• About this site|
• Site index|
• Contact us|
• Jobs

Household Sustainability Survey 2008

Executive summary

1 Introduction and objectives

2 Survey methodology

3 Overview of results

4 Population segmentation

4 Population segmentation

In this section of our report, we present the results of applying the approach to segmenting the New Zealand general public that was used in a study undertaken for the Department for Environment, Food and Rural Affairs (Defra) in the United Kingdom.

4.1 Approach to the segmentation

Subsequent to the completion of the original benchmarking survey, additional information became available from Defra, based on a survey that it had completed in March 2007. This survey segmented the population into seven distinct and independent groups based on pro-environmental behaviours.

A template for replicating this population segmentation was also provided and this has been used for the purposes of segmenting and analysing the current survey results.

In Defra’s study, the British general public were segmented using 44 different variables. It was not possible, nor desirable, to include all 44 variables in the New Zealand survey. A subset of 17 key questions identified by the research company BMRB Social Research (part of BMRB Limited: British Market Research Bureau) was used for the New Zealand survey.

All of the survey respondents were asked if they were happy with their current lifestyle in relation to the environment, or if they wanted to be doing a bit or a lot more to help care for the environment. They were also asked to rate their levels of agreement with each key attitudinal statements.

For analysis purposes, in order to recreate the Defra segmentation an algorithm that was developed by BMRB Social Research was then used.

This involved applying various weights or multipliers to each respondent’s answers to the key 17 questions to calculate index scores which indicated the probability of a respondent belonging to a specific segment. The segmentation was then validated to identify how accurate it was in classifying the respondents based upon their answers to the survey⁹.

4.2 The resulting segmentation

Figure 24 provides a pictorial view of the final segmentation, including the estimated size of the segments, and where they sit on Defra’s ability/willingness to do more to care for the environment matrix. Also included in the figure are the estimated numbers of the population that comprise each segment.

Figure 24: The seven population segments

Read text description for figure 24.

The following section provides a detailed description of each of the segments, including their demographic profiles, ecological worldviews, perceptions of their current lifestyle and behaviour towards the environment, and their general knowledge and attitudes towards caring for the environment.

Also provided in Section 5.5 is a brief description of how the characteristics of the members of the segment differ from the counterparts in the equivalent segment in Defra’s study of members of the general public in the United Kingdom.

4.3 Segment profiles

Positive Greens – Segment 1 (14% of the population)

Socio-demographic characteristics

Positive Greens have the highest average household incomes of any of the segments. Forty percent have incomes greater than $70,000 per annum, and 26 percent have incomes greater than $100,000. Demographically, they are strongly biased towards females (70 percent), and they are more likely than the other segments to have a tertiary qualification (41 percent have a bachelor’s degree or higher).

Respondents in this group are the least likely to be part of an older couple with no children at home and slightly more likely to be in a single person household (15 percent). Unlike their counterparts in the United Kingdom, New Zealand’s Positive Greens are the second least likely group to be a home owner (67 percent, compared with 76 percent of all of the survey respondents), and they are moderately more likely to be found in an urban area with a population of 30,000 or more (68 percent).

Ecological worldviews

Positive Greens are the most likely group to feel that they know a lot/fair amount about climate change (69 percent), global warming (70 percent), and the term carbon footprint (53%). They also have the highest levels of agreement with the following statements:

• Water is a limited resource and we shouldn’t waste it (97 percent).

• New Zealand’s households generate too much rubbish and waste (96 percent).

• An environmental crisis is imminent, if things continue on the same course (93 percent).

• The Earth has very limited resources (88 percent).

• We produce and consume far more than we really need to (88 percent).

Lifestyle

When asked to assess their behaviour, Positive Greens along with Waste Watchers report being particularly environmentally friendly: 50 percent of Positive Greens feel they do quite a few things that are environmentally friendly, and a further 28 percent said that most of the things they do are environmentally friendly.

They are also the most likely group to report that they’d like to do a lot more to help the environment (40 percent), and the least likely group to report being happy with what they do at the moment (5 percent). Given this, they are the most likely group to disagree with the statement it would embarrass me if my friends thought my lifestyle was purposefully environmentally friendly (98 percent).

Knowledge and general attitudes

As noted above, Positive Greens have the highest levels of awareness/understanding of concepts such as climate change, global warming and carbon footprint. Relatedly, as a group they have the highest levels of interest in learning more about what they could do to care for the environment. Sixty-eight percent reported that they would like to learn more about what they could do to help the environment and a further 31 percent said they actively look for such information. Positive Greens are the most likely group to have visited www.sustainability.govt.nz.

