Attitude segmentation as contained in the single source approach exemplified by environment consciousness


It is a well known fact that environmental consciousness as a social trend has been gaining ground for several years. A large amount of survey results consistently show an immense increase. A GfK survey, in which people were asked to spontaneously mention subjects about which they are worried, showed that the protection of the environment in 1980 was mentioned by only 9 6 of the interviewees. In 1986 43 % were concerned about the protection of the environment, which resulted in a climb from position 9 in 1980 to position 2 in 1986.

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