Book,
A framework for pro-environmental behaviours
London: Defra, (2008)
Abstract
In order to improve the support we give to consumers Defra has developed a framework for pro-environmental behaviours. This summarises our understanding of the evidence on consumer behaviour and is designed to support policy development and implementation in Defra, other Government departments and externally. The framework has been developed with the help and advice of a wide range of experts, Defra delivery partners and other stakeholders. The framework covers: A set of core principles and approaches for encouraging more environmentally friendly behaviour; A set of 12 headline behaviour goals, covering the main areas of consumption: food and drink, personal travel, homes and household products, and travel tourism; Consumer insight and evidence base: including an assessment of what kinds of actions people are already taking and their relative ability and willingness to do more; An environmental segmentation model that divides the public into seven clusters, each sharing a distinct set of attitudes and beliefs towards the environment; An assessment of the implications of this evidence and understanding for policy development and implementation, including the design of communications and marketing tools.
