Propensity to change varies across segments Rejecters Pre -occupied Confused Cautious Conformists Conveniently Concerned Converts Crusaders No effortLimited effort Active effort Attitudinal and Behavioural * Approximate from various sources 10%* 10%* 15%* 15%* 25%* 15%* 10%* Waste not want not (Defra) 12%
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