Residents of the Prairies may be the most aware of packaging issues, but even they are subject to inconsistent behaviour for some products. This indicates the difficulty in maintaining consistently environmentally sensitive behaviour. They claim that lowering prices, increasing information and increasing availability is most likely to increase their environmentally sensitive behaviour. Greens are more committed to the environment and motivated to do something. Rationalizers have an interest in the environment, but can find an excuse for not shopping environmentally.
Browns are primarily concerned about price.
Greens are generally better educated, higher income and are most likely to be found in Western Canada. Rationalizers are generally older, lower income, less well educated and predominate in Quebec. Browns are most numerous in Ontario and Atlantic Canada, are middle income and are more likely to have children. Influencing More Environmental Behaviour Television is the primary source of information for a majority of Canadians and the media enjoys the highest level of credibility.