Transcript MEASURING AWARENESS OF CLIMATE CHANGE

rosslyn
research
Measuring Climate Change Awareness
Prepared for West Sussex County Council
September 2004
OBJECTIVES FOR WEST SUSSEX COUNTY COUNCIL
 The key role for West Sussex County Council
is to establish the level of awareness and
knowledge on climate change issues and
develop ways of communicating relevant
messages.
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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PROGRAMME FOR WEST SUSSEX COUNTY COUNCIL
 The programme of work within West Sussex will consist of 3 parts:
 STAGE I
An initial evaluation of the current level of community awareness [urban, rural,
coastal and business communities] of climate change and its implications for
spatial planning.
 STAGE II
A series of events [workshops, community meetings, school gatherings] on
how climate change awareness and adaptation messages can best be
communicated.
 STAGE III
A final evaluation to assess whether community awareness has increased
since the initial evaluation and hence the effectiveness of the project
programme.
 This presentation outlines the top-line findings of Stage I of the programme.
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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WEST SUSSEX COUNTY COUNCIL - METHODOLOGY
 Stage I of the programme consisted of three parts:
.
 1. Focus Groups with different parts of the residential and business
community.
 2. Quantitative face-to-face sample survey with a representative sample
of the residential, farming and business communities.
 3. “Control” survey with residents outside West Sussex (Hampshire).
A quantitative postal survey with members of the West Sussex residents’
panel has yet to be conducted.
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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STAGE I/ PART I - METHODOLOGY
 Part 1 consisted of 3 focus groups with residents of West Sussex to
represent the urban, coastal and rural communities, as well as 8 in-depth
interviews with representatives of the business community.
 Groups of 2 hours/ interviews of 40 minutes
 Findings from focus groups used to ‘shape’ wording and format of
questionnaire in Stage I, Part 2
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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STAGE I/ PART I - BRIEF SUMMARY OF FINDINGS
 Perceived constituents of climate change are wetter and warmer winters,
‘disturbed’ seasons and hotter summers.
 Main perceived effects will be coastal and river flooding, water shortages
[water in the ‘wrong place’] and public health problems.
 Huge range of awareness by residents and businesses of climate change
issues and causes.
 Positive side of better weather, sunnier summers, lower heating bills.
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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STAGE I/ PART I - BRIEF SUMMARY OF FINDINGS (cont.)
 Generally: “can do very little about it myself”.
 Some urban population looking at changes in lifestyle and ‘doing a little’,
such as recycling.
 Just another problem in a very complicated world.
 Weather is ‘out-of-control’, because society is ‘out-of-control’.
 “Nothing will happen until there is a huge disaster.”
 US [high consumption, emission and industry] is main cause.
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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STAGE I/ PART II - METHODOLOGY
 Part 2 of Stage I consist of 1,350 personal interviews with residents and
businesses in West Sussex. West Sussex was divided into 4 areas [A 23
corridor/Rural/ Coastal East and Costal West]
 1,050 interviews with residents with quotas by age and gender
[440 urban/ 370 small town/ 330 rural].
 210 interviews with businesses with quotas by 6 industry sectors.
 100 interviews with the farming community.
 “Control’ sample of 200 residents in Hampshire
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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STAGE I/ PART II - ANALYSIS
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
Very detailed analysis.
Type [business, residential, control and farming].
Gender, age, children, household size and social grade.
Location and geography.
Home ownership and numbers of cars.
Size of business/ farm.
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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SUMMARY OF FINDINGS - CAUSES AND EFFECTS
 A number of possible causes and effects of weather and climate change
were presented to respondents
 Perceived causes of climate change, related to effects of climate change
were rated by respondents “out-of-10”.
 For causes, ‘1’ indicated that “it has no impact at all on climate change”
and ‘10’ that “it is a major cause of climate change”.
 For effects, ‘1’ indicated that “it won’t happen or doesn’t matter” and
‘10’ that “it will be a major effect of climate change”.
 Therefore, the higher the rating, the more important is the factor as a
perceived cause of effect of climate change
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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CAUSES OF CLIMATE CHANGE
 “Although there is no perceived single or dominant cause of climate
change, cutting down of the rain forest and pollution by industry/ the
motor car are seen as key causes.”
7.97
Cutting down of Rain Forest in S. America/ Asia
7.54
Pollution caused by Motor Car
7.50
Greenhouse Effect
-------------------------------------------------------------------------------7.30
Pollution by Industry
6.87
Hole in Ozone Layer
6.34
Lack of recycling of Household Waste
-------------------------------------------------------------------------------5.84
Building on Flood Plains
5.75
Overpopulation
5.66
Deforestation in UK
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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CAUSES OF CLIMATE CHANGE
 For each factor there are always around 10% of people who rate the
factor as having no or little impact [rating of 1, 2 or 3].
 Conversely, between 45% and 55% see the factors as a key cause of
climate change, rating the factors at 8, 9 or 10.
