social-ecological transformation SINUS Study for the Friedrich-Ebert-Stiftung Social-ecological transformation Country report Sweden Heidelberg, September 2023 Teil der INTEGRAL-SINUS-OPINION Gruppe

social-ecological transformation 2 Task and objective Empirical survey to identify opposing and advocating groups of the socio-ecological transformation • The world is undergoing far-reaching changes. There seems to be no end to reports of record heat, storms and forest fires. Climate policy has been dodged for a long time; now progress must be made quickly in phasing out fossil fuels and building up an energy supply and industrial production based on renewables. • At the same time, however, the pressure for change is now increasingly affecting citizens directly. The path to a climate-neutral society and economy is associated with enormous technological, economic and social challenges: The accelerated expansion of renewable energy, increased efforts in the transformation of heating and transport, the structural change of the businesses and its effects on the working and living environment- all this will increasingly affect citizens. • Against this background, the SINUS Institute conducted a large-scale population survey in Europe and North America on behalf of the Competence Centre for Climate and Social Justice of the Friedich-Ebert-Stiftung: In a total of 19 countries, it investigated what perceptions, interests and fears people associate with the socio-ecological transformation. The aim of the survey was not only to capture a panorama of climate policy attitudes. Rather, it was also intended to investigate how strongly and under what conditions different social milieus are receptive to climate policies. For this purpose, the target group model of the Sinus-Meta-Milieus was integrated into the survey design. • The study results are intended to stimulate public discussions and provide an in-depth analysis of the conditions under which the climateneutral transformation of national economies can succeed and be supported by broad public acceptance. Based on these analyses, it is important to develop country- and milieu-specific communication strategies that address the different interests and fears of the population and address them appropriately through suitable forms of communication.

social-ecological transformation 3 Table of contents 01 02 03 Method and sample 04 Problem awareness  Importance of environmental, nature and climate protection  Relevance of environmental policy fields of action  Relevance of climate change as a topic  Attitudes towards climate change  Consequences of climate change- Anxiety scale Climate and environmentallyconscious behaviour  Attitudes towards climate and environmentallyconscious behaviour  Barriers to climate and environmentally-conscious behaviour  Motivators of climate and environmentally-conscious behaviour 05 06 Changing our way of living and doing business  Assessing the need for change  Attribution of responsibility  Attitudes towards policies  Attitudes towards the energy and heat transition Interest in information and level of knowledge  Interest in information and level of knowledge: Climate  Interest in information and level of knowledge: Policies Appendix: Communication  Topic interest in general  Consumer interests  Media use  Communication expectations

social-ecological transformation 1 Method and sample

social-ecological transformation Methodology and sample Method Standardised online survey (CAWI) Quota sample(gender, age, education and region) The interviews were conducted in the national language. Data collection Ø Interview duration: 24 minutes The data collection was carried out by Sociotrend GmbH. Target group Resident population aged from 18 to 69 years Sample size 1,202 persons Survey period 27.06.- 07.07.2023 5 Survey contents • Awareness of environmental, nature and climate protection topics • Climate and environmentallyconscious behaviour: Attitudes, barriers and motivators • Attitudes towards change in our way of living and doing business: Necessity of change, attribution of responsibility and policies • Interest in information and level of knowledge: climate change, ecological contexts and policies

social-ecological transformation 6 Methodology and sample Evaluation of the survey results • This report presents the survey results for Sweden. The key findings are presented in graphs and charts. For better readability and comprehensibility, the percentages have been rounded to whole numbers. • The data set was examined for differences in the response behaviour of different population groups and presented in tabular form. The sociodemographic characteristics gender, age, education and net equivalent income were taken into account. • Gender: female, male (The answer category„non-binary" was taken into account in the survey, but not evaluated due to too small a number of cases). • Age groups: 18- to 29-year-olds, 30- to 39-year-olds, 40- to 49-year-olds, 50- to 59-year-olds, 60- to 69-year-olds • Education groups: low: "Ingen skolutbildning eller yrkesutbildning(ännu)" or"(Ej) avslutad folkskola/Grundskola skolår 1-8" or"Avslutad Grundskola skolår 9"; medium: "Fackskola(1963-1970)- 2-årig gymnasielinje, 2-årig yrkesskola" or"Gamla gymnasieutbildningar på två år" or "Studieförberedande/Yrkesinriktade gymnasieprogram, 3 år" or"4-årig gymnasielinje(före 1995)/ Tekniskt basår" or"1 år KY-utbildning, militärutbildning; Eftergymnasial utbildning" or"1 år Högskola/Universitet med examen"; high: "2-3 år KY-utbildning, militärutbildning; Eftergymnasial utbildning" or"Högskoleexamen, 2 år, med examen" or"Kandidat och/eller yrkesexamen från Högskola, 3-4 år" or"Magister/Masterexamen och/eller yrkesexamen från Högskola,>4 år" or"Universitet, 2 år, med examen" or"Kandidat och/eller yrkesexamen från Universitet, KTH, CTH, Handelshögskolan, 3-4 år" or"Magisterexamen och/eller yrkesexamen från Högskola,>4 år" or"Mastersexamen från Högskola" or"Forskarutbildning: Licentiatexamen/Doktorsexamen " • Net equivalent income*: low: less than 60% of median income; medium: 60 to 140% of median income; high: more than 140% of the median income * The net equivalent income is a net income weighted according to the number and age of persons living in the household. To calculate the net equivalent income, the net household income is divided by the number of persons weighted according to the OECD scale. This results in a means-weighted per capita net income. The calculated equivalised income was divided into three groups (below 60%, 60-140%, above 140% of the median income) using the median values available at Eurostat(2021).

social-ecological transformation 7 Methodology and sample Evaluation of the survey results • In addition to the differentiation according to socio-demographic characteristics, the data was analysed according to the milieu affiliation of the respondents. By evaluating the findings according to the Sinus-Meta-Milieus, the socio-demographic analysis is supplemented by lifestyle and value components. • The milieu perspective does not replace the study of socio-demographic characteristics but complements and refines them by taking into account basic values that determine lifestyle and life goals as well as everyday attitudes to family, work, leisure and consumption. • Established test procedures of empirical social research were used to examine the statistical significance of survey results. The differences in the response behaviour of the analysed population groups were checked by means of a chi-square test(e.g. age group of 18 to 29 years compared to the average). This is based on a confidence interval of 95% or 99%, which is customary for social science purposes. • The examined characteristics are interpreted as overrepresented or underrepresented in the sample if the probability of this is at least 95%. Characteristics are considered to be strongly overrepresented or strongly underrepresented if a probability of 99% is applied. • The result of the significance test always depends on the group size. The larger the group(e.g. group of people with high educational qualifications), the more likely it is that even weak over- and under-representations can be shown to be significant. For this reason, it can happen in individual cases that identical numerical values are presented as differently over- or under-represented.

social-ecological transformation 8 Demographic structure of the sample Gender Men Women 51 49 Age ø 43.0 years 18 to 29 years 30 to 39 years 40 to 49 years 50 to 59 years 60 to 69 years 22 21 20 20 17 Basis: 1,202 cases, total sample; figures in%. Marital status Single In partnership, living separately In partnership, living together Married/ registered partnership Living in separation/ divorced Widowed Persons in the household 1 person 2 persons 3 persons 4 persons 5 persons 6 persons and more 36 8 21 27 7 1 32 31 18 13 4 2 Educational qualification Low Medium High 16 43 41 Children in the household YES Yes, children aged 0-5 years Yes, children aged 6-13 Yes, children aged 14-17 Yes, children aged 18 and over (adult children) There are no children living in my household 38 13 15 11 10 62

social-ecological transformation 9 Demographic structure of the sample Occupational status In education In employment Manager or working in management Other employee Labourer Self-employed/entrepreneur Net household income 10 64 7 22 31 Less than SEK 11,000 11.000-21.999 SEK 22.000-32.999 SEK 33,000-43,999 SEK 44.000-54.999 SEK Above SEK 55,000 8 19 18 17 13 16 5 Not specified 9 Region Stockholm County Östra Mellansverige Småland med öarna Sydsverige Västsverige Unemployed/Jobseeker Pensioner/retired Home-maker(m/f) 10 15 1 Size of residency(number of inhabitants) 37 26 14 5 11 7 Norra Mellansverige Mellersta Norrland Below 1.000 1.000 10.000 10.000- 100.000->1.000.000 100.000 1.000.000 I don't know Övre Norrland Basis: 1,202 cases, total sample; figures in%. 23 17 8 15 20 8 4 5

social-ecological transformation 10 The Sinus-Meta-Milieus ® in Sweden 18- 69 year olds Social status Higher Middle Lower Basic Values Established 12% Intellectuals 12% Performers 10% Cosmopolitan Avantgarde 10% Traditionals 7% Conventional Mainstream 12% Adaptive Navigators 12% Progressive Realists 9% SensationOriented 8% Consumer Materialists 8% © SINUS Traditional Sense of Duty and Order Modernisation Individualisation, Self-actualisation, Pleasure Re-organisation Multiple Options, Experimentation, Paradoxes

social-ecological transformation 11 ® Short summary Established Status-driven conservative elite: High self-confidence, traditional responsibility and performance ethics, exclusivity and status claims, acceptance of social order Intellectuals Academic elite with post-material beliefs: High affinity for enjoyment, sensuality, art and culture, critical of globalisation, advocate for justice and public welfare, taking responsibility for oneself and others, affinity for education and high quality of life Performers Efficiency- and progress-oriented modern elite: Global economic and liberal thinking, affinity for higher consumption, modern design, early adopting, interest in technology and digital, competitive and careeroriented, networker, open to change Ambitious and individualistic avant-garde: Cosmopolitan, urban, Cosmopolitan mobile and flexible, digital nomads, lifestyle vanguards, pronounced Avantgarde self-expression, postmodern lifestyle elite, anti-mainstream, desire to stand out, joie de vivre, ambitious and success-oriented Progressive Realists Drivers of social transformation: Sustainable lifestyle but without renunciation, driving the global social transformation, progressive, optimistic, ease of dealing with contradictions, party and protest, seriousness and entertainment Adaptive Navigators SensationOriented Conventional Mainstream Traditionals ConsumerMaterialists Modern mainstream: Flexible pragmatists, young modern middle class, high willingness to adapt and perform, modern lifestyle, digital affinity, reliable and loyal, open to new – but tested and verified- things Materialistic- and entertainment-focused lower middle-class: Hedonistic, with focus on today, conspicuous consumption, unconcerned, open to risks, anti-bourgeois yet materialistic lifestyle, rejection of political correctness and conventions, looking for fun, action, entertainment, stimulation Harmony-seeking older middle-class: Desire for secure circumstances, fear of losing achievements, search for community, cohesion, social life, neighbourly support, distrust towards elites, feeling of being left out in favour of other groups, down to earth Order-seeking older generation: Petty bourgeois world, traditional working-class culture, desire for social security, harmony, consistency, voluntarily disconnection from modern lifestyle and digital culture, desire for simple, safe, down to earth Lower class striving for validation: Precarious living conditions, undemanding adaptation to necessities, desire for consumption standard of the middle class, defiant cohesion within their community, fear of speed of change and being left behind

social-ecological transformation 2 Problem awareness

social-ecological transformation 13 Main findings Problem awareness Importance of environmental, nature and climate protection • Public health service and care and Criminality/internal security are the five most frequently mentioned topics, with 59% and 58% respectively. Migration and integration of immigrants is named third most often(47%). The area of environmental, nature and climate protection is counted among the five most important political topics by 33% of the respondents. Relevance of environmental policy fields of action • Among the five biggest challenges for the preservation of our livelihoods, respondents most frequently mention the state of the oceans(58%) and climate change(58%). Waste in the environment and living environment is the third most frequently mentioned with 48%. Increasing traffic and noise are seen least frequently as a priority field of environmental policy action(14%). Relevance of climate change as a topic • A clear majority of the population considers climate change to be a(very) important Topic for Sweden: On a scale from 0 "completely irrelevant" to 10"absolutely important", 56% of the respondents choose scale points 8 to 10, another 23% scale points 6 to 7. In contrast, it is only 7% of the respondents who choose scale points 0 to 2. The scale average is 7.2.

social-ecological transformation 14 Main findings Problem awareness Attitudes towards climate change • 92% of respondents believe that the destruction of nature endangers people and their livelihoods(highest level of agreement"Fully agree": 57%). At the same time, 77% say they are afraid of the consequences of climate change(highest level of agreement: 31%), while 41% think that many things are very exaggerated when it comes to the consequences of climate change(highest level of agreement: 13%). When asked if there are more important problems in Sweden than climate change, 71% agree(highest level of agreement: 22%) and 29% disagree. The statement that we should rather focus on adapting to the consequences of climate change instead of putting climate protection in the foreground is agreed by 55%(highest level of agreement: 10%), while 45% disagree. Consequences of climate change • The increase in extreme weather events is by far the most frightening for the population: 60% of respondents rank the increase in extreme weather events among the five consequences of climate change that frighten them the most. The increase in humanitarian crises and the spread of new diseases are in second place with 47% mentions. Water shortages in everyday life and the extinction of species in the animal and plant world rank close behind in third and fourth place (46% each). Rising sea levels due to the melting of the poles(38%) were named fifth most frequently. Significantly fewer respondents are afraid that their health and quality of life will be affected(19%).

social-ecological transformation 15 Importance of environmental, nature and climate protection Which of the following topics do you think are the most important for politicians in Sweden to take care of? Please select up to 5 topics. Public health service and care Criminality, internal security Migration and integration of immigrants Education, schools and universities Environmental, nature and climate protection Fair pensions and retirement provision Secure energy supply and affordable energy prices Inflation, declining purchasing power Adequate and affordable housing More social justice Employment offers and fair wages Economic development and competitiveness Peace policy and stable relations with other countries Rule of law, fight against corruption Digitalisation Basis: 1,202 cases, total sample; figures in%. 59 58 47 37 33 32 30 29 28 28 23 21 18 10 4

social-ecological transformation 16 Importance of environmental, nature and climate protection Which of the following topics do you think are the most important for politicians in Sweden to take care of? Please select up to 5 topics. Public health service and care Criminality, internal security Migration and integration of immigrants Education, schools and universities Environmental, nature and climate protection Fair pensions and retirement provision Secure energy supply and affordable energy prices Inflation, declining purchasing power Adequate and affordable housing More social justice Employment offers and fair wages Economic development and competitiveness Peace policy and stable relations with other countries Rule of law, fight against corruption Digitalisation Basis: 1,202 cases, total sample; figures in%. Total EST INT PER COS 59 62 70 59 55 58 62 42 61 43 47 53 33 43 35 37 42 58 39 45 33 38 64 28 35 32 33 24 27 26 30 28 27 32 28 29 32 18 24 32 28 21 30 25 34 28 25 44 19 27 23 24 23 20 30 21 18 12 27 33 18 18 27 17 19 10 12 6 12 8 4 4- 5 6 EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists ADA CMS TRA 54 60 59 60 69 57 51 55 41 33 28 33 22 33 34 29 39 37 24 32 28 32 29 29 29 29 31 18 28 36 18 24 29 27 17 10 23 14 18 13 11 7 6 3 2 strongly overrepresented overrepresented CMA SEN PRO 58 43 64 75 68 47 75 55 32 17 26 42 17 8 45 47 30 29 45 27 26 33 41 27 28 19 34 20 19 39 15 18 28 13 30 21 13 13 18 10 17 6 - 7 5 strongly underrepresented underrepresented

social-ecological transformation 17 Importance of environmental, nature and climate protection Which of the following topics do you think are the most important for politicians in Sweden to take care of? Please select up to 5 topics. Public health service and care Criminality, internal security Migration and integration of immigrants Education, schools and universities Environmental, nature and climate protection Fair pensions and retirement provision Secure energy supply and affordable energy prices Inflation, declining purchasing power Adequate and affordable housing More social justice Employment offers and fair wages Economic development and competitiveness Peace policy and stable relations with other countries Rule of law, fight against corruption Digitalisation Basis: 1,202 cases, total sample; figures in%. Total 59 58 47 37 33 32 30 29 28 28 23 21 18 10 4 Gender Male Female 49 69 59 57 52 42 34 40 31 36 28 35 34 25 34 24 23 33 22 33 20 26 28 14 17 20 13 7 5 2 18-29 48 50 40 43 40 26 21 27 30 32 25 24 16 11 8 30-39 60 50 44 39 39 26 26 33 30 23 25 22 19 10 4 Age(years) 40-49 61 59 50 37 33 22 32 32 24 30 22 26 20 8 2 50-59 64 61 48 35 26 40 34 28 33 30 25 17 18 12 2 60-69 63 74 56 28 27 48 38 27 20 22 14 15 19 11 1 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 18 Importance of environmental, nature and climate protection Which of the following topics do you think are the most important for politicians in Sweden to take care of? Please select up to 5 topics. Public health service and care Criminality, internal security Migration and integration of immigrants Education, schools and universities Environmental, nature and climate protection Fair pensions and retirement provision Secure energy supply and affordable energy prices Inflation, declining purchasing power Adequate and affordable housing More social justice Employment offers and fair wages Economic development and competitiveness Peace policy and stable relations with other countries Rule of law, fight against corruption Digitalisation Basis: 1,202 cases, total sample; figures in%. Total 59 58 47 37 33 32 30 29 28 28 23 21 18 10 4 Education Low Medium High 66 60 55 64 59 56 42 49 47 26 35 44 27 28 41 44 35 24 28 30 29 28 28 32 31 30 24 24 26 31 26 24 20 9 20 27 18 18 19 11 9 11 4 2 5 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 62 61 53 50 58 64 38 47 57 36 38 39 32 33 36 31 33 27 24 29 33 27 29 30 27 30 23 40 26 23 29 22 21 15 19 32 18 18 20 10 11 10 2 5 3 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 19 Relevance of environmental policy fields of action In your opinion, which of the following topics are among the greatest challenges for the conservation of our livelihoods? Please select up to 5 from the list below. Environmental policy fields of action State of the oceans Climate change, climate-damaging emissions Waste in the environment and living environment Pollution of the water/water quality Air pollution/air quality Species extinction in the animal and plant world Increasing consumption of energy and raw materials Condition of the forests Industrial agriculture Development of green spaces Increasing traffic and noise Basis: 1,202 cases, total sample; figures in%. 58 58 48 44 42 41 35 32 24 15 14

social-ecological transformation 20 Relevance of environmental policy fields of action In your opinion, which of the following topics are among the greatest challenges for the conservation of our livelihoods? Please select up to 5 from the list below. State of the oceans Climate change, climate-damaging emissions Waste in the environment and living environment Pollution of the water/water quality Air pollution/air quality Species extinction in the animal and plant world Increasing consumption of energy and raw materials Condition of the forests Industrial agriculture Development of green spaces Increasing traffic and noise Basis: 1,202 cases, total sample; figures in%. Total EST INT PER COS 58 56 74 50 60 58 56 80 60 68 48 44 54 54 50 44 50 44 37 40 42 49 36 41 46 41 40 43 39 42 35 43 40 40 33 32 31 39 34 30 24 32 24 27 20 15 21 13 15 9 14 18 4 19 13 EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists ADA CMS TRA CMA SEN PRO 45 68 63 58 41 67 49 55 52 38 42 76 48 49 54 46 36 49 41 54 48 48 36 43 45 42 43 37 31 42 33 44 36 51 35 43 42 32 35 21 25 28 24 34 30 39 29 28 24 22 21 25 19 24 13 14 21 15 17 18 19 11 18 9 20 13 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 21 Relevance of environmental policy fields of action In your opinion, which of the following topics are among the greatest challenges for the conservation of our livelihoods? Please select up to 5 from the list below. State of the oceans Climate change, climate-damaging emissions Waste in the environment and living environment Pollution of the water/water quality Air pollution/air quality Species extinction in the animal and plant world Increasing consumption of energy and raw materials Condition of the forests Industrial agriculture Development of green spaces Increasing traffic and noise Basis: 1,202 cases, total sample; figures in%. Total 58 58 48 44 42 41 35 32 24 15 14 Gender Male Female 57 60 55 62 46 50 45 44 41 42 39 43 38 31 29 34 23 25 14 16 15 14 18-29 48 57 49 37 37 38 34 34 32 17 17 30-39 58 60 48 39 42 45 36 35 22 18 18 Age(years) 40-49 64 59 48 44 42 41 35 32 22 16 14 50-59 61 58 50 54 45 37 34 28 19 13 12 60-69 64 58 46 51 44 43 35 30 24 12 7 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 22 Relevance of environmental policy fields of action In your opinion, which of the following topics are among the greatest challenges for the conservation of our livelihoods? Please select up to 5 from the list below. State of the oceans Climate change, climate-damaging emissions Waste in the environment and living environment Pollution of the water/water quality Air pollution/air quality Species extinction in the animal and plant world Increasing consumption of energy and raw materials Condition of the forests Industrial agriculture Development of green spaces Increasing traffic and noise Basis: 1,202 cases, total sample; figures in%. Total 58 58 48 44 42 41 35 32 24 15 14 Education Low Medium High 50 59 61 47 54 67 47 48 49 46 43 45 46 40 42 41 44 38 24 34 40 35 33 30 28 23 24 14 16 16 12 14 16 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 54 58 63 55 57 67 46 47 50 38 45 47 39 42 44 43 41 40 29 34 40 36 33 27 27 24 22 16 17 13 17 13 14 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 23 Relevance of climate change as a topic There are always discussions about climate change, i.e. global warming, which leads to environmental changes and changes in everyone's everyday life(e.g. energy prices). How important do you personally consider this topic for Sweden? 2 1 0 0= completely irrelevant, can be forgotten 4 3 56 7 Ø= 7,2 8 9 10 10= absolutely important, more important than anything else Basis: 1,202 cases, total sample; figures in%. 56 23 759 (0-2)(3-4)(5)(6-7)(8-10)

