Money Not Climate Change Threat Main Motivator For Aussies To Act Green: Ipsos Mackay Report
August 6, 2010
When it comes to inspiring environmentally friendly behaviour, it is money, not the threat of climate change that is the biggest motivator for Australians according to a major new study by Ipsos Australia.
The Ipsos Mackay study, Acting Green, found that the overarching motivation was cost saving with the benefit to the environment being a secondary thought.
This research study delved into consumers' views on green behaviours and climate change finding that Australians are doing their bit for the environment but are acting green regardless of their stance on climate change with other concerns taking precedence.
Furthermore, talk of climate change took a back seat to more concrete discussion around green behaviours and environmentally responsible actions which are well entrenched within the home where consumers are consciously carrying out the three R's – reduce, reuse and recycle.
The study highlighted that there are a wide range of issues acting as a barrier to Australians being greener.
Ipsos Director of the Sustainable Communities and Environmental unit, Poppy Wise said: "Many behaviours happened to have an environmental benefit but these were not inspired by environmental motivations alone."
As one respondent said: "It's like the lazy thing, the effort. If it costs too much and isn't affordable, you won't do it."
The key exceptions to this are recycling and littering. Participants took the time and energy to sort their household waste into council provided bins and to resist the temptation to drop rubbish on streets, beaches and parks motivated by no financial gain. The slogan of the 'do the right thing' campaign was echoed in these behaviours.
In addition to financial motivators, there are several other drivers underpinning 'green' behaviours with health and lifestyle benefits having a major influence.
On the flip side, the added cost of purchasing green products and services has been a key barrier for many consumers, as well as the perceived inconvenience and time investment required.
Many Australians are also confused by contradictory information around green actions and have expressed feeling powerless.
Ipsos Mackay Director Dr Rebecca Huntley commented: "While many consumers want to contribute to a sustainable future, they question their ability as individuals to create any significant change."
In addition, consumers are highly critical of the perceived lack of effort from corporations and big business in tackling the issue of sustainability and were particularly disappointed and disillusioned with the inability of governments to deliver long term, sustainability solutions.
"Ultimately, there are certain areas mainly around personal indulgence that consumers would not consider changing, regardless of the impact to the environment," Dr Huntley said.
The Ipsos Mackay study, Acting Green, was based on a series of 16 group discussions with Australian men and women ranging in age from late teens to mid-70s. All participants were drawn from the upper-middle to the lower-middle socio-economic strata. The fieldwork was conducted in Sydney, Melbourne, Brisbane, Ballarat and Newcastle in March 2010.
For further information contact:
Rebecca Huntley
T: 02 9900 5100
E: rebecca.huntley@ipsos.com
Poppy Wise
T: 02 9900 5118
E: poppy.wise@ipsos.com
About Ipsos
Ipsos is one of the world's leading survey-based marketing research firms. Founded and run by market research professionals, Ipsos interprets, simulates, and anticipates the needs and reactions of consumers, customers and citizens – locally, nationally and around the world. Ipsos has a direct presence in more than 65 countries globally and conducts research in more than 100.