In relation to where they source information that has influenced their environmental behaviours, Positive Greens are much like the New Zealand public as a whole. Most frequently, they have learned about more environmentally friendly behaviours from the media (75 percent) followed by friends and family (40 percent) and from their local council (22 percent).

As a group, Positive Greens are also more likely to feel that it is very urgent to take steps to care for the environment (83 percent), and they have the highest levels of disagreement with the following attitudinal statements:

• It’s not worth me doing things to help the environment if others don’t do the same (99 percent disagree).

• The effects of climate change are too far in the future to really worry me (98 percent disagree).

• It’s only worth doing environmentally friendly things if they save you money (97 percent disagree).

• It’s not worth New Zealand trying to combat climate change because other countries will cancel out what we do (93 percent disagree).

• The so-called ‘environmental crisis’ facing humanity has been greatly exaggerated (88 percent disagree).

• I find it hard to change my habits to be more environmentally friendly (77 percent).

Despite their strong environmental leanings, just 10 percent of the Positive Greens that participated in the survey reported belonging to an environmental group, though they were the most likely group to report this.

Waste Watchers – Segment 2 (39% of the population)

Socio-demographic characteristics

Unlike their counterparts in the United Kingdom, Waste Watchers comprise the largest segment of the adult New Zealand population. They tend to be skewed towards the slightly older age groups when compared with Positive Greens (55 percent are aged 40 years older), and like the latter segment are also more likely to be female (59 percent).

The majority of Waste Watchers are home owners (75 percent), and 96 percent reported having a garden.

In relation to their other demographic characteristics, they are the second most likely group to have a tertiary qualification, such as a bachelor’s degree (29 percent), though this is significantly lower than was found for Positive Greens. They are also the most likely group to report their highest educational qualification as being NCEA, School Certificate or another secondary school qualification.

While they are less likely to live in a large urban area, when compared with Positive Greens (68 percent) or Concerned Consumers (67 percent), more than half of Waste Watchers (57 percent) live in a large town or city with a population of 30,000 people or more.

They are also less affluent as a group, when compared with the Positive Greens (just 31 percent reported having household incomes of $70,000 or higher, while 58 percent were below the national median of $55,976)¹⁰.

Ecological worldviews

In relation to their ecological worldviews, as a segment Waste Watchers are most similar to Positive Greens. They are the second most likely group to agree with the following attitudinal statements:

• Water is a limited resource and we shouldn’t waste it (95 percent).

• New Zealand’s households generate too much rubbish and waste (93 percent).

• We produce and consume far more than we really need to (83 percent).

• The Earth has limited room and resources (80 percent).

• We will soon experience a major environmental disaster (79 percent).

At 59 percent, Waste Watchers, after Positive Greens, are also the second most likely group to believe it is very urgent to take steps to take care of the environment.

Lifestyle

When asked to assess their behaviour, Waste Watchers are similar to Positive Greens: 57 percent of Waste Watchers feel that they do quite a few things that are environmentally friendly, and a further 24 percent said that most of the things they do are environmentally friendly.

They are also the most likely group to report that they’d like to do a bit more to help the environment (61 percent), though less likely than Positive Greens to want to do a lot more. They are also the second least likely group to report being happy with what they do at the moment (18 percent).

Given this, they are the most likely group to disagree with the statements I don’t pay much attention to the amount of water I use at home (94 percent), and I don’t really give much thought to saving energy in my home (96 percent).

Knowledge and general attitudes

Unlike the Positive Greens, Waste Watchers are relatively average in relation to their self-assessed levels of knowledge about concepts such as climate change, global warming, carbon footprints, and carbon dioxide emissions. Despite this, 79 percent feel somewhat informed about the things they can do to help care for the environment and 17 percent feel very informed.

Like Positive Greens, they mainly have found out about how to be more environmentally friendly through the media, friends and family and through their local council. They, along with Concerned Consumers, are also the most likely group to report they know about doing environmentally friendly things because they are common sense/general knowledge (21%). Eight percent of Waste Watchers also report having visited the Ministry’s website www.sustainability.govt.nz.

In relation to their attitudes towards engaging in environmentally friendly behaviours, Waste Watchers have the second highest levels of disagreement with the following attitudinal statements:

• The effects of climate change are too far in the future to really worry me (98 percent).

• It’s not worth me doing things to help the environment if others don’t do the same (96 percent).

• It’s only worth doing environmentally friendly things if they save you money (96 percent).

• It’s not worth New Zealand trying to combat climate change because other countries will cancel out what we do (85 percent).

Waste Watchers are also the most likely group to agree that people have a duty to recycle (94 percent), and the most likely to strongly agree with the statement (90 percent compared with 44 percent of Positive Greens).