social-ecological transformation 24 Relevance of climate change as a topic There are always discussions about climate change, i.e. global warming, which leads to environmental changes and changes in everyone's everyday life(e.g. energy prices). How important do you personally consider this topic for Sweden? 10=Absolutely important, more important than anything else 9 8 7 6 5 4 3 2 1 0=Totally irrelevant, can be forgotten Average Basis: 1,202 cases, total sample; figures in%. Total EST INT PER COS ADA CMS TRA CMA SEN PRO 16 20 30 12 10 18 15 20 10 6 18 19 18 25 23 25 10 17 23 15 8 20 21 25 30 18 22 18 22 21 9 7 39 15 15 7 22 16 19 17 8 10 13 15 8 9 3 5 9 11 5 6 9 18 4 9 7 3 10 8 9 13 6 16 23 4 3 2 1 6 4 2 3 8 6 5 2 -- 1 1 4 3 1 6 4 2 2- 1 3 2 1 5 4- 1 --- 1 2-- 1 5 4 3- 3 2 4 4 3 13 11 7,2 7,6 8,6 7,3 7,3 6,9 7,2 7,4 5,7 5,4 8,2 EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 25 Relevance of climate change as a topic There are always discussions about climate change, i.e. global warming, which leads to environmental changes and changes in everyone's everyday life(e.g. energy prices). How important do you personally consider this topic for Sweden? 10=Absolutely important, more important than anything else 9 8 7 6 5 4 3 2 1 0=Totally irrelevant, can be forgotten Average Total 16 19 21 15 8 9 3 2 2 1 4 7,2 Gender Male Female 15 18 18 20 19 24 13 16 9 6 10 9 4 2 2 1 2 1 1 6 2 6,9 7,6 18-29 15 22 24 19 7 8 2 1 1 1 7,7 30-39 16 19 22 16 10 7 3 2 2 0 2 7,3 Age(years) 40-49 19 14 20 13 8 13 3 2 1 6 7,0 50-59 17 16 20 13 8 12 5 3 4 3 7,0 60-69 15 22 22 12 4 8 4 2 1 2 8 7,0 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 26 Relevance of climate change as a topic There are always discussions about climate change, i.e. global warming, which leads to environmental changes and changes in everyone's everyday life(e.g. energy prices). How important do you personally consider this topic for Sweden? 10=Absolutely important, more important than anything else 9 8 7 6 5 4 3 2 1 0=Totally irrelevant, can be forgotten Average Total 16 19 21 15 8 9 3 2 2 1 4 7,2 Education Low Medium High 16 16 17 18 14 23 24 20 23 8 16 16 7 9 7 9 12 7 7 3 2 - 4 1 1 2 2 1 1 8 4 3 6,9 7,0 7,6 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 17 17 16 22 16 25 21 23 19 14 14 14 6 8 8 10 10 7 4 3 4 1 2 2 2 2 1 - 1 1 4 4 3 7,3 7,2 7,4 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 27 Attitudes towards climate change If you now think about the topic environment and climate. To what extent do you agree with the following statements? The destruction of nature endangers people and their livelihoods. 92 I am afraid of the consequences of climate change. 77 There are more important problems in Sweden than climate change. 71 Instead of focusing on climate protection, we should rather concentrate on adapting to the consequences of climate change. 55 When it comes to the consequences of climate change, many things are greatly exaggerated. 41 Basis: 1,202 cases, total sample; figures in%. 57 35 62 8 31 46 14 9 23 22 49 21 8 29 10 45 30 15 45 13 28 35 24 59 Fully agree Somewhat agree Somewhat disagree Completely disagree

social-ecological transformation 28 Attitudes towards climate change If you now think about the topic environment and climate. To what extent do you agree with the following statements? Response category:"Fully agree/ Somewhat agree" The destruction of nature endangers people and their livelihoods. Total EST INT PER COS ADA CMS TRA CMA SEN PRO 92 94 98 95 94 89 94 92 85 81 91 I am afraid of the consequences of climate change. 77 86 92 79 75 73 78 80 50 51 94 There are more important problems in Sweden than climate change. 71 76 46 78 67 82 77 64 85 86 54 Instead of focusing on climate protection, we should rather concentrate on adapting to the consequences of climate change. 55 58 36 57 50 72 53 66 60 60 40 When it comes to the consequences of climate change, many things are greatly exaggerated. 41 45 8 43 31 59 41 40 64 64 23 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 29 Attitudes towards climate change If you now think about the topic environment and climate. To what extent do you agree with the following statements? Response category:"Fully agree/ Somewhat agree" Total The destruction of nature endangers people and their livelihoods. 92 I am afraid of the consequences of climate change. 77 There are more important problems in Sweden than climate change. 71 Instead of focusing on climate protection, we should rather concentrate on adapting to the consequences of climate change. 55 When it comes to the consequences of climate change, many things are greatly exaggerated. 41 Gender Male Female 88 96 71 84 75 68 60 50 50 31 18-29 88 81 72 56 46 30-39 94 77 68 57 38 Age(years) 40-49 92 76 70 50 37 50-59 92 76 74 53 40 60-69 93 74 73 58 42 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 30 Attitudes towards climate change If you now think about the topic environment and climate. To what extent do you agree with the following statements? Response category:"Fully agree/ Somewhat agree" The destruction of nature endangers people and their livelihoods. Total 92 I am afraid of the consequences of climate change. 77 There are more important problems in Sweden than climate change. 71 Instead of focusing on climate protection, we should rather concentrate on adapting to the consequences of climate change. 55 When it comes to the consequences of climate change, many things are greatly exaggerated. 41 Education Low Medium High 90 92 93 72 74 82 76 75 66 63 58 49 53 45 32 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 88 92 94 77 78 77 65 71 75 56 56 50 38 41 42 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 31 Consequences of climate change- Anxiety scale When you think about the consequences of climate change, what scares you the most? Please select up to 5 answer options from the following list. Consequences of climate change Increase in extreme weather events Increase in humanitarian crises, spread of(new) diseases Species extinction in the animal and plant world Water shortage in everyday life Rising sea levels due to the melting of the poles Military conflicts over raw materials and water Forest fires, forest dieback Falling yields in agriculture Increased immigration, migration Economic damage Impairment of my health and personal quality of life Don't know I am not afraid Basis: 1,202 cases, total sample; figures in%. 1 4 60 47 46 46 38 33 32 32 29 22 19

social-ecological transformation 32 Consequences of climate change- Anxiety scale When you think about the consequences of climate change, what scares you the most? Please select up to 5 answer options from the following list. Increase in extreme weather events Increase in humanitarian crises, spread of(new) diseases Species extinction in the animal and plant world Water shortage in everyday life Rising sea levels due to melting of the poles Military conflicts over raw materials and water Forest fires, forest dieback Falling yields in agriculture Increased immigration, migration Economic damage Impairment of my health and personal quality of life Don't know I am not afraid Basis: 1,202 cases, total sample; figures in%. Total EST INT PER COS 60 64 78 58 68 47 46 64 47 51 46 51 62 45 46 46 51 50 43 49 38 41 49 42 40 33 35 41 33 34 32 37 42 38 32 32 32 31 30 22 29 26 19 24 15 22 23 10 23 28 19 22 10 25 16 1 1-- 4 2- 3 5 EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists ADA CMS TRA CMA SEN PRO 42 63 55 44 40 78 43 45 52 35 30 53 29 51 49 43 25 52 46 45 47 44 28 55 34 40 39 19 24 51 30 34 32 30 25 32 30 30 32 24 21 33 31 42 34 33 30 29 39 32 29 46 40 21 33 19 21 8 29 20 24 16 20 12 22 19 2 2 2 5 1 2 3 5 13 13 1 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 33 Consequences of climate change- Anxiety scale When you think about the consequences of climate change, what scares you the most? Please select up to 5 answer options from the following list. Increase in extreme weather events Increase in humanitarian crises, spread of(new) diseases Species extinction in the animal and plant world Water shortage in everyday life Rising sea levels due to melting of the poles Military conflicts over raw materials and water Forest fires, forest dieback Falling yields in agriculture Increased immigration, migration Economic damage Impairment of my health and personal quality of life Don't know I am not afraid Basis: 1,202 cases, total sample; figures in%. Total 60 47 46 46 38 33 32 32 29 22 19 1 4 Gender Male Female 53 67 43 51 40 52 43 50 39 38 35 30 29 36 30 33 36 22 26 17 19 18 0 2 6 2 18-29 59 43 49 42 41 29 30 27 25 30 26 4 30-39 59 47 52 47 39 33 36 39 27 24 17 1 3 Age(years) 40-49 62 48 43 44 37 41 30 35 32 22 20 0 3 50-59 62 52 43 52 36 32 28 26 32 16 16 3 4 60-69 56 45 41 49 40 31 39 30 30 11 12 3 8 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 34 Consequences of climate change- Anxiety scale When you think about the consequences of climate change, what scares you the most? Please select up to 5 answer options from the following list. Increase in extreme weather events Increase in humanitarian crises, spread of(new) diseases Species extinction in the animal and plant world Water shortage in everyday life Rising sea levels due to melting of the poles Military conflicts over raw materials and water Forest fires, forest dieback Falling yields in agriculture Increased immigration, migration Economic damage Impairment of my health and personal quality of life Don't know I am not afraid Basis: 1,202 cases, total sample; figures in%. Total 60 47 46 46 38 33 32 32 29 22 19 1 4 Education Low Medium High 50 60 63 39 45 52 46 46 46 46 46 47 36 35 43 28 31 37 31 32 33 28 34 31 29 30 28 19 23 21 18 18 19 3 2 0 6 4 4 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 56 58 65 49 47 47 45 43 49 48 47 45 39 38 40 28 33 37 39 33 28 32 32 31 20 31 36 26 22 18 20 19 17 2 1 0 2 5 3 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 3 Climate and environmentally-conscious behaviour

social-ecological transformation 36 Main findings Climate and environmentally-conscious behaviour Attitudes towards climate and environmentally-conscious behaviour • 91% of respondents believe that we all have to become active ourselves and start changing the way we live in order to maintain a liveable environment for us and the generations that follow(highest level of agreement"Fully agree": 50%). • Furthermore, 85% of respondents would be willing to do more for environmental and climate protection if the resulting costs were distributed in a socially just manner(highest level of agreement: 35%). • Slightly fewer, but still 71%, claim to actively contribute to changing society(highest level of agreement: 21%). Barriers to climate and environmentally-conscious behaviour • 88% of respondents believe that we should be willing to change our way of living for the benefit of the environment (highest level of agreement"Fully agree": 43%). However, 50% say they are only willing to do something to protect the environment if it does not affect their standard of living(highest level of agreement: 13%).

social-ecological transformation 37 Main findings climate and environmentally-conscious behaviour • 82% would be willing to do more to protect the environment if everyone acted in this way(highest level of agreement: 30%). However, 47% do not believe that they can contribute significantly to environmental protection with their behaviour(highest level of agreement: 15%). 37% say that others should take the first step before they themselves contribute to climate protection(highest level of agreement: 9%). • 74% fear that a fundamental change in our way of living and doing business will be associated with high personal costs (highest approval rating: 25%). Furthermore, 70% consider measures to protect the climate and the environment to be socially unjust, as they burden low-income earners in particular(highest approval rating: 24%). 55% say that they personally lack the financial means to do something for climate protection(highest level of agreement: 18%). • 72% say they are annoyed when others try to tell them how to live(highest level of agreement: 29%). In addition, 45% complain that they will soon not be able to do anything at all if there are even more regulations for climate and environmental protection(highest approval rating: 14%). • One in two(51%) find it difficult to shape their lives in an environmentally and climate-friendly way(highest level of agreement: 9%). Furthermore, 60% say that the poor infrastructure makes it impossible to do without a car(highest level of agreement: 27%). Around a quarter(24%) say they do not see the point of changing their behaviour for something that may happen in the future(highest level of agreement: 7%).

social-ecological transformation 38 Main findings climate and environmentally-conscious behaviour • 51% believe that fighting climate change is detrimental to the economy(highest level of agreement: 14%). In addition, 48% say that businesses that need a lot of energy for their production cannot implement strict climate protection requirements(highest level of agreement: 11%). Furthermore, 47% say that preserving jobs is more important than climate and environmental protection(highest level of agreement: 11%). • 47% think that businesses know best how to implement the necessary change(highest level of agreement: 11%). Furthermore, 40% think that science and technology will solve the problem of climate change without us having to fundamentally change our way of life(highest level of agreement: 10%). Motivators of climate and environmentally-conscious behaviour • According to 92% of respondents, each individual has a responsibility to ensure that we leave a liveable environment for future generations(highest level of agreement"Fully agree": 54%). Furthermore, 88% believe that environmental protection is a matter of decency and civic duty(highest level of agreement: 40%). That more environmental protection also means better quality of life and health for all, say 84%(highest level of agreement: 35%). 80% feel personally responsible for the preservation of nature and the environment(highest approval rating: 30%). • 91% of respondents feel that spending time in nature significantly improves their quality of life(highest level of agreement: 55%). In addition, 84% say they would feel strongly connected to nature(highest level of agreement: 40%).

social-ecological transformation 39 Main findings climate and environmentally-conscious behaviour • 85% see the industrialised countries as having a special responsibility for climate protection, as they have been the main cause of climate change(highest level of agreement: 37%). In addition, 77% say they feel better when they buy products that have less impact on the environment and climate(highest level of agreement: 34%). • 81% believe that the economy must become more climate-friendly, otherwise there is a threat of economic damage (highest level of agreement: 30%). The same number of respondents believe that a consistent policy to protect the environment will have a positive impact on the competitiveness of businesses in the future(highest level of agreement: 25%). Furthermore, 80% believe that switching to environmentally and climate-friendly products and production processes offers great employment opportunities(highest level of agreement: 21%).

social-ecological transformation 40 Attitudes towards climate and environmentally-conscious behaviour Below you can see some statements. How much do you agree with the following statements? To maintain a liveable environment for us and the generations that follow, all of us have to be actively involved and start 91 changing the way we live. I would be willing to do more for environmental and climate protection if the costs incurred were distributed in a socially just 85 manner. 50 35 41 72 9 50 11 4 15 I commit myself to actively changing society. 71 21 50 24 5 29 Basis: 1,202 cases, total sample; figures in%. Fully agree Somewhat agree Somewhat disagree Completely disagree

social-ecological transformation 41 Attitudes towards climate and environmentally-conscious behaviour Below you can see some statements. How much do you agree with the following statements? Response category:"Fully agree/ Somewhat agree" Total EST INT PER COS ADA CMS TRA CMA SEN PRO To maintain a liveable environment for us and the generations that follow, all of us have to be actively involved and start changing the way we live. 91 96 98 90 92 91 92 94 79 70 99 I would be willing to do more for environmental and climate protection if the costs incurred were distributed in a socially just manner. 85 91 92 84 82 88 88 82 71 64 89 I demand of myself to actively work for the change of society. 71 89 88 74 72 68 63 75 41 46 85 Response category:"Fully agree" Total EST INT PER COS ADA CMS TRA CMA SEN PRO To maintain a liveable environment for us and the generations that follow, all of us have to be actively involved and start changing the way we live. 50 58 78 52 49 36 43 60 34 13 70 I would be willing to do more for environmental and climate protection if the costs incurred were distributed in a socially just manner. 35 50 41 34 26 28 35 40 28 19 40 I demand of myself to actively work for the change of society. 21 28 24 23 18 23 16 26 8 11 34 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 42 Attitudes towards climate and environmentally-conscious behaviour Below you can see some statements. How much do you agree with the following statements? Response category:"Fully agree/ Somewhat agree" Total To maintain a liveable environment for us and the generations that follow, all of us have to be actively involved and start changing the way we live. 91 I would be willing to do more for environmental and climate protection if the costs incurred were distributed in a socially just manner. 85 I demand of myself to actively work for the change of society. 71 Response category:"Fully agree" Total To maintain a liveable environment for us and the generations that follow, all of us have to be actively involved and start changing the way we live. 50 I would be willing to do more for environmental and climate protection if the costs incurred were distributed in a socially just manner. 35 I demand of myself to actively work for the change of society. 21 Basis: 1,202 cases, total sample; figures in%. Gender Male Female 86 96 82 87 69 73 Gender Male Female 44 56 35 35 22 20 18-29 92 87 76 30-39 93 88 73 Age(years) 40-49 89 81 72 50-59 91 87 70 60-69 89 76 64 18-29 52 41 29 30-39 51 42 26 Age(years) 40-49 54 34 20 50-59 47 29 16 60-69 45 26 13 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 43 Attitudes towards climate and environmentally-conscious behaviour Below you can see some statements. How much do you agree with the following statements? Response category:"Fully agree/ Somewhat agree" Total To maintain a liveable environment for us and the generations that follow, all of us have to be actively involved and start changing the way we live. 91 I would be willing to do more for environmental and climate protection if the costs incurred were distributed in a socially just manner. 85 I demand of myself to actively work for the change of society. 71 Response category:"Fully agree" Total To maintain a liveable environment for us and the generations that follow, all of us have to be actively involved and start changing the way we live. 50 I would be willing to do more for environmental and climate protection if the costs incurred were distributed in a socially just manner. 35 I demand of myself to actively work for the change of society. 21 Basis: 1,202 cases, total sample; figures in%. Education Low Medium High 86 90 93 80 84 86 63 66 80 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 93 90 90 87 82 85 75 69 74 Education Low Medium High 45 47 56 35 36 34 17 19 26 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 52 50 49 41 35 31 23 21 23 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 44 Barriers to climate and environmentally-conscious behaviour(1) Here are some statements on the topic of environmental and climate protection. To what extent do you agree with the following statements? For the sake of the environment, we should all be willing to change our way of living.. I would be willing to do more to protect the environment if everyone acted like this. I fear that a fundamental change in our way of living and doing business will come at a high cost to me. I get annoyed when others try to tell me how to live. Measures to protect the climate and the environment are socially unjust, as they burden low-income earners in particular. Poor infrastructure(e.g. lack of cycle paths, lack of train routes, too little public transport) makes it impossible for me to give up my car. Personally, I lack the financial means to do something for climate protection. Tackling climate change is detrimental to the economy. I find it difficult to shape my life in an environmentally and climate-friendly way. Basis: 1,202 cases, total sample; figures in%. 43 30 52 25 49 29 43 24 46 27 33 18 37 14 37 9 42 Fully agree Somewhat agree 45 93 14 4 21 5 21 7 23 7 22 18 35 10 36 13 38 11 Somewhat disagree Completely disagree

social-ecological transformation 45 Barriers to climate and environmentally-conscious behaviour(2) Here are some statements on the topic of environmental and climate protection. To what extent do you agree with the following statements? I am only willing to do something to protect the environment if my standard of living is not affected as a result. 13 37 36 14 Businesses know best how to implement the necessary change. 11 36 38 15 Businesses that need a lot of energy for their production cannot implement strict climate protection requirements. 11 37 37 15 I do not believe that I can contribute significantly to environmental protection with my behaviour. 15 32 35 18 Preserving jobs is more important than climate and environmental protection. 11 If regulations regarding climate and environmental protection increase, we'll soon not be able to do anything at all. 14 Science and technology will solve the problem of climate change without us having to fundamentally change our way of life. 10 Before I contribute to climate protection myself, others should take the first step. 9 36 31 30 28 40 34 37 39 13 21 23 24 I don't see the point of changing my behaviour today for something that may happen in the future. 7 17 35 41 Basis: 1,202 cases, total sample; figures in%. Fully agree Somewhat agree Somewhat disagree Completely disagree

