YOUTH LITTER SEGMENTATION RESEARCH

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ATTITUDES TOWARDS ANTI-<strong>LITTER</strong> STIMULI ‘MURDER WEAPON’ MURDER WEAPON! Every year thousands of animals die miserable deaths caused by litter. Save lives. Use a bin or take it home. • This received 18 votes, with an even boy/girl split but a bias towards younger years • Many knew that animals were harmed by litter, so this message confirmed the fact “Animals can get caught in those plastic beer can holders and die” • Many said that they felt guilty for their actions “Makes you feel guilty when you drop stuff because you could be killing animals”; “Makes you feel guilty about all the animals dying from you dropping litter on the floor”
ATTITUDES TOWARDS ANTI-<strong>LITTER</strong> STIMULI ‘MURDER WEAPON’ MURDER WEAPON! Every year thousands of animals die miserable deaths caused by litter. Save lives. Use a bin or take it home. • The only improvement was seen to be an image of an animal - and almost all felt that it had to be suitably upsetting to make people think “Needs a picture of a bird trapped in rubbish”; “You need a picture of a cute animal dying”; “Quite upsetting, you imagine a picture of a hedgehog or a little bunny rabbit”
Page 1 and 2: YOUTH LITTER SEGMENTATION RESEARCH
Page 3 and 4: RESEARCH OBJECTIVE “To understand
Page 5 and 6: SPONTANEOUS IMAGE OF ‘LITTER’
Page 7 and 8: WHY DOES THIS AGE GROUP LITTER? •
Page 9 and 10: WHEN WOULD THEY BE MOST LIKELY TO L
Page 11 and 12: THE REASONS FOR LITTERING LAZINESS,
Page 13 and 14: “A crisp pack on the way home fro
Page 15 and 16: Focusing On Their Schools
Page 17 and 18: HOW DIFFERENT ARE THEIR SCHOOLS? TH
Page 19 and 20: HOW DIFFERENT ARE THEIR SCHOOLS? -
Page 25 and 26: School Approaches To Litter - And P
Page 27 and 28: THE CURRENT ANTI-LITTER MEASURES UN
Page 29 and 30: ANTI-LITTER PUNISHMENTS • For the
Page 31 and 32: CURRENT MEASURES “We’d taken a
Page 33 and 34: PUPIL’S SUGGESTIONS FOR RESOLVING
Page 35 and 36: OPINIONS OF CURRENT ANTI-LITTER SCH
Page 43 and 44: Anti-Litter Messages
Page 45 and 46: PUPILS’ SUGGESTIONS FOR ANTI-LITT
Page 47: ATTITUDES TOWARDS ANTI-LITTER STIMU
Page 51 and 52: SUCCESSFUL ELEMENTS OF THE VARIOUS
Page 53 and 54: ATTITUDINAL SEGMENTATION From gener
Page 55 and 56: ATTITUDINAL SEGMENTATION I’m Just
Page 57 and 58: ATTITUDINAL SEGMENTATION I’m Hard
Page 59 and 60: SEGMENT MAPPING FEMALE I’m Just N
Page 61 and 62: GENERAL AWARENESS OF THE IMPACT OF
Page 63 and 64: CONCLUSIONS THE PROBLEM It proves m
Page 65 and 66: TOWARDS SOLVING THE PROBLEM Underst
Page 67: CHANGING BEHAVIOUR - BY SEGMENT CUR

YOUTH LITTER SEGMENTATION RESEARCH

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