Rhode Island Global Warming /Climate Change Focus Group Study

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Rhode Island Global Warming /Climate Change Focus
Group Study

• Presentation to the Outreach and Education
  Working Group
• Terri Bisson
• RI DEM
• 1/22/04

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About the Study

• 2 Groups 22 participants
• Held 11/20/03 West Warwick, RI
• Demographics
• 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

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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

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Key Findings
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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

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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

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Climate Change

• Limited understanding
• What it is
• What causes it
• Impacts/Effects
• No agreement on seriousness of it
• Know scientist do not agree

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Climate Change

• Global warming more recognizable term
• Not sure who should be responsible
• Not sure of effects of individual actions
• Little knowledge of climate change efforts

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Energy Use and Cars

• Vehicle efficiency incentives
• Disagree on effectiveness and acceptance of in RI

• Con
• Larger vehicles safer, more comfortable
• Impact on businesses that rely on trucks

• Pro
• Save on sales tax
• Save gas money
• Control taxes

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Energy Use and Cars

• Vehicle efficiency incentives (cont)
• 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

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Energy Use and Cars

• CAFÉ Standards
• Cynical
• Believe did in 1970s 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

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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

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Energy Use in Home

• Willing to purchase energy saving appliances
• 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

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Energy Use in Home

• Not willing to purchase smaller, more compact
  appliances
• Like fancy features
• Bigger is better/higher status themes surfaced

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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

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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

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Copy Test Results
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Copy Test

• Too much blame on one source.
• Offensive to SUV owners
• Some SUVs are more fuel efficient than some cars
  (not true)

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Copy Test

• Confusing
• Vacation Ad
• Encouraging use of boats
• Did not understand
• Better with RI landmark

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Copy Test

• Like Concept
• To the point
• Memorable
• Not offensive
• Like character but unsure what it is
• Kids would notice

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Copy Test

• Missed meaning

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Copy Test

• Too many words
• Exaggerates (truth in advertising important)
• Not sure about meaning
• ?character crying

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Copy Test

• Missed meaning
• People will think of weight and low-carb diets
  rather than low-carb lifestyle
• Would not appeal to masses

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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

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Copy Test

• Too many numbers and words
• Important info
• Put in brochure
• Capture more visually charts, graphs, pictures
• Sparked discussion in Group 2

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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

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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?