This segment had a strong
desire be more ‘green’ and to make a positive contribution.
As such, they were quite keen to learn about new behaviours. They showed an interest
in adopting those which would fit in, without too much difficulty, with their lifestyle,
and would not detract from their perceived status. There was also some consideration
of the cost to them. Overall, however, they need to be kept focused with constant
reminders in order to make more headway. Potential behaviours included:
- Carbon off-setting offered more appeal to this
segment with nearly all being
interested (unhindered by sceptism which the concept induced amongst the
Greens)
- Alternative fuels and changes in energy supply
were of interest to some - such as
solar power, switching to the most environmentally friendly fuel, or switching
electricity provider and/or to a ‘green’ tariff
- Disposing of more things in an environmentally
friendly way such as paint and
batteries was of great interest and filled, what they believed to be, simply an
information gap
- Replacement of an old and inefficient boiler was
more likely with this segment
(than the Greens) to wait until needed
- Metering water was of interest to a few (more
than electricity) who believed they
might save money by doing so
- In the garden some consideration was given to
planting and composting
- In terms of transport, there was little willingness
to compromise and so a lower
level of interest, for example, in changing cars (either to one that was more
efficient or a friendlier fuel type), and minimal interest in hybrid or electric cars.
However, interest in driving more efficiently was clear amongst those who were
currently less aware of such practices
- Food and purchasing was of some interest, with
sustainable stocks of fish and
timber, environmentally friendly products, seasonal food and farmers markets
of some appeal. Price, quality and efficacy, however, would need to be
evaluated.
“I like that water-butt idea, conserving water from a natural resource.
Our garden isn’t big really, but
yeah it’s a great idea”
[Male, C2, 25, Co- habit, Wrexham - CWC]
