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2 Attitudes Towards Caring for the Environment

This section of the report presents New Zealanders’ current attitudes towards caring for the environment.

Key findings

  • Just over half (53 percent) of respondents stated they were ‘deeply concerned that we aren’t all doing enough to protect our environment for future generations’.

  • One-third (31 percent) reported that they ‘plan and take into account the impact of the environment in most things they do’.

  • Three-quarters of respondents claimed they personally do ‘a lot’ (9 percent) or ‘a reasonable amount’ (63 percent) to look after the environment. This compares with one half (52 percent) who believed that most New Zealanders were doing just ‘a little’ to help with the environment and a further 29 percent who believed most New Zealanders were doing ‘a reasonable amount’.

  • Almost three-quarters (72 percent) stated that the environment was ‘one of a number of reasons’ for the choices and actions they make. Almost one-quarter (23 percent) stated that the environment was ‘the most important factor’, while a small proportion (5 percent) stated that the environment ‘does not really come into it at all’.

  • The majority (70 percent) of respondents reported feeling ‘somewhat informed’ about the things they can do to help care for the environment. An additional quarter (27 percent) of respondents reported feeling ‘very informed’. Most respondents (82 percent) reported finding out about the things they can do to help the environment through mainstream media sources such as television, newspapers and magazine.

  • Despite most claiming to be ‘somewhat informed’ about the things that they could do to help care for the environment (70 percent), the majority wanted more information on what they could do (63 percent claimed they ‘would like to learn more’ and a further 28 percent reported ‘actively looking for more information’).

Respondents were asked two questions in order to measure the importance New Zealanders placed on protecting the environment.

Firstly, public concern for environmental issues was measured on a scale, with respondents selecting one of three statements on the basis that it best described them (Table 1). Just over half (53 percent) identified with the most extreme, positive statement: ‘I am deeply concerned that we aren’t all doing enough to protect our environment for future generations’. Another 40 percent identified with the statement: ‘Every effort I make, makes me feel like I’m contributing to a better place’.

In comparison, a small percentage (6 percent) identified with the negative statement: ‘Looking after the environment is not a high priority for me’.

There were no significant differences by age or gender.

Table 1: Attitudes towards environmental protection

Can you tell me which one of the following three statements best describes you?

Base =

Total
1000
%

Male
472
%

Female
528
%

18 to 29
153
%

30 to 39
230
%

40 to 49
217
%

50 to 59
225
%

60+
175
%

Looking after the environment is not a high priority for me

6

8

5

9

7

4

6

5

Every effort I make, makes me feel like I’m contributing to a better place

40

39

40

36

46

45

34

37

I am deeply concerned that we aren’t all doing enough to protect our environment for future generations

53

51

54

54

45

50

59

56

Don’t know

2

3

1

1

2

2

1

2

Total

100

100

100

100

100

100

100

100

Total may not sum to 100% due to rounding.

Reported behaviour, based on environmental concern, was also relatively high with one-third of respondents (31 percent) reporting that ‘I plan and take into account the impact of the environment in most things that I do’ and a further two-thirds (63 percent) stating they ‘are doing some things to help look after the environment’. A small percentage (4 percent) reported ‘not really doing anything to protect the environment’ (Table 2).

While there were no statistically significant differences by gender, there were based on age. For example, older respondents (i.e. those aged 60 years plus) were more likely to report that they ‘plan and take into account the impact of the environment in most things that they do’.

Table 2: Behavioural statements about environmental protection

And which of these statements best describes you?

Base =

Total
1000
%

Male
472
%

Female
528
%

18 to 29
153
%

30 to 39
230
%

40 to 49
217
%

50 to 59
225
%

60+
175
%

I’m not really doing anything to protect the environment

4

5

4

7

5

2

4

3

I am doing some things to help look after the environment, and would like to do more

63

63

64

72

69

62

64

51

I plan and take into account the impact of the environment in most things that I do

31

31

32

21

25

35

30

44

Don’t know

1

2

1

0

1

1

2

2

Total

100

100

100

100

100

100

100

100

Total may not sum to 100% due to rounding.