Concerned Consumers – Segment 3 (18% of the population)

Socio-demographic characteristics

Concerned Consumers comprise the second largest segment of the New Zealand general population, after Waste Watchers. Demographically, they are evenly split between males and females and as a group are younger than the other segments (56 percent are under the age of 40 and 39 percent are aged between 15 and 29).

Reflecting their younger age, they are slightly more likely than average to be part of a family household with dependent children, and the most likely group to have a young child under five years of age (22%).

Their levels of home ownership are similar to that of the total survey sample (76 percent) and 93 percent have a garden. Unlike their counterparts in the United Kingdom, who are more likely to have tertiary qualifications than average, New Zealand’s Concerned Consumers’ qualifications reflect that of the total sample (23 percent have a bachelor’s degree or higher compared with 28 percent of the total sample).

Like the Positive Greens, Concerned Consumers are more likely to live in an urban area with 30,000 people or more (67 percent), and they are the least likely group to be living in a small town or rural community in the South Island (6 percent compared with 12 percent of all those surveyed).

Concerned Consumers are also less likely to have combined household incomes over $100,000 (13 percent compared with 26 percent of Positive Greens), and like Waste Watchers, more than half have household incomes below the national median.

Ecological worldviews

Concerned Consumers have relatively mixed environmental views. On the positive side, they are the third most likely group to agree that New Zealand’s households generate too much rubbish and waste (84 percent).

They are, however, less likely than average to feel that taking steps to care for the environment is very urgent (38 percent) and significantly more likely to feel that it is just somewhat urgent (60 percent).

Reflecting this, their views on issues regarding waste are more contradictory than those held by Positive Greens and Waste Watchers. For example while 69 percent of Concerned Consumers agree that water is a limited resource and we shouldn’t waste it, 23 percent disagree with the statement (second only to the Honestly Disengaged).

Concerned Consumers also have the second lowest levels of agreement that the Earth has limited room and resources (35 percent agree with the statement while 48 percent disagree). Reflecting this, like their counterparts in the United Kingdom, Concerned Consumers are the most likely group to reject the statements we are close to the limit of the number of people the Earth can support (67 percent disagree).

Similar again to their United Kingdom counterparts, New Zealand’s Concerned Consumers also have the second lowest levels of agreement with the statement if things continue on their current course, we will soon experience a major environmental disaster (39 percent).

Lifestyle

When asked to assess their current lifestyle in relation to the environment, this segment ranks third behind Positive Greens and Waste Watchers and ahead of the other four segments. Seventy percent believe that they do quite a few things/most things that are environmentally friendly (49 percent reported they do quite a few things that are environmentally friendly, while 21 percent said that most things they do are environmentally friendly).

Concerned Consumers are the third most likely group (again after Positive Greens and Waste Watchers) to disagree with the statement I don’t really give much thought to saving energy in my home (81 percent disagree).

One area where they particularly differ from the Positive Greens and Waste Watchers is their attachment to current aspects of their lifestyle in relation to transport options. This is reflected in the finding that, like their counterparts in the United Kingdom, New Zealand’s Concerned Consumers are more likely than not to disagree with the following statements:

• People who fly should bear the cost of the environmental damage that air travel causes (56 percent of the segment disagree while 35 percent agree).

• For the sake of the environment, car users should pay higher taxes (79 percent disagree while 13 percent agree).

Similarly, at 75 percent, Concerned Consumers have the highest levels of agreement with the statement I would only travel by bus if I had no other choice.

In relation to how they feel about their current behaviours, Concerned Consumers are most like Sideline Supporters, and like the average New Zealander. Thirty-two percent said they were happy with what they do at the moment, while 52 percent would like to do a bit more, and 16 percent a lot more to help the environment.

Knowledge and general attitudes

Concerned Consumers reflect the average in relation to their self-assessed levels of being informed about concepts such as climate change, global warming, carbon footprint, carbon dioxide emissions and carbon offsetting.

As is the case with the other segments, their main sources of information regarding how to be more environmentally friendly are through the media, friends and family and through their local council.

In relation to their attitudes towards engaging in environmentally friendly behaviours, Concerned Consumers are the third most likely group (after Positive Greens and Waste Watchers), to disagree with the statement the effects of climate change are too far in the future to really worry me (85 percent disagree).

They also have the third highest levels of disagreement (after Positive Greens and Waste Watchers) with the following statements:

• It’s only worth doing environmentally friendly things if they save you money (98 percent disagree).

• It’s not worth me doing things to help the environment if others don’t do the same (96 percent disagree).

• It would embarrass me if my friends thought my lifestyle was purposefully environmentally friendly (96 percent disagree).

