Environmental Awareness in Britain and in Finland.

This qualitative cross-national comparative study looks at environmental awareness and engagement in environmental activities in two countries of the European Union, Britain and Finland. It investigates the similarities and differences between the two countries, in order to add to the knowledge about the predictors of environmental activity. One of the expected findings of the study is that although concern for the environment is widely spread it does not necessarily lead to action to promote a better environment. The material also indicates that Finnish people are indeed more likely to participate in recycling than the British. Furthermore, they are more aware about existing recycling programmes than the British. Difference in access to recycling facilities cannot explain the differences in recycling rates between the countries. The representations about environmental activities, however, appear to be important, as positive representations and understanding about the potential of such activities is linked with participation. The Finns report more positive attitudes towards environmental activities, and they are also more likely to accept individual responsibility for the state of the environment than the British. Being able to see the link between one’s own actions and the state of the environment, appears to be a significant predictor for environmental activity. In the light of the findings in this study media plays an important role in educating people about environmental issues, and some of the observed differences between Britain and Finland are likely to be due to the amount and quality of media coverage on environmental issues in these countries. The two nationalities included in the study also portray different views about the ability and will of politics to deal with environmental issues. The Finns regard politics important in influencing the public, whereas the Britons fail to see the connection between politics and environmentalism. This may result in indifferent attitudes towards environmental programmes introduced by the government. The findings in this study can be discussed under the umbrella of Marx’s ideas. Human insensitivity to nature as ecological system, and inability to see our own connection to it, is a result of capitalist labour process, which alienates people from the nature as well as from other people. Nature is no longer man’s ‘inorganic body’, but a source of raw materials. Under capitalism people are likely to feel alienated from the nature, and feel disempowered in the face of environmental issues. Thus, one of the key factors in promoting more ecologically conscious society is to rebuild the links between humans and their environment, and make people realise the connection between their own actions and the state of the environment