 For virtually all factors we see a pattern by sub-group [example scores
are for the most important factor; average 7.97]:
• Farmers rate factors much lower than other groups [7.21]
• West Sussex residents rate factors slightly above average [8.06]
• Businesses rate factors lower, but above farmers [7.45]
• The control group of Hampshire [interviewed in urban area] rate the
factors highest of all and often by a substantial margin [8.44]
 These sub-group differences are statistically significant.
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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EFFECTS OF CLIMATE CHANGE
 “Again, we do not see a single or dominant effect of weather and climate
change. Floods, Hotter Summers, Wetter Winters and Warmer Winters
are closely grouped as main effects.”
6.84
Floods
6.73
Hotter Summers
6.74
Wetter Winters
6.58
Warmer Winters
-------------------------------------------------------------------------------6.11
Droughts
5.94
Changes in Agriculture
-------------------------------------------------------------------------------5.63
New Diseases
5.24
Wetter Summers
5.23
Changes in Planning Laws
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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EFFECTS OF CLIMATE CHANGE
 People are less sure of the effects than of causes, indicated by slightly
lower ratings.
 We again see a group of around 10% rating these effects at 1,2 or 3, ie.
they expect that the effects are unlikely to happen.
 The ‘top-box’ of those rating the effects at 8 - 10 tends to be a little lower,
which accounts for the overall lower scores.
 Sub-sector differences are less marked and not statistically significant.
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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EFFECTS OF CLIMATE CHANGE
 The ‘multi-dimensional scaling’ [see charts] shows the groupings of
causes and effects.
 For the West Sussex [for example] total we see very close correlation
between some effects [eg. floods, wetter winters, warmer winters and
hotter summers].
 Paradoxically, droughts and wetter summers are also closely correlated.
 The effects of floods, wetter winters, warmer winters and hotter summers
correlated closely to some causes, such as Pollution [industry and motor
car], cutting of rain forest, hole in ozone layer and greenhouse effect.
 A number of causes appear to be less related to others and to effects.
These are building on flood plains, recycling of waste and overpopulation.
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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Multidimensional Scaling
 Multidimensional Scaling (MDS) is a technique that assigns each variable
a distance from other attributes in the analysis, then places them all on
an X-Y axis. It is a statistical visualization method for picturing
associations between attributes.
 The resulting map shows which attribute are close to other attributes. In
practical terms that is similar to correlation.
 For ESPACE the maps consist of causes (Q1) and effects (Q2) of
weather changes. These two groups tended to group together. Still, the
proximity of different issues (e.g.. droughts and hotter summers) is
instructive on how groups view upcoming weather changes.
 For example, on the following map ‘Changes in planning law’ and
‘Deforestation in the UK’ are close. Also, ‘Cutting down forests in South
America’ and ‘hole in the ozone layer’.
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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Main Causes/Main Effects of Weather Changes
West Sussex Total
Too much building/ construction on flood plains
Causes and effects within
proximity show a high
correlation
Overpopulation
Lack of recycling of household waste
Deforestation in the UK
Pollution by industry
Pollution caused by the motor car
Cutting down of rain forest in South America and Asia
Hole in the ozone layer
Changes in agriculture
Greenhouse gas emissions
/greenhouse effect
Changes in planning laws
New diseases, e.g. malaria
Floods
Wetter winters
Warmer winters
Blue Labels=Main Causes of Climate Change
Hotter summers
Droughts
Wetter summers
Red Labels=Main Effects of Climate Changes
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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Main Causes/Main Effects of Weather Changes
West Sussex Total
Too much building/ construction on flood plains
Overpopulation
Lack of recycling of household waste
Deforestation in the UK
Pollution by industry
Pollution caused by the motor car
Cutting down of rain forest in South America and Asia
Hole in the ozone layer
Changes in agriculture
Greenhouse gas emissions
/greenhouse effect
Changes in planning laws
New diseases, e.g. malaria
Floods
Wetter winters
Warmer winters
Blue Labels=Main Causes of Climate Change
Hotter summers
Droughts
Wetter summers
Red Labels=Main Effects of Climate Changes
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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Main Causes/Main Effects of Weather Changes
Control Group—Hampshire
New diseases, e.g. malaria
Cutting down of rain forest
Wetter winters
in South America and Asia
Hotter summers
Pollution by industry
Floods
Warmer winters
Droughts
