Segmenting for Sustainability on the Island of Ireland

This research argues for a disaggregation of pro-environmental behaviour into habitual and occasional behaviour. The former captures routine everyday activities such as regularly buying organic food or habitually conserving water. The latter describes occasional activities such as installing insulation and purchasing energy-efficient household appliances. Drawing on a survey of 1,500 households in the Republic of Ireland and Northern Ireland that developed both behavioural and attitudinal indices to investigate household consumption, respondents are grouped according to their scoring on each index.

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