Given their low awareness,
it was not surprising that there were many potential
behaviours they had not heard of. Of these, there were some which they appeared
more open to, including:
- Energy saving products and insulation as well
as efficient houses, all of which
were anticipated to save money
- Alternative fuels were received with mixed levels
of interest, but the green tariff
seemed to be seen as more straightforward and ‘environment’ related Again, cost
comparisons would need to be in their favour to initiate any change
- With transport they were most open to the potential
financial benefits offered by
changing fuel choice to diesel and buying a more fuel efficient car when required
in the future
- There was some low level interest in environmentally
friendly food and products,
but this polarised the segment again depending on cost perceptions and a sense
of compromise
“We might [buy more local goods] but he likes his wine”
[Female, C1, 65+, Empty Nester, Valleys, South Wales – BC]
- Carbon off-setting was of interest to some