Hole in the ozone layer
Pollution caused by the motor car
Wetter summers
Changes in agriculture
Changes in planning laws
Greenhouse gas emissions
/greenhouse effect
Lack of recycling of household waste
Deforestation in the UK
Overpopulation
Too much building/ construction on flood plains
Blue Labels=Main Causes of Climate Change
Red Labels=Main Effects of Climate Changes
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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Main Causes/Main Effects of Weather Changes
West Sussex Business
Deforestation in the UK
Overpopulation
Lack of recycling of household waste
Cutting down of rain forest
in South America and Asia
Pollution by industry
Greenhouse gas emissions/greenhouse effect
Too much building/
Pollution caused by
construction on flood plains
the motor car
Changes in agriculture
Hotter summers
Wetter winters
Warmer winters
Floods
Droughts
Hole in the ozone layer
Changes in planning laws
Wetter summers
New diseases, e.g. malaria
Blue Labels=Main Causes of Climate Change
Red Labels=Main Effects of Climate Changes
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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Main Causes/Main Effects of Weather Changes
West Sussex Farming
Cutting down of rain forest in South America and Asia
Lack of recycling of
household waste
Pollution by industry
Deforestation in the UK
Too much building/ construction
on flood plains
Hole in the ozone layer
Greenhouse gas emissions/greenhouse effect
Pollution caused
by the motor car
Hotter summers
Floods
Warmer winters
Changes in planning laws
Wetter winters
Droughts
Changes in agriculture
Wetter summers
New diseases, e.g. malaria
Overpopulation
Blue Labels=Main Causes of Climate Change
Red Labels=Main Effects of Climate Changes
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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Main Causes/Main Effects of Weather Changes
West Sussex Residential
Warmer winters
Wetter summers
Hotter summers Wetter winters
Droughts
Floods
New diseases, e.g. malaria
Greenhouse gas emissions/greenhouse effect
Cutting down of rain forest
in South America and Asia
Changes in agriculture
Pollution caused by the motor car
Changes in planning laws
Hole in the ozone layer
Pollution by industry
Lack of recycling of household waste
Deforestation in the UK
Overpopulation
Too much building/ construction on flood plains
Blue Labels=Main Causes of Climate Change
Red Labels=Main Effects of Climate Changes
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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‘OBSERVED’ CHANGES IN TEMPERATURE
 “Although there is a trend, there is no total agreement on changes, such
as summer/ winter temperatures ‘observed’ over the last 10 years”.
69%
Higher winter temperatures/ lower - 11%
Farming:
89%
Higher winter temperatures/ lower - 1%
65%
Higher summer temperatures / lower - 8%
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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‘OBSERVED’ CHANGES IN RAINFALL
 “There is less agreement on changes, such as summer/ winter rainfall
‘observed’ over the last 10 years”.
53%
Wetter winters /
16% Drier winters
27%
Wetter summers/
36% Drier summers
Business:
18%
Wetter summers/
42% Drier summers
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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‘EXPECTED’ CHANGES IN TEMPERATURE
 “Summer/ winter temperatures are ‘expected’ to change more rapidly
over the next 10 years than over the last 10”.
65% Higher winter temperatures/ lower - 11%
Farming:
64% Higher winter temperatures/ lower - 3%
71% Higher summer temperatures / lower - 5%
Farming:
60% Higher summer temperatures/ lower - 6%
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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‘EXPECTED’ CHANGES IN RAINFALL
 “Winter rainfall levels are ‘expected’ to change at about the same rate
over the next 10 years than over the last 10. Summers are expected to
be much drier”.
53%
Wetter winters/ 16% Drier winters
20% Wetter summers/ 48% Drier summers
Farming:
13% Wetter summers/ 40% Drier summers
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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EFFECTS ON RESIDENTS AND BUSINESSES
 “The majority of residents, businesses and farmers do not think that
INCREASED COASTAL FLOODING will affect them”. [scores are ‘out-of10’/ not affected are scores of 1 -3/ affected are scores of 8 -10]
4.30
3.47
3.60
4.30
Total West Sussex [not affected -45%/ affected - 18%]
Businesses [not affected -59%/ affected - 16%]
Farming [not affected -63%/ affected - 18%]
Residents [not affected -41%/ affected - 19%]
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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EFFECTS ON RESIDENTS AND BUSINESSES
 “A, generally small, majority of residents and farmers think that WARMER
AND WETTER WINTERS will affect them”. [scores are ‘out-of-10’/ not
affected are scores of 1 -3/ affected are scores of 8 -10]
5.45
3.69
5.82
5.77
Total West Sussex [not affected -25%/ affected - 26%]
Businesses [not affected -49%/ affected - 10%]
Farming [not affected -26%/ affected - 37%]
Residents [not affected -20%/ affected - 39%]