Sideline Supporters – Segment 4 (5% of the population)

Socio-demographic characteristics

In contrast to their numbers in the United Kingdom, Sideline Supporters are a relatively small segment (5 percent of the sample compared with 14 percent in the United Kingdom study that was completed for Defra).

Demographically, New Zealand’s Sideline Supporters are slightly more likely to be female (55 percent) than male (45 percent), and are skewed towards the older age groups (29 percent are aged 60 years or older, second only to the Honestly Disengaged). Reflecting this, they are slightly less likely than some of the other segment groups to live in a household with dependent children (52 percent).

Sideline Supporters also have the lowest levels of home ownership among those surveyed (62 percent) and more likely to be living in a renting/flatting arrangement (28 percent). They are also less likely to have a garden.

Sideline Supporters are also less likely to have any formal educational qualifications (6 percent do not have any qualifications compared with 9 percent of the total sample), and the lowest average household incomes (49 percent reported having a household income under $40,000, compared with 33 percent of all those surveyed).

Ecological worldviews

In relation to ecological worldviews, Sideline Supporters are more similar than not to Positive Greens and Waste Watchers, though not with the same very high levels of conviction, in relation to agreement with the following statements:

• The Earth has every limited room and resources (82 percent agree).

• We are close to the limit of the number of people the Earth can support (87 percent).

• If things continue on their current course, we will soon experience a major environmental disaster (77 percent agree).

• Water is a limited resource and we shouldn’t waste it (93 percent).

Despite their relatively strong concerns for the environment, Sideline Supporters are also more circumspect regarding whether or not there is an environmental crisis. They are the second most likely group, after the Honestly Disengaged, to agree with the statement the so-called ‘environmental-crisis’ has been greatly exaggerated (65 percent agree).

Sideline Supporters also have the third highest level of agreement (after the Honestly Disengaged, and Cautious Participants) with the statement that it’s not worth New Zealand trying to combat climate change because other countries will cancel out what we do (65 percent agree).

Lifestyle

As to current lifestyle, 25 percent of Sideline Supporters report that most things they do are environmentally friendly. Yet as a group they are significantly less likely than the total sample to report that they do quite a few things that are environmentally friendly.

Sideline Supporters are similar to Concerned Consumers and Stalled Starters in relation to their levels of happiness with their current environmental behaviour. While 13 percent would like to do a lot more to help the environment, 36 percent are happy with what they are currently doing and 51 percent would like to do a bit more.

Despite their more pro-environmental stance, Sideline Supporters are also much more likely to agree with the statement I don’t really give much thought to saving energy in my home (47 percent, compared with 17 percent of Positive Greens and Concerned Consumers, and 2 percent of Waste Watchers).

Sideline Supporters are also the most likely group to report that they are having difficulties changing their habits, in that 69 percent agreed with the statement I find it hard to change my habits to be more environmentally friendly.

Knowledge and general attitudes

Sideline Supporters’ levels of knowledge about climate change and global warming reflect the average for the population. However, they are significantly more likely to report that they have never heard of the term carbon footprint and report the lowest levels of knowledge about carbon dioxide emissions.

As with the other segments, their main sources of information regarding how to be more environmentally friendly are through the media, friends and family and through their local council, though at 51 percent they are significantly more likely than the total sample to rely on friends and family for such information.

Despite their more pro-environmental stance, as a group they are the most likely group to report that they are not at all informed about things they can do to help care for the environment.

They also are more likely to have self-interested attitudes towards engaging in more environmentally sustainable behaviours than Positive Greens and Waste Watchers, as they were the most likely group to agree with the following statements:

• It’s only worth doing environmentally friendly things if they save you money (80 percent agree).

• The effects of climate change are too far in the future to worry me (74 percent agree).

• It would embarrass me if my friends thought my lifestyle was purposefully environmentally friendly (51 percent agree).

Cautious Participants – Segment 5 (8% of the population)

Socio-demographic characteristics

A slightly larger group than Sideline Participants, Cautious Participants are significantly more likely to be males (66 percent) than females (34 percent). They are slightly less likely to reside in a larger urban area of greater than 30,000 people (48 percent compared with 59 percent of all surveyed), but as a group, their age, educational qualifications, regional distribution, and household incomes reflect the average for the sample.

Ecological worldviews

In relation to their ecological worldviews, Cautious Participants generally reflect the average results for the total sample, with a few significant exceptions:

• At 80 percent they have the third highest levels of agreement (after Positive Greens and Waste Watchers) with the statement the Earth has very limited room and resources.

• They have the second highest levels of agreement, after the Honestly Disengaged, with the statement it’s not worth New Zealand trying to combat climate change because other counties will cancel out what we do (33 percent strongly agree and 30 percent agree with the statement).