Against this background, respondents largely believed that responsibility for protecting the environment lies mostly with both the Government (41 percent) and all New Zealanders/ everyone (39 percent) (Table 3). Note that these are not mutually exclusive answers; that is, respondents could have given multiple answers.

There were no significant differences by age or gender.

Table 3: Responsibility for environmental care and protection

Who do you believe is most responsible for doing something about this?

Base =

Total
989*
%

Male
466
%

Female
523
%

18 to 29
151
%

30 to 39
229
%

40 to 49
217
%

50 to 59
223
%

60+
169
%

The Government

41

43

38

41

42

39

43

39

All New Zealanders/everyone

39

33

44

39

41

42

38

35

Regional/local councils

6

8

4

6

6

5

5

7

Farmers

5

7

3

3

3

5

5

6

All business and industry in general

3

2

4

4

2

2

3

3

Fishing industry

1

2

1

1

2

1

1

1

Other

4

3

4

2

2

5

3

6

Don’t know

2

3

1

3

2

1

1

3

Total

100

100

100

100

100

100

100

100

Total may not sum to 100% due to rounding.

* Sub-sample based on those respondents who identified an environmental problem that New Zealand should be doing something about.

Against this background, three-quarters of respondents claimed they did ‘a lot’ (9 percent) or ‘a reasonable amount’ (63 percent) to look after the environment, while a further one-quarter (27 percent) reported doing ‘a little’ (Table 4).

While there were no statistically significant differences by gender, there were based on age. For example, older respondents (i.e. those aged 60 years plus) were less likely to report that they were ‘doing a little’ to care for the environment.

Table 4: Extent of personal care for the environment

Overall, would you say you are ...?

Base =

Total
1000
%

Male
472
%

Female
528
%

18 to 29
153
%

30 to 39
230
%

40 to 49
217
%

50 to 59
225
%

60+
175
%

Doing a lot to help with the environment

9

8

9

5

6

10

8

14

Doing a reasonable amount

63

61

65

52

61

63

70

70

Doing a little

27

29

26

42

33

27

21

16

Not doing anything at all

1

1

0

1

1

1

1

1

Don’t know

0

0

0

1

1

0

0

0

Total

100

100

100

100

100

100

100

100

Total may not sum to 100% due to rounding.

Nevertheless, respondents tended to believe that they were making a greater contribution to looking after the environment compared with other New Zealanders. Half (52 percent) of respondents believed that most New Zealanders were doing just ‘a little’ to help with the environment and a further 29 percent believed most New Zealanders were doing ‘a reasonable amount’ (Table 5). This compares with 27 percent and 63 percent respectively for respondents themselves (Table 4).

There were no significant differences by age or gender.

Table 5: Extent of others’ care for the environment

And in comparison, would you say most New Zealanders in general are ...?

Base =

Total
1000
%

Male
472
%

Female
528
%

18 to 29
153
%

30 to 39
230
%

40 to 49
217
%

50 to 59
225
%

60+
175
%

Doing a lot to help with the environment

2

1

2

3

1

1

1

1

Doing a reasonable amount

29

30

29

27

29

35

26

29

Doing a little

52

49

54

48

59

50

55

48

Not really doing much at all

13

15

10

17

7

9

13

15

Don’t know

5

4

5

5

4

5

4

6

Total

100

100

100

100

100

100

100

100

Total may not sum to 100% due to rounding.

The extent to which the environment figures in people’s day-to-day decision making is also relatively skewed, as the majority of respondents (72 percent) stated that the environment is ‘one of a number of reasons’ for the choices and actions they make. In contrast, one-quarter (23 percent) stated that the environment is ‘the most important factor’ while a small proportion (5 percent) stated that the environment ‘does not really come into it at all’ (Table 6).

There were no significant differences by age or gender.

Table 6: Extent to which the environment influences decision-making

To what extent do you personally do these things because it is good for the environment? That is, would you say that for you ...?