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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EFFECTS ON RESIDENTS AND BUSINESSES
 “A small majority of residents and farmers think that WARMER AND
WETTER SUMMERS will affect them”. [scores are ‘out-of-10’/ not
affected are scores of 1 -3/ affected are scores of 8 -10]
5.43
4.43
6.09
5.57
Total West Sussex [not affected -25%/ affected - 26%]
Businesses [not affected -42%/ affected - 20%]
Farming [not affected -28%/ affected - 38%]
Residents [not affected -22%/ affected - 25%]
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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EFFECTS ON RESIDENTS AND BUSINESSES
 “Businesses think that INCREASED RIVER FLOODING will not affect
them greatly”. [scores are ‘out-of-10’/ not affected are scores of 1 -3/
affected are scores of 8 -10]
4.75
3.55
4.46
5.00
Total West Sussex [not affected - 54%/ affected - 13%]
Businesses [not affected - 60%/ affected - 13%]
Farming [not affected - 52%/ affected - 24%]
Residents [not affected - 33%/ affected - 12%]
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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EFFECTS ON RESIDENTS AND BUSINESSES
 “BETTER WEATHER will mainly affect residents”. [scores are ‘out-of10’/ not affected are scores of 1 -3/ affected are scores of 8 -10]
5.47
4.76
4.82
5.66
Total West Sussex [not affected - 26%/ affected - 26%]
Businesses [not affected - 38%/ affected - 25%]
Farming [not affected - 43%/ affected - 25%]
Residents [not affected - 21%/ affected - 25%]
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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EFFECTS ON RESIDENTS AND BUSINESSES
 “WATER SHORTAGES will affect everyone”. [scores are ‘out-of-10’/ not
affected are scores of 1 -3/ affected are scores of 8 -10]
6.34
4.82
6.60
6.62
Total West Sussex [not affected - 14%/ affected - 39%]
Businesses [not affected - 36%/ affected - 23%]
Farming [not affected - 18%/ affected - 42%]
Residents [not affected - 13%/ affected - 41%]
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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EFFECTS ON RESIDENTS AND BUSINESSES
 “LESS PREDICTABLE WEATHER PATTERNS will affect everyone to a
greater or lesser degree”. [scores are ‘out-of-10’/ not affected are scores
of 1 -3/ affected are scores of 8 -10]
6.12
4.63
6.04
6.41
Total West Sussex [not affected - 15%/ affected - 33%]
Businesses [not affected - 34%/ affected - 15%]
Farming [not affected - 13%/ affected - 31%]
Residents [not affected - 12%/ affected - 37%]
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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EFFECTS ON RESIDENTS AND BUSINESSES
 “Most people will be affected by HIGHER INSURANCE PREMIUMS”.
[scores are ‘out-of-10’/ not affected are scores of 1 -3/ affected are
scores of 8 -10]
6.09
5.94
5.89
6.14
Total West Sussex [not affected - 23%/ affected - 38%]
Businesses [not affected - 21%/ affected - 33%]
Farming [not affected - 25%/ affected - 34%]
Residents [not affected - 23%/ affected - 40%]
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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EFFECTS ON RESIDENTS AND BUSINESSES
 “CHANGES IN AGRICULTURE may not have a great affect on people,
including farmers”. [scores are ‘out-of-10’/ not affected are scores of 1 3/ affected are scores of 8 -10]
5.09
3.91
5.00
5.32
Total West Sussex [not affected - 27%/ affected - 20%]
Businesses [not affected - 40%/ affected - 7%]
Farming [not affected - 28%/ affected - 18%]
Residents [not affected - 24%/ affected - 23%]
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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EFFECTS ON RESIDENTS AND BUSINESSES
 “HIGHER FUEL PRICES will affect most segments almost equally”.
[scores are ‘out-of-10’/ not affected are scores of 1 -3/ affected are
scores of 8 -10]
6.58
6.40
6.39
6.63
Total West Sussex [not affected - 21%/ affected - 48%]
Businesses [not affected - 16%/ affected - 49%]
Farming [not affected - 16%/ affected - 39%]
Residents [not affected - 22%/ affected - 51%]
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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EFFECTS ON RESIDENTS AND BUSINESSES
 “HIGHER FUEL PRICES will affect most segments almost equally”.
[scores are ‘out-of-10’/ not affected are scores of 1 -3/ affected are
scores of 8 -10]
6.58
6.40
6.39
6.63
Total West Sussex [not affected - 21%/ affected - 48%]
Businesses [not affected - 16%/ affected - 49%]
Farming [not affected - 16%/ affected - 39%]
Residents [not affected - 22%/ affected - 51%]
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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Factor Analysis
 For ESPACE, we looked at Question 11—”How much will you or your
business be affected by Weather and Climate Changes” to ascertain
how respondents in West Sussex group effects of weather changes.
 Respondents can be grouped into one of the four factors that emerged.
 The analysis produces a variable for each factor by a regression method.
Each respondent receives a score (actually a correlation) for each of the
four new variables.
 Respondents are placed into the ‘group’ in which their factor score is the
highest. This is called a Q-factor cluster analysis.
