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It's not easy being green

Being a green consumer is hard work, according to new research funded by the Economic and Social Research Council (ESRC). The study highlights a need for more practical help and incentives for green consumers, if we are to achieve a more sustainable society.

The University of Leeds-led study found that consumers who try to live a sustainable lifestyle have difficulty deciding which product to buy. "Consumers find that being green or ethical is a very hard, time consuming, and emotional experience," says Dr William Young. Apart from the usual issues such as price, reliability, and colour, they have the added complication of researching and weighing up all the environmental and ethical issues before purchasing a product, he explains.

Dr Young and his colleagues interviewed green consumers about their recent major purchasing decisions for goods such as fridges and computers as well as their more routine shopping habits.

These interviews, together with several focus groups, uncovered three different types of green consumer.

Selectors are probably the largest group of green consumers in the UK population. These consumers are only green in one aspect of their lives. A selector may be an avid recycler or pay a premium for green energy but sees no contradiction in leading an otherwise consumption orientated life.

Translators, are green in some aspects of their lives. They are prepared to make a certain amount of sacrifice in order to do what they perceive is the 'right thing'. But they do not actively seek out the information that they need to work out what the 'right thing' is.

Exceptors are the greenest of all. Their personal philosophy about consumption makes sustainability a priority in every aspect of their lives.

Exceptors do a lot of research for every product that they buy. But they are often unsatisfied with their final decisions because they have had to compromise on many of their values t
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Contact: Alexandra Saxon
alexandra.saxon@esrc.ac.uk
44-017-934-13032
Economic & Social Research Council
11-Feb-2007


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