And while 66 percent of Cautious Participants feel that it is somewhat urgent to take care of the environment, at 32 percent they are significantly less likely than the total sample to feel that taking care of the environment is very urgent.

Lifestyle

In assessing their current lifestyle in relation to the environment, Cautious Participants are the most likely group to report that they do one or two things that are environmentally friendly. They are the second least likely group, after the Honestly Disengaged, to report that most things that they do are environmentally friendly.

They are also, after the Honestly Disengaged, the second most likely group to report that they are happy with what they are currently doing in relation to the environment (63 percent), and significantly less likely to report that they would like to do a bit or a lot more.

Cautious Participants are the most likely group to agree that they don’t pay much attention to the amount of water that they use at home (74 percent agree) and along with Sideline Supporters are more likely to agree that they don’t really give much thought to saving energy in the home (44 percent agree).

Where they differ from Sideline Supporters is that they are more likely to disagree than agree with the statement I find it hard to change my habits to be more environmentally friendly (73 percent disagree with the statement while 25 percent agree, compared with 31 percent and 69 percent of Sideline Supporters, respectively).

Knowledge and general attitudes

Cautious Participants’ levels of knowledge about climate change, global warming, and carbon emissions reflect the average for the total sample. Similarly, their perceptions of how well informed they are about things they can do to help care for the environment also reflect the average:

• Fourteen percent feel very informed.

• Eighty-three percent feel somewhat informed.

• Three percent do not feel at all informed.

Reflecting the finding that most Cautious Participants are happy with what they are currently doing to care for the environment, 20 percent reported that they were not particularly interested in learning more about how to care about the environment (second only to the Honestly Disengaged). Two-thirds would like to learn more about what they could do, and 10 percent actively seek out such information.

As is the case with the other segments, their main sources of information regarding how to be more environmentally friendly are through the media, friends and family and through their local council.

Other than those points highlighted above in relation to their current lifestyle, Cautious Participants’ attitudes regarding taking care of the environment reflect the average for the total sample.

Stalled Starters – Segment 6 (5% of the population)

Socio-demographic characteristics

Demographically, there are few characteristics that distinguish Stalled Starters, other than they are the least likely group to be living in an urban centre with a population of 30,000 or more (39 percent compared with 59 percent of the total sample), or like Sideline Supporters, one-in-five do not have any formal educational qualifications.

Ecological worldviews

For the most part, Stalled Starters have contradictory worldviews. Eighty-one percent agree that the Earth has very limited room and resources (compared with 68 percent of all those surveyed) and 70 percent agree that we are close to the limit of the number of people the Earth can support (compared with 48 percent of all those surveyed).

Stalled Starters are also more likely than not to agree with the following statements:

• If things continue on their current course, we will soon experience a major environmental disaster (60 percent agree).

• We produce and consume far more than we really need to (67 percent agree).

• Water is a limited resource and we shouldn’t waste it (84 percent agree).

• New Zealand’s households generate too much rubbish and waste (83 percent).

There is one key area where Stalled Starters differ from the more environmentally proactive segments, such as the Positive Greens and Waste Watchers: they are much less likely to disagree with the statement the so called ‘environmental crisis’ has been greatly exaggerated (39 percent disagree compared with 88 percent of Positive Greens and 66 percent of Waste Watchers).

Stalled Starters also have higher levels of agreement with the statement it’s not worth New Zealand trying to combat climate change because other counties will cancel out what we do (51 percent agree, compared with 29 percent of all those surveyed).

Lifestyle

When asked to assess their lifestyle, one-third of the Stalled Starters who were surveyed reported that they only do one or two things that are environmentally friendly, second only to Cautious Participants: 45 percent felt that they do quite a few things and one-in-five felt that most things that they did were environmentally friendly (similar to the average for the total sample).

After Sideline Supporters, Stalled Starters are the second most likely group to agree with the statement it would embarrass me if my friends thought my lifestyle was purposefully environmentally friendly (42 percent): they are the second least likely group, after the Honestly Disengaged, to strongly disagree with the statement (16 percent compared with 46 percent of all those surveyed).

Like Sideline Supporters, Stalled Starters are more likely than not to agree that they find it hard to change their habits to be more environmentally friendly (59 percent, compared with 31 percent of all those surveyed). Reflecting this, they are also the second most likely group after Cautious Participants to admit that they don’t pay much attention to the amount of water that they use at home (70 percent compared with 29 percent of all those surveyed). One-in-three also agree that they don’t really give much thought to saving energy in their home (36 percent compared with 16 percent of all those surveyed).

Despite this, most Stalled Starters would like to do a bit more to help the environment (59 percent), while one-in-five would like to do a lot more.