social-ecological transformation 46 Barriers to climate and environmentally-conscious behaviour(1) Here are some statements on the topic of environmental and climate protection. To what extent do you agree with the following statements? Response category:"Fully agree/ Somewhat agree" Total EST INT PER COS ADA CMS TRA CMA SEN PRO For the sake of the environment, we should all be willing to change our way of living.. 88 90 98 85 83 88 89 94 77 69 97 I would be willing to do more to protect the environment if everyone acted like this. 82 89 93 80 80 79 81 84 66 61 93 I fear that a fundamental change in our way of living and doing business will come at a high cost to me. 74 81 54 66 72 84 82 79 86 68 70 I get annoyed when others try to tell me how to live. 72 70 62 66 64 87 72 71 82 83 65 Measures to protect the climate and the environment are socially unjust, as they burden lowincome earners in particular. 70 74 67 62 64 76 71 75 82 61 69 Poor infrastructure(e.g. lack of cycle paths, lack of train routes, too little public transport) makes it impossible for me to give up my car. 60 65 52 58 50 74 61 60 65 61 53 Personally, I lack the financial means to do something for climate protection. 55 48 32 53 46 66 63 62 76 73 39 Tackling climate change is detrimental to the economy. 51 46 28 50 48 63 56 60 64 66 35 I find it difficult to shape my life in an environmentally and climate-friendly way. 51 41 43 44 48 66 50 54 59 62 49 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 47 Barriers to climate and environmentally-conscious behaviour(2) Here are some statements on the topic of environmental and climate protection. To what extent do you agree with the following statements? Response category:"Fully agree/ Somewhat agree" Total EST INT PER COS ADA CMS TRA CMA SEN PRO I am only willing to do something to protect the environment if my standard of living is not affected as a result. 50 49 25 53 52 64 51 46 62 72 39 Businesses know best how to implement the necessary change. 47 54 28 56 46 59 40 47 43 63 42 Businesses that need a lot of energy for their production cannot implement strict climate protection requirements. I do not believe that I can contribute significantly to environmental protection with my behaviour. 48 54 27 50 39 73 50 38 56 62 26 47 38 21 48 48 56 52 50 73 71 29 Preserving jobs is more important than climate and environmental protection. 47 43 17 53 42 68 42 50 68 68 32 If regulations regarding climate and environmental protection increase, we'll soon not be able to do anything at all. 45 46 14 49 36 69 47 40 66 61 24 Science and technology will solve the problem of climate change without us having to fundamentally change our way of life. 40 38 18 41 42 57 29 36 44 66 30 Before I contribute to climate protection myself, others should take the first step. 37 36 10 42 34 56 34 34 48 66 21 I don't see the point of changing my behaviour today for something that may happen in the future. 24 24 2 34 21 38 21 26 30 42 8 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 48 Barriers to climate and environmentally-conscious behaviour(1) Here are some statements on the topic of environmental and climate protection. To what extent do you agree with the following statements? Response category:"Fully agree/ Somewhat agree" Total For the sake of the environment, we should all be willing to change our way of living.. 88 I would be willing to do more to protect the environment if everyone acted like this. 82 I fear that a fundamental change in our way of living and doing business will come at a high cost to me. 74 I get annoyed when others try to tell me how to live. 72 Measures to protect the climate and the environment are socially unjust, as they burden lowincome earners in particular. 70 Poor infrastructure(e.g. lack of cycle paths, lack of train routes, too little public transport) makes it impossible for me to give up my car. 60 Personally, I lack the financial means to do something for climate protection. 55 Tackling climate change is detrimental to the economy. 51 I find it difficult to shape my life in an environmentally and climate-friendly way. 51 Gender Male Female 83 92 79 84 72 76 76 68 68 72 63 57 58 51 57 45 52 50 18-29 83 83 74 74 71 63 58 53 56 30-39 88 83 75 70 74 62 56 57 52 Age(years) 40-49 90 86 75 70 69 57 50 46 46 50-59 90 79 72 75 70 57 52 47 50 60-69 87 76 74 72 67 62 57 51 50 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 49 Barriers to climate and environmentally-conscious behaviour(2) Here are some statements on the topic of environmental and climate protection. To what extent do you agree with the following statements? Response category:"Fully agree/ Somewhat agree" Total I am only willing to do something to protect the environment if my standard of living is not affected as a result. 50 Businesses know best how to implement the necessary change. 47 Businesses that need a lot of energy for their production cannot implement strict climate protection requirements. 48 I do not believe that I can contribute significantly to environmental protection with my behaviour. 47 Preserving jobs is more important than climate and environmental protection. 47 If regulations regarding climate and environmental protection increase, we'll soon not be able to do anything at all. 45 Science and technology will solve the problem of climate change without us having to fundamentally change our way of life. 40 Before I contribute to climate protection myself, others should take the first step. 37 I don't see the point of changing my behaviour today for something that may happen in the future. 24 Gender Male Female 57 44 50 44 52 43 55 39 53 42 51 38 51 28 44 30 32 16 18-29 59 54 55 51 48 51 42 47 31 30-39 52 46 49 49 52 46 46 37 27 Age(years) 40-49 44 45 41 39 41 39 36 33 19 50-59 48 42 47 46 46 43 37 29 18 60-69 48 50 46 51 49 44 34 38 24 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 50 Barriers to climate and environmentally-conscious behaviour(1) Here are some statements on the topic of environmental and climate protection. To what extent do you agree with the following statements? Response category:"Fully agree/ Somewhat agree" For the sake of the environment, we should all be willing to change our way of living.. I would be willing to do more to protect the environment if everyone acted like this. I fear that a fundamental change in our way of living and doing business will come at a high cost to me. I get annoyed when others try to tell me how to live. Measures to protect the climate and the environment are socially unjust, as they burden lowincome earners in particular. Poor infrastructure(e.g. lack of cycle paths, lack of train routes, too little public transport) makes it impossible for me to give up my car. Personally, I lack the financial means to do something for climate protection. Tackling climate change is detrimental to the economy. I find it difficult to shape my life in an environmentally and climate-friendly way. Total 88 82 74 72 70 60 55 51 51 Education Low Medium High 83 87 89 79 78 86 83 77 68 75 74 69 76 72 66 63 62 57 64 62 44 56 57 42 62 50 48 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 87 87 88 83 80 86 78 74 68 74 70 72 78 70 65 61 58 66 67 57 42 53 49 52 57 50 49 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 51 Barriers to climate and environmentally-conscious behaviour(2) Here are some statements on the topic of environmental and climate protection. To what extent do you agree with the following statements? Response category:"Fully agree/ Somewhat agree" I am only willing to do something to protect the environment if my standard of living is not affected as a result. Businesses know best how to implement the necessary change. Businesses that need a lot of energy for their production cannot implement strict climate protection requirements. I do not believe that I can contribute significantly to environmental protection with my behaviour. Preserving jobs is more important than climate and environmental protection. If regulations regarding climate and environmental protection increase, we'll soon not be able to do anything at all. Science and technology will solve the problem of climate change without us having to fundamentally change our way of life. Before I contribute to climate protection myself, others should take the first step. I don't see the point of changing my behaviour today for something that may happen in the future. Total 50 47 48 47 47 45 40 37 24 Education Low Medium High 57 54 45 50 49 45 52 51 44 54 50 42 57 52 40 52 50 37 39 39 39 45 38 34 29 25 21 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 54 50 49 43 51 47 52 47 46 49 48 46 45 47 47 46 44 43 38 39 43 36 38 35 29 24 20 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 52 Barriers to climate and environmentally-conscious behaviour(1) Here are some statements on the topic of environmental and climate protection. To what extent do you agree with the following statements? Response category:"Fully agree" Total EST INT PER COS ADA CMS TRA CMA SEN PRO For the sake of the environment, we should all be willing to change our way of living.. 43 49 68 48 35 26 39 49 27 16 62 I would be willing to do more to protect the environment if everyone acted like this. 30 42 45 31 31 23 21 30 19 7 46 I get annoyed when others try to tell me how to live. 29 25 14 21 23 38 37 37 50 36 17 Poor infrastructure(e.g. lack of cycle paths, lack of train routes, too little public transport) makes it impossible for me to give up my car. 27 29 21 34 22 31 26 32 32 25 21 I fear that a fundamental change in our way of living and doing business will come at a high cost to me. 25 28 8 20 24 25 36 29 47 23 18 Measures to protect the climate and the environment are socially unjust, as they burden lowincome earners in particular. 24 21 19 17 20 28 29 33 40 21 16 Personally, I lack the financial means to do something for climate protection. 18 10 6 17 11 23 25 25 42 24 6 I do not believe that I can contribute significantly to environmental protection with my behaviour. 15 8 5 16 10 19 15 18 32 30 5 If regulations regarding climate and environmental protection increase, we'll soon not be able to do anything at all. 14 14 2 15 8 22 14 15 29 21 5 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 53 Barriers to climate and environmentally-conscious behaviour(2) Here are some statements on the topic of environmental and climate protection. To what extent do you agree with the following statements? Response category:"Fully agree" Total EST INT PER COS ADA CMS TRA CMA SEN PRO Tackling climate change is detrimental to the economy. 14 9 5 12 14 20 10 17 32 22 7 I am only willing to do something to protect the environment if my standard of living is not affected as a result. 13 10 3 21 13 16 11 15 15 24 9 Businesses know best how to implement the necessary change. 11 12 2 21 8 15 13 12 9 12 7 Preserving jobs is more important than climate and environmental protection. 11 9 1 21 10 17 9 11 20 14 3 Businesses that need a lot of energy for their production cannot implement strict climate protection requirements. 11 12 4 15 8 15 8 12 22 9 3 Science and technology will solve the problem of climate change without us having to fundamentally change our way of life. 10 7 2 15 8 17 6 10 10 22 4 Before I contribute to climate protection myself, others should take the first step. 9 8 2 10 5 14 5 11 13 18 5 I find it difficult to shape my life in an environmentally and climate-friendly way. 9 6 2 11 7 12 8 15 13 11 6 I don't see the point of changing my behaviour today for something that may happen in the future. 7 5- 10 4 15 4 8 10 15 2 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 54 Barriers to climate and environmentally-conscious behaviour(1) Here are some statements on the topic of environmental and climate protection. To what extent do you agree with the following statements? Response category:"Fully agree" Total For the sake of the environment, we should all be willing to change our way of living.. 43 I would be willing to do more to protect the environment if everyone acted like this. 30 I get annoyed when others try to tell me how to live. 29 Poor infrastructure(e.g. lack of cycle paths, lack of train routes, too little public transport) makes it impossible for me to give up my car. 27 I fear that a fundamental change in our way of living and doing business will come at a high cost to me. 25 Measures to protect the climate and the environment are socially unjust, as they burden lowincome earners in particular. 24 Personally, I lack the financial means to do something for climate protection. 18 I do not believe that I can contribute significantly to environmental protection with my behaviour. 15 If regulations regarding climate and environmental protection increase, we'll soon not be able to do anything at all. 14 Gender Male Female 40 46 30 31 33 25 30 24 29 22 27 20 21 15 20 10 19 9 18-29 40 37 27 27 27 24 16 18 15 30-39 46 33 29 29 30 27 20 16 16 Age(years) 40-49 50 32 30 21 27 28 19 13 13 50-59 37 24 30 30 20 20 17 13 13 60-69 40 24 31 30 22 21 21 16 13 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 55 Barriers to climate and environmentally-conscious behaviour(2) Here are some statements on the topic of environmental and climate protection. To what extent do you agree with the following statements? Response category:"Fully agree" Tackling climate change is detrimental to the economy. I am only willing to do something to protect the environment if my standard of living is not affected as a result. Businesses know best how to implement the necessary change. Preserving jobs is more important than climate and environmental protection. Businesses that need a lot of energy for their production cannot implement strict climate protection requirements. Science and technology will solve the problem of climate change without us having to fundamentally change our way of life. Before I contribute to climate protection myself, others should take the first step. I find it difficult to shape my life in an environmentally and climate-friendly way. I don't see the point of changing my behaviour today for something that may happen in the future. Total 14 13 11 11 11 10 9 9 7 Gender Male Female 19 9 17 9 14 8 16 6 15 7 15 4 13 5 13 4 10 4 18-29 18 18 16 14 11 12 13 14 11 30-39 17 14 13 10 13 12 10 9 6 Age(years) 40-49 12 13 10 10 11 10 5 7 6 50-59 11 12 5 12 8 6 6 6 4 60-69 13 8 12 10 11 8 10 7 8 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 56 Barriers to climate and environmentally-conscious behaviour(1) Here are some statements on the topic of environmental and climate protection. To what extent do you agree with the following statements? Response category:"Fully agree" Total For the sake of the environment, we should all be willing to change our way of living.. 43 I would be willing to do more to protect the environment if everyone acted like this. 30 I get annoyed when others try to tell me how to live. 29 Poor infrastructure(e.g. lack of cycle paths, lack of train routes, too little public transport) makes it impossible for me to give up my car. 27 I fear that a fundamental change in our way of living and doing business will come at a high cost to me. 25 Measures to protect the climate and the environment are socially unjust, as they burden lowincome earners in particular. 24 Personally, I lack the financial means to do something for climate protection. 18 I do not believe that I can contribute significantly to environmental protection with my behaviour. 15 If regulations regarding climate and environmental protection increase, we'll soon not be able to do anything at all. 14 Education Low Medium High 35 38 51 22 30 34 36 31 25 30 32 22 30 30 20 23 27 21 28 21 12 17 17 12 17 14 13 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 41 41 46 30 29 35 35 27 26 28 28 24 30 26 20 28 25 19 23 21 9 12 16 16 16 15 11 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 57 Barriers to climate and environmentally-conscious behaviour(2) Here are some statements on the topic of environmental and climate protection. To what extent do you agree with the following statements? Response category:"Fully agree" Tackling climate change is detrimental to the economy. I am only willing to do something to protect the environment if my standard of living is not affected as a result. Businesses know best how to implement the necessary change. Preserving jobs is more important than climate and environmental protection. Businesses that need a lot of energy for their production cannot implement strict climate protection requirements. Science and technology will solve the problem of climate change without us having to fundamentally change our way of life. Before I contribute to climate protection myself, others should take the first step. I find it difficult to shape my life in an environmentally and climate-friendly way. I don't see the point of changing my behaviour today for something that may happen in the future. Total 14 13 11 11 11 10 9 9 7 Education Low Medium High 19 15 12 14 12 14 9 12 12 12 12 10 12 11 10 9 10 10 14 10 6 12 9 7 10 8 6 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 18 14 13 14 13 15 10 12 11 13 12 10 14 10 12 10 11 9 11 9 8 8 9 9 10 8 6 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 58 Motivators of climate and environmentally-conscious behaviour Here are some statements on the topic of environmental and climate protection. To what extent do you agree with the following statements? Every individual bears responsibility for leaving a liveable environment for future generations. Being in nature greatly enhances my quality of life. Environmental protection is a matter of decency and civic duty. The industrialised countries have a special responsibility for climate protection because they have been the main cause of climate change. More environmental protection also means more quality of life and health for all. I feel a strong connection with nature. Consistent policiesto protect the environment will have a positive impact on the competitiveness of the businesses in the future. the economy must become more climate-friendly, otherwise there is a risk of economic damage. The switch to environmentally and climate-friendly products and production processes offers great employment opportunities. I feel personally responsible for the conservation of nature and the environment. I feel better when I buy products that have less impact on the environment and climate. Basis: 1,202 cases, total sample; figures in%. 54 38 62 55 36 81 40 48 93 37 48 11 4 35 49 13 3 40 44 13 3 25 56 14 5 30 51 14 5 21 59 16 4 30 50 15 5 34 43 16 7 Fully agree Somewhat agree Somewhat disagree Completely disagree

social-ecological transformation 59 Motivators of climate and environmentally-conscious behaviour Here are some statements on the topic of environmental and climate protection. To what extent do you agree with the following statements? Response category:"Fully agree/ Somewhat agree" Total EST INT PER COS Every individual bears responsibility for leaving a liveable environment for future generations. 92 97 97 96 94 Being in nature greatly enhances my quality of life. 91 93 96 94 90 Environmental protection is a matter of decency and civic duty. 88 93 95 87 82 The industrialised countries have a special responsibility for climate protection because they have been the main cause of climate change. 85 91 93 83 89 More environmental protection also means more quality of life and health for all. 84 90 98 91 82 I feel a strong connection with nature. 84 93 93 85 78 Consistent policiesto protect the environment will have a positive impact on the competitiveness of the businesses in the future. 81 90 96 86 83 the economy must become more climate-friendly, otherwise there is a risk of economic damage. 81 86 95 89 83 The switch to environmentally and climate-friendly products and production processes offers great employment opportunities. 80 88 94 83 80 I feel personally responsible for the conservation of nature and the environment. 80 90 96 82 81 I feel better when I buy products that have less impact on the environment and climate. 77 90 93 82 77 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists ADA CMS TRA 94 93 94 86 96 92 87 87 93 79 87 82 78 84 87 87 84 88 73 76 82 83 78 80 72 78 78 73 79 88 72 74 83 strongly overrepresented overrepresented CMA SEN PRO 83 74 92 82 81 95 82 70 92 65 70 94 71 64 93 70 61 83 64 68 90 61 54 91 63 68 90 61 51 91 56 39 89 strongly underrepresented underrepresented

social-ecological transformation 60 Motivators of climate and environmentally-conscious behaviour Here are some statements on the topic of environmental and climate protection. To what extent do you agree with the following statements? Response category:"Fully agree/ Somewhat agree" Total Every individual bears responsibility for leaving a liveable environment for future generations. 92 Being in nature greatly enhances my quality of life. 91 Environmental protection is a matter of decency and civic duty. 88 The industrialised countries have a special responsibility for climate protection because they have been the main cause of climate change. 85 More environmental protection also means more quality of life and health for all. 84 I feel a strong connection with nature. 84 Consistent policiesto protect the environment will have a positive impact on the competitiveness of the businesses in the future. 81 the economy must become more climate-friendly, otherwise there is a risk of economic damage. 81 The switch to environmentally and climate-friendly products and production processes offers great employment opportunities. 80 I feel personally responsible for the conservation of nature and the environment. 80 I feel better when I buy products that have less impact on the environment and climate. 77 Basis: 1,202 cases, total sample; figures in%. Gender Male Female 91 94 90 92 83 92 80 88 80 89 83 84 77 86 76 87 78 82 75 86 70 85 18-29 88 87 84 82 83 78 83 84 83 80 77 30-39 93 93 87 83 85 83 81 83 78 79 80 Age(years) 40-49 92 91 90 86 84 84 84 78 79 82 77 50-59 96 94 91 86 84 86 81 84 82 83 77 60-69 93 89 87 84 86 87 78 77 79 76 74 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 61 Motivators of climate and environmentally-conscious behaviour Here are some statements on the topic of environmental and climate protection. To what extent do you agree with the following statements? Response category:"Fully agree/ Somewhat agree" Total Every individual bears responsibility for leaving a liveable environment for future generations. 92 Being in nature greatly enhances my quality of life. 91 Environmental protection is a matter of decency and civic duty. 88 The industrialised countries have a special responsibility for climate protection because they have been the main cause of climate change. 85 More environmental protection also means more quality of life and health for all. 84 I feel a strong connection with nature. 84 Consistent policiesto protect the environment will have a positive impact on the competitiveness of the businesses in the future. 81 the economy must become more climate-friendly, otherwise there is a risk of economic damage. 81 The switch to environmentally and climate-friendly products and production processes offers great employment opportunities. 80 I feel personally responsible for the conservation of nature and the environment. 80 I feel better when I buy products that have less impact on the environment and climate. 77 Basis: 1,202 cases, total sample; figures in%. Education Low Medium High 90 92 93 87 91 93 86 86 90 79 84 86 84 83 87 84 81 86 81 77 86 76 79 86 81 78 82 79 76 84 68 72 85 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 92 91 92 90 91 91 84 86 91 86 83 85 86 83 84 79 84 84 85 80 83 82 81 82 81 79 84 80 79 82 78 76 78 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 62 Motivators of climate and environmentally-conscious behaviour Here are some statements on the topic of environmental and climate protection. To what extent do you agree with the following statements? Response category:"Fully agree" Total EST INT PER COS Being in nature greatly enhances my quality of life. 55 66 67 60 50 Every individual bears responsibility for leaving a liveable environment for future generations. 54 65 72 61 51 Environmental protection is a matter of decency and civic duty. 40 48 59 40 32 I feel a strong connection with nature. 40 56 49 38 34 The industrialised countries have a special responsibility for climate protection because they have been the main cause of climate change. 37 44 54 27 41 More environmental protection also means more quality of life and health for all. 35 47 52 35 34 I feel better when I buy products that have less impact on the environment and climate. the economy must become more climate-friendly, otherwise there is a risk of economic damage. 34 43 50 34 39 30 38 54 33 32 I feel personally responsible for the conservation of nature and the environment. 30 43 45 32 29 Consistent policiesto protect the environment will have a positive impact on the competitiveness of the businesses in the future. 25 30 46 29 33 The switch to environmentally and climate-friendly products and production processes offers great employment opportunities. 21 26 35 27 25 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists ADA CMS TRA 43 56 66 40 56 57 28 36 51 33 34 51 29 34 49 25 29 42 23 25 44 26 22 28 17 23 36 14 19 19 13 18 19 strongly overrepresented overrepresented CMA SEN PRO 52 25 58 43 15 66 34 15 55 37 24 40 24 15 49 25 10 49 18 7 48 11 12 37 22 17 34 12 11 31 10 7 26 strongly underrepresented underrepresented

social-ecological transformation 63 Motivators of climate and environmentally-conscious behaviour Here are some statements on the topic of environmental and climate protection. To what extent do you agree with the following statements? Response category:"Fully agree" Total Being in nature greatly enhances my quality of life. 55 Every individual bears responsibility for leaving a liveable environment for future generations. 54 Environmental protection is a matter of decency and civic duty. 40 I feel a strong connection with nature. 40 The industrialised countries have a special responsibility for climate protection because they have been the main cause of climate change. 37 More environmental protection also means more quality of life and health for all. 35 I feel better when I buy products that have less impact on the environment and climate. 34 the economy must become more climate-friendly, otherwise there is a risk of economic damage. 30 I feel personally responsible for the conservation of nature and the environment. 30 Consistent policiesto protect the environment will have a positive impact on the competitiveness of the businesses in the future. 25 The switch to environmentally and climate-friendly products and production processes offers great employment opportunities. 21 Basis: 1,202 cases, total sample; figures in%. Gender Male Female 51 59 47 61 34 46 36 44 37 38 31 40 28 40 30 31 28 33 24 26 23 20 18-29 46 52 32 31 35 36 42 34 26 28 24 30-39 61 52 40 39 42 38 38 34 31 29 25 Age(years) 40-49 56 60 48 44 41 37 35 36 33 30 22 50-59 58 52 38 44 33 30 28 21 33 17 18 60-69 56 54 45 44 34 36 23 25 30 20 16 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 64 Motivators of climate and environmentally-conscious behaviour Here are some statements on the topic of environmental and climate protection. To what extent do you agree with the following statements? Response category:"Fully agree" Total Being in nature greatly enhances my quality of life. 55 Every individual bears responsibility for leaving a liveable environment for future generations. 54 Environmental protection is a matter of decency and civic duty. 40 I feel a strong connection with nature. 40 The industrialised countries have a special responsibility for climate protection because they have been the main cause of climate change. 37 More environmental protection also means more quality of life and health for all. 35 I feel better when I buy products that have less impact on the environment and climate. 34 the economy must become more climate-friendly, otherwise there is a risk of economic damage. 30 I feel personally responsible for the conservation of nature and the environment. 30 Consistent policiesto protect the environment will have a positive impact on the competitiveness of the businesses in the future. 25 The switch to environmentally and climate-friendly products and production processes offers great employment opportunities. 21 Basis: 1,202 cases, total sample; figures in%. Education Low Medium High 50 54 59 51 52 56 41 36 44 39 38 43 30 36 41 31 33 40 26 33 37 20 26 39 30 26 35 14 22 32 12 20 26 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 51 55 54 56 51 56 42 38 45 40 41 39 37 38 38 35 36 33 36 32 33 32 31 30 30 29 32 26 24 27 20 22 22 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 4 Changing our way of living and doing business

social-ecological transformation 66 Main findings Changing our way of living and doing business Assessing the need for change • When asked whether a fundamental change in our way of living and doing business is necessary in Sweden, a clear majority of respondents answered"Yes, definitely"(24%) or"rather yes"(45%). This contrasts with 24% who(rather) do not think fundamental change is necessary. A further 7% answered"I don't know" Attribution of responsibility- Which actors do too little? • According to the opinion of the population, it is above all political parties and businesses that should do more to tackle climate change: 66% of the respondents say that political parties do(much) too little and 65% think that businesses do (much) too little to tackle climate change. • 65% want more responsibility from the government, 61% see more responsibility from citizens, 58% think local governments(e.g. municipality/city) should do more, and 56% say the European Union is trying(way) too little. • 49% think that the trade unions do(much) too little. • Non-governmental organisations are less likely to be expected to increase efforts(32%). The scientific community is seen as having the least responsibility(Way too little/too little: 30%).

