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SUSTAINABILITY IN THE FAMILY HOME – WHICH GENERATION IS LEADING THE WAY?

Date : 2014-03-05
Composantes : Analyse et mesure

The first consistent finding was that parents' and their children's behaviour are similar – for better and for worse. The intergenerational transfer of behaviours happens whether they're sustainable or not. This "transfer" is most apparent in visible areas, such as purchase of organic products that end up on the kitchen table. Whereas a more difficult topic for children to learn about is electricity consumption, since this is typically invisible at home. New technology can assist this informal learning – for instance, we have seen that giving households visible feedback about their electricity consumption increases parents and children's discussion and learning about electricity and ways to save energy at home. The second key finding was that parents' take more sustainable actions than their children. Not only in terms of energy consumption, which they have a natural exposure to, but across a range of issues such as organic purchases. The only notable exception being sustainable modes of transportation, where children came out greener than their parents.

Article en ligne : www.theguardian.com/sustainable-business/behavioural-insights/sustainability-family-home-leading-