Knowledge and general attitudes

Eighty-four percent of Stalled Starters believe they are somewhat informed about things they can do to help the environment, which reflects the average for the total sample of New Zealanders that were surveyed.

Relatedly, for the most part, their levels of knowledge of concepts and terms such as climate change, global warming, carbon dioxide emissions and carbon offsetting reflect the average. They are significantly less likely to report that they know a fair amount about the term carbon footprint.

As with the other segments, most Stalled Starters have learned about things they can do to help the environment through the media (71 percent), followed by friends and family (22 percent) and/or their local council (12 percent).

Members of this group reflect their contradictory attitudes towards the environment: while a large majority of Stalled Starters (97 percent) agree that people have a duty to recycle, members of this segment are also significantly more likely to agree with the statement it’s not worth me doing things to help the environment if others don’t do the same (42 percent compared with 11 percent of all those surveyed).

Similarly, more than one-in-four agree with the statement it’s only worth doing environmentally friendly things, if they save you money (28 percent compared with 13 percent of all those surveyed).

Honestly Disengaged – Segment 7 (11% of the population)

Socio-demographic characteristics

Eleven percent of all those surveyed can be classified as being Honestly Disengaged. Demographically, they are more likely to be male (60 percent) than female (40 percent), and as a segment they have the oldest age profile, with 34 percent being aged 60 years or older (compared with 20 percent of all those surveyed), and just 10 percent being under the age of 30 (compared with 30 percent of all those surveyed).

Reflecting their age, they are significantly more likely to be retired (21 percent, compared with 12 percent of all those surveyed) and less likely to be a student (6 percent compared with 13 percent for the total sample). They are also the most likely group to be living in a household comprising an older couple with no children living at home.

Unlike their counterparts in the United Kingdom, 90 percent of the Honestly Disengaged are home owners; they are the least likely group to be renting or living in a flatting situation (6 percent compared with 15 percent of all those surveyed).

In relation to their other demographic characteristics, their levels of educational qualifications, household incomes and geographic locations reflect the average for the total sample.

Ecological worldviews

The Honestly Disengaged are the least likely group to have a pro-environmental orientation. They are significantly more likely to disagree with the positive ecological statements in the survey and agree with the negative statements in turn:

• The Earth has very limited room and resources (53 percent disagree compared with 20 percent of the total sample).

• If things continue on their current course, we will soon experience a major environmental disaster (72 percent disagree compared with 26 percent of the total sample).

• We produce and consume far more than we really need to (36 percent disagree compared with 20 percent of the total sample).

• The so-called ‘environmental crisis’ facing humanity has been greatly exaggerated (71 percent agree compared with 36 percent of the total sample).

• New Zealand’s households generate too much rubbish and waste (24 percent disagree compared with 9 percent of the total sample).

• It’s not worth New Zealand trying to combat climate change because other countries will cancel out what we do (73 percent agree compared with 29 percent of the total sample).

Relatedly, when queried as to how urgent it was to take steps to take care of the environment, 12 percent of the Honestly Disengaged reported that it was not at all urgent (compared with 2 percent of all those surveyed), while 75 percent said it was somewhat urgent (compared with 47 percent of all those surveyed.

Lifestyle

The Honestly Disengaged are the least likely segment to want to do more in relation to taking care of the environment. Sixty-six percent reported being happy with that they do at the moment (compared with 28 percent of all those surveyed), while 28 percent would like to do a bit more, and 8 percent a lot more.

Despite their views about the state of the environment that are generally not pro-environmental when compared with the other segments, only 5 percent of the Honestly Disengaged reported they do not really do anything that is environmentally friendly. Twenty percent reported doing one or two few things that are environmentally friendly, while 71 percent said that either they were doing quite a few things or that most things they do are environmentally friendly.

This is evidenced in part by their levels of disagreement with the following two statements:

• I don’t pay much attention to the amount of water I use at home (68 percent disagreed).

• I don’t really give much thought to saving energy in my home (81 percent disagreed).

Knowledge and general attitudes

While 11 percent of the Honestly Disengaged do not feel at all informed about how to help care for the environment, 69 percent feel somewhat informed and 19 percent feel very informed. This is likely evidenced in part by their self-reported levels of knowledge about the climate change, global warming, carbon footprints, carbon dioxide emissions and carbon offsetting, which like most of the segments reflect the average.

Most frequently they have learned about doing things to care for the environment through the media (61 percent) or their local council (15 percent). They are, however, the least likely group to report learning about caring for the environment through their friends and family (16 percent compared with 32 percent of all those surveyed).

Reflecting the name of their segment, 26 percent of the Honestly Disengaged reported that they were not particularly interested in learning more about what they could do to care for the environment (compared with 8 percent of the total sample), while at 59 percent they are the least likely group to report that they would like to learn more.