Base =

Total
990*
%

Male
465
%

Female
525
%

18 to 29
150
%

30 to 39
228
%

40 to 49
216
%

50 to 59
223
%

60+
173
%

It’s the most important reason

23

21

25

21

19

26

21

28

It’s one of a number of reasons

72

73

70

70

76

70

75

66

Or does it not really come into it at all

5

6

4

8

5

3

3

4

Don’t know

1

1

1

1

0

1

0

2

Total

100

100

100

100

100

100

100

100

Total may not sum to 100% due to rounding.

* Sub-sample based on those respondents who identified that they were doing something for the environment.

Overall, the majority (70 percent) of respondents reported feeling ‘somewhat informed’ about the things they can do to help care for the environment. An additional quarter (27 percent) of respondents reported feeling ‘very informed’, while just three percent reported feeling ‘not at all informed’ (Table 7).

There were no significant differences by age or gender.

Table 7: Informedness about environmental protection

And how informed would you say you currently are about the things you can do to help care for the environment? Would you say you are ...?

Base =

Total
1000
%

Male
472
%

Female
528
%

18 to 29
153
%

30 to 39
230
%

40 to 49
217
%

50 to 59
225
%

60+
175
%

Very informed

27

29

25

24

21

25

30

34

Somewhat informed

70

68

71

71

74

72

69

63

Not at all informed

3

3

3

5

5

2

1

2

Don’t know

0

0

1

0

0

1

0

1

Total

100

100

100

100

100

100

100

100

Total may not sum to 100% due to rounding.

Not surprisingly, most respondents (82 percent) reported finding out about the things they can do to help the environment through mainstream media sources such as television, newspapers and magazines (Table 8). Just over half (57 percent) also reported obtaining information through their city or local councils and 45 percent through environmental groups.

Five percent reported having been to the sustainability.govt.nz website.

There were no significant differences by age or gender.

Table 8: Sources of information about environmental protection

How have you mainly found out about the things that you have done to help the environment? Did you get your information from ...?

Base =

Total
990*
%

Male
465
%

Female
525
%

18 to 29
150
%

30 to 39
228
%

40 to 49
216
%

50 to 59
223
%

60+
173
%

Articles/stories on TV, in the newspaper or magazines

82

80

83

75

82

84

84

84

City or local councils

58

53

62

55

54

64

57

57

Environmental groups

45

45

46

48

40

44

48

47

Product advertising

41

38

43

47

42

41

41

34

Consumer organisations

38

38

37

35

37

42

41

34

Government departments and agencies

31

34

28

32

35

29

32

29

Home and garden shows

27

26

27

21

29

29

29

26

Scientific research organisations

27

29

25

26

27

30

26

26

Retailers

24

24

25

31

26

26

22

17

Community groups

24

22

26

21

19

30

24

25

Friends/family/workmates

5

4

6

7

6

5

1

6

Internet/books

3

4

3

3

3

2

3

4

Common sense/self

3

4

2

2

1

4

4

4

Other

7

7

7

10

7

4

7

7

Don’t know / can’t remember

1

1

1

1

1

0

1

1

Total may exceed 100% because of multiple response.

* Sub-sample based on those respondents who identified that they were doing something for the environment.

Despite most claiming to be ‘somewhat informed’ about the things that they could do to help care for the environment (70 percent), less than one-third of respondents reported ‘actively looking for information on what they could do to help protect the environment’ (28 percent) (Table 9).

While there were no statistically significant differences by gender, there were based on age. For example, older respondents (i.e. those aged 60 years plus) were more likely to report that they ‘actively looked for information on what they could do to care for the environment’.

Table 9: Interest in learning more about environmental care

Which of the following best describes your interest in learning more about what you could do to care for the environment?

Base =

Total
1000
%

Male
472
%

Female
528
%

18 to 29
153
%

30 to 39
230
%

40 to 49
217
%

50 to 59
225
%

60+
175
%

I’m not particularly interested in the topic

7

8

6

7

8

5

8

9

I’d like to learn more about what I could do

63

62

64

70

70

71

61

45

I actively look for information on what I could do to care for the environment

28

27

29

23

21

22

29

44

Don’t know

2

2

2

0

1

2

3

3

Total

100

100

100

100

100

100

100

100

Total may not sum to 100% due to rounding.

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