An initial qualitative fieldwork phase was planned in order to develop a detailed understanding of people’s perceptions of environmentally-friendly lifestyles and behaviours. Between March 2015 and March 2016 we conducted qualitative in-depth interviews with 219 people, comprising environmentally-committed and non-committed citizens in the following countries:
- Brazil
- Poland
- South Africa
- Denmark
- UK
- Nepal
- China
In addition to examining perceptions of environmentally-friendly lifestyles and behaviours we also conducted short surveys and some novel card-sorting exercises to elicit further detail.
A specific methodological precept was to broaden our enquiry to incorporate the contexts in which environmentally-friendly lifestyles and behaviours are understood.