social-ecological transformation 67 Main findings Changing our way of living and doing business attribution of responsibility- Which actors can contribute most to crisis management? • When it comes to addressing the climate and environmental crisis, the government is most often counted among the three most influential actors(54%). The European Union is considered influential by 36%, The scientific community by 35% and businesses by 34%. This is followed by political parties(23%), local citizens(22%), local governments(20%), NGOs(10%) and trade unions(3%). Attitudes towards policies • 81% are in favour of providing more financial support to people with low incomes if the costs of electricity and heating or mobility increase due to climate protection measures(highest level of agreement"Fully agree": 41%). Likewise, 81% believe that politicians should pay much more attention to a socially just shaping of the change in our economic and life styles(highest level of agreement: 30%). At the same time, 64% feel uneasy about the idea of a fundamental change in our economic and living conditions, as they know from experience that many people will be worse off afterwards than before(highest level of agreement: 16%). • 82% agree that low-income, indigenous, ethnic or other minorities should not be more affected by environmental pollution than other population groups(highest level of agreement: 47%).

social-ecological transformation 68 Main findings Changing our way of living and doing business • 86% think that politicians should exert much more pressure on businesses to achieve climate-friendly production methods (highest approval rating: 42%). In addition, 85% think that businesses need clear guidelines from the state in order to become climate-neutral(highest approval rating: 36%). Another 85% are in favour of subsidy programmes that support Businesses in switching to climate-friendly production processes and products(highest approval rating: 34%). Furthermore, 64% believe that politicians follow the guidelines of industry and businesses too closely(highest approval rating: 18%). • 84% support a more consistent switch to renewable energy(highest approval rating: 38%). 68% agree with the statement "It annoys me that climate policy is controlled by the EU, because this does insufficiently take into account the special features of Sweden"(highest level of agreement: 27%). • 81% think that, above all, strict and consistent laws are needed to preserve an environment worth living in for us and future generations(highest level of agreement: 29%). 69%, however, say that there are already enough guidelines for a fundamental change in our economic and lifestyle patterns- if these were also implemented, we would be on the right track(highest approval rating: 15%). • 69% believe that structural change measures should be enforced even if jobs are lost as a result(highest level of agreement: 19%). Meanwhile, just as many(69%) say that jobs affected by structural change should be maintained for as long as possible if there are no suitable alternatives(highest level of agreement: 18%).

social-ecological transformation 69 Main findings Changing our way of living and doing business Assessment of measures in nature, environmental and climate protection • Mobility: 92% are in favour of expanding the transport network and the frequency of local public transport(highest level of support"I fully support": 58%). 91% of respondents are in favour of reducing the price of local public transport(highest level of support: 68%). More charging stations for electric or hybrid vehicles are supported by 81%(highest approval rating: 40%), the promotion of electric vehicles by 72%(highest approval rating: 32%), a climate tax on airline tickets by 62%(highest approval rating: 29%) and the introduction of a car toll(so that someone who drives a lot also has to pay more) by 50%(highest approval rating: 20%). • Energy: 76% are in favour of mandatory solar for public buildings and new private buildings(highest level of approval: 36%). 74% are in favour of cooperative membership(highest approval rating: 25%) and 73% of respondents are in favour of building more wind turbines(highest approval rating: 38%). • Technology/innovation/ businesses: 89% of respondents are in favour of more support for the development of climatefriendly products and technologies(highest level of agreement: 51%). 87% are in favour of labelling climate-friendly products(highest approval rating: 48%). 65% are in favour of making climate-damaging products more expensive(highest approval rating: 27%) and 56% are in favour of reducing climate-damaging subsidies(highest approval rating: 21%).

social-ecological transformation 70 Main findings Changing our way of living and doing business • Education: 89% support training or further education(or retraining) for workers in jobs that will no longer be needed in the future(highest level of support: 49%). An improvement of school education in the field of environmental and climate protection is supported by 87%(highest approval rating: 44%). • Housing: 85% agree with financial support for cost-efficient heating systems(e.g. heat pumps)(highest level of agreement: 39%). 80% support state subsidies for private households if they use renewable energy(highest approval rating: 35%). 80% support state subsidies for the renovation of buildings for thermal insulation(highest approval rating: 33%), and 79% approve of legal regulations on the energy efficiency of electrical household appliances(highest approval rating: 35%). Attitudes towards the energy and heat transition • 92% of respondents agree that workers affected by the switch to renewable energy(e.g. job loss) should be supported in retraining for alternative jobs(highest level of agreement"Fully agree": 51%). Furthermore, 84% think that the affected employees should be supported financially(compensation payments, severance payments, etc.)(highest level of agreement: 39%).

social-ecological transformation 71 Main findings Changing our way of living and doing business • According to 86%, new industries should be actively located in regions and municipalities affected by the conversion of electricity and heat supply to renewable energy(e.g. coal mining, natural gas, oil regions)(highest level of agreement: 32%). Furthermore, 84% say that the affected regions and municipalities should receive financial support(highest level of agreement: 31%). • 85% of respondents think that private households that want to use renewable energy(e.g. solar electricity, solar heating or heat pump) should be financially supported(highest level of agreement: 38%). The same number of respondents(85%) argue that the development of energy communities should be supported by the government(highest level of agreement: 33%). • 81% of respondents believe that citizens should participate in public and political life(e.g. citizens' forums, planning advisory boards) in order to help shape the community(highest level of agreement: 25%). • 57% of respondents can imagine taking an active part in shaping their community's energy supply, with 19% saying they could"definitely" imagine doing so. Asked whether they could imagine generating their energy, 10% say they would already do so, 51% say they could"definitely" imagine this and 25% say they could"rather" imagine this.

social-ecological transformation 72 Main findings Changing our way of living and doing business • 64% would"approve" of the construction of a solar park in their community if the profits generated by it benefited the community. Another 30% would accept it, 6% would oppose it. The construction of a wind park in their community would be"approved" by 43%(if the profits generated by it benefit the community). Another 37% would accept it, 20% would oppose it. • To fight climate change, it is necessary to heat differently in the coming years. 61% think this should be done via more public subsidies for climate-neutral technologies and the replacement of heating. On the other hand, 6% support bans and 12% higher prices for oil, gas and coal. The remaining 21% of respondents are not in favour of any of the options mentioned. • When asked whether renewable energy has become more important since the outbreak of the Russia-Ukraine conflict, 27% answer"yes, renewable energy has become more important" Another 33% answered with"rather yes" In contrast, 29% answered with"rather no" and 11% with"no, renewable energy has not become more important"

social-ecological transformation 73 Assessing the need for change In your opinion, is there a need for a fundamental change in our way of living and doing business in Sweden? Basis: 1,202 cases, total sample; figures in%. Yes Yes, definitely Rather yes No No, not really No, not at all Don't know 24 69 45 19 24 5 7

social-ecological transformation 74 Assessing the need for change In your opinion, is there a need for a fundamental change in our way of living and doing business in Sweden? YES Yes, definitely Rather yes NO No, not really No, not at all Don't know Total EST INT PER COS ADA CMS TRA CMA SEN PRO 69 80 84 68 62 68 66 77 48 52 79 24 26 34 24 18 24 22 27 21 19 25 45 54 50 44 44 44 44 51 26 33 54 24 18 12 26 27 28 22 18 36 40 17 19 16 11 21 22 20 16 17 23 34 17 5 1 1 6 6 7 5 1 14 6 7 2 4 6 11 4 12 5 16 8 4 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 75 Assessing the need for change In your opinion, is there a need for a fundamental change in our way of living and doing business in Sweden? YES Yes, definitely Rather yes NO No, not really No, not at all Don't know Total 69 24 45 24 19 5 7 Gender Male Female 65 73 24 24 41 49 30 18 23 16 7 2 5 9 18-29 73 28 45 20 15 4 7 30-39 73 29 44 20 18 2 7 Age(years) 40-49 68 22 46 26 20 6 5 50-59 69 20 49 26 19 6 5 60-69 60 19 42 29 23 6 10 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 76 Assessing the need for change In your opinion, is there a need for a fundamental change in our way of living and doing business in Sweden? YES Yes, definitely Rather yes NO No, not really No, not at all Don't know Total 69 24 45 24 19 5 7 Education Low Medium High 68 67 72 27 23 24 41 44 48 22 25 23 17 20 19 4 5 4 10 8 5 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 73 70 65 29 25 21 44 45 45 20 22 31 18 17 27 3 5 4 6 8 4 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 77 Attribution of responsibility What do you think: Are the following actors doing too much or too little to address climate change? The scientific community Non-governmental organisations (e.g. local environmental movements) Local government at place of residence(e.g. municipality/city) Citizens in their area TOO LITTLE 30 32 58 61 Businesses 65 Trade unions 49 European Union 56 Government 65 Political parties 66 Basis: 1,202 cases, total sample; figures in%. 14 18 24 16 19 21 25 7 23 8 24 43 43 41 34 37 44 41 48 37 23 23 19 19 18 17 15 Way too little Too little 54 77 33 43 32 33 57 54 45 Just right TOO MUCH 9 14 7 7 6 6 12 9 9 Don't know 14 17 12 9 10 26 14 9 10 Way too much Too much

social-ecological transformation 78 Attribution of responsibility(1) What do you think: Are the following actors doing too much or too little to address climate change? Businesses Way too much/too much Just right Too little/way too little Local government at place of residence(e.g. municipality/city) Way too much/too much Just right Too little/way too little European Union Way too much/too much Just right Too little/way too little Basis: 1,202 cases, total sample; figures in%. Total EST INT PER COS 6 3- 5 4 19 26 6 19 21 65 63 86 69 66 7 4 1 6 5 23 29 19 24 18 58 59 70 61 65 12 10 2 15 10 18 20 12 20 24 56 57 75 55 49 EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists ADA CMS TRA CMA SEN PRO 8 5 3 12 15 4 25 13 23 24 32 10 51 69 68 47 39 82 9 5 2 21 15 4 31 22 23 16 34 12 48 56 58 38 39 79 13 14 4 23 15 19 48 56 62 strongly overrepresented overrepresented 27 28 2 8 28 14 43 32 76 strongly underrepresented underrepresented

social-ecological transformation 79 Attribution of responsibility(2) What do you think: Are the following actors doing too much or too little to address climate change? Government Way too much/too much Just right Too little/way too little Citizens in their area Way too much/too much Just right Too little/way too little Trade unions Way too much/too much Just right Too little/way too little Basis: 1,202 cases, total sample; figures in%. Total EST INT PER COS ADA CMS TRA CMA SEN PRO 9 8- 9 3 16 10 8 19 20 3 17 21 8 23 21 22 12 13 15 25 6 65 64 85 62 67 50 68 72 46 46 89 7 6 1 9 3 5 6 4 19 18 2 23 24 14 25 29 30 23 23 17 34 13 61 64 79 57 63 52 62 63 42 39 82 6 4- 3 7 19 22 13 23 16 49 55 62 50 47 EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists 5 6 3 24 20 20 43 44 49 strongly overrepresented overrepresented 16 12 6 13 27 16 38 45 55 strongly underrepresented underrepresented

social-ecological transformation 80 Attribution of responsibility(3) What do you think: Are the following actors doing too much or too little to address climate change? Political parties Way too much/too much Just right Too little/way too little Non-governmental organisations(e.g. local environmental movements) Way too much/too much Just right Too little/way too little The scientific community Way too much/too much Just right Too little/way too little Total EST INT PER COS 9 8 1 14 5 15 16 8 17 14 66 66 84 61 71 14 8 9 14 9 37 36 39 39 45 32 46 30 29 26 9 7 2 7 9 48 55 51 48 52 30 26 33 33 26 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists ADA CMS TRA CMA SEN PRO 12 8 5 23 17 3 21 15 13 11 26 7 55 67 72 44 46 86 16 16 13 25 24 8 32 36 39 28 36 42 34 28 35 24 29 35 11 5 5 42 49 50 35 31 29 strongly overrepresented overrepresented 19 20 5 32 43 53 24 26 30 strongly underrepresented underrepresented

social-ecological transformation 81 Attribution of responsibility(1) What do you think: Are the following actors doing too much or too little to address climate change? Businesses Way too much/too much Just right Too little/way too little Local government at place of residence(e.g. municipality/city) Way too much/too much Just right Too little/way too little European Union Way too much/too much Just right Too little/way too little Basis: 1,202 cases, total sample; figures in%. Total 6 19 65 7 23 58 12 18 56 Gender Male Female 8 3 25 13 60 70 10 4 29 16 54 62 17 7 21 15 55 57 18-29 30-39 Age(years) 40-49 50-59 60-69 6 8 7 2 6 25 15 20 20 16 60 66 65 68 65 8 7 6 6 8 21 25 27 22 19 60 53 54 61 61 12 12 14 24 16 15 53 55 59 strongly overrepresented overrepresented 9 14 18 17 59 54 strongly underrepresented underrepresented

social-ecological transformation 82 Attribution of responsibility(2) What do you think: Are the following actors doing too much or too little to address climate change? Government Way too much/too much Just right Too little/way too little Citizens in their area Way too much/too much Just right Too little/way too little Trade unions Way too much/too much Just right Too little/way too little Basis: 1,202 cases, total sample; figures in%. Total 9 17 65 7 23 61 6 19 49 Gender Male Female 13 5 21 13 62 68 9 4 29 17 55 67 8 4 26 11 49 50 18-29 30-39 Age(years) 40-49 50-59 60-69 10 10 8 8 10 20 13 17 16 17 62 67 66 68 63 8 8 7 4 6 25 23 21 22 24 62 61 60 62 58 6 6 8 19 18 22 53 50 44 strongly overrepresented overrepresented 3 7 18 19 49 47 strongly underrepresented underrepresented

social-ecological transformation 83 Attribution of responsibility(3) What do you think: Are the following actors doing too much or too little to address climate change? Political parties Way too much/too much Just right Too little/way too little Non-governmental organisations(e.g. local environmental movements) Way too much/too much Just right Too little/way too little The scientific community Way too much/too much Just right Too little/way too little Basis: 1,202 cases, total sample; figures in%. Total 9 15 66 14 37 32 9 48 30 Gender Male Female 13 5 18 11 62 69 18 9 40 34 34 31 13 4 51 44 28 31 18-29 30-39 Age(years) 40-49 50-59 60-69 9 10 10 9 9 17 10 14 16 16 66 68 68 64 62 16 14 11 14 13 34 40 45 34 35 34 30 28 31 37 8 10 10 50 50 53 32 24 26 strongly overrepresented overrepresented 5 10 43 41 34 33 strongly underrepresented underrepresented

social-ecological transformation 84 Attribution of responsibility(1) What do you think: Are the following actors doing too much or too little to address climate change? Businesses Way too much/too much Just right Too little/way too little Local government at place of residence(e.g. municipality/city) Way too much/too much Just right Too little/way too little European Union Way too much/too much Just right Too little/way too little Basis: 1,202 cases, total sample; figures in%. Total 6 19 65 7 23 58 12 18 56 Education Low Medium High 7 5 6 17 22 17 59 62 70 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 6 7 5 18 20 18 65 62 73 9 6 7 16 26 22 56 54 62 8 8 5 20 23 25 58 57 63 17 12 11 11 20 19 51 52 62 12 12 13 19 18 19 53 56 62 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 85 Attribution of responsibility(2) What do you think: Are the following actors doing too much or too little to address climate change? Government Way too much/too much Just right Too little/way too little Citizens in their area Way too much/too much Just right Too little/way too little Trade unions Way too much/too much Just right Too little/way too little Basis: 1,202 cases, total sample; figures in%. Total 9 17 65 7 23 61 6 19 49 Education Low Medium High 11 10 8 15 19 15 59 61 72 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 8 11 7 15 17 19 65 64 71 9 6 7 19 26 22 54 60 65 8 7 5 19 25 23 66 58 66 8 5 6 13 20 21 48 48 51 7 6 7 16 22 19 51 48 53 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 86 Attribution of responsibility(3) What do you think: Are the following actors doing too much or too little to address climate change? Political parties Way too much/too much Just right Too little/way too little Non-governmental organisations(e.g. local environmental movements) Way too much/too much Just right Too little/way too little The scientific community Way too much/too much Just right Too little/way too little Basis: 1,202 cases, total sample; figures in%. Total 9 15 66 14 37 32 9 48 30 Education Low Medium High 13 9 8 13 18 12 57 61 74 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 9 10 9 12 14 18 69 65 67 20 12 13 23 37 43 35 32 30 14 15 11 35 36 43 33 32 35 12 7 9 35 48 53 32 29 29 12 10 6 38 48 55 36 28 30 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 87 Attribution of responsibility And when it comes to tackling the climate and environmental crisis, which of the following actors do you think can contribute most to tackling the crisis? Please name up to three of the most influential actors in your opinion. Government European Union The scientific community Businesses Political parties Citizens in their area Local government at place of residence(e.g. municipality/city) Non-governmental organisations(e.g. local environmental movements) Trade unions None of them Basis: 1,202 cases, total sample; figures in%. 54 36 35 34 23 22 20 10 3 7

social-ecological transformation 88 Attribution of responsibility And when it comes to tackling the climate and environmental crisis, which of the following actors do you think can contribute most to tackling the crisis? Please name up to three of the most influential actors in your opinion. Government European Union The scientific community Businesses Political parties Citizens in their area Local government at place of residence(e.g. municipality/city) Non-governmental organisations(e.g. local environmental movements) Trade unions None of them Total EST INT PER COS 54 52 64 57 58 36 33 42 38 45 35 36 39 34 39 34 35 40 28 36 23 30 22 24 27 22 29 21 27 17 20 24 20 19 20 10 9 17 9 12 3 2 1 2 2 7 4 2 5 5 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists ADA CMS TRA CMA SEN PRO 51 56 52 41 48 58 28 32 36 26 32 46 29 44 30 24 32 36 34 30 28 30 29 45 29 22 14 16 23 21 20 18 25 15 17 28 23 19 20 17 13 20 8 7 13 5 9 12 4 1 3 1 7 3 10 9 10 22 10 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 89 Attribution of responsibility And when it comes to tackling the climate and environmental crisis, which of the following actors do you think can contribute most to tackling the crisis? Please name up to three of the most influential actors in your opinion. Government European Union The scientific community Businesses Political parties Citizens in their area Local government at place of residence(e.g. municipality/city) Non-governmental organisations(e.g. local environmental movements) Trade unions None of them Basis: 1,202 cases, total sample; figures in%. Total 54 36 35 34 23 22 20 10 3 7 Gender Male Female 54 55 37 35 36 33 34 34 22 24 23 21 17 23 9 11 4 1 6 9 18-29 48 41 37 26 29 26 23 13 6 2 30-39 51 38 30 38 24 20 18 12 2 8 Age(years) 40-49 58 35 38 36 23 25 16 11 2 6 50-59 60 39 34 37 19 22 21 7 0 6 60-69 54 22 33 33 20 14 21 6 2 15 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 90 Attribution of responsibility And when it comes to tackling the climate and environmental crisis, which of the following actors do you think can contribute most to tackling the crisis? Please name up to three of the most influential actors in your opinion. Government European Union The scientific community Businesses Political parties Citizens in their area Local government at place of residence(e.g. municipality/city) Non-governmental organisations(e.g. local environmental movements) Trade unions None of them Basis: 1,202 cases, total sample; figures in%. Total 54 36 35 34 23 22 20 10 3 7 Education Low Medium High 47 50 60 27 35 39 35 35 34 24 34 38 19 24 25 24 20 23 23 17 22 10 9 11 2 3 2 14 8 4 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 47 54 61 30 37 40 37 36 34 33 34 36 26 23 23 24 21 20 22 19 21 14 10 8 4 2 2 6 8 4 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 91 Attitudes towards policies(1) To what extent do you agree with the following statements? Politicians must exert much greater pressure on the economic sector to achieve climate compatible production methods. The businesses need clear guidelines from the state in order to become climate neutral. There should be support programmes to help businesses switch to climate-friendly production processes and products. We need a more consistent shift to renewable energy. Low-income, ethnic or other minorities should not be more affected by environmental pressures(e.g. noise and air pollution, water contamination, development of green spaces) than other population groups. People with low incomes should receive more financial support if the costs for electricity and heating or mobility increase due to climate protection measures. Politicians must work much harder to ensure change to the structuring of our economic system and way of life is socially just. Basis: 1,202 cases, total sample; figures in%. 42 44 9 5 36 49 11 4 34 51 11 4 38 46 11 5 47 35 12 6 41 40 14 5 30 51 15 4 Fully agree Somewhat agree Somewhat disagree Completely disagree