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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Factor Analysis
How Much Will You or Your Business be Affected by Weather and Climate Changes
Question 11—How Much Will Your Business by
Affected by Weather and Climate Changes
West Sussex Total
Factor1
Factor2
Factor3
Factor4
Higher fuel prices
0.81
0.10
0.01
0.03
Higher insurance premiums
0.77
0.20
-0.02
0.12
Lower heating costs due to warmer winters
0.76
0.02
0.25
0.03
Advantages to agriculture in the UK
0.69
0.09
0.29
0.06
Deterioration in health due to wetter and warmer winters
0.69
0.27
0.13
0.14
Hosepipe bans
0.56
0.40
0.04
0.12
More people taking summer holidays on the South Coast
0.51
-0.09
0.31
0.42
Increased risk of severe storms
0.22
0.83
0.15
0.18
Greater fluctuation/changes in weather patterns
0.07
0.75
0.29
0.24
Water shortages
0.45
0.63
0.19
0.13
Better weather
0.41
0.17
0.75
0.01
Warmer and drier summers
0.22
0.30
0.75
0.27
Warmer and wetter winters
-0.16
0.43
0.61
0.41
Increased coastal flooding
0.09
0.18
0.10
0.88
Increased river flooding
0.16
0.32
0.16
0.76
Size
Factor1
Factor2
Factor3
Factor4
Total
359
309
280
409
1357
Percenta
ge
27
23
21
30
100
This is the resulting factor
solution, showing four groups
of effects that people will think
will happen together
This a frequency of the four
clusters that emerged from the
Q-factor solution.
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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Factor Analysis
How Much Will You or Your Business be Affected by Weather and Climate Changes
- West Sussex Total
Factor1
Factor2
Factor3
Factor4
Higher fuel prices
0.81
0.10
0.01
0.03
Higher insurance premiums
0.77
0.20
-0.02
0.12
Lower heating costs due to warmer winters
0.76
0.02
0.25
0.03
Advantages to agriculture in the UK
0.69
0.09
0.29
0.06
Deterioration in health due to wetter and warmer winters
0.69
0.27
0.13
0.14
Hosepipe bans
0.56
0.40
0.04
0.12
More people taking summer holidays on the South Coast
0.51
-0.09
0.31
0.42
Increased risk of severe storms
0.22
0.83
0.15
0.18
Greater fluctuation/changes in weather patterns
0.07
0.75
0.29
0.24
Water shortages
0.45
0.63
0.19
0.13
Better weather
0.41
0.17
0.75
0.01
Warmer and drier summers
0.22
0.30
0.75
0.27
Warmer and wetter winters
-0.16
0.43
0.61
0.41
Increased coastal flooding
0.09
0.18
0.10
0.88
Increased river flooding
0.16
0.32
0.16
0.76
Size
Factor1
Factor2
Factor3
Factor4
Total
359
309
280
409
1357
Percent
age
27
23
21
30
100
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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INFORMATION SOURCES
 “Television is the essential information source on weather and climate
change. It would take very considerable additional effort to ‘elevate’
other media to the same level”.
70%
30%
25%
14%
14%
7%
1%
Television [Business - 56%
National Press [Farming - 41%}
Radio [Business - 12%/ Farming - 14%]
Local Press [Farming - 9%]
Internet [Farming - 25%]
Leaflets from Council [Business - 2%]
(or less) for all other sources
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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WHAT IS BEING DONE IN WEST SUSSEX
 “Not enough is being done about BUILDING OF COSTAL DEFENCES”.
[scores are ‘out-of-10’/ nothing is being done = 1/ enough is being done
= 10]. Scores based on those who expressed an opinion [76%]
5.18
4.68
5.43
5.49
5.68
Total West Sussex [Don’t know - 24%]
Businesses [Don’t know - 30%]
Males
Residents over 60
Coastal residents
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
42
WHAT IS BEING DONE NATIONALLY/ INTERNATIONALLY
 “Even less is being done nationally or internationally either about
BUILDING OF COSTAL DEFENCES”. [scores are ‘out-of-10’/ nothing is
being done = 1/ enough is being done = 10]. Scores based on those who
expressed an opinion [71%]
4.65
4.19
3.76
5.25
5.02
Total West Sussex [Don’t know - 29%]
Businesses [Don’t know - 44%]
Farming [Don’t know - 47%]
Residents under 18
Costal residents
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
43
WHAT IS BEING DONE IN WEST SUSSEX
 “Somewhat less is being done about BUILDING OF RIVER FLOOD
DEFENCES”. [scores are ‘out-of-10’/ nothing is being done = 1/ enough
is being done = 10]. Scores based on those who expressed an opinion
[75%]
4.42
4.32
4.66
Total West Sussex [Don’t know - 25%]
Farming [Don’t know - 25%]
River valley residents
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
44
WHAT IS BEING DONE NATIONALLY/ INTERNATIONALLY
 “BUILDING OF RIVER FLOOD DEFENCES gets a similar score
nationally or internationally”. [scores are ‘out-of-10’/ nothing is being
done = 1/ enough is being done = 10]. Scores based on those who
expressed an opinion [71%]
4.33
Total West Sussex [Don’t know - 29%]
3.45
Farming [Don’t know - 47%]
5.16
Young residents [18 and under]
3.70
Upland residents
5.00 River valley residents
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
45
WHAT IS BEING DONE IN WEST SUSSEX
 “Even less is being done about BUILDING OF STORM DRAINS”.