In line with their ecological worldviews, the majority of the Honestly Disengaged (67 percent) agree with the statement the effects of climate change are too far in the future to really worry me, while roughly one-third agree with the statement it’s not worth me doing things to help the environment if others don’t do the same and 29 percent felt that it is only worth doing environmentally friendly things if they save you money.

The Honestly Disengaged are also the most likely group to disagree with the statement people have a duty to recycle (24 percent compared with 6 percent of all those surveyed) and the least likely group to strongly agree with it (29 percent strongly agree compared with 64 percent of all those surveyed).

4.4 Relationship between segments and acceptability of environmentally sustainable behaviours

As noted in the various sections throughout Section 4, for the most part, New Zealanders seem to be either currently undertaking or willing to do most of the environmentally sustainable behaviours that were discussed.

Surprisingly, there were few significant differences between the different segments in relation to the acceptability of specific behaviours¹¹, with the following exceptions:

• The Honestly Disengaged were significantly more likely to be unwilling to:

  • Install insulation in the floors of their homes (45 percent compared with just 22 percent of Positive Greens, 26 percent of Waste Watchers, and 24 percent of Cautious Participants).
  • Replace their shower head with a more water efficient model (41 percent compared with between 10 and 26 percent of members of the other segments).
  • Choose a water efficient washing machine when purchasing (16 percent compared with just 3 percent of Positive Greens and Waste Watchers, 5 percent of Concerned Consumers).
  • Reduce the volume of water in their toilet tank by displacing it with a sold object (48 percent compared with 17 percent of Positive Greens, 25 percent of Waste Watchers, 36 percent of Concerned Consumers, and 20 percent of Stalled Starters).
  • Avoid wasting food (17 percent compared with 5 percent of Positive Greens and Waste Watchers, none of Stalled Starters).
  • Recycle an unwanted computer printer (17 percent compared with 5 percent of Positive Greens, 6 percent of Waste Watchers, 9 percent of Concerned Consumers, 11 percent of Cautious Participants and 5 percent of Stalled Starters).
  • Choose electronic or electrical products that are made with fewer toxic materials (25 percent compared with 9 percent of Positive Greens, 10 percent of Waste Watchers, 11 percent of Concerned Consumers and 11 percent of Stalled Starters).
  • Remove things like roof racks from their vehicles when not in use (37 percent compared with between 17 and 25 percent of the other segments).

In relation to the degree that different segments had actually already undertaken a specific behaviour, the following significant differences were found:

• Sideline Supporters:

  • Sideline Supporters were significantly more likely to have draught-proofed doors and windows in their home (68 percent compared with 48 percent of Positive Greens, 59 percent of Waste Watchers and 46 percent of Cautious Participants).
  • Sideline Supporters were significantly more likely to have bought electronic products that are made with fewer toxic materials (58 percent compared with 36 percent of Positive Greens, 39 percent of Waste Watchers and 31 percent of Cautious Participants).

• Concerned Consumers:

  • At 56 percent Concerned Consumers were significantly less likely to have already bought a water efficient toilet (compared with 85 percent of Sideline Supporters, 62 percent of Positive Greens, 70 percent of Waste Watchers and 70 percent of the Honestly Disengaged).
  • At 20 percent Concerned Consumers were the least likely group to have already reduced the volume of water in their toilet tank (compared with 39 percent of Positive Greens, 31 percent of Waste Watchers, 56 percent of Sideline Supporters, who were also the most likely group to have done this, and 43 percent of Stalled Starters).

• Cautious Participants:

  • At 59 percent Cautious Participants were significantly less likely to be planning what they buy, cook and eat to avoid wasting food (compared with 83 percent of Positive Greens, 84 percent of Waste Watchers, 74 percent of Concerned Consumers, 88 percent of Sideline Supporters and 74 percent of the Honestly Disengaged).
  • Cautions Participants were significantly less likely to have already chosen a water efficient washing machine (63 percent compared with between 80 and 84 percent of Positive Greens, Waste Watchers and Concerned Consumers).

Purchasing Behaviour

Data related to general purchasing behaviour, were indicative only due to the small sub-sample sizes of some of the segments. The survey findings suggest that Positive Greens, Waste Watchers, Concerned Consumers, and to a degree Sideline Supporters are more likely to take into account whether the products that they purchase have been made and can be disposed of in an environmentally friendly way, compared to Cautious Participants, Stalled Starters and the Honestly Disengaged (Table 42).

Table 42:

Q21. How much would you say you take into account whether they have been made and can be disposed of in an environmentally friendly way? – Segment

Total may exceed 100% because of multiple response.

