The Greens were all very
well informed about climate change and primarily emotionally
driven, having very real concerns and fears about environmental issues and
consequences, particularly in relation to the impact it may have on themselves and their
children. Being ‘green’ to them was an integral part of their personal identity and
also
fitted with hobbies/interests; it shaped not only the view they had of themselves, but
also what they projected to others.
“Everything has got life and death…a life cycle – the earth
too. Why is humanity speeding up the process
when we’ve got enough knowledge to slow it down?”
[Male, B, 26-35, Cohabit/No Kids, Caerphilly, Green]
“[recycling] I feel I’d be letting the environment down if I didn’t
do it”
[Female, 36-45, Married/Older Family, New build Est/Mkt Town, Powys, Green]
More secondary motivators
included one or more of the following:
- Altruism/feel good factor
- Family value/’no waste ethic’
- Easy to do/ fits with lifestyle
- Financial saving
- Health/fitness benefit
