Consumer power - how the public thinks lower-carbon behaviour could be made mainstream

This report describes an investigation into why a substantial part of the population is unresponsive to campaigns designed to reduce emissions of carbon dioxide and how the required behaviour could be stimulated. The research targeted 'Now People', a subgroup defined as seeking psychological rewards in status, fashion and the esteem of others, who are drivers of fashion and trends and who have a high motivation to consume. Workshops were held to assess the opinions of this group with regard to their perceptions of climate change and lower carbon behaviour and perceptions of specific lower-carbon choices such as energy monitors, UK holidays and energy efficient vehicles. The results demonstrate knowledge of the problem of global warming and its solutions, attitudes towards government and the impact of parenthood. A degree of fatigue about the subject was evident and the importance of cost saving and being in control shown to be the most significant factors. It is suggested that successful policies will offer a low carbon lifestyle which will enable the 'Now People' to save money and have fun, have control, do the right thing and look good but without being labelled as environmentalists.

  • Authors:
    • PLATT, R
  • Publication Date: 2009


  • English

Media Info

  • Pagination: 47p

Subject/Index Terms

Filing Info

  • Accession Number: 01151416
  • Record Type: Publication
  • Source Agency: Transport Research Laboratory
  • Files: ITRD
  • Created Date: Mar 1 2010 8:24AM