New research, published today by the Department for EnvironmentFood and Rural Affairs (Defra), shows that the arrival of children andretirement can be motivators for pro-environmental behaviour change.

The research also shows that individuals and consumers recognisethey have a personal responsibility to change their behaviour to protect theenvironment. Despite being mistrustful of some of the information they aregiven, most people expect government to take the lead on environmental issues.

The five independent reports, carried out for Defra by specialistresearch organisations, provide an in-depth analysis of the public’s currentexpectations and aspirations of pro-environmental behaviour. The projectslooked at public understanding of sustainability in the following areas:

    * EnergyConsumption

    *Finance and Investment

    *Leisure and Tourism

    *Consumption of Food

    *Transport

The research also shows that many myths surround publicunderstanding of what they can do to reduce their impact on the environment.These include an assumption that ‘good’ daily behaviour legitimises occasional‘bad’ behaviour and that pro-environmental behaviour often involves higher costand poorer quality.

Environment Minister, Joan Ruddock said:

“This research shows public expectations of government are highand we should be leading by example. We need to help people understand theimpacts of their own behaviour and suggest simple, affordable ways of making adifference.”

“The government’s ‘Act on CO2’ carbon calculator encourages peopleto find out about their carbon footprint and how to reduce their CO2 emissions.Over half a million people have already visited the calculator website.  With 40% of emissions arising from ourhomes, the use of appliances and personal travel, everyone can contribute toreducing emissions.”

The research also identified a number of motivators for andbarriers to environmental behaviour change including:

Motivators:

    * Lifestage – the arrival of children and retirement were both citied as motivatorsfor pro-environmental change;

    * Desireto save money – a particular concern for those in the lower socio-economicgroups;

    * Health– an important motivator particularly when making choices in relation to food;and

    *Enjoyment and personal wellbeing – the benefits from making pro-environmentaltransport or leisure choices can act as a motivator.

Barriers:

    * Cost –the cost, or perceived cost, of pro-environmental behaviours was the mostfrequently cited barrier to action;

    * Timeand convenience – sustainable choices were frequently perceived to be timeconsuming and inconvenient;

    * Access– participants can only make pro-environmental choices if they have access tocertain products and services; and

    *Mistrust - there is a certain amount of mistrust of information received fromgovernment and industry and scepticism about the motivations of both.

It was also noted that the factors that act as motivators for someindividuals can serve as barriers that prevent actions in others.