TYPOLOGY OF ENVIRONMENTAL ENGAGEMENT
A typology of environment engagement was created, segmenting people into a hierarchy of five groups:
These are people who: said that the environment was an important issue in Scotland or the most important issue in the world; believed that climate change is an immediate and urgent problem; and said they know a great deal or a fair amount about climate change. These people are engaged with the issues and are likely to be the most proactive in terms of adopting new or alternative pro-environmental behaviours.
People who believe that climate change is an immediate and urgent problem and an important issue globally, but who do not necessary feel well informed about climate change or think that it is an important issue in Scotland. This group could be referred to as "aspiring greens". They may be interested in adopting new behaviours but tend to be more passive than those who are highly engaged.
These are people who said that climate change is an immediate and urgent problem, but not one of the most important issues globally or in Scotland. These people accept that climate change is an issue, but may not be convinced of the need to take more than minimal action at present.
This group believe that climate change is more of a problem for the future or hold no views on climate change. It is unlikely that this group will readily accept the need for anything more than minor or relatively easy changes to their lifestyle.
These are people who are not convinced that climate change is happening or, that if it is happening, believe it is not a problem. This group is likely to be the most resistant to messages about changing their behaviour.