ABSTRACT
This chapter highlights the potential for segmentation to provide a basis for more clearly understanding environmental action in and around the home and how environmental practices may be represented by specific lifestyle groups. The most common form of segmentation has utilised a statistical technique termed 'cluster analysis'. Within the ESRC research, the 36 items measured on a frequency scale were placed into what is termed a Hierarchical Cluster Analysis. The four clusters were comprised of the following numbers of individuals from the sample of 1,265. Cluster 1 was classified as a group of 'Committed Environmentalists'. Cluster 2 was classified as a group of 'Mainstream Environmentalists', partly due to the size of this cluster and also due to the distinctions that were drawn between this group and Committed Environmentalists. Cluster 3 represented a significant shift from the first two groups, being termed 'Occasional Environmentalists'. Finally, Cluster 4 was given the term 'Non-environmentalists'.
