Segmenting for sustainability: The development of a sustainability segmentation model from a Welsh sample

Poortinga, Wouter ORCID: https://orcid.org/0000-0002-6926-8545 and Darnton, Andrew 2016. Segmenting for sustainability: The development of a sustainability segmentation model from a Welsh sample. Journal of Environmental Psychology 45 , pp. 221-232. 10.1016/j.jenvp.2016.01.009

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Abstract

Wales is one of the few countries in the world that has adopted sustainability as a central organising principle for public policy. This paper describes the development of a sustainability segmentation model that can be used by to engage the public across different sustainability policy areas. A nationally representative survey (n=1,538) was conducted containing questions on the three pillars of sustainable development, human values, perceptions of climate change and energy security, and self-reported behaviours in the domains of household energy use, travel and transport, waste and recycling, and water use. A series of cluster analyses identified six segments of the public that relate differently to sustainability. Even if the segments were solely constructed on the basis of thirteen distal psycho-social indicators, they had distinct socio-demographic profiles and diverse patterns of self-reported environmental behaviour. A 15-item screening tool was developed to replicate the segments with an average 72% accuracy.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Architecture
Subjects:	G Geography. Anthropology. Recreation > GE Environmental Sciences
Additional Information:	This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License.
Publisher:	Elsevier
ISSN:	0272-4944
Funders:	Welsh Government
Date of First Compliant Deposit:	30 March 2016
Date of Acceptance:	21 January 2016
Last Modified:	06 May 2023 15:22
URI:	https://orca.cardiff.ac.uk/id/eprint/85832

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