Shades of Green: Analysis of Canadian attitudes to a range of environmental issues

This wide-ranging report summarizes topline results of EcoAnalytics’ first Panoramic Survey, conducted in May 2017. Among other results, the large national survey (n=3,005) revealed six prominent clusters of respondents based on their environmental attitudes and behaviours – so-called True Greens, (25%), Potential Greens (37%), etc. The authors also present the results of a battery of questions about conservation, including an experiment using negative and positive frames for talking about the protection of land and oceans.

Keywords: audience segmentation, values, behaviours, environmental protection, trust, worry, land conservation

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