social-ecological transformation 92 Attitudes towards policies(2) To what extent do you agree with the following statements? In order to preserve an environment worth living in for us and future generations, we need, above all, strict and consistent laws. Structural change measures should be enforced even if jobs are lost as a result. There are already enough guidelines for a fundamental change in our way of living and doing business. If these were also implemented, we would be on the right track. If there are no suitable alternatives for the jobs affected by structural change, they should be maintained for as long as possible. It annoys me that climate policy is controlled by the EU, because this does insufficiently take into account the specifics of Sweden. Politicians follow the guidelines of industry and businesses too closely. The idea of a fundamental change in our way of living and doing business worries me. I know from experience that many people are worse off afterwards than before. Basis: 1,202 cases, total sample; figures in%. 29 19 15 18 27 18 16 52 50 54 51 41 47 48 Fully agree Somewhat agree 14 5 24 7 26 5 26 5 24 8 29 6 29 7 Somewhat disagree Completely disagree

social-ecological transformation 93 Attitudes towards policies(1) To what extent do you agree with the following statements? Response category:"Fully agree/ Somewhat agree" Politicians must exert much greater pressure on the economic sector to achieve climate compatible production methods. Total EST INT PER COS ADA CMS TRA CMA SEN PRO 86 92 97 87 81 85 81 85 73 70 98 The businesses need clear guidelines from the state in order to become climate neutral. 85 88 94 85 88 86 86 85 68 60 97 There should be support programmes to help Businesses switch to climate-friendly production processes and products. 85 90 93 86 87 88 82 87 63 77 91 We need a more consistent shift to renewable energy. 84 89 98 85 87 86 79 83 72 55 89 Low-income, ethnic or other minorities should not be more affected by environmental pressures(e.g. noise and air pollution, water contamination, development of green spaces) 82 81 92 86 84 79 77 88 68 71 89 than other population groups. People with low incomes should receive more financial support if the costs for electricity and heating or mobility increase due to climate protection measures. 81 89 87 78 77 80 84 84 77 74 82 Politicians must work much harder to ensure change to the structuring of our economic system and way of life is socially just. 81 87 88 80 79 79 84 89 75 59 86 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 94 Attitudes towards policies(2) To what extent do you agree with the following statements? Response category:"Fully agree/ Somewhat agree" Total EST INT PER COS ADA CMS TRA CMA SEN PRO In order to preserve an environment worth living in for us and future generations, we need, above all, strict and consistent laws. 81 83 91 81 87 82 80 85 64 54 88 Structural change measures should be enforced even if jobs are lost as a result. 69 71 86 74 72 65 64 62 51 61 80 There are already enough guidelines for a fundamental change in our way of living and doing business. If these were also implemented, we would be on the right track. 69 78 52 75 69 78 69 67 64 68 63 If there are no suitable alternatives for the jobs affected by structural change, they should be maintained for as long as possible. 69 76 51 69 66 77 73 73 76 62 59 It annoys me that climate policy is controlled by the EU, because this does insufficiently take into account the specifics of Sweden. 68 72 46 66 52 82 81 82 80 58 64 Politicians follow the guidelines of industry and businesses too closely. 64 62 73 64 64 65 71 66 54 54 67 The idea of a fundamental change in our way of living and doing business worries me. I know from experience that many people are worse off afterwards than before. 64 62 39 65 50 77 73 63 78 65 63 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation Attitudes towards policies(1) To what extent do you agree with the following statements? Response category:"Fully agree/ Somewhat agree" Politicians must exert much greater pressure on the economic sector to achieve climatecompatible production methods. Total 86 The businesses need clear guidelines from the state in order to become climate neutral. 85 There should be support programmes to help businesses switch to climate-friendly production processes and products. 85 We need a more consistent shift to renewable energy. 84 Low-income, ethnic or other minorities should not be more affected by environmental pressures(e.g. noise and air pollution, water contamination, development of green spaces) 82 than other population groups. People with low incomes should receive more financial support if the costs for electricity and heating or mobility increase due to climate protection measures. 81 Politicians must work much harder to ensure change to the structuring of our economic system and way of life is socially just. 81 Basis: 1,202 cases, total sample; figures in%. Gender Male Female 81 91 80 90 83 87 78 89 77 88 78 86 75 88 95 18-29 88 82 86 79 85 83 79 30-39 86 Age(years) 40-49 84 50-59 83 88 84 87 89 83 87 84 84 85 80 85 84 81 85 81 80 81 82 60-69 87 81 80 85 75 78 85 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation Attitudes towards policies(2) To what extent do you agree with the following statements? Response category:"Fully agree/ Somewhat agree" In order to preserve an environment worth living in for us and future generations, we need, above all, strict and consistent laws. Total 81 Structural change measures should be enforced even if jobs are lost as a result. 69 There are already enough guidelines for a fundamental change in our way of living and doing business. If these were also implemented, we would be on the right track. 69 If there are no suitable alternatives for the jobs affected by structural change, they should be maintained for as long as possible. 69 It annoys me that climate policy is controlled by the EU, because this does insufficiently take into account the specifics of Sweden. 68 Politicians follow the guidelines of industry and businesses too closely. 64 The idea of a fundamental change in our way of living and doing business worries me. I know from experience that many people are worse off afterwards than before. 64 Basis: 1,202 cases, total sample; figures in%. Gender Male Female 78 83 68 71 70 68 68 69 69 68 64 66 64 63 96 18-29 82 75 71 74 66 64 67 30-39 80 Age(years) 40-49 78 50-59 83 68 71 64 64 66 72 67 64 67 68 69 68 70 63 66 67 60 62 60-69 80 68 71 70 72 58 60 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 97 Attitudes towards policies(1) To what extent do you agree with the following statements? Response category:"Fully agree/ Somewhat agree" Politicians must exert much greater pressure on the economic sector to achieve climatecompatible production methods. Total 86 The businesses need clear guidelines from the state in order to become climate neutral. 85 There should be support programmes to help Businesses switch to climate-friendly production processes and products. 85 We need a more consistent shift to renewable energy. 84 Low-income, ethnic or other minorities should not be more affected by environmental pressures(e.g. noise and air pollution, water contamination, development of green spaces) 82 than other population groups. People with low incomes should receive more financial support if the costs for electricity and heating or mobility increase due to climate protection measures. 81 Politicians must work much harder to ensure change to the structuring of our economic system and way of life is socially just. 81 Basis: 1,202 cases, total sample; figures in%. Education Low Medium High 80 85 88 79 85 87 81 84 88 81 81 87 81 83 81 85 84 78 83 82 80 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 88 86 83 83 85 83 86 85 86 80 84 84 85 82 79 90 83 72 85 82 77 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 98 Attitudes towards policies(2) To what extent do you agree with the following statements? Response category:"Fully agree/ Somewhat agree" In order to preserve an environment worth living in for us and future generations, we need, above all, strict and consistent laws. Total 81 Structural change measures should be enforced even if jobs are lost as a result. 69 There are already enough guidelines for a fundamental change in our way of living and doing business. If these were also implemented, we would be on the right track. 69 If there are no suitable alternatives for the jobs affected by structural change, they should be maintained for as long as possible. 69 It annoys me that climate policy is controlled by the EU, because this does insufficiently take into account the specifics of Sweden. 68 Politicians follow the guidelines of industry and businesses too closely. 64 The idea of a fundamental change in our way of living and doing business worries me. I know from experience that many people are worse off afterwards than before. 64 Basis: 1,202 cases, total sample; figures in%. Education Low Medium High 77 80 83 59 65 78 74 71 65 74 73 62 79 70 62 66 62 66 71 67 57 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 77 82 80 68 70 69 70 68 68 77 68 63 68 68 67 67 67 59 70 63 59 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 99 Attitudes towards policies(1) To what extent do you agree with the following statements? Response category:"Fully agree" Total EST INT PER COS ADA CMS TRA CMA SEN PRO Low-income, ethnic or other minorities should not be more affected by environmental pressures(e.g. noise and air pollution, water contamination, development of green spaces) 47 45 63 49 60 31 46 60 36 23 50 than other population groups. Politicians must exert much greater pressure on the economic sector to achieve climatecompatible production methods. 42 48 69 41 40 29 32 43 34 14 62 People with low incomes should receive more financial support if the costs for electricity and heating or mobility increase due to climate protection measures. 41 49 42 35 38 38 46 49 50 23 40 We need a more consistent shift to renewable energy. 38 38 67 34 50 26 31 42 24 11 47 The businesses need clear guidelines from the state in order to become climate neutral. 36 44 60 25 33 23 35 42 25 13 51 There should be support programmes to help Businesses switch to climate-friendly production processes and products. 34 48 46 39 29 26 27 37 23 14 40 Politicians must work much harder to ensure change to the structuring of our economic system and way of life is socially just. 30 36 47 25 31 21 28 41 28 7 36 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 100 Attitudes towards policies(2) To what extent do you agree with the following statements? Response category:"Fully agree" Total EST INT PER COS ADA CMS TRA CMA SEN PRO In order to preserve an environment worth living in for us and future generations, we need, above all, strict and consistent laws. 29 32 40 31 26 25 22 35 23 10 38 It annoys me that climate policy is controlled by the EU, because this does insufficiently take into account the specifics of Sweden. 27 28 12 25 14 33 38 37 46 29 14 Structural change measures should be enforced even if jobs are lost as a result. 19 20 29 21 18 15 17 20 7 13 25 Politicians follow the guidelines of industry and businesses too closely. 18 16 29 23 12 13 21 21 22 6 16 If there are no suitable alternatives for the jobs affected by structural change, they should be maintained for as long as possible. 18 21 15 20 13 20 19 23 22 14 13 The idea of a fundamental change in our way of living and doing business worries me. I know from experience that many people are worse off afterwards than before. 16 16 6 17 6 22 20 26 32 8 12 There are already enough guidelines for a fundamental change in our way of living and doing business. If these were also implemented, we would be on the right track. 15 25 9 14 6 16 19 22 13 9 14 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation Attitudes towards policies(1) To what extent do you agree with the following statements? Response category:"Fully agree" Low-income, ethnic or other minorities should not be more affected by environmental pressures(e.g. noise and air pollution, water contamination, development of green spaces) than other population groups. Politicians must exert much greater pressure on the economic sector to achieve climatecompatible production methods. Total 47 42 People with low incomes should receive more financial support if the costs for electricity and heating or mobility increase due to climate protection measures. 41 We need a more consistent shift to renewable energy. 38 The businesses need clear guidelines from the state in order to become climate neutral. 36 There should be support programmes to help Businesses switch to climate-friendly production processes and products. 34 Politicians must work much harder to ensure change to the structuring of our economic system and way of life is socially just. 30 Basis: 1,202 cases, total sample; figures in%. Gender Male Female 41 52 37 47 38 44 36 39 30 41 32 35 29 31 101 18-29 46 44 40 36 34 35 30 30-39 46 Age(years) 40-49 48 50-59 52 45 44 39 44 42 44 42 42 34 38 36 38 37 35 33 31 33 28 60-69 41 37 34 35 32 26 29 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation Attitudes towards policies(2) To what extent do you agree with the following statements? Response category:"Fully agree" In order to preserve an environment worth living in for us and future generations, we need, above all, strict and consistent laws. It annoys me that climate policy is controlled by the EU, because this does not take the the particularities of Sweden are insufficiently taken into account. Structural change measures should be enforced even if jobs are lost as a result. jobs are lost. Total 29 27 19 Politicians follow the guidelines of industry and businesses too closely. 18 If there are no suitable alternatives for the jobs affected by structural change, they should be maintained for as long as possible. 18 The idea of a fundamental change in our way of living and doing business worries me. I know from experience that many people will be worse off than before. 16 There are already enough guidelines for a fundamental change in our way of living and doing business. If these were also implemented, we would be on the right track. 15 Basis: 1,202 cases, total sample; figures in%. Gender Male Female 29 28 32 22 20 18 21 15 21 15 19 13 17 13 102 18-29 34 26 22 20 19 16 17 30-39 32 Age(years) 40-49 26 50-59 25 28 29 23 24 21 11 19 20 18 17 20 17 18 14 18 13 15 16 60-69 24 32 15 13 18 15 14 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 103 Attitudes towards policies(1) To what extent do you agree with the following statements? Response category:"Fully agree" Low-income, ethnic or other minorities should not be more affected by environmental pressures(e.g. noise and air pollution, water contamination, development of green spaces) than other population groups. Politicians must exert much greater pressure on the economic sector to achieve climatecompatible production methods. Total 47 42 People with low incomes should receive more financial support if the costs for electricity and heating or mobility increase due to climate protection measures. 41 We need a more consistent shift to renewable energy. 38 The businesses need clear guidelines from the state in order to become climate neutral. 36 There should be support programmes to help Businesses switch to climate-friendly production processes and products. 34 Politicians must work much harder to ensure change to the structuring of our economic system and way of life is socially just. 30 Basis: 1,202 cases, total sample; figures in%. Education Low Medium High 44 47 47 39 40 46 45 45 36 25 33 48 31 33 40 28 33 37 29 31 31 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 49 46 45 39 44 40 53 43 28 33 38 43 34 37 34 32 34 36 35 29 28 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 104 Attitudes towards policies(2) To what extent do you agree with the following statements? Response category:"Fully agree" In order to preserve an environment worth living in for us and future generations, we need, above all, strict and consistent laws. It annoys me that climate policy is controlled by the EU, because this does not take the the particularities of Sweden are insufficiently taken into account. Structural change measures should be enforced even if jobs are lost as a result. jobs are lost. Total 29 27 19 Politicians follow the guidelines of industry and businesses too closely. 18 If there are no suitable alternatives for the jobs affected by structural change, they should be maintained for as long as possible. 18 The idea of a fundamental change in our way of living and doing business worries me. I know from experience that many people will be worse off than before. 16 There are already enough guidelines for a fundamental change in our way of living and doing business. If these were also implemented, we would be on the right track. 15 Basis: 1,202 cases, total sample; figures in%. Education Low Medium High 25 28 31 35 28 23 17 16 23 17 16 21 20 20 16 21 17 14 15 16 14 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 25 30 28 24 28 27 18 18 22 19 20 15 18 18 19 17 16 15 16 15 13 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 105 Assessment of measures in nature, environmental and climate protection(1) There are various proposals to advance climate and environmental protection. To what extent do you support the following measures? Opposition MOBILITY Extend the transport network and the frequency of local public transport 8 Reduce public transport fares 9 More charging points for electric or hybrid vehicles 19 Promotion of electric vehicles(e.g. tax relief, financial subsidy) 28 Carbon tax on airline tickets 38 Introduce a car toll so that someone who drives a lot also has to pay more 50 27 27 7 13 11 16 19 19 23 27 34 23 40 40 33 30 58 68 40 32 29 20 Support 92 91 81 72 62 50 Basis: 1,202 cases, total sample; figures in%. I completely reject it I would rather reject it I would rather agree I completely agree

social-ecological transformation 106 Assessment of measures in nature, environmental and climate protection(2) There are various proposals to advance climate and environmental protection. To what extent do you support the following measures? ENERGY Compulsory solar energy for public buildings and new private buildings Membership in a cooperative/energy community Construction of more wind turbines TECHNOLOGY/INNOVATIONS/BUSINESSES Promote the development of climate-friendly products and technologies more strongly Labelling of climate-friendly products Making climate-damaging products more expensive Reduce subsidies that are harmful to the climate Basis: 1,202 cases, total sample; figures in%. Opposition 24 26 27 11 13 35 44 Support 7 17 40 36 76 6 20 48 25 74 12 15 35 38 73 12 22 37 49 22 23 38 51 89 40 48 87 39 27 65 35 21 56 I completely reject it I would rather reject it I would rather agree I completely agree

social-ecological transformation 107 Assessment of measures in nature, environmental and climate protection(3) There are various proposals to advance climate and environmental protection. To what extent do you support the following measures? Opposition EDUCATION Training/retraining/retraining opportunities for workers in jobs that will no longer be needed in the future 11 Improve school education in the field of environmental and climate protection 13 HOUSING Financial support for cost-efficient heating and thermal systems (e.g. heat pump) 15 State subsidies for private households if they use renewable energy(for heating, electricity generation) 20 State funding for the renovation of buildings for thermal insulation 20 Legal regulations on the energy efficiency of electrical household appliances 21 Basis: 1,202 cases, total sample; figures in%. Support 38 40 49 43 49 89 44 87 4 11 6 14 5 15 6 16 46 39 85 44 35 80 46 33 80 44 35 79 I completely reject it I would rather reject it I would rather agree I completely agree

