Financial saving
emerged as the only real motivator to increasing behaviour in this
segment, although they may consider others if not deemed too time- consuming and
involving no extra cost to themselves. Hence, if not more expensive, they might
consider a green tariff, installing a metering in the home, following energy and water
saving tips and buying both energy and water efficient products/devices, although
second-hand would be more likely.
“I only use my car to get to work. I have to live here because I couldn’t
afford anywhere near my work”
[Male, D, 35-45, Valleys, South Wales – IG]
There was an interest
in buying more environmentally friendly food and cleaning
products, but in reality price would be a major barrier and rejection would be likely
due to their resistance to the notion of anything ‘premium’.
