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Consumers are keen to reduce their own carbon footprints, but also clearly recognise thelimits to personal action:“In general I think I’m fairly conscientious in the way I do things and I try to save on things.I guess I could look into putting the heating down a bit. I live in a new apartment so there’sinsulation, but there’s nothing I can change in that area because it’s a block. If I had a privatehome, I’d look into that but I don’t think I can. In general I’m a great advocate of using publictransport, I don’t own a car, although I’m lucky because I live in the city. I’m willing to paymore in whatever way the government decides to fund the carbon emission trading .”“The labels on appliances have been there for three or four years. I think they’re probablymore important given the reality with global warming than they previously have been. But thebiggest factor in making that decision is long term saving over short term expense. And giventhat we’re living in a period just at the minute with a credit squeeze, the economic solution isto buy the cheaper one and pay for it in the future.”Although levels of concern are high in Australia, consumers report some serious practicaland fi nancial obstacles:» Product information. More than half of respondents are discouraged from furtheraction in their daily life because they feel there is not enough information aboutwhich companies and products are better when it comes to global warming (56.2%,compared to US 43.7%, UK 50.2%).» Expense. Nearly half of respondents are discouraged from further action in theirdaily life because they think that products with the least impact on the climate aretoo expensive (48%, compared to US 37.0%, UK 42.4%).» Availability. More than a quarter of respondents are discouraged from further actionin their daily life because they think that energy effi cient choices are not available intheir area (28%, compared to US 27.8%, UK 23.2%).» Trust. More than a quarter of respondents are discouraged from further action intheir daily life because they do not believe the claims made about energy effi cientproducts and services (28%, compared to US 23.4%, UK 26.5%).What consumers are saying is that if the quality and performance of low carbon productsand services is satisfactory, and the price differential is suffi ciently low, then they willchose products based on climate performance.Another important infl uence is the motivation of not acting in isolation. Consumers feelmost assured when they believe that taking a particular course of action is the right thingto do, and that others are also acting.“My partner is a bit of a stickler for turning lights off and things like that,so we’re pretty good there.”“[I feel encouraged when I] hear of international things happening, these will be just asimportant as what individuals do in their own country. Also I’m a great believer in ordinarypeople, even if they’re not involved in politics. You can just do something: some people fromVictoria recently came and did a march. Just locally, people can join in marches and things tomake an impact on government .”What Assures Consumers on Climate Change – Australian Update 21
Some actions are easier to take than others. For example those that are low cost,low effort or the consequence of ‘forced choices’ (such as light bulbs that have to bechanged) face fewer practical barriers.The survey results highlight the different level of take-up of a range of common ‘greenconsumer actions’, and enables us to see which ones are most responsive to shiftinglevels of concern.Figure 7: Concern and individual actions10090807060% Uptake504030201001 2 3 4 5Level of concernNot concerned Very concernedConserve energyLight bulbsBought localGreen appliancesResponded to green promotionTravel differentlyTravel lessGreen energyTalked to friendsSought out informationCalculated footprint22 What Assures Consumers on Climate Change – Australian Update
Page 1 and 2: What Assures Consumersin Australiao
Page 3: Research MethodologyThe desk resear
Page 6 and 7: Executive SummaryAustralians have h
Page 8 and 9: 15. Effective assurance means smart
Page 10 and 11: Box 1: Raising the public profile o
Page 12 and 13: High-visibility, low-impact actions
Page 14 and 15: In 2008 AccountAbility, LRQA and th
Page 16 and 17: Some consumer climate change initia
Page 18 and 19: The view from AustraliaThis perspec
Page 20 and 21: Figure 3: Most important national p
Page 22 and 23: Figure 5: Actions takenReduced ener
Page 26 and 27: We can break the trends to action d
Page 28 and 29: Box 4: Green BeerIn March 2008 Fost
Page 30 and 31: Learning from such initiatives, cou
Page 32 and 33: Whilst the appliance labelling sche
Page 34 and 35: Can consumers contribute toAustrali
Page 36 and 37: challenges together with neighbouri
Page 38 and 39: 3. Generate overwhelming support fo
Page 40 and 41: Endnotes1‘Govt must act now on cl
Page 42: About This ReportThis report, focus

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