social-ecological transformation 108 Assessment of measures in nature, environmental and climate protection(1) There are various proposals to advance climate and environmental protection. To what extent do you support the following measures? Response category:"I completely/ would rather agree" MOBILITY Extend the transport network and the frequency of local public transport Reduce public transport fares More charging points for electric or hybrid vehicles Promotion of electric vehicles(e.g. tax relief, financial subsidy) Carbon tax on airline tickets Introduce a car toll so that someone who drives a lot also has to pay more Total EST INT PER COS ADA CMS TRA CMA SEN PRO 92 90 100 89 96 92 92 94 88 73 97 91 93 97 89 92 90 92 96 88 76 96 81 88 93 82 94 82 78 79 56 60 84 72 86 86 70 79 77 61 74 37 58 86 62 66 84 61 62 54 62 62 48 35 75 50 55 62 54 57 50 45 47 31 34 56 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 109 Assessment of measures in nature, environmental and climate protection(1) There are various proposals to advance climate and environmental protection. To what extent do you support the following measures? Response category:"I completely/ would rather agree" Total Gender Male Female 18-29 30-39 Age(years) 40-49 50-59 60-69 MOBILITY Extend the transport network and the frequency of local public transport 92 89 94 90 92 89 96 91 Reduce public transport fares 91 87 95 90 93 90 94 89 More charging points for electric or hybrid vehicles 81 79 82 80 86 78 82 77 Promotion of electric vehicles(e.g. tax relief, financial subsidy) 72 71 74 80 80 70 67 62 Carbon tax on airline tickets 62 61 64 66 62 64 59 57 Introduce a car toll so that someone who drives a lot also has to pay more 50 49 51 52 55 51 49 42 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 110 Assessment of measures in nature, environmental and climate protection(1) There are various proposals to advance climate and environmental protection. To what extent do you support the following measures? Response category:"I completely/ would rather agree" MOBILITY Extend the transport network and the frequency of local public transport Reduce public transport fares More charging points for electric or hybrid vehicles Promotion of electric vehicles(e.g. tax relief, financial subsidy) Carbon tax on airline tickets Introduce a car toll so that someone who drives a lot also has to pay more Total 92 91 81 72 62 50 Education Low Medium High 88 93 92 88 92 91 70 78 88 65 71 77 58 58 68 46 44 58 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 90 92 92 92 92 89 76 80 87 67 74 75 64 62 63 46 52 51 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 111 Assessment of measures in nature, environmental and climate protection(1) There are various proposals to advance climate and environmental protection. To what extent do you support the following measures? Response category:"I completely/ would rather reject it" MOBILITY Introduce a car toll so that someone who drives a lot also has to pay more Carbon tax on airline tickets Promotion of electric vehicles(e.g. tax relief, financial subsidy) More charging points for electric or hybrid vehicles Reduce public transport fares Extend the transport network and the frequency of local public transport Total EST INT PER COS ADA CMS TRA CMA SEN PRO 50 45 38 46 43 50 55 53 69 66 44 38 34 16 39 38 46 38 38 52 65 25 28 14 14 30 21 23 39 26 63 42 14 19 12 7 18 6 18 22 21 44 40 16 9 7 3 11 8 10 8 4 12 24 4 8 10- 11 4 8 8 6 12 27 3 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 112 Assessment of measures in nature, environmental and climate protection(1) There are various proposals to advance climate and environmental protection. To what extent do you support the following measures? Response category:"I completely/ would rather reject it" MOBILITY Introduce a car toll so that someone who drives a lot also has to pay more Carbon tax on airline tickets Promotion of electric vehicles(e.g. tax relief, financial subsidy) More charging points for electric or hybrid vehicles Reduce public transport fares Extend the transport network and the frequency of local public transport Total 50 38 28 19 9 8 Gender Male Female 51 49 39 36 29 26 21 18 13 5 11 6 18-29 30-39 Age(years) 40-49 50-59 60-69 48 45 49 51 58 34 38 36 41 43 20 20 30 33 38 20 14 22 18 23 10 7 10 6 11 10 8 11 4 9 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 113 Assessment of measures in nature, environmental and climate protection(1) There are various proposals to advance climate and environmental protection. To what extent do you support the following measures? Response category:"I completely/ would rather reject it" MOBILITY Introduce a car toll so that someone who drives a lot also has to pay more Carbon tax on airline tickets Promotion of electric vehicles(e.g. tax relief, financial subsidy) More charging points for electric or hybrid vehicles Reduce public transport fares Extend the transport network and the frequency of local public transport Total 50 38 28 19 9 8 Education Low Medium High 54 56 42 42 42 32 35 29 23 30 22 12 12 8 9 12 7 8 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 54 48 49 36 38 37 33 26 25 24 20 13 8 8 11 10 8 8 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 114 Assessment of measures in nature, environmental and climate protection(2) There are various proposals to advance climate and environmental protection. To what extent do you support the following measures? Response category:"I completely/ would rather agree" ENERGY Compulsory solar energy for public buildings and new private buildings Membership in a cooperative/energy community Construction of more wind turbines TECHNOLOGY/INNOVATIONS/BUSINESSES Promote the development of climate-friendly products and technologies more strongly Labelling of climate-friendly products Making climate-damaging products more expensive Reduce subsidies that are harmful to the climate Total EST INT PER COS ADA CMS TRA CMA SEN PRO 76 84 92 69 79 73 78 80 56 54 85 74 82 84 73 81 75 75 74 51 45 86 73 79 92 76 83 69 69 72 41 50 88 89 92 98 92 91 88 93 88 76 70 94 87 90 97 88 90 86 90 89 70 69 95 65 75 83 66 67 57 66 62 43 41 81 56 61 74 54 67 58 47 50 26 39 70 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 115 Assessment of measures in nature, environmental and climate protection(2) There are various proposals to advance climate and environmental protection. To what extent do you support the following measures? Response category:"I completely/ would rather agree" ENERGY Compulsory solar energy for public buildings and new private buildings Membership in a cooperative/energy community Construction of more wind turbines TECHNOLOGY/INNOVATIONS/BUSINESSES Promote the development of climate-friendly products and technologies more strongly Labelling of climate-friendly products Making climate-damaging products more expensive Reduce subsidies that are harmful to the climate Total 76 74 73 89 87 65 56 Gender Male Female 73 79 71 77 70 77 86 92 84 90 64 67 56 56 18-29 30-39 Age(years) 40-49 50-59 60-69 75 83 75 74 72 74 80 76 74 65 78 76 68 72 70 87 91 88 91 88 88 90 86 87 82 67 68 66 66 58 66 64 55 48 41 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 116 Assessment of measures in nature, environmental and climate protection(2) There are various proposals to advance climate and environmental protection. To what extent do you support the following measures? Response category:"I completely/ would rather agree" ENERGY Compulsory solar energy for public buildings and new private buildings Membership in a cooperative/energy community Construction of more wind turbines TECHNOLOGY/INNOVATIONS/BUSINESSES Promote the development of climate-friendly products and technologies more strongly Labelling of climate-friendly products Making climate-damaging products more expensive Reduce subsidies that are harmful to the climate Total 76 74 73 89 87 65 56 Education Low Medium High 66 75 81 66 74 78 63 70 80 81 90 92 81 86 90 60 62 71 47 51 64 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 75 74 80 81 73 73 76 72 75 87 89 90 87 86 89 68 63 68 55 58 55 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 117 Assessment of measures in nature, environmental and climate protection(2) There are various proposals to advance climate and environmental protection. To what extent do you support the following measures? Response category:"I completely/ would rather agree" ENERGY Construction of more wind turbines Membership in a cooperative/energy community Compulsory solar energy for public buildings and new private buildings TECHNOLOGY/INNOVATIONS/BUSINESSES Reduce subsidies that are harmful to the climate Making climate-damaging products more expensive Labelling of climate-friendly products Promote the development of climate-friendly products and technologies more strongly Total EST INT PER COS ADA CMS TRA CMA SEN PRO 27 21 8 24 17 31 31 28 59 50 12 26 18 16 27 19 25 25 26 49 55 14 24 16 8 31 21 27 22 20 44 46 15 44 39 26 46 33 42 53 50 74 61 30 35 25 17 34 33 43 34 38 57 59 19 13 10 3 12 10 14 10 11 30 31 5 11 8 2 8 9 12 7 12 24 30 6 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 118 Assessment of measures in nature, environmental and climate protection(2) There are various proposals to advance climate and environmental protection. To what extent do you support the following measures? Response category:"I completely/ would rather reject it" ENERGY Construction of more wind turbines Membership in a cooperative/energy community Compulsory solar energy for public buildings and new private buildings TECHNOLOGY/INNOVATIONS/BUSINESSES Reduce subsidies that are harmful to the climate Making climate-damaging products more expensive Labelling of climate-friendly products Promote the development of climate-friendly products and technologies more strongly Total 27 26 24 44 35 13 11 Gender Male Female 30 23 29 23 27 21 44 44 36 33 16 10 14 8 18-29 30-39 Age(years) 40-49 50-59 60-69 22 24 32 28 30 26 20 24 26 35 25 17 25 26 28 34 36 45 52 59 33 32 34 34 42 12 10 14 13 18 13 9 12 9 12 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 119 Assessment of measures in nature, environmental and climate protection(2) There are various proposals to advance climate and environmental protection. To what extent do you support the following measures? Response category:"I completely/ would rather reject it" ENERGY Construction of more wind turbines Membership in a cooperative/energy community Compulsory solar energy for public buildings and new private buildings TECHNOLOGY/INNOVATIONS/BUSINESSES Reduce subsidies that are harmful to the climate Making climate-damaging products more expensive Labelling of climate-friendly products Promote the development of climate-friendly products and technologies more strongly Total 27 26 24 44 35 13 11 Education Low Medium High 37 30 20 34 26 22 34 25 19 53 49 36 40 38 29 19 14 10 19 10 8 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 24 28 25 19 27 27 25 26 20 45 42 45 32 37 32 13 14 11 13 11 10 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 120 Assessment of measures in nature, environmental and climate protection(3) There are various proposals to advance climate and environmental protection. To what extent do you support the following measures? Response category:"I completely/ would rather agree" Total EST INT PER COS ADA CMS TRA CMA SEN PRO EDUCATION Training/retraining/retraining opportunities for workers in jobs that will no longer be needed in the future 89 90 98 87 94 88 90 89 79 73 91 Improve school education in the field of environmental and climate protection 87 94 99 82 90 87 86 90 67 69 93 HOUSING Financial support for cost-efficient heating and thermal systems(e.g. heat pump) 85 93 91 81 87 90 81 83 74 73 90 State subsidies for private households if they use renewable energy(for heating, electricity generation) 80 88 87 79 87 86 74 80 56 59 89 State funding for the renovation of buildings for thermal insulation 80 84 85 78 79 85 80 78 69 60 88 Legal regulations on the energy efficiency of electrical household appliances 79 82 92 76 80 81 81 81 61 55 88 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 121 Assessment of measures in nature, environmental and climate protection(3) There are various proposals to advance climate and environmental protection. To what extent do you support the following measures? Response category:"I completely/ would rather agree" Total EDUCATION Training/retraining/retraining opportunities for workers in jobs that will no longer be needed in the future 89 Improve school education in the field of environmental and climate protection 87 HOUSING Financial support for cost-efficient heating and thermal systems(e.g. heat pump) 85 State subsidies for private households if they use renewable energy(for heating, electricity generation) 80 State funding for the renovation of buildings for thermal insulation 80 Legal regulations on the energy efficiency of electrical household appliances 79 Gender Male Female 86 91 82 92 83 88 76 83 78 82 75 83 18-29 30-39 Age(years) 40-49 50-59 60-69 87 91 90 89 85 85 88 85 90 84 81 88 86 86 86 82 86 76 77 75 78 82 81 79 79 75 80 83 80 75 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 122 Assessment of measures in nature, environmental and climate protection(3) There are various proposals to advance climate and environmental protection. To what extent do you support the following measures? Response category:"I completely/ would rather agree" Total EDUCATION Training/retraining/retraining opportunities for workers in jobs that will no longer be needed in the future 89 Improve school education in the field of environmental and climate protection 87 HOUSING Financial support for cost-efficient heating and thermal systems(e.g. heat pump) 85 State subsidies for private households if they use renewable energy(for heating, electricity generation) 80 State funding for the renovation of buildings for thermal insulation 80 Legal regulations on the energy efficiency of electrical household appliances 79 Education Low Medium High 81 90 90 79 86 90 81 84 88 76 77 83 73 79 83 73 76 84 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 87 87 93 87 86 87 85 85 85 80 79 82 83 77 83 76 78 81 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 123 Assessment of measures in nature, environmental and climate protection(3) There are various proposals to advance climate and environmental protection. To what extent do you support the following measures? Response category:"I completely/ would rather agree" Total EST INT PER COS ADA CMS TRA CMA SEN PRO EDUCATION Improve school education in the field of environmental and climate protection 13 6 1 18 10 13 14 10 33 31 7 Training/retraining/retraining opportunities for workers in jobs that will no longer be needed in the future 11 10 2 13 6 12 10 11 21 27 9 HOUSING Legal regulations on the energy efficiency of electrical household appliances 21 18 8 24 20 19 19 19 39 45 12 State subsidies for private households if they use renewable energy(for heating, electricity generation) 20 12 13 21 13 14 26 20 44 41 11 State funding for the renovation of buildings for thermal insulation 20 16 15 22 21 15 20 22 31 40 12 Financial support for cost-efficient heating and thermal systems(e.g. heat pump) 15 7 9 19 13 10 19 17 26 27 10 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 124 Assessment of measures in nature, environmental and climate protection(3) There are various proposals to advance climate and environmental protection. To what extent do you support the following measures? Response category:"I completely/ would rather agree" Total EDUCATION Improve school education in the field of environmental and climate protection 13 Training/retraining/retraining opportunities for workers in jobs that will no longer be needed in the future 11 HOUSING Legal regulations on the energy efficiency of electrical household appliances 21 State subsidies for private households if they use renewable energy(for heating, electricity generation) 20 State funding for the renovation of buildings for thermal insulation 20 Financial support for cost-efficient heating and thermal systems(e.g. heat pump) 15 Gender Male Female 18 8 14 9 25 17 24 17 22 18 17 12 18-29 30-39 Age(years) 40-49 50-59 60-69 15 12 15 10 16 13 9 10 11 15 25 20 17 20 25 18 14 24 23 25 22 18 19 21 21 19 12 14 14 14 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 125 Assessment of measures in nature, environmental and climate protection(3) There are various proposals to advance climate and environmental protection. To what extent do you support the following measures? Response category:"I completely/ would rather agree" Total EDUCATION Improve school education in the field of environmental and climate protection 13 Training/retraining/retraining opportunities for workers in jobs that will no longer be needed in the future 11 HOUSING Legal regulations on the energy efficiency of electrical household appliances 21 State subsidies for private households if they use renewable energy(for heating, electricity generation) 20 State funding for the renovation of buildings for thermal insulation 20 Financial support for cost-efficient heating and thermal systems(e.g. heat pump) 15 Education Low Medium High 21 14 10 19 10 10 27 24 16 24 23 17 27 21 17 19 16 12 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 13 14 13 13 13 7 24 22 19 20 21 18 17 23 17 15 15 15 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 126 Attitudes towards the energy and heat transition In the conversion of the electricity and heat supply to renewable energy, such as solar, wind, etc.… ...affected workers(e.g. in case of job loss) should be supported in retraining towards alternative jobs. ...new industries should be actively located in affected regions and communities(e.g. coal mining, natural gas, oil regions). ...the development of energy communities(community organised at local level to shape their energy supply more sustainably and independently) should be supported by the government. ...private households that want to use renewable energy, e.g. solar electricity, solar heating or heat pumps, should be financially supported. ...affected workers(e.g. in case of job loss) should receive financial support such as compensation payments, severance pay, etc. ...affected regions and communities(e.g. coal mining, natural gas, oil regions) should receive financial support. ...citizens should participate in public and political life(e.g. in citizens' forums, planning advisory boards) to help shape the community. Basis: 1,202 cases, total sample; figures in%. 51 32 54 33 52 38 47 39 45 31 53 25 56 Fully agree Somewhat agree 41 71 11 3 11 4 10 5 13 3 13 3 15 4 Somewhat disagree Completely disagree

social-ecological transformation 127 Attitudes towards the energy and heat transition In the conversion of the electricity and heat supply to renewable energy, such as solar, wind, etc.… Response category:"Fully agree/ Somewhat agree" Total EST INT PER COS ADA CMS TRA CMA SEN PRO ...affected workers(e.g. in case of job loss) should be supported in retraining for alternative jobs. 92 92 98 90 93 92 95 94 87 72 95 ...new industries should be actively located in affected regions and communities(e.g. coal mining, natural gas, oil regions). 86 87 91 87 83 89 85 90 80 81 85 ...the development of energy communities(community organised at local level to local level to shape their energy supply more sustainably and independently) should be supported by the government. 85 92 92 87 91 84 82 93 65 70 95 ...private households that want to use renewable energy, e.g. solar electricity, solar heating or heat pumps, should be financially supported. 85 90 91 84 88 87 84 84 70 74 94 ...affected workers(e.g. in case of job loss) should receive financial support such as compensation payments, severance pay, etc. 84 92 85 76 83 84 78 87 82 76 91 ...affected regions and communities(e.g. coal mining, natural gas, oil regions) should receive receive financial support. 84 88 88 83 82 84 82 84 76 71 89 ...citizens should participate in public and political life(e.g. in citizens' forums, planning councils) in order to help shape the community. 81 88 90 77 83 82 80 86 68 61 84 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 128 Attitudes towards the energy and heat transition In the conversion of the electricity and heat supply to renewable energy, such as solar, wind, etc.… Response category:"Fully agree/ Somewhat agree" Total ...affected workers(e.g. in case of job loss) should be supported in retraining for alternative jobs. 92 ...new industries should be actively located in affected regions and communities(e.g. coal mining, natural gas, oil regions). 86 ...the development of energy communities(community organised at local level to local level to shape their energy supply more sustainably and independently) should be 85 supported by the government. ...private households that want to use renewable energy, e.g. solar electricity, solar heating or heat pumps, should be financially supported. 85 ...affected workers(e.g. in case of job loss) should receive financial support such as compensation payments, severance pay, etc. 84 ...affected regions and communities(e.g. coal mining, natural gas, oil regions) should receive receive financial support. 84 ...citizens should participate in public and political life(e.g. in citizens' forums, planning councils) in order to help shape the community. 81 Gender Male Female 89 94 84 88 82 90 82 89 82 86 79 88 78 83 18-29 90 85 87 83 86 85 79 30-39 89 86 88 90 86 81 82 Age(years) 40-49 94 84 86 86 81 81 86 50-59 93 88 85 87 83 87 80 60-69 93 86 81 80 80 81 76 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 129 Attitudes towards the energy and heat transition In the conversion of the electricity and heat supply to renewable energy, such as solar, wind, etc.… Response category:"Fully agree/ Somewhat agree" Total ...affected workers(e.g. in case of job loss) should be supported in retraining for alternative jobs. 92 ...new industries should be actively located in affected regions and communities(e.g. coal mining, natural gas, oil regions). 86 ...the development of energy communities should be supported by the government. 85 ...private households that want to use renewable energy, e.g. solar electricity, solar heating or heat pumps, should be financially supported. 85 ...affected workers(e.g. in case of job loss) should receive financial support such as compensation payments, severance pay, etc. 84 ...affected regions and communities(e.g. coal mining, natural gas, oil regions) should receive receive financial support. 84 ...citizens should participate in public and political life(e.g. in citizens' forums, planning councils) in order to help shape the community. 81 Education Low Medium High 90 92 92 85 84 88 85 84 87 83 83 88 81 85 83 83 83 84 78 80 82 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 93 91 91 85 86 88 88 85 86 89 83 87 86 83 80 87 82 81 84 80 78 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 130 Attitudes towards the energy and heat transition In the conversion of the electricity and heat supply to renewable energy, such as solar, wind, etc.… Response category:"Fully agree" Total EST INT PER COS ADA CMS TRA CMA SEN PRO ...affected workers(e.g. in case of job loss) should be supported in retraining towards alternative jobs. 51 52 70 49 56 40 45 53 46 31 62 ...affected workers(e.g. in case of job loss) should receive financial support such as compensation payments, severance pay, etc. 39 46 36 36 45 35 36 44 40 28 38 ...private households that want to use renewable energy, e.g. solar electricity, solar heating or heat pumps, should be financially supported. 38 42 40 39 41 32 35 50 30 23 43 ...the development of energy communities should be supported by the government. 33 43 42 40 35 24 30 42 18 13 42 ...new industries should be actively located in affected regions and communities(e.g. coal mining, natural gas, oil regions). 32 29 45 42 34 28 33 28 26 20 33 ...affected regions and communities(e.g. coal mining, natural gas, oil regions) should receive financial support. 31 34 26 37 36 24 34 30 31 19 36 ...citizens should participate in public and political life(e.g. in citizens' forums, planning advisory boards) to help shape the community. 25 31 32 33 19 25 24 24 17 7 28 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 131 Attitudes towards the energy and heat transition In the conversion of the electricity and heat supply to renewable energy, such as solar, wind, etc.… Response category:"Fully agree" Total ...affected workers(e.g. in case of job loss) should be supported in retraining towards alternative jobs. 51 ...affected workers(e.g. in case of job loss) should receive financial support such as compensation payments, severance pay, etc. 39 ...private households that want to use renewable energy, e.g. solar electricity, solar heating or heat pumps, should be financially supported. 38 ...the development of energy communities should be supported by the government. 33 ...new industries should be actively located in affected regions and communities(e.g. coal mining, natural gas, oil regions). 32 ...affected regions and communities(e.g. coal mining, natural gas, oil regions) should receive financial support. 31 ...citizens should participate in public and political life(e.g. in citizens' forums, planning advisory boards) to help shape the community. 25 Gender Male Female 46 56 35 42 37 38 31 37 32 33 29 32 25 25 18-29 46 42 31 36 31 31 26 30-39 51 40 40 34 34 35 31 Age(years) 40-49 48 35 37 38 34 30 24 50-59 61 43 38 28 30 33 25 60-69 49 31 43 30 33 24 16 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 132 Attitudes towards the energy and heat transition In the conversion of the electricity and heat supply to renewable energy, such as solar, wind, etc.… Response category:"Fully agree" Total ...affected workers(e.g. in case of job loss) should be supported in retraining towards alternative jobs. 51 ...affected workers(e.g. in case of job loss) should receive financial support such as compensation payments, severance pay, etc. 39 ...private households that want to use renewable energy, e.g. solar electricity, solar heating or heat pumps, should be financially supported. 38 ...the development of energy communities should be supported by the government. 33 ...new industries should be actively located in affected regions and communities(e.g. coal mining, natural gas, oil regions). 32 ...affected regions and communities(e.g. coal mining, natural gas, oil regions) should receive financial support. 31 ...citizens should participate in public and political life(e.g. in citizens' forums, planning advisory boards) to help shape the community. 25 Education Low Medium High 48 52 51 34 43 35 37 38 38 30 32 36 23 30 38 26 33 31 18 25 27 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 52 49 51 41 39 34 43 36 37 37 33 31 29 32 34 32 31 27 24 26 22 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 133 Attitudes towards the energy and heat transition Could you imagine being actively involved in shaping your community‘s energy supply? 13 19 30 57 38 Yes, definitely Somewhat, yes No, not really No, not at all Basis: 1,202 cases, total sample; figures in%. Could you imagine generating your energy? 10 4 10 25 51 86 I already generate my energy Yes, definitely Somewhat, yes No, not really No, not at all How would you evaluate the construction of a solar park or a wind park in your community if the profits it generates benefit the community? Solar park 6 30 Wind park 20 43 64 37 I think that would be good I would accept it I would reject it

social-ecological transformation 134 Attitudes towards the energy and heat transition Could you imagine taking an active part in shaping your community‘s energy supply(e.g. by joining/membership of an energy cooperative, financial participation or via a project in your community)? YES Yes, definitely Somewhat, yes NO No, not really No, not at all Total EST INT PER COS ADA CMS TRA CMA SEN PRO 56 73 71 61 62 51 44 59 30 29 72 19 31 24 23 11 22 13 15 6 13 23 38 42 47 37 51 29 31 45 24 17 48 44 27 29 39 38 49 56 41 70 71 28 30 20 27 30 31 33 39 28 29 46 22 13 7 2 9 6 16 17 12 41 25 6 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 135 Attitudes towards the energy and heat transition Could you imagine taking an active part in shaping your community‘s energy supply(e.g. by joining/membership of an energy cooperative, financial participation or via a project in your community)? YES Yes, definitely Somewhat, yes NO No, not really No, not at all Total 56 19 38 44 30 13 Gender Male Female 61 52 24 14 38 37 39 48 25 35 14 13 18-29 67 28 38 33 25 8 30-39 61 20 41 39 30 9 Age(years) 40-49 57 18 39 43 32 11 50-59 52 15 37 48 32 16 60-69 40 11 30 60 34 25 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 136 Attitudes towards the energy and heat transition Could you imagine taking an active part in shaping your community‘s energy supply(e.g. by joining/membership of an energy cooperative, financial participation or via a project in your community)? YES Yes, definitely Somewhat, yes NO No, not really No, not at all Total 56 19 38 44 30 13 Education Low Medium High 48 53 64 13 17 24 35 36 40 52 47 36 28 33 28 23 15 8 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 61 56 60 16 19 24 45 37 36 39 44 40 26 30 29 13 14 11 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 137 Attitudes towards the energy and heat transition Could you imagine generating your energy? YES Yes, definitely Somewhat, yes NO No, not really No, not at all I already generate my energy Total EST INT PER COS ADA CMS TRA CMA SEN PRO 76 79 91 72 85 72 80 69 60 55 89 51 56 70 44 59 49 52 41 37 20 68 25 24 21 28 26 24 28 28 23 35 22 14 9 2 10 9 15 11 21 35 32 4 10 8 1 9 7 9 7 18 24 25 2 4 1 1 2 3 6 4 4 11 7 2 10 12 7 17 6 13 9 10 6 14 7 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 138 Attitudes towards the energy and heat transition Could you imagine generating your energy(e.g. by installing solar panels on the roof or balcony)? YES Yes, definitely Somewhat, yes NO No, not really No, not at all I already generate my energy Total 76 51 25 14 10 4 10 Gender Male Female 73 80 49 53 24 26 14 14 10 10 4 3 14 6 18-29 74 46 28 8 5 3 18 30-39 82 59 23 8 6 2 10 Age(years) 40-49 82 59 24 10 7 3 7 50-59 77 52 25 19 15 4 4 60-69 64 37 27 27 18 8 9 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 139 Attitudes towards the energy and heat transition Could you imagine generating your energy(e.g. by installing solar panels on the roof or balcony)? YES Yes, definitely Somewhat, yes NO No, not really No, not at all I already generate my energy Total 76 51 25 14 10 4 10 Education Low Medium High 67 77 79 36 50 58 31 27 21 25 14 9 17 10 7 8 4 2 8 9 12 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 82 75 75 49 51 52 33 24 22 12 16 7 10 10 6 2 5 1 6 9 18 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 140 Attitudes towards the energy and heat transition How would you evaluate the construction of a solar or a wind park in your community if the profits it generates benefit the community? Solar I think that would be good I would accept it I would reject it Wind I think that would be good I would accept it I would reject it Basis: 1,202 cases, total sample; figures in%. Total EST INT PER COS ADA CMS TRA CMA SEN PRO 64 68 80 67 67 63 62 60 46 40 81 30 27 19 32 29 31 30 30 37 53 18 6 6 1 2 4 6 8 10 17 6 1 43 49 57 46 41 40 33 49 23 27 56 37 34 34 42 45 40 40 27 30 46 36 20 17 10 12 14 20 27 24 48 28 8 EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 141 Attitudes towards the energy and heat transition How would you evaluate the construction of a solar or a wind park in your community if the profits it generates benefit the community? Solar I think that would be good I would accept it I would reject it Wind I think that would be good I would accept it I would reject it Total 64 30 6 43 37 20 Gender Male Female 66 64 28 32 6 5 42 44 36 39 22 17 18-29 30-39 Age(years) 40-49 50-59 60-69 65 70 63 61 62 31 26 30 31 31 4 3 7 8 8 42 49 41 39 40 45 32 38 38 34 13 19 20 23 27 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 142 Attitudes towards the energy and heat transition How would you evaluate the construction of a solar or a wind park in your community if the profits it generates benefit the community? Solar I think that would be good I would accept it I would reject it Wind I think that would be good I would accept it I would reject it Total 64 30 6 43 37 20 Education Low Medium High 54 62 71 37 32 25 9 6 4 37 38 50 39 40 35 25 23 15 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 64 63 72 29 31 25 7 6 4 43 40 48 40 38 35 16 22 17 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 143 Attitudes towards the energy and heat transition For the fight against climate change, it is necessary to heat differently in the coming years. How should this be done? Through more public funding for climate-neutral technologies and heating replacement 61 Through higher prices for oil, gas and coal 12 Through bans 6 None of the above options, there are alternatives 21 Basis: 1,202 cases, total sample; figures in%.

