Qualitative Text Analysis: A Guide to Methods, Practice and Using Software by Kuckartz Udo

Author:Kuckartz, Udo
Language: eng
Format: epub
ISBN: 9781446297759
Publisher: Sage Publications, Ltd.
Published: 2014-03-16T04:00:00+00:00

1 Current behaviour: The areas in which respondents indicated actively aiming to protect the environment were defined as sub-categories. These included: ‘save energy’, ‘separate trash/recycle’, ‘buy energy-efficient appliances’, ‘use environmentally-friendly modes of transportation’, ‘commitment to environmental conservation groups’, ‘drive fuel-efficient cars’, and a residual category ‘other’.

2 Willingness to change behaviour: In principle, nearly all of the respondents were willing to do more to protect the climate; however, most formulated their own readiness by saying ‘Yes, but...’ and listing excuses for not following through. Their arguments and obstacles were defined as sub-categories, including: ‘not enough time’, ‘too comfortable (in my old ways)’, ‘one person is not enough’, ‘industry and government should be role models’, ‘everyday routines get in the way’, ‘too expensive’, ‘public infrastructure is insufficient’, and a residual category ‘other’.

3 Philosophy of behaviour: This dimension refers to the general attitude conveyed by many respondents regarding personal behaviour and/or changing personal behaviour. Personal action occurs amidst the tension between two central points: On the one hand, ‘ecological correctness’ exerts pressure to act and is perceived as such by almost all respondents. On the other hand, people experience a desire to maintain their own habits, particularly in self-defined core areas. This tension led many respondents to make statements regarding their own personal behaviour based on their principles. As a result, we defined sub-categories that represent mottos and mentalities, such as ‘Managers and political leaders should be role models’, ‘Start slowly by taking little steps’, ‘If others do not change, I will not either’, ‘Technology does not bring substantial change’, ‘I do not think about stuff like that’, and ‘We must all behave properly’.

4 Associated areas of behaviour: The fourth dimension was defined by the areas of behaviour that the respondents named. This dimension partially overlaps with the first dimension ‘current behaviour’. The purpose for defining an independent dimension was to establish which areas of behaviour were mentioned within the context of climate behaviour, regardless of whether one is currently doing something or would be willing to act (change his or her behaviour) in this area in the future. The manner in which such sub-categories were formed here is similar to the course of action outlined for the ‘largest problems in the world’. The sub-categories are consistent with the sub-categories of the current behaviour dimension; a precise definition should be formulated for each sub-category.

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