The results of a survey for the Welsh Government, looking at people’s attitudes and behaviours towards living a more sustainable life, have been published.
Ipsos MORI researchers spoke in-depth to over 1538 people across Wales to find out what is important to them, and how they currently behave. Questions covered people’s values, sustainable development, climate change, energy, water, waste and transport.
The survey found that the majority agree that the Earth has very limited room and resources (76%) and that if we continue on our current course we will soon experience a major environmental disaster (65%). However, the vast majority felt that Wales should have a high level of economic growth (89%).
Other findings included:
- 29% of people are not willing to switch to public transport for long journeys
- 48% haven’t thought about not buying something because it has too much packaging
- 74% are saving water by taking a shower instead of a bath
The results are being used to develop an audience segmentation model, including six groups with similar attitudes and beliefs.
The Welsh Government will be using this model when communicating around low carbon and sustainable behaviours, to help tailor communications more effectively, and will be encouraging others to consider using the model too.
More details: http://wales.gov.uk/topics/environmentcountryside/climatechange/involving/evidence/sustainabilityresearch/?lang=en