social-ecological transformation 144 Attitudes towards the energy and heat transition For the fight against climate change, it is necessary to heat differently in the coming years. How should this be done? Through more public funding for climate-neutral technologies and heating replacement Through higher prices for oil, gas and coal Through bans None of the above options, there are alternatives Total EST INT PER COS ADA CMS TRA CMA SEN PRO 61 64 79 64 64 56 65 54 42 42 70 12 10 8 12 17 19 7 13 4 19 13 6 7 5 8 6 6 2 3 6 11 7 21 19 8 16 13 20 26 30 48 28 9 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 145 Attitudes towards the energy and heat transition For the fight against climate change, it is necessary to heat differently in the coming years. How should this be done? Through more public funding for climate-neutral technologies and heating replacement Through higher prices for oil, gas and coal Through bans None of the above options, there are alternatives Total 61 12 6 21 Gender Male Female 55 68 18 7 6 6 21 20 18-29 54 22 12 12 30-39 63 11 6 19 Age(years) 40-49 58 12 5 25 50-59 70 6 3 22 60-69 63 6 1 30 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 146 Attitudes towards the energy and heat transition For the fight against climate change, it is necessary to heat differently in the coming years. How should this be done? Through more public funding for climate-neutral technologies and heating replacement Through higher prices for oil, gas and coal Through bans None of the above options, there are alternatives Total 61 12 6 21 Education Low Medium High 54 63 62 11 10 15 6 7 5 29 21 18 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 58 62 64 12 13 13 8 5 6 22 20 16 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 147 Attitudes towards the energy and heat transition Has renewable energy(solar, wind, etc.) become more important for you since the outbreak of the Russia-Ukraine conflict? Yes Yes, renewable energy has become more important Rather yes No Rather no No, renewable energy has not become more important 27 60 33 29 40 11 Basis: 1,202 cases, total sample; figures in%.

social-ecological transformation 148 Attitudes towards the energy and heat transition Has renewable energy(solar, wind, etc.) become more important for you since the outbreak of the Russia-Ukraine conflict? YES Yes, renewable energy has become more important Rather yes NO Rather no No, renewable energy has not become more important Total EST INT PER COS ADA CMS TRA CMA SEN PRO 60 75 70 61 52 70 54 48 32 47 75 27 36 33 28 25 36 21 23 8 18 32 33 39 37 33 27 34 33 26 24 29 43 40 25 30 39 48 30 46 52 68 53 25 29 20 26 29 38 19 31 40 34 40 21 11 5 4 10 10 11 14 12 34 13 4 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 149 Attitudes towards the energy and heat transition Has renewable energy(solar, wind, etc.) become more important for you since the outbreak of the Russia-Ukraine conflict? YES Yes, renewable energy has become more important Rather yes NO Rather no No, renewable energy has not become more important Total 60 27 33 40 29 11 Gender Male Female 61 60 30 24 31 36 39 40 27 30 12 10 18-29 67 28 39 33 26 7 30-39 63 32 31 37 26 11 Age(years) 40-49 60 26 34 40 24 16 50-59 52 24 28 48 36 12 60-69 56 22 34 44 32 12 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 150 Attitudes towards the energy and heat transition Has renewable energy(solar, wind, etc.) become more important for you since the outbreak of the Russia-Ukraine conflict? YES Yes, renewable energy has become more important Rather yes NO Rather no No, renewable energy has not become more important Total 60 27 33 40 29 11 Education Low Medium High 51 57 67 17 25 33 34 32 34 49 43 33 34 30 25 14 13 8 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 57 62 64 21 28 32 36 34 31 43 38 36 34 26 26 9 12 10 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 5 Interest in information and level of knowledge

social-ecological transformation 152 Main findings Interest in information and level of knowledge Interest in information and level of knowledge: Climate • Seven out of ten respondents(69%) express interest in the topic of climate change. Of these, 24% are"very" interested. Less interest was expressed by 22% and no interest at all by 9%. • 49% rate their level of knowledge about ecological interrelationships and environmental problems(e.g. forest dieback, biodiversity, etc.) as(rather) high. However, only 8% rate their level of knowledge as"very high" A(rather) low level of knowledge is attested by 51%, with 8% saying they know very little. Interest in information and level of knowledge: Policies • Only 8% of respondents feel"very well" informed about policies for a change towards a more climate and environmentally-friendly economy. 38% feel"rather well" informed. This compares to 46% who feel"rather not well" informed and 8% who feel"not at all well" informed. • 61% of respondents think that policies for a change towards a more climate and environmentally-friendly business are insufficiently explained and clarified. Only 39% disagree(policies are sufficiently explained: yes: 9%, rather yes: 30%).

social-ecological transformation 153 Interest in information and level of knowledge: Climate There are always discussions about climate change, i.e. global warming, which will lead to environmental changes and changes in everyday life in the coming decades. How interested are you personally in this topic? How high do you rate your level of knowledge about ecological interrelationships and environmental problems(forest dieback, species extinction, pollution of the oceans, extreme weather, etc.)? Interest I am very interested in it I am rather interested No interest I am less interested I am not interested in it at all 24 High 69 Very high 45 Rather high 22 Low 31 Rather low 9 Very low 8 41 49 43 51 8 Basis: 1,202 cases, total sample; figures in%.

social-ecological transformation 154 Interest in information and level of knowledge: Climate There are always discussions about climate change, i.e. global warming, which will lead to environmental changes and changes in everyday life in the coming decades. How interested are you personally in this topic? INTERESTED I am very interested in it I am rather interested NOT INTERESTED I am less interested I am not interested in it at all Total EST INT PER COS ADA CMS TRA CMA SEN PRO 69 82 88 71 70 63 68 69 43 43 82 24 31 39 24 31 20 19 22 10 15 27 45 52 49 47 39 43 49 47 34 28 55 31 18 12 29 30 37 32 31 57 57 18 22 14 10 19 26 28 24 22 29 35 15 9 4 2 10 4 9 8 9 27 22 3 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 155 Interest in information and level of knowledge: Climate There are always discussions about climate change, i.e. global warming, which will lead to environmental changes and changes in everyday life in the coming decades. How interested are you personally in this topic? INTERESTED I am very interested in it I am rather interested NOT INTERESTED I am less interested I am not interested in it at all Total 69 24 45 31 22 9 Gender Male Female 69 69 26 22 43 48 31 31 22 21 9 10 18-29 76 32 45 24 16 8 30-39 73 29 44 27 21 6 Age(years) 40-49 73 25 49 27 18 9 50-59 61 17 44 39 28 11 60-69 59 16 43 41 27 14 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 156 Interest in information and level of knowledge: Climate There are always discussions about climate change, i.e. global warming, which will lead to environmental changes and changes in everyday life in the coming decades. How interested are you personally in this topic? INTERESTED I am very interested in it I am rather interested NOT INTERESTED I am less interested I am not interested in it at all Total 69 24 45 31 22 9 Education Low Medium High 58 65 78 17 20 31 41 45 46 42 35 22 26 24 17 16 11 5 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 72 72 68 22 26 27 50 46 41 28 28 32 18 20 24 10 9 8 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 157 Interest in information and level of knowledge: Climate How high do you rate your level of knowledge about ecological interrelationships and environmental problems(forest dieback, species extinction, pollution of the oceans, extreme weather, etc.)? HIGH Very high Rather high LOW Rather low Very low Total EST INT PER COS ADA CMS TRA CMA SEN PRO 49 58 59 56 49 53 46 39 34 43 47 8 8 5 14 6 16 8 7 4 7 5 41 50 53 42 43 37 38 31 31 36 43 51 42 41 44 51 47 54 61 66 57 53 43 36 38 40 47 42 44 52 42 46 48 8 6 4 4 4 5 10 9 23 12 4 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 158 Interest in information and level of knowledge: Climate How high do you rate your level of knowledge about ecological interrelationships and environmental problems(forest dieback, species extinction, pollution of the oceans, extreme weather, etc.)? HIGH Very high Rather high LOW Rather low Very low Total 49 8 41 51 43 8 Gender Male Female 57 41 13 4 44 38 43 59 38 48 5 10 18-29 56 18 39 44 36 7 30-39 51 10 42 49 42 6 Age(years) 40-49 50 5 45 50 45 6 50-59 46 4 42 54 45 8 60-69 41 2 38 59 47 12 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 159 Interest in information and level of knowledge: Climate How high do you rate your level of knowledge about ecological interrelationships and environmental problems(forest dieback, species extinction, pollution of the oceans, extreme weather, etc.)? HIGH Very high Rather high LOW Rather low Very low Total 49 8 41 51 43 8 Education Low Medium High 29 45 62 4 6 12 26 39 50 71 55 38 55 47 34 16 9 4 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 45 50 55 8 9 9 37 42 46 55 50 45 46 42 41 10 8 4 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 160 Interest in information and level of knowledge: Policies How well informed do you feel about policies for a more climate and environmentally-friendly economy? In your opinion, are policies for a more climate and environmentally-friendly economy sufficiently explained and clarified? Well Very well informed Somewhat informed Not well Not very well informed Not informed at all Basis: 1,202 cases, total sample; figures in%. 8 Yes Yes, the policies are sufficiently explained and 38 46 clarified Somewhat, yes No 46 54 Rather no No, the policies are insufficiently explained and clarified 8 9 30 39 48 61 13

social-ecological transformation 161 Interest in information and level of knowledge: Policies How well informed do you feel about policies for a more climate and environmentally-friendly economy? HIGH Very high Rather high LOW Rather low Very low Total EST INT PER COS ADA CMS TRA CMA SEN PRO 46 57 46 51 42 51 44 36 36 47 40 8 5 2 14 5 17 7 6 5 10 5 38 52 44 38 37 35 37 30 31 37 35 54 43 54 49 58 49 56 64 64 53 60 46 40 51 40 50 44 46 55 49 44 52 8 3 3 8 8 5 10 9 15 9 8 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 162 Interest in information and level of knowledge: Policies How well informed do you feel about policies for a more climate and environmentally-friendly economy? INFORMED Very well informed Somewhat informed NOT INFORMED Not very well informed Not at all informed Total 46 8 38 54 46 8 Gender Male Female 57 34 13 2 44 32 43 66 38 56 5 10 18-29 51 13 38 49 41 8 30-39 47 10 38 53 44 10 Age(years) 40-49 46 3 42 54 48 6 50-59 39 7 32 61 54 7 60-69 45 4 41 55 48 7 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 163 Interest in information and level of knowledge: Policies How well informed do you feel about policies for a more climate and environmentally-friendly economy? INFORMED Very well informed Somewhat informed NOT INFORMED Not very well informed Not at all informed Total 46 8 38 54 46 8 Education Low Medium High 35 44 52 6 6 10 29 38 42 65 56 48 53 47 44 12 9 4 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 41 47 50 7 9 7 35 38 42 59 53 50 48 45 46 11 8 4 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 164 Interest in information and level of knowledge: Policies In your opinion, are policies for a more climate and environmentally-friendly economy sufficiently explained and clarified? YES Yes, the policies are sufficiently explained and clarified Somewhat, yes NO No, not really No, the policies are insufficiently explained and clarified Total EST INT PER COS ADA CMS TRA CMA SEN PRO 39 51 27 49 40 52 26 33 23 55 26 9 8 2 14 8 19 4 8 5 16 3 30 43 25 36 32 33 22 25 18 39 23 61 49 73 51 60 48 74 67 77 45 74 48 40 57 39 53 40 56 54 46 34 64 13 9 16 11 6 7 18 13 31 11 10 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 165 Interest in information and level of knowledge: Policies In your opinion, are policies for a more climate and environmentally-friendly economy sufficiently explained and clarified? YES Yes, the policies are sufficiently explained and clarified Somewhat, yes NO No, not really No, the policies are insufficiently explained and clarified Total 39 9 30 61 48 13 Gender Male Female 46 31 14 3 32 28 54 69 41 56 13 13 18-29 54 17 37 46 41 6 30-39 38 11 27 62 48 15 Age(years) 40-49 34 5 29 66 50 16 50-59 33 4 29 67 52 16 60-69 32 5 27 68 54 15 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 166 Interest in information and level of knowledge: Policies In your opinion, are policies for a more climate and environmentally-friendly economy sufficiently explained and clarified? YES Yes, the policies are sufficiently explained and clarified Somewhat, yes NO No, not really No, the policies are insufficiently explained and clarified Total 39 9 30 61 48 13 Education Low Medium High 30 40 41 7 8 10 23 32 31 70 60 59 55 47 47 15 13 12 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 38 40 39 4 11 8 34 29 31 62 60 61 49 46 49 13 13 12 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 6 Appendix: Communication

social-ecological transformation 168 Topic interest in general Which of the following topics are you interested in? You can select all the topics in which you are personally interested. Food and drink Holiday, Travel Current affairs Music, Culture, Theatre, Art Health Wildlife, animals and pets environment and nature Garden and plants Science and technology Sport Psychology, spirituality, well-being Nutrition Consumer electronics, television Wellness Basis: 1,202 cases, total sample; figures in%. 59 54 46 46 45 41 38 37 34 33 33 30 30 30 Furniture, decoration Family, children and child education Investments, insurance, tax tips and finance Computers, computer games Fashion Information from the region, regional news Cosmetics and Beauty Technology and gaming Sustainable consumption Photography, filming Business, professions Cars, motorbikes Stars, Celebrities 29 29 28 28 26 24 22 22 22 21 19 19 12

social-ecological transformation 169 Topic interest in general(1) Which of the following topics are you interested in? You can select all the topics in which you are personally interested. Food and drink Holiday, Travel Current affairs Music, Culture, Theatre, Art Health Wildlife, animals and pets Environment and nature Garden and plants Science and technology Sport Psychology, spirituality, well-being Nutrition Consumer electronics, television Wellness Basis: 1,202 cases, total sample; figures in%. Total EST INT PER COS 59 69 65 54 64 54 66 55 52 62 46 45 60 44 51 46 51 55 45 60 45 62 52 47 50 41 43 50 36 43 38 54 49 36 36 37 40 44 35 33 34 35 41 36 40 33 40 30 38 37 33 40 37 38 41 30 42 41 36 30 30 32 21 29 35 30 42 37 30 36 EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists ADA CMS TRA 57 54 56 55 48 54 45 44 43 33 48 47 42 43 44 34 51 45 23 51 45 39 45 36 25 40 27 38 28 25 22 29 47 22 30 33 37 25 32 23 29 34 strongly overrepresented overrepresented CMA SEN PRO 46 45 71 36 45 61 45 33 47 34 26 51 21 28 50 52 19 31 23 9 42 43 14 33 25 29 32 24 40 27 31 12 34 13 16 32 19 34 33 12 12 34 strongly underrepresented underrepresented

social-ecological transformation 170 Topic interest in general(2) Which of the following topics are you interested in? You can select all the topics in which you are personally interested. Furniture, decoration Family, children and child education Investments, insurance, tax tips and finance Computers, computer games Fashion Information from the region, regional news Cosmetics and Beauty Technology and gaming Sustainable consumption Photography, filming Business, professions Cars, motorbikes Stars, Celebrities Basis: 1,202 cases, total sample; figures in%. Total EST INT PER COS ADA CMS TRA CMA SEN PRO 29 38 26 34 40 25 25 26 20 19 36 29 45 30 28 25 32 26 33 22 10 31 28 36 31 30 38 28 22 16 22 23 34 28 30 28 28 36 23 28 21 21 36 29 26 40 24 27 32 27 18 25 13 19 33 24 28 34 24 25 23 22 24 22 11 25 22 31 21 20 30 19 20 30 15 9 26 22 22 16 29 29 23 20 13 14 32 20 22 30 38 21 19 12 24 20 13 8 24 21 31 22 22 28 11 24 18 19 10 20 19 28 18 15 27 17 16 17 15 13 23 19 24 9 14 22 20 21 17 23 25 13 12 16 13 10 19 15 8 13 3 10 15 EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 171 Topic interest in general(1) Which of the following topics are you interested in? You can select all the topics in which you are personally interested. Food and drink Holiday, Travel Current affairs Music, Culture, Theatre, Art Health Wildlife, animals and pets environment and nature Garden and plants Science and technology Sport Psychology, spirituality, well-being Nutrition Consumer electronics, television Wellness Basis: 1,202 cases, total sample; figures in%. Total 59 54 46 46 45 41 38 37 34 33 33 30 30 30 Gender Male Female 53 65 51 57 46 46 42 50 37 54 31 51 32 44 26 49 42 25 47 18 22 44 25 36 39 20 24 36 18-29 51 45 30 41 35 38 30 24 27 35 37 20 27 16 30-39 54 50 40 47 50 38 39 33 35 26 38 35 30 30 Age(years) 40-49 64 56 54 48 51 43 43 41 39 33 36 34 34 36 50-59 69 65 56 48 48 47 39 44 36 37 31 35 29 41 60-69 57 56 56 44 43 40 39 46 31 35 22 28 27 26 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 172 Topic interest in general(2) Which of the following topics are you interested in? You can select all the topics in which you are personally interested. Furniture, decoration Family, children and child education Investments, insurance, tax tips and finance Computers, computer games Fashion Information from the region, regional news Cosmetics and Beauty Technology and gaming Sustainable consumption Photography, filming Business, professions Cars, motorbikes Stars, Celebrities Basis: 1,202 cases, total sample; figures in%. Total 29 29 28 28 26 24 22 22 22 21 19 19 12 Gender Male Female 18 42 22 36 35 22 40 15 15 38 24 25 5 40 34 9 18 25 18 25 24 15 28 10 9 16 18-29 31 25 24 34 35 14 28 28 18 25 16 18 18 30-39 31 35 33 42 28 22 26 32 22 20 24 17 15 Age(years) 40-49 34 35 30 25 26 24 22 19 28 26 18 15 11 50-59 26 27 28 15 19 30 18 15 23 19 20 25 10 60-69 24 23 28 21 21 34 14 12 19 15 17 20 6 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 173 Topic interest in general(1) Which of the following topics are you interested in? You can select all the topics in which you are personally interested. Food and drink Holiday, Travel Current affairs Music, Culture, Theatre, Art Health Wildlife, animals and pets environment and nature Garden and plants Science and technology Sport Psychology, spirituality, well-being Nutrition Consumer electronics, television Wellness Basis: 1,202 cases, total sample; figures in%. Total 59 54 46 46 45 41 38 37 34 33 33 30 30 30 Education Low Medium High 55 59 60 48 53 57 34 42 55 35 44 51 36 44 50 54 42 35 37 35 42 41 36 36 24 32 39 25 37 32 34 33 33 23 29 34 27 33 27 23 28 34 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 58 57 64 48 50 68 37 45 58 43 44 49 40 43 54 48 43 30 41 39 34 38 38 33 28 33 38 23 32 43 43 32 27 26 29 36 28 31 30 21 29 39 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 174 Topic interest in general(2) Which of the following topics are you interested in? You can select all the topics in which you are personally interested. Furniture, decoration Family, children and child education Investments, insurance, tax tips and finance Computers, computer games Fashion Information from the region, regional news Cosmetics and Beauty Technology and gaming Sustainable consumption Photography, filming Business, professions Cars, motorbikes Stars, Celebrities Basis: 1,202 cases, total sample; figures in%. Total 29 29 28 28 26 24 22 22 22 21 19 19 12 Education Low Medium High 24 30 31 30 27 31 16 27 35 21 32 27 15 29 28 20 22 28 23 25 20 15 27 19 18 17 28 23 22 19 15 18 22 24 21 14 10 15 10 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 29 28 30 32 27 28 12 28 44 34 28 25 26 23 30 18 25 30 23 20 22 18 22 24 23 22 20 25 22 14 18 16 28 13 20 20 16 10 13 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 175 Consumer interests For which of the following products/items are you willing to spend more money than average? Whether you buy the products for yourself or for another person as a gift, e.g. as a reward or for a special occasion. Holidays and travel Eating out(restaurants) Coffee/tea Clothing/Fashion PC/Tablet/Smartphone Delicatessen- high quality food Wine/Champagne Cars Furniture Beer Do-it-yourself/ garden tools High quality spirits/whisky Cosmetics/Perfume Basis: 1,202 cases, total sample; figures in%. 35 27 22 20 20 16 15 15 14 13 13 12 11 Kitchen furniture and equipment Bicycle Donations for charitable purposes High-end hi-fi equipment High quality jewellery Watches Antiques Costume jewellery Porcelain/ Glasswork Handbags Exclusive accessories None of these products 11 10 10 9 8 8 7 6 6 6 6 22