[scores are ‘out-of-10’/ nothing is being done = 1/ enough is being done
= 10]. Scores based on those who expressed an opinion [68%]
4.04
4.27
4.66
3.48
4.69
Total West Sussex [Don’t know - 32%]
Farming [Don’t know - 29%]
AB Social Grade residents
C2 Social Grade residents
River valley residents
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
46
WHAT IS BEING DONE NATIONALLY/ INTERNATIONALLY
 “BUILDING OF STORM DRAINS also gets a similar score internationally
or nationally”. [scores are ‘out-of-10’/ nothing is being done = 1/ enough
is being done = 10]. Scores based on those who expressed an opinion
[63%]
4.07
3.77
5.28
4.58
Total West Sussex [Don’t know - 37%]
Farming [Don’t know - 53%]
Under 18 residents
River valley residents
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
47
WHAT IS BEING DONE IN WEST SUSSEX
 “Perception of HOSEPIPE BANS is around the mid-point”. [scores are
‘out-of-10’/ nothing is being done = 1/ enough is being done = 10]. Most
people expressed an opinion [84%]
4.86
5.38
5.20
5.38
Total West Sussex [Don’t know - 14%]
AB Social Grade residents
Inland flat terrain residents
River valley residents
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
48
WHAT IS BEING DONE IN WEST SUSSEX
 “Very little is being done about ALTERNATIVES TO USING THE CAR”.
[scores are ‘out-of-10’/ nothing is being done = 1/ enough is being done
= 10]. Virtually everyone expressed an opinion [90%]
3.46
Total West Sussex [Don’t know - 10%]
3.17
Farming [Don’t know - 21%]
5.00
Under 19 residents
2.95
Residents from single person households
2.75
Coastal residents
-----------------------------------------------------------------------3.42
No car
3.55
2+ cars
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
49
WHAT IS BEING DONE IN WEST SUSSEX
 “Very little is being done in terms of HELPING PEOPLE/BUSINESSES
TO ADAPT TO CLIMATE CHANGE”. [scores are ‘out-of-10’/ nothing is
being done = 1/ enough is being done = 10]. Opinion expressed by 79%.
3.11
Total West Sussex [Don’t know - 21%]
3.39 Businesses [Don’t know - 33%]
4.08
Under 19 residents
2.76
C2 Residents
2.61
Urban/ suburban residents
3.51
Small town residents
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
50
WHAT IS BEING DONE NATIONALLY/ INTERNATIONALLY
 “Very little is being done in terms of RELOCATING PEOPLE AWAY
FROM AFFECTED AREAS”. [scores are ‘out-of-10’/ nothing is being
done = 1/ enough is being done = 10]. Opinion expressed by 69%.
3.64
5.16
3.28
3.37
Total West Sussex [Don’t know - 31%]
Under 19 residents
Upland residents
Coastal residents
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
51
WHAT IS BEING DONE NATIONALLY/ INTERNATIONALLY
 “A little more is being done in terms of CONTROL OF FRESH WATER
SUPPLY”. [scores are ‘out-of-10’/ nothing is being done = 1/ enough is
being done = 10]. Opinion expressed by 74%.
4.42
3.91
5.35
3.95
4.66
Total West Sussex [Don’t know - 26%]
Farming [Don’t know - 43%]
Under 19 residents
Upland residents
Inland/ river valley residents
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
52
WHAT IS BEING DONE NATIONALLY/ INTERNATIONALLY
 “REDUCING GREENHOUSE EMISSIONS gets a very poor score”.
[scores are ‘out-of-10’/ nothing is being done = 1/ enough is being done
= 10]. Opinion expressed by 78%.
3.94
3.44
4.47
3.66
3.54
Total West Sussex [Don’t know - 22%]
Farming [Don’t know - 44%]
Under 19 residents
C2 residents
Upland residents
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
53
WHAT IS BEING DONE NATIONALLY/ INTERNATIONALLY
 “FINANCIAL SUPPORT FOR AFFECTED COUNTRIES gets also a low
score”. [scores are ‘out-of-10’/ nothing is being done = 1/ enough is
being done = 10]. Opinion expressed by 73%.
4.05
5.02
Total West Sussex [Nothing being done - 33%]
Under 19 residents
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
54
WHAT IS BEING DONE NATIONALLY/ INTERNATIONALLY
 “Even less is seen to be done to HELP PEOPLE TO PLAN FOR AND
ADAPT TO CLIMATE CHANGE”. [scores are ‘out-of-10’/ nothing is being
done = 1/ enough is being done = 10]. Opinion expressed by 74%.
