Transcript Rhode Island Global Warming /Climate Change Focus Group Study

Rhode Island Global Warming
/Climate Change Focus Group
Study
Presentation to the Outreach and Education
Working Group
Terri Bisson
RI DEM
1/22/04
Rhode Island Greenhouse Gas Process
About the Study
• 2 Groups; 22 participants
• Held 11/20/03; West Warwick, RI
• Demographics
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Age – residents who range in ages 16 – 55+
Gender – equal mix of male and female
Ethnicity – representative of Rhode Island
Home owners or renters who have lived in the same
location for more than one year
– Geography – evenly distributed
– Occupation – mix of blue/white collar and students
Rhode Island Greenhouse Gas Process
About the Study
• Purposes:
– Explore general knowledge of climate change
issues and impacts on Rhode Island
– Identify benefits and barriers to implementing
RIGHG reduction options
– Identify key issues that would help sell strategies
to local residents
– Test some position/framing ad copy
Rhode Island Greenhouse Gas Process
Key Findings
Rhode Island Greenhouse Gas Process
General
• Distinct differences between two group:
– Personal/community based approached vs.
broader social/global view
• More study needed to fill gaps
• Will be done through Environmental
Literacy Assessment
Rhode Island Greenhouse Gas Process
General Environment,
Connectedness, Social Responsibility
• Global warming/climate change not a
priority
• Some progress, but not enough
• Americans are wasteful
• Not optimistic about Americans changing
image
– Not sure how or what to do either
Rhode Island Greenhouse Gas Process
Climate Change
• Limited understanding
– What it is
– What causes it
– Impacts/Effects
• No agreement on seriousness of it
• Know scientist do not agree
Rhode Island Greenhouse Gas Process
Climate Change
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Global warming more recognizable term
Not sure who should be responsible
Not sure of effects of individual actions
Little knowledge of climate change efforts
Rhode Island Greenhouse Gas Process
Energy Use and Cars
• Vehicle efficiency incentives
– Disagree on effectiveness and acceptance of in RI
Pro:
Con:
•Save on sales tax
•Larger vehicles safer,
more comfortable
•Save gas money
•Control taxes
•Impact on businesses that
rely on trucks
Rhode Island Greenhouse Gas Process
Energy Use and Cars
• Vehicle efficiency incentives (con’t)
– Confusion about money
– Suggested possible selling point: profits support
environmental programs
– Believe that people who pay $30-$50K for
vehicle will not change behavior
– Car salespeople encourage larger, more
expensive vehicles
Rhode Island Greenhouse Gas Process
Energy Use and Cars
• CAFÉ Standards
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Cynical
Believe did in 1970’s during fuel shortage
Concerned about car and gas prices rising
Believe that SUV-makers would circumvent
law
– Suggestions:
• set standards by vehicle type
• Government promote clean, more efficient fuels
Rhode Island Greenhouse Gas Process
Driving Less
• Difficult
– Fast-paced lifestyle
– Location/layout of community
– Safety concerns
• Disagree
– Carpooling
– Mass transit
• Do not support public investment in more
walkable, bikable infrastructure
• Do not think higher insurance rates for driving
more would motivate change
Rhode Island Greenhouse Gas Process
Energy Use in Home
• Willing to purchase energy saving
appliances
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Suggested to making all energy efficient
Performance, price and warranty are important
Rebates would help
Not aware that most new appliances are
efficient
– No mention of Energy Star specifically
Rhode Island Greenhouse Gas Process
Energy Use in Home
• Not willing to purchase smaller, more
compact appliances
– Like fancy features
– Bigger is better/higher status themes surfaced
Rhode Island Greenhouse Gas Process
Energy Use in Home
• Would support appliance standards, even if
it cost more
• Would support changes to building codes to
make new construction more energy
efficient
Rhode Island Greenhouse Gas Process
Energy Policy
• Divided on voluntarily paying more for
renewable energy
• Most support RPS
– $3.00 increase not much
– Skeptical though about power companies
making the additional money
– Concerned about effects of developing
renewable energy on nature
Rhode Island Greenhouse Gas Process
Copy Test Results
Rhode Island Greenhouse Gas Process
Copy Test
• Too much blame on
one source.
• Offensive to SUV
owners
• Some SUV’s are more
fuel efficient than
some cars (not true)
Rhode Island Greenhouse Gas Process
Copy Test
• Confusing
• Vacation Ad
• Encouraging use of
boats
• Did not understand
• Better with RI
landmark
Rhode Island Greenhouse Gas Process
Copy Test
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Like Concept
To the point
Memorable
Not offensive
Like character but
unsure what it is
• Kids would notice
Rhode Island Greenhouse Gas Process
Copy Test
• Missed meaning
Rhode Island Greenhouse Gas Process
Copy Test
• Too many words
• Exaggerates (truth in
advertising important)
• Not sure about
meaning
• ?character crying
Rhode Island Greenhouse Gas Process
Copy Test
• Missed meaning
• People will think of
weight and low-carb
diets rather than lowcarb lifestyle
• Would not appeal to
masses
Rhode Island Greenhouse Gas Process
Copy Test
• Like using money/savings
but want evidence
• Would want to know more
– How we will save
– Where money will go
(support even more if
money going back to
something important)
• Do not believe $700 M,
but would get their
attention
Rhode Island Greenhouse Gas Process
Copy Test
• Too many numbers
and words
• Important info
• Put in brochure
• Capture more visually
– charts, graphs,
pictures
• Sparked discussion in
Group 2
Rhode Island Greenhouse Gas Process
Copy Test
• Cute – would bring
people in
• Love Kermit
• Discussion about how
it is not easy being
green
• Good impact on young
children and important
to educate them
• Would appeal to all
Rhode Island Greenhouse Gas Process
Additional Question from
Members who Attended
• Group 1 – None
• Group 2
– For students – ask about the extent of climate
change education in schools
– Go around table - ask if they believe global
warming is really an issue and how important is
it for them to do something about it?
Rhode Island Greenhouse Gas Process