3.8 Rejected behaviours
As one would expect, some behaviours were rejected on cost grounds. Increased effort, however, was also a barrier, which could potentially be reduced if emotional benefits are kept high consciousness:
      • Alternative energy was anticipated by some to be more expensive
      • Metering water was also expected to increase the cost
      • Carshare schemes were also expected to be too much like hard work to organise
      • Flights were something that some might not want to compromise on in the future when they are more accessible financially
      • Organic products did not seem to offer any real benefit to this segment currently, but could gain appeal if there was no disadvantage in cost
“[organic] No – the price”
[Male, D, 36-45, Single Dad, Estate/Valleys, Blenau Gwent -  CG]
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