3.35
4.33
Total West Sussex [Nothing being done - 41%]
Under 19 residents
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
55
HOW SHOULD PEOPLE IN WEST SUSSEX BE HELPED
 “Residents and businesses are very unsure on what help should be given
and who should help”. [Spontaneous responses/open-ended].
33%
11%
9%
5%
4%
2%
33%
Government/ Local Authorities [Farming - 19%]
More information
Environment Agency
Leaflets/ letters
[each] Education/ Media/ Recycling
Advertisements
Don’t know
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
56
HOW SHOULD PEOPLE IN WEST SUSSEX FIND OUT ABOUT CLIMATE CHANGE
 “How should residents and businesses in West Sussex be helped to find
out about climate change?”. [Spontaneous responses/open-ended].
28%
26%
18%
8%
6%
5%
4%
28%
Government/ Local Authorities [Farming - 21%]
TV/ Radio
Leaflets/ letters/ newsletters
Newspapers
Meetings/ forums
Environmental agencies
[each] Seminars/ Internet
Don’t know
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
57
THE IDEAL AND ACTUAL WORLD
 “The National Governments of Europe, the European Union and the USA
fall consistently short in a comparison of the ‘ideal’ and ‘actual’ world in
taking preventative measures for Climate Control.” [Ratings ‘out-of-10’,
with most people expressing an opinion]
 Gaps recorded by businesses and farming are substantially larger than
for residents.
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
58
THE IDEAL AND ACTUAL WORLD
 NATIONAL GOVERNMENTS OF EUROPE
[scores ‘out-of-10’/ 1= institution is not at all important/ 10=institution
should be leading the way]
IDEAL
8.34 Total West Sussex
69% ‘Should be leading the way’ [scores 8 - 10]
ACTUAL
6.71 Total West Sussex
39% ‘Is leading the way’ [scores 8 - 10]
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
59
THE IDEAL AND ACTUAL WORLD
 THE EUROPEAN UNION
[scores ‘out-of-10’/ 1= institution is not at all important/ 10=institution
should be leading the way]
IDEAL
8.04 Total West Sussex
65% ‘Should be leading the way’ [scores 8 - 10]
ACTUAL
6.52 Total West Sussex
39% ‘Is leading the way’ [scores 8 - 10]
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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THE IDEAL AND ACTUAL WORLD
 THE USA
[scores ‘out-of-10’/ 1= institution is not at all important/ 10=institution
should be leading the way]
IDEAL
8.10 Total West Sussex
65% ‘Should be leading the way’ [scores 8 - 10]
ACTUAL
5.89 Total West Sussex
36% ‘Is leading the way’ [scores 8 - 10]
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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THE IDEAL AND ACTUAL WORLD
 THE WORLD TRADE ORGANISATION
[scores ‘out-of-10’/ 1= institution is not at all important/ 10=institution
should be leading the way]
IDEAL
7.89 Total West Sussex
59% ‘Should be leading the way’ [scores 8 - 10]
ACTUAL
6.53 Total West Sussex
34% ‘Is leading the way’ [scores 8 - 10]
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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THE IDEAL AND ACTUAL WORLD
 MEDIA CORPORATIONS
[scores ‘out-of-10’/ 1= institution is not at all important/ 10=institution
should be leading the way]
IDEAL
7.76 Total West Sussex
57% ‘Should be leading the way’ [scores 8 - 10]
ACTUAL
6.60 Total West Sussex
37% ‘Is leading the way’ [scores 8 - 10]
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
63
THE IDEAL AND ACTUAL WORLD
 CAMPAIGNING CHARITIES
[scores ‘out-of-10’/ 1= institution is not at all important/ 10=institution
should be leading the way]
IDEAL
7.84 Total West Sussex
60% ‘Should be leading the way’ [scores 8 - 10]
ACTUAL
7.49 Total West Sussex
65% ‘Is leading the way’ [scores 8 - 10]
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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THE IDEAL AND ACTUAL WORLD
 EDUCATIONAL INSTITUTIONS
[scores ‘out-of-10’/ 1= institution is not at all important/ 10=institution
should be leading the way]
IDEAL
8.20 Total West Sussex
66% ‘Should be leading the way’ [scores 8 - 10]
ACTUAL
7.23 Total West Sussex
49% ‘Is leading the way’ [scores 8 - 10]
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
65
rosslyn
research
Espace Study on Climate Change
Preventive Measures for Climate Control
Ideal vs. Actual World
World Institutions
Gap Analysis
Gap Analysis
 Use
 Gap Analysis Measures the ‘Gap’ Between Attribute
‘Importance in the Ideal World’ Top 2 Box Percentages
(9 10) against Top 2 Box (9 10) Percentages of
‘Importance in the Actual World.’ Or, a perceived ‘gap’ in
performance.
 Percentages are Ideal (Q17) – Actual (Q18) Importance
 Display
 Gaps are displayed in descending order.
