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Household Sustainability Survey 2008

Executive summary

1. Introduction and objectives

2. Survey methodology

3. Overview of results

4. Population segmentation

1 Introduction and objectives

In this section of the report, we outline the background and objectives of the survey monitor that was undertaken to update last year’s benchmark of New Zealanders’ attitudes and behaviours towards acting sustainably.

1.1 Household Sustainability Programme

The long-term aim of the Household Sustainability Programme is to reduce negative impacts of the household sector on the environment. Household consumption places pressure on the environment. The second national state of the environment report, Environment New Zealand 2007¹, states that as household consumption increases, so too does the use of natural resources, energy and water; the generation of waste and greenhouse gas emissions; and the transportation of goods and people. Projections indicate that household consumption and related pressures on the environment will continue to increase.

The Household Sustainability Programme works at the voluntary end of the intervention spectrum: raising awareness of the environmental implications of the household sector and providing householders with practical information about more sustainable choices.

The approach of the Household Sustainability Programme is based on the United Kingdom’s Department of Environment, Food and Rural Affairs’ (Defra) framework for pro-environmental behaviours. The Defra approach prioritises specific actions or behaviours to promote based on evidence of their potential environmental impact and knowledge of households’ willingness and ability to act. Research and evidence-based consumer insight is an important element of the approach. With the co-operation of Defra’s Behaviours Unit, this research uses a similar methodology to segment the population based on pro-environmental behaviours and attitudes as used in Defra’s Survey of Public Attitudes and Behaviours Toward the Environment 2007².

The present research report adds to the qualitative and quantitative research that has been conducted to inform the development of the Household Sustainability Programme since it was established in 2007. Research and evidence-based consumer insight enables the Household Sustainability Programme to be specific about who it is trying to influence, where to place information to influence them and how best to construct the message to get the required effect. It also allows for the monitoring of progress over time. This research report allows some comparison with the results of the Household Sustainability Benchmark Survey³ published in February 2008.

1.2 Research objectives

Against this background, the objectives of the survey reported on were to:

1. Update the results of the benchmark survey that was completed in November 2007 by conducting a further survey based on a nationally representative sample of 1000 New Zealanders, 15 years of age or more.
   1. Provide a ‘snapshot’ of New Zealanders’ current attitudes and behaviour with regard to being sustainable.
   2. Analyse the overall results by specific demographic/classification variables.
   3. Compare the results of this survey with the benchmark survey (where possible) and comment on any changes.
2. Segment the results using the survey framework provided by Defra in order to replicate its segmentation for New Zealand.
   1. Compare the results of the New Zealand-based segmentation with that based on the United Kingdom and comment on any differences.

1.3 Information requirements

To update the results of the benchmark survey that was completed in November 2007 and to replicate the Defra survey segmentation for New Zealand, the following information was collected by the survey:

• Information about current beliefs and attitudes:

  • Beliefs and attitudes with respect to climate change.
  • Beliefs about the urgency of needing to take steps to care for the environment (including who is responsible and whether respondents regard themselves as personally responsible).
  • Attitudes about acting sustainably.

• Behavioural information:

  • Personal behaviour with regard to acting sustainably in relation to water efficiency, waste reduction, energy use, transportation, and building and renovating.
  • Willingness to act in sustainable ways in relation to each of these areas.

• Degree of knowledge, and interest in obtaining information in order to act sustainably:

  • Current sources of information.
  • Perceived level of knowledge about acting sustainably.
  • Degree of interest in obtaining information in order to act sustainably.

• Demographic/classification information:

  • Age, gender, marital status, household structure, educational status, occupational status, personal and household income, geographic location.
  • Other classification information, including affiliation with community and other types of groups, whether the household has a garden, whether the household is connected to the main water supply, and whether the household water supply is metered

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