Consumer Power - How the public thinks lower-carbon behaviour could be made mainstream

Changing the public’s use of energy at home and on the move is critical for reducing the UK’s overall emissions contributing to climate change. However, beyond the environmentally inclined, there is a very substantial group of people who are doing very little in response to communications and policies designed to promote behaviours and choices that will reduce emissions. This report presents the findings of an investigation into why this has been the case, and into how behaviour that produces fewer emissions – which we refer to as ‘lower-carbon behaviour’ – can be stimulated among some members of this group.
http://www.ippr.org/publicationsandreports/publication.asp?id=698