of wastage. Indeed, this segment was the most keen
to see new laws and regulations to help control the environmental problems we face,
particularly in relation to waste.
“If you’ve got clothes that are no good to you anymore you take
them to the hospice place so they can make
some money towards helping someone”
[Male, C1, 66+, Married/EN, Mkt Town, Powys - EF]
As mentioned, a significant
part of their personal identity and integrity and, as a
consequence, social currency was gained through approval and superiority in the
process of fulfilling their keenly held and altruistic values. Some were motivated also
by the financial savings to be made, whilst others seemed more motivated by the
avoidance of guilt, particularly in those individuals where family values had played a
significant role.
Other secondary motivators
included:
- Fitting with a hobby/interest
- Easy to do/fits with lifestyle
- Health/fitness benefits
- Preserving Wales/national pride
Importantly, however,
motivations were often not consciously connected to green –
reflecting their emotional distance from this label. Rather, ‘greenness’ was seen as a by-
product of focusing on a broader morality.
“It leaves you more room in the dustbin. It’s just a habit you get
into when you’re going down there, more
than thinking about the environment. It cleared things better and meant you didn’t have a couple
of bags
of rubbish at the end of the week – one instead”
[Male, C1, 66+, Married/EN, Mkt Town, Powys - EF]
“It’s a different mentality – we’re trying to save money
as much as possible, do the best job we can and get
it done as quick as possible. It’s all driven by cash. If it could be green as a by-product, then
great”
[Male, C1, 26- 35, Single/No Kids, Rural, Powys - EF]
“At work we’ve got COSHH – chemicals we’re not allowed
to use that damage our health and the
environment. But creosote is the best thing we can use for treating wood so we use that at home”
[Male, C1, 26- 35, Single/No Kids, Rural, Powys - EF]
