The role of values for voluntary reductions of holiday air travel

Figures & data

Figure 1. Schwartz’ values typology. Reprinted with permission from John Wiley and Sons - Schwartz (1994, p. 24).

Table 1. Interviews and initiatives.

Continuers	Reducers	Initiative
A1 Geoff and Jane A3 Hillary A4 Brian	A2 William	A – Greening initiative, Hampshire, affluent area
B3 Laura B6 Ludy		B – University climate change and energy-saving project, Hampshire, affluent area
C1 Emily C10 Liz C3 Diane C3 Melissa C8 Dawn C9 Eileen	C4 May and Charles C5 Mark and Suzanna C6 Debbie C7 Alan and Wendy	C – Greening initiative, East Sussex, affluent area
	D1 Sue D3 Carol D4 Howard D9 Tracy	D – Sustainability initiative, Cheshire, deprived area
E5 Sarah E7 Dave and Saffron	E1 Stuart E2 Rachel E3 Jill E8 Helen	E – Low carbon zone, London, affluent area
F1 Toby F2 Phil	F10 Rob F11 Jane and Ted F12 Luke and Ali F14 Beth F15 Simon and Lauren F16 Felicity F3 Eddie and Rose F5 Neil F6 Lisa F7 Gary F8 Hugh and Elizabeth	F – Energy-saving initiative, Shropshire, affluent area
G1 Natalie G7 Ron and Linda G8 Maria	G2 Steven G4 Harold G5 Bernard and Mary G6 Graham and Rita	G – Sustainability initiative, Oxfordshire, affluent area
H2 Viv H8 Mick and Ruth	H3 Mandy H4 Paul H7 Sam and Bob	H – Climate change initiative, Hampshire, affluent area
I1 Luca		I – Energy-saving initiative, Bristol, deprived area

Participant names have been anonymised.

Schwartz, S.H. (1994). Are there universal aspects in the structure and contents of human values? Journal of Social Issues, 50, 19–45.

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