Department for Environment, Food and Rural Affairs
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Parents and the retired more likely to adopt pro-environmental behaviours
New research, published today by the Department for Environment Food and Rural Affairs (Defra), shows that the arrival of children and retirement can be motivators for pro-environmental behaviour change.
The research also shows that individuals and consumers recognise they have a personal responsibility to change their behaviour to protect the environment. Despite being mistrustful of some of the information they are given, most people expect government to take the lead on environmental issues.
The five independent reports, carried out for Defra by specialist research organisations, provide an in-depth analysis of the public's current expectations and aspirations of pro-environmental behaviour. The projects looked at public understanding of sustainability in the following areas:
* Energy Consumption
* Finance and Investment
* Leisure
and Tourism
* Consumption of Food
* Transport
The research also shows that many myths surround public understanding of what they can do to reduce their impact on the environment. These include an assumption that 'good' daily behaviour legitimises occasional 'bad' behaviour and that pro-environmental behaviour often involves higher cost and poorer quality.
Environment Minister, Joan Ruddock said:
"This research shows public expectations of government are high and we should be leading by example. We need to help people understand the impacts of their own behaviour and suggest simple, affordable ways of making a difference."
"The government's 'Act on CO2' carbon calculator encourages people to find out about their carbon footprint and how to reduce their CO2 emissions. Over half a million people have already visited the calculator website. With 40% of emissions arising from our homes, the use of appliances and personal travel, everyone can contribute to reducing emissions."
The research also identified a number of motivators for and barriers to environmental behaviour change including:
Motivators:
* Life stage - the arrival of children and retirement were both citied as motivators for pro-environmental change;
* Desire to save money - a particular concern for those in the lower socio-economic groups;
* Health - an important motivator particularly when making choices in relation to food; and
* Enjoyment and personal wellbeing - the benefits from making pro-environmental transport or leisure choices can act as a motivator.
Barriers:
* Cost - the cost, or perceived cost, of pro-environmental behaviours was the most frequently cited barrier to action;
* Time and convenience - sustainable choices were frequently perceived to be time consuming and inconvenient;
* Access - participants can only make pro-environmental choices if they have access to certain products and services; and
* Mistrust - there is a certain amount of mistrust of information received from government and industry and scepticism about the motivations of both.
It was also noted that the factors that act as motivators for some individuals can serve as barriers that prevent actions in others.
Notes to editors
1. The five qualitative research projects
were commissioned as part of Defra's ongoing commitment to
developing a Sustainable Consumption and Production (SCP) evidence
base. The reports can be found at:
http://www.defra.gov.uk/environment/business/scp/research/themes/theme3/sustain-consump0607.htm
2. Each of the five projects involved over 100 people and was undertaken by independent researchers with oversight from Defra social researchers.
3. Pro-environmental behaviour is of significant interest to many policy programmes across Defra, both in terms of understanding current behaviour and how to influence the adoption of more sustainable behaviours in the future. The findings of all five projects will feed directly into Defra's ongoing development of an Environmental Behaviours Framework.
4. Defra has developed the Act on CO2 carbon calculator, in partnership with the Energy Saving Trust and with help from other Government departments and organisations, including The Climate Group. The calculator can be found at http://www.direct.gov.uk/ActOnCO2
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