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
67
Ideal vs. Actual World—World Institutions
West Sussex Total
Ideal World
Actual World
54
53
50
50
45
44
42
35
32
30
29
30
26
National
governments
of Europe
Q17
Q18
The
European
Union
The USA
27
Campaigning Universities,
Media
The World
corporations charities schools etc.
Trade
Organization
Attribute Top 2 Box (9 10) Importance Percentages
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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Ideal vs. Actual World—World Institutions
West Sussex Total
Gap
24
The USA
National governments of
Europe
23
21
The European Union
The World Trade
Organization
18
Universities, schools etc.
18
15
Media corporations
Campaigning charities
10
Attribute Top 2 Box (9 10) Importance Percentages
Q17
Q18
Ideal World-Actual World
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
69
Ideal vs. Actual World—World Institutions
West Sussex Business
Ideal World
Actual World
53
48
44
36
35
30
20
29
19
18
16
13
National
governments
of Europe
Q17
Q18
The
European
Union
The USA
12
14
Campaigning Universities,
Media
The World
corporations charities schools etc.
Trade
Organization
Attribute Top 2 Box (9 10) Importance Percentages
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
70
Ideal vs. Actual World—World Institutions
West Sussex Business
Gap
National governments of
Europe
33
The USA
30
The European Union
27
The World Trade
Organization
23
Universities, schools etc.
20
Media corporations
Campaigning charities
18
10
Attribute Top 2 Box (9 10) Importance Percentages
Q17
Q18
Ideal World-Actual World
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
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Ideal vs. Actual World—World Institutions
West Sussex Farming
Ideal World
Actual World
50
46
39
36
34
29
26
20
20
17
17
14
National
governments
of Europe
Q17
Q18
The
European
Union
The USA
15
15
The World
Media
Campaigning Universities,
Trade
corporations charities schools etc.
Organization
Attribute Top 2 Box (9 10) Importance Percentages
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
72
Ideal vs. Actual World—World Institutions
West Sussex Farming
Gap
National governments of
Europe
30
26
The USA
The World Trade
Organization
23
22
The European Union
18
Universities, schools etc.
15
Campaigning charities
Media corporations
Q17
Q18
11
Attribute Top 2 Box (9 10) Importance Percentages
Ideal World-Actual World
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
73
Ideal vs. Actual World—World Institutions
West Sussex Residential
Ideal World
Actual World
56
54
55
52
49
46
46
40
37
33
33
33
30
National
governments
of Europe
Q17
Q18
The
European
Union
The USA
31
The World
Media
Campaigning Universities,
Trade
corporations charities schools etc.
Organization
Attribute Top 2 Box (9 10) Importance Percentages
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
74
Ideal vs. Actual World—World Institutions
West Sussex Residential
Gap
The USA
23
National governments of
Europe
21
The European Union
20
Universities, schools etc.
17
The World Trade
Organization
16
Media corporations
Campaigning charities
15
9
Attribute Top 2 Box (9 10) Importance Percentages
Q17
Q18
Ideal World-Actual World
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
75
CLASSIFICATION [BUSINESS/FARMING]
 SIZE OF BUSINESS/ FARM [EMPLOYEES]
41%
35%
9%
6%
9%
1 - 10
11 - 50
51 - 200
201 - 500
500+
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
76
CLASSIFICATION [BUSINESS/FARMING]
 INDUSTRY SECTOR
13%
13%
13%
9%
7%
11%
27%
6%
Leisure/ hotels
Retail
Manufacturing
Utilities/ construction
Transport/ distribution
Services
Farming
Forestry
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
77
CLASSIFICATION [RESIDENTIAL]
 GENDER
55% Male
45% Female
 AGE
13% up to 18
17% 19 - 30
16% 31 - 40
19% 41 - 50
16% 51 - 60
18% Over 60
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
78
CLASSIFICATION [RESIDENTIAL]
 NUMBER OF CHILDREN
58% None
18% 1
16% 2
7% 3+
 HOUSEHOLD SIZE
19% 1
30% 2
19% 3
26% 4+
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
79
CLASSIFICATION [RESIDENTIAL]
 SOCIO-ECONOMIC GROUP
18% AB
35% C1
23% C2
23% DE
 TYPE OF DWELLING
18% Flat
23% Terraced
31% Semi
25% Detached
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
80
CLASSIFICATION [RESIDENTIAL]
 OWNERSHIP
68% Owner occupied
14% Private rented
15% Public rented
 LOCATION
42% Urban/suburban
36% Small town
19% Village
3% Country
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
81
CLASSIFICATION [RESIDENTIAL]
 GEOGRAPHY
46% Inland flat terrain
14% Uplands/ hills
33% Coastal
4% River valley
 NUMBER OF CARS
21% None
40% 1
30% 2
9% 3+
Measuring Climate Change Awareness – an ESPACE project for West Sussex County Council by Rosslyn Research, August 2004
82