4.5 Differences between the United Kingdom and New Zealand segment profiles

Positive Greens – Segment 1 (14% of the population)

New Zealand’s Positive Greens have a slightly different socio-demographic profile than their United Kingdom counterparts. More likely to be young females, and living in a single person household, the New Zealand Positive Greens are the second least likely group to be home owners.

In contrast, the United Kingdom equivalent are more likely to be middle-aged home owners and are only slightly more likely to be female than male.

Aside from their demographic differences, Positive Greens from both countries share the same ecological worldviews, lifestyle, knowledge and general attitudes.

Waste Watchers – Segment 2 (39% of the population)

Unlike their counterparts in the United Kingdom, Waste Watchers comprise the largest segment of the adult New Zealand population (the United Kingdom segment comprises 12% of their population). However, despite having a slightly different gender bias (again, the New Zealand equivalent is more likely to be female), New Zealand’s Waste Watchers have a similar socio-demographic profile to the United Kingdom Waste Watchers.

Although both report doing the same level of environmentally friendly activities, their satisfaction with this varies significantly. While 88 percent of New Zealand’s Waste Watchers would like to do more, most of the United Kingdom Waste Watchers (71 percent) are quite happy with what they are already doing.

Perhaps relatedly, more than one-third (37 percent) of the United Kingdom Waste Watchers believe the ecological crisis has been greatly exaggerated (compared to 12 percent of those in New Zealand).

Concerned Consumers – Segment 3 (18% of the population)

Unlike their counterparts in the United Kingdom, who are more likely to have tertiary qualifications than average, New Zealand’s Concerned Consumers are less likely to have attained this level of qualification. In addition, the New Zealand-based segment is more likely to earn a less-than-average-level income, whereas the United Kingdom equivalent is much more affluent.

However, aside from these few socio-demographic differences, Concerned Consumers from both countries share the same ecological worldviews, lifestyle, knowledge and general attitudes.

Sideline Supporters – Segment 4 (5% of the population)

In contrast to their numbers in the United Kingdom, New Zealand’s Sideline Supporters are a relatively small segment (5 percent of the sample compared with 14 percent in the United Kingdom).

Aside from being slightly older, the New Zealand Sideline Supporters are very similar to their United Kingdom counterparts in terms of their general socio-demographic profile.

Despite their relatively strong concerns for the environment, New Zealand’s Sideline Supporters are the second most likely group to believe that the so-called ‘environmental-crisis’ has been greatly exaggerated (65 percent agree). In contrast, the United Kingdom Sideline Supporters are the second most likely to disagree with this statement (64 percent disagree).

Equally contrasting views are evident in terms of whether or not this segment agrees that climate change is too far in the future to worry about (74 percent of New Zealand’s Sideline Supporters agree with this, whereas 75 percent of those in the United Kingdom disagree).

These differences aside, Sideline Supporters from both countries report similar levels of knowledge and lifestyle tendencies.

Cautious Participants – Segment 5 (8% of the population)

Although slightly smaller in size (the United Kingdom Cautious Participants represent 14% of the population), New Zealand’s Cautious Participants have a similar profile to that of their United Kingdom counterparts.

New Zealand’s Cautious Participants are the second most likely group to report that they are happy with what they are currently doing in relation to the environment (63 percent), and are significantly less likely to report that they would like to do a bit or a lot more (37 percent). This contrasts with the United Kingdom Cautious Participant segment who are the second most likely group to say they would like to do more (74 percent).

All other areas (ecological worldviews, knowledge and general attitudes) were similar across both countries.

Stalled Starters – Segment 6 (5% of the population)

Also slightly smaller than the United Kingdom equivalent (United Kingdom’s Stalled Starters represent 10% of the population), New Zealand’s Stalled Starters are the least likely of the New Zealand segments to be living in an urban centre. In contrast, United Kingdom’s Stalled Starters are the most likely to live in a major city.

Furthermore, while New Zealand’s Stalled Starters have few other distinguishing demographic characteristics, their United Kingdom counterparts have the lowest socio-economic profile of any group (i.e. lowest income). Both, however, are the least likely to hold any formal educational qualifications.

With regard to their ecological worldviews, lifestyle, knowledge and general attitudes towards the environment, New Zealand’s and the United Kingdom’s Stalled Starters both display contradictory views. It is difficult, therefore, to comment on any real differences between the two countries.

Honestly Disengaged – Segment 7 (11% of the population)

At 11%, New Zealand’s Honestly Disengaged segment is slightly smaller than the United Kingdom equivalent (18%). They also have an older age profile than in the United Kingdom and are more likely to be retired home owners.

Aside from this, however, the Honestly Disengaged New Zealand segment share the same views, attitudes and behavioural characteristics as their United Kingdom counterparts.

[ Previous ]