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

Poortinga, Wouter ORCID: 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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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

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