Environmental Choices™ section report 2.c: Value, Passions & Incentives - In Relation To Climate ChangeHaddock Research & Branding, Inc.September 1, 2010 140 Pages - SKU: HDKR2844449 |
| This section report addresses how people's identity relates to attitudes to climate change, and how this can be used in marketing. A general finding from academic research is that people with more materialistic values tend to have less concern for the environment - yet marketers need to know what this means in selling specific low carbon products to specific demographic sub-groups, in different cultures and in different product categories. Selling a micro-energy system is different to selling a Prius, which is different from getting people to take the train!
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Additional Information
- Is there a link between materialistic values and attitudes towards climate change, and how strong is this relative to other demographic and cultural differences?
- Do people who think the Prius as 'desirable' have a distinctive values' profile? Ho can this be used in guiding Toyota marketing in the US?
- Can a 'status-based materialistic' marketing approach be useful in getting people to make low-carbon improvements to their home?
- How much do people's passions, interest in sports and other leisure pursuits vary according to their concern about climate change? How might this be useful in a media strategy?
- Does the threat of climate change make people (consciously) attracted to nature? What opportunities and implications are there for the travel industry?
- Do people's opinions about climate change vary by which industry sector their household members are employed?
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