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Can we learn to live differently? Lessons from Going for Green: a case study of Merthyr Tydfil (South Wales)
Author(s) -
Collins Andrea J.
Publication year - 2004
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/j.1470-6431.2003.00365.x
Subject(s) - citizen journalism , scope (computer science) , process (computing) , sustainable development , participatory action research , action (physics) , public relations , relation (database) , political science , business , environmental planning , process management , economic growth , computer science , economics , geography , physics , quantum mechanics , database , law , programming language , operating system
Participation at the local level is an important factor in determining the success of programmes developed to achieve sustainable development. This paper is concerned with debates over the role of the individual citizen in relation to that participatory process. In particular, it focuses on the UK Governments’ citizens environmental initiative ‘Going for Green’ (GFG). Through this initiative a five‐point Green Code was developed to assist in the delivery of its sustainable development message to the general public. The initiative's overall approach to participation was based on an assumption that the primary barrier to translating environmental concern into local action was a lack of information, and that individuals would respond to messages in a similar way. As a research strategy, the case study was used to evaluate how the initiatives’ pilot Sustainable Communities Project was implemented in two comparative geographical communities in Merthyr Tydfil (South Wales). Research findings from this study have demonstrated that the case study was invaluable in terms of understanding the participatory process and experiences of broad a range of community stakeholders. Promoting a single model of participation, GFG was found to restrict the participatory process in terms of who was encouraged to participate, the scope of their participation, and those outcomes that could be achieved. This paper concludes that if significant progress is to be made in relation to achieving sustainable development, the role of the individual citizen needs to be extended beyond that of a consumer of the environment, and involve active participation in a process that is based on collective action.