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Hectors and actors of sustainability: Can we make a distinction?
Type
presentation
Date Issued
2014-08-15
Author(s)
Csutora, Maria
Abstract
Being green is in line with trend. Recently there are too many hectors of sustainability who talk green and act brown. They carry out easy actions with only marginal impact. This has lead to the behaviour-impact gap (BIG) problem described by recent literature, where no significant difference in the ecological footprint of green and brown consumers could be detected. The BIG problem may lead to skepticism regarding the effectiveness of environmental actions unless we find a way to distinguish green actors from green talkers.
The research is based on the assumption that green actors do exist and their carbon footprint is bellow the value predicted by their economic circumstances. It presents a method for separating them from hectors using the combination of regression analysis and cluster analysis.
The empirical analysis is based on a 1012 respondent representative survey carried out in 2013.
Regression analyses was used to predict the carbon footprint as explained by economic situation, including income, number of persons in the household and home size. Then environmental actions and environmental impact variables were used as inputs for clustering.
Hectors are featured by their large carbon footprint and the large number of environmental actions reported. Only 19% belonged to this cluster but their carbon footprint widely exceeded the predicted value. Green actors form a big group of 24%, they carry out many environmental actions and their carbon footprint stays bellow the predicted level. Other variables were used as evaluation fields only and did not enter the cluster analysis as input. They also show the highest level of responsiveness of green actors: preference for renewable energy, waste separation, buying local products.
Findings indicate that hectors and actors are clearly distinguishable when impact oriented measures are used besides action or attitude questions. The achievements of green actors may fade away when the two groups are merged based on their reported environmental actions only. Thus, using impact oriented measuring techniques is of utmost importance for environmental policy.
The research is based on the assumption that green actors do exist and their carbon footprint is bellow the value predicted by their economic circumstances. It presents a method for separating them from hectors using the combination of regression analysis and cluster analysis.
The empirical analysis is based on a 1012 respondent representative survey carried out in 2013.
Regression analyses was used to predict the carbon footprint as explained by economic situation, including income, number of persons in the household and home size. Then environmental actions and environmental impact variables were used as inputs for clustering.
Hectors are featured by their large carbon footprint and the large number of environmental actions reported. Only 19% belonged to this cluster but their carbon footprint widely exceeded the predicted value. Green actors form a big group of 24%, they carry out many environmental actions and their carbon footprint stays bellow the predicted level. Other variables were used as evaluation fields only and did not enter the cluster analysis as input. They also show the highest level of responsiveness of green actors: preference for renewable energy, waste separation, buying local products.
Findings indicate that hectors and actors are clearly distinguishable when impact oriented measures are used besides action or attitude questions. The achievements of green actors may fade away when the two groups are merged based on their reported environmental actions only. Thus, using impact oriented measuring techniques is of utmost importance for environmental policy.
Language
English
HSG Classification
contribution to scientific community
Refereed
No
Event Title
ISEE conference 2014
Event Location
Reykjavik, Iceland
Subject(s)
Division(s)
Eprints ID
233710