This paper examines consumer attitudes to the environment, with a focus on the discord between generic environmental choices and attitudes and those related to transport. A particular focus is on air travel. This difference is set to become a growing problem for policy-makers with transport emissions accounting for an increasing share of greenhouse gas emissions. Market segmentation is a technique that can ensure investment is targeted at individuals who are most receptive to change and those with the greatest potential impacts, thereby maximizing results. The research is based on560 responses to a household survey of five local authorities in the EastMidlands, United Kingdom conducted in spring 2009. Exploratory factor analysis of response to pro-environmental statements identifies three latentfactors influencing response general environmental behavior, travel specific behavior and perceived convenience. Cluster analysis based on respondent factor scores generated five distinct environmental: segments ranging from Sustainability champions, receptive to generic and travel specific environmental attitudes and behavior, to Environmental rascals, who are not responsive to pro-environmental behavior and attitudes. Two air travel dependent segments are Luxuriant lifestylers and Flighty greens the latter find it convenient to respond to generic environmental concerns yet not the travel specific ones, it is this segment which has the greatest potential for change. A further segment Successful strugglers behave in an environmentally responsive-manner but find this a challenge, this segment also need support to maintain their positive decisions. The behavioral and sociodemographic characteristics of these clusters are examined within this paper.
Abstract