social-ecological transformation 176 Consumer interests(1) For which of the following products/items are you willing to spend more money than average? Whether you buy the products for yourself or for another person as a gift, e.g. as a reward or for a special occasion. Holidays and travel Eating out(restaurants) Coffee/tea Clothing/Fashion PC/Tablet/Smartphone Delicatessen- high quality food Wine/Champagne Cars Furniture Beer Do-it-yourself/ garden tools High quality spirits/whisky Cosmetics/Perfume Basis: 1,202 cases, total sample; figures in%. Total EST INT PER COS 35 45 36 38 44 27 32 30 32 34 22 32 27 23 24 20 27 15 22 30 20 22 16 23 34 16 15 24 18 20 15 19 25 19 15 15 22 9 15 16 14 20 12 20 21 13 16 17 9 17 13 19 16 11 13 12 13 15 15 17 11 16 11 12 14 EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists ADA CMS TRA 41 19 23 24 20 21 26 15 20 21 14 22 20 15 9 14 10 15 14 11 10 18 12 13 12 8 8 15 11 6 11 13 9 12 11 6 11 9 13 strongly overrepresented overrepresented CMA SEN PRO 15 34 47 15 24 33 11 15 24 5 19 21 12 23 29 13 12 15 3 9 14 8 19 17 7 12 14 6 19 12 11 6 12 6 13 16 4 7 9 strongly underrepresented underrepresented

social-ecological transformation 177 Consumer interests(2) For which of the following products/items are you willing to spend more money than average? Whether you buy the products for yourself or for another person as a gift, e.g. as a reward or for a special occasion. Kitchen furniture and equipment Bicycle Donations for charitable purposes High-end hi-fi equipment High quality jewellery (Wrist)Watches Antiques Costume jewellery Porcelain/ Glasswork Handbags Exclusive accessories None of these products Basis: 1,202 cases, total sample; figures in%. Total EST INT PER COS ADA CMS TRA CMA SEN PRO 11 13 15 15 14 9 8 8 10 8 10 10 16 9 9 9 11 10 12 4 9 10 10 16 17 12 10 6 6 4 3 2 16 9 8 6 10 12 6 9 6 8 9 11 8 14 7 8 9 10 5 11 2 5 11 8 11 4 14 13 4 6 6 4 9 9 7 12 7 6 9 8 5 7 6 5 7 6 13 4 8 6 5 4 4 2 6 3 6 9 6 7 7 7 3 4 5 7 4 6 8 3 6 9 6 6 10 2 4 8 6 8 4 6 5 7 5 6 2 3 10 22 17 22 21 11 19 27 30 45 22 13 EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 178 Consumer interests(1) For which of the following products/items are you willing to spend more money than average? Whether you buy the products for yourself or for another person as a gift, e.g. as a reward or for a special occasion. Holidays and travel Eating out(restaurants) Coffee/tea Clothing/Fashion PC/Tablet/Smartphone Delicatessen- high quality food Wine/Champagne Cars Furniture Beer Do-it-yourself/ garden tools High quality spirits/whisky Cosmetics/Perfume Basis: 1,202 cases, total sample; figures in%. Total 35 27 22 20 20 16 15 15 14 13 13 12 11 Gender Male Female 38 32 28 25 21 23 18 22 27 14 15 16 15 14 21 9 13 14 22 4 15 10 18 7 6 16 18-29 32 33 18 32 31 16 11 21 18 10 10 13 18 30-39 36 28 27 24 27 18 15 15 17 18 15 16 12 Age(years) 40-49 37 23 23 21 16 16 14 12 15 13 14 9 10 50-59 39 25 27 11 14 17 22 13 7 15 12 14 8 60-69 30 22 16 6 12 11 11 13 10 11 12 10 4 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 179 Consumer interests(2) For which of the following products/items are you willing to spend more money than average? Whether you buy the products for yourself or for another person as a gift, e.g. as a reward or for a special occasion. Kitchen furniture and equipment Bicycle Donations for charitable purposes High-end hi-fi equipment High quality jewellery Watches Antiques Costume jewellery Porcelain/Glasswork Handbags Exclusive accessories None of these products Total 11 10 10 9 8 8 7 6 6 6 6 22 Gender Male Female 11 12 13 7 8 12 13 4 7 10 11 5 8 7 6 6 4 8 3 9 6 6 16 28 18-29 16 11 15 9 14 12 8 12 7 10 11 12 30-39 13 12 12 10 10 11 10 8 7 8 6 17 Age(years) 40-49 10 12 9 7 8 5 6 4 9 6 6 23 50-59 9 7 6 9 3 5 6 2 4 4 3 25 60-69 8 7 5 8 4 4 6 1 2 1 2 38 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 180 Consumer interests(1) For which of the following products/items are you willing to spend more money than average? Whether you buy the products for yourself or for another person as a gift, e.g. as a reward or for a special occasion. Holidays and travel Eating out(restaurants) Coffee/tea Clothing/Fashion PC/Tablet/Smartphone Delicatessen- high quality food Wine/Champagne Cars Furniture Beer Do-it-yourself/ garden tools High quality spirits/whisky Cosmetics/Perfume Basis: 1,202 cases, total sample; figures in%. Total 35 27 22 20 20 16 15 15 14 13 13 12 11 Education Low Medium High 29 33 39 26 27 26 20 21 24 17 22 19 19 22 20 13 15 18 7 13 20 14 18 13 13 14 13 8 13 15 11 13 13 8 13 14 9 11 11 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 30 32 48 19 26 34 22 23 22 21 17 24 21 22 19 12 16 21 5 15 23 15 15 18 18 12 14 6 14 21 10 15 11 9 12 18 13 10 13 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 181 Consumer interests(2) For which of the following products/items are you willing to spend more money than average? Whether you buy the products for yourself or for another person as a gift, e.g. as a reward or for a special occasion. Kitchen furniture and equipment Bicycle Donations for charitable purposes High-end hi-fi equipment High quality jewellery Watches Antiques Costume jewellery Porcelain/Glasswork Handbags Exclusive accessories None of these products Total 11 10 10 9 8 8 7 6 6 6 6 22 Education Low Medium High 14 10 11 8 9 12 5 10 12 8 9 9 5 11 7 7 8 8 8 8 6 4 8 5 3 6 7 4 6 7 4 8 5 29 22 19 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 11 11 14 8 11 12 11 10 9 5 9 13 10 8 7 7 7 12 8 8 7 8 6 6 6 6 7 8 5 7 6 6 6 26 22 15 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 182 Media use Now we would like to know your habits and ways of using media. How often do you read, watch, listen to or use the following media/offers, regardless of whether you use them analogue/offline or digital/online? Internet(not social media) Social networks/social media(e.g. Facebook, Twitter) TV/video streaming services(e.g. Netflix) Music streaming services(e.g. Spotify) Audio and video podcasts(e.g. via iTunes, YouTube, podcast portals) Communication/messenger services (e.g. WhatsApp, Skype) Radio "Normal" television programme 75 14 5 2 31 66 16 6 2 4 6 39 31 11 4 6 9 34 26 12 5 9 14 26 26 14 7 13 14 30 23 11 5 13 18 27 24 12 7 18 12 24 21 12 5 18 20 Basis: 1,202 cases, total sample; figures in%. Online media libraries of TV channels 16 23 16 10 18 17 Daily newspaper 24 20 10 7 21 18 Books/Audiobooks Newsletters from suppliers of products and services Computer games/video games 18 19 14 9 23 17 11 18 18 12 24 17 14 15 12 7 20 32 Journals, magazines 8 14 18 14 26 20 Watch Blu-ray Discs, DVDs 35 6 8 31 47 Cinema 2 4 4 11 60 19 Daily Several times a week Several times a month About once a month Rare Never

social-ecological transformation 183 Media use How often do you read, watch, listen to or use the following media/offers, regardless of whether you use them analogue/offline or digital/online. Response category:„At least several times a month“ Internet(not social media) Social networks/social media(e.g. Facebook, Twitter) TV/video streaming services(e.g. Netflix) Music streaming services(e.g. Spotify) Audio and video podcasts(e.g. via iTunes, YouTube, podcast portals) Communication/messenger services(e.g. WhatsApp, Skype) Radio "Normal" television programme Online media libraries of TV channels Daily newspaper Books/Audiobooks Newsletters from suppliers of products and services Computer games/video games Journals, magazines Watch Blu-ray Discs, DVDs Cinema Total EST INT PER COS 94 97 96 93 96 88 90 89 94 92 81 77 86 85 89 72 70 81 74 84 66 75 65 65 76 65 72 67 70 69 64 64 64 63 55 57 62 51 65 48 55 60 53 66 52 54 52 63 58 55 51 56 65 59 54 46 60 37 48 50 41 45 32 44 46 40 46 40 47 43 14 13 5 18 10 9 11 4 14 10 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists ADA CMS TRA 93 96 94 92 83 83 90 74 74 78 68 58 73 56 59 72 57 53 79 65 58 70 54 53 68 49 56 68 49 53 50 38 46 59 45 41 45 39 32 56 25 43 29 12 13 20 5 6 strongly overrepresented overrepresented CMA SEN PRO 93 90 95 77 79 96 65 78 90 45 71 85 51 67 72 43 63 67 57 63 60 60 50 48 40 48 54 47 44 48 40 43 57 30 42 41 33 50 46 25 38 33 4 20 16 1 13 6 strongly underrepresented underrepresented

social-ecological transformation 184 Media use How often do you read, watch, listen to or use the following media/offers, regardless of whether you use them analogue/offline or digital/online. Response category:„At least several times a month“ Internet(not social media) Social networks/social media(e.g. Facebook, Twitter) TV/video streaming services(e.g. Netflix) Music streaming services(e.g. Spotify) Audio and video podcasts(e.g. via iTunes, YouTube, podcast portals) Communication/messenger services(e.g. WhatsApp, Skype) Radio "Normal" television programme Online media libraries of TV channels Daily newspaper Books/Audiobooks Newsletters from suppliers of products and services Computer games/video games Journals, magazines Watch Blu-ray Discs, DVDs Cinema Basis: 1,202 cases, total sample; figures in%. Total 94 88 81 72 66 65 64 57 55 54 51 46 41 40 14 9 Gender Male Female 96 93 86 90 81 81 74 71 70 63 66 62 68 59 64 49 60 50 60 49 49 54 50 43 54 28 45 35 20 8 14 4 18-29 90 92 88 91 81 72 51 48 57 40 53 41 63 36 24 20 30-39 98 94 90 85 76 76 60 44 50 49 56 47 56 41 17 14 Age(years) 40-49 95 86 84 73 71 66 66 56 59 57 52 52 37 41 15 5 50-59 95 86 80 66 56 55 71 67 60 64 48 53 21 42 5 3 60-69 96 79 59 37 39 48 74 73 48 68 48 39 21 41 8 2 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 185 Media use How often do you read, watch, listen to or use the following media/offers, regardless of whether you use them analogue/offline or digital/online. Response category:„At least several times a month“ Internet(not social media) Social networks/social media(e.g. Facebook, Twitter) TV/video streaming services(e.g. Netflix) Music streaming services(e.g. Spotify) Audio and video podcasts(e.g. via iTunes, YouTube, podcast portals) Communication/messenger services(e.g. WhatsApp, Skype) Radio "Normal" television programme Online media libraries of TV channels Daily newspaper Books/Audiobooks Newsletters from suppliers of products and services Computer games/video games Journals, magazines Watch Blu-ray Discs, DVDs Cinema Basis: 1,202 cases, total sample; figures in%. Total 94 88 81 72 66 65 64 57 55 54 51 46 41 40 14 9 Education Low Medium High 92 93 97 85 88 89 70 82 85 56 72 80 59 64 71 42 62 75 54 63 68 54 57 58 47 54 60 47 51 61 32 49 61 35 44 53 32 44 42 30 37 47 10 15 15 5 8 12 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 89 95 98 89 87 90 77 79 91 64 72 82 67 66 68 58 64 71 42 67 75 44 58 62 48 55 61 40 56 67 43 52 57 36 48 55 44 43 36 30 41 49 12 16 14 8 11 9 strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 186 Media use How often do you personally use the following platforms or social media(whether professionally or privately and regardless of the device)? 51 60 52 12 12 16 20 39 25 24 30 28 20 15 74 10 15 24 58 60 64 65 89 Basis: 1,202 cases, total sample; figures in%. Frequently Occasionally Never

social-ecological transformation 187 Media use How often do you personally use the following platforms or social media(whether professionally or privately and regardless of the device)? Response category:„Frequently“ Facebook Instagram YouTube TikTok Twitter Pinterest LinkedIn Tumblr Total EST INT PER COS ADA CMS TRA CMA SEN PRO 60 56 52 60 69 72 52 68 54 52 65 52 60 54 57 61 59 42 43 20 49 64 51 61 45 52 66 52 44 40 41 56 50 20 21 12 25 25 20 11 21 7 24 30 16 18 14 23 22 19 6 10 9 25 16 12 18 9 13 6 15 11 12 3 10 17 12 14 14 12 16 16 3 8 5 8 23 4 2 2 9 3 11 3 3 1 4 2 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 188 Media use How often do you personally use the following platforms or social media(whether professionally or privately and regardless of the device)? Response category:„Frequently“ Facebook Instagram YouTube TikTok Twitter Pinterest LinkedIn Tumblr Total 60 52 51 20 16 12 12 4 Gender Male Female 56 64 41 63 60 41 18 20 25 6 8 15 15 9 6 2 18-29 44 63 69 49 27 20 14 11 30-39 68 64 62 18 22 12 17 6 Age(years) 40-49 65 54 49 13 11 9 14 1 50-59 65 43 38 6 9 6 11 1 60-69 60 27 29 3 8 10 2 0 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 189 Media use How often do you personally use the following platforms or social media(whether professionally or privately and regardless of the device)? Response category:„Frequently“ Facebook Instagram YouTube TikTok Twitter Pinterest LinkedIn Tumblr Total 60 52 51 20 16 12 12 4 Education Low Medium High 70 56 61 44 52 55 42 53 52 18 22 17 12 14 20 14 12 11 3 7 21 3 4 5 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 54 62 62 48 52 57 57 51 47 22 20 20 8 17 23 10 13 10 5 11 22 2 5 4 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 190 Media use How often do you personally use the following platforms or social media(whether professionally or privately and regardless of the device)? Response category:„At least occasionally“ YouTube Facebook Instagram LinkedIn Pinterest Twitter TikTok Tumblr Total EST INT PER COS ADA CMS TRA CMA SEN PRO 90 96 91 93 94 89 83 87 78 88 96 85 84 87 85 91 92 79 84 76 82 90 76 80 76 76 84 88 70 69 54 76 82 42 41 50 44 53 50 29 32 20 39 54 40 45 41 46 41 45 31 38 23 37 46 36 37 29 44 47 44 27 26 20 48 35 35 40 22 46 45 40 26 32 15 45 40 11 11 5 17 10 21 12 4 1 19 9 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 191 Media use How often do you personally use the following platforms or social media(whether professionally or privately and regardless of the device)? Response category:„At least occasionally“ YouTube Facebook Instagram LinkedIn Pinterest Twitter TikTok Tumblr Total 90 85 76 42 40 36 35 11 Gender Male Female 93 87 83 87 68 84 48 36 31 49 50 22 34 36 16 7 18-29 97 84 91 44 60 56 69 26 30-39 95 89 86 51 41 44 40 14 Age(years) 40-49 91 87 78 49 37 30 31 8 50-59 85 85 67 40 28 24 18 3 60-69 78 79 52 20 26 20 8 2 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 192 Media use How often do you personally use the following platforms or social media(whether professionally or privately and regardless of the device)? Response category:„At least occasionally“ YouTube Facebook Instagram LinkedIn Pinterest Twitter TikTok Tumblr Total 90 85 76 42 40 36 35 11 Education Low Medium High 86 88 93 87 83 87 73 75 78 21 32 60 39 40 40 25 33 43 28 37 36 7 10 14 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 90 90 91 86 86 85 72 76 81 30 40 59 36 42 37 28 36 46 38 36 35 7 13 11 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 193 Communication expectations When you think about what you use media for, e.g. newspapers, magazines, Internet, television, radio etc. and what you expect from it, which of the statements below apply to you? It is important for me to have trustworthy sources of information. I find it important to learn about a Topic from different sources of information. For me, it is very important to get a quick overview of important topics. I attach great importance to being thoroughly informed in order to better understand backgrounds and contexts. Protecting my personal data on the internet is extremely important to me- I'm careful about that. I prefer short, concise information that summarises the most important things. Media help me to form my opinion on important topics. On social networks, I mainly want to exchange information with my friends- I get my information elsewhere. Basis: 1,202 cases, total sample; figures in%. 70 26 31 48 46 51 38 52 91 35 48 15 2 39 44 15 2 33 48 17 2 22 54 20 4 22 40 26 12 Applies completely Doesn’t apply completely Mostly doesn’t apply Doesn’t apply at all

social-ecological transformation 194 Communication expectations If you think about what you use media such as newspapers, magazines, internet, TV, radio etc. for and what you expect from them, which of the statements below apply to you? Response category:„Applies completely/ Somewhat applies“ It is important for me to have trustworthy sources of information. Total EST INT PER COS ADA CMS TRA CMA SEN PRO 96 100 99 97 98 96 98 98 95 80 98 I find it important to learn about a Topic from different sources of information. 94 96 99 95 94 94 93 96 89 75 100 For me, it is very important to get a quick overview of important topics. 90 92 91 92 96 93 89 89 91 72 91 I attach great importance to being thoroughly informed in order to better understand backgrounds and contexts. 83 91 90 88 85 82 87 76 71 62 89 Protecting my personal data on the internet is extremely important to me- I'm careful about that. 83 90 80 79 80 90 83 87 85 75 77 I prefer short, concise information that summarises the most important things. 81 86 68 83 86 89 81 84 83 69 78 Media help me to form my opinion on important topics. On social networks, I mainly want to exchange information with my friends- I get my information elsewhere. 76 81 80 84 83 81 71 72 58 59 77 62 65 61 71 63 68 57 61 49 52 68 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 195 Communication expectations If you think about what you use media such as newspapers, magazines, internet, TV, radio etc. for and what you expect from them, which of the statements below apply to you? Response category:„Applies completely/ Somewhat applies“ Total It is important for me to have trustworthy sources of information. 96 I find it important to learn about a Topic from different sources of information. 94 For me, it is very important to get a quick overview of important topics. 90 I attach great importance to being thoroughly informed in order to better understand backgrounds and contexts. 83 Protecting my personal data on the internet is extremely important to me- I'm careful about that. 83 I prefer short, concise information that summarises the most important things. 81 Media help me to form my opinion on important topics. 76 On social networks, I mainly want to exchange information with my friends- I get my information elsewhere. 62 Gender Male Female 94 98 94 93 88 92 86 80 82 84 78 84 75 76 60 64 18-29 95 91 85 86 80 79 74 70 30-39 95 95 90 82 83 80 76 68 Age(years) 40-49 97 94 91 85 81 82 80 65 50-59 98 95 92 80 84 82 75 57 60-69 97 94 93 84 87 82 74 47 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 196 Communication expectations If you think about what you use media such as newspapers, magazines, internet, TV, radio etc. for and what you expect from them, which of the statements below apply to you? Response category:„Applies completely/ Somewhat applies“ It is important for me to have trustworthy sources of information. Total 96 I find it important to learn about a Topic from different sources of information. 94 For me, it is very important to get a quick overview of important topics. 90 I attach great importance to being thoroughly informed in order to better understand backgrounds and contexts. 83 Protecting my personal data on the internet is extremely important to me- I'm careful about that. 83 I prefer short, concise information that summarises the most important things. 81 Media help me to form my opinion on important topics. 76 On social networks, I mainly want to exchange information with my friends- I get my information elsewhere. 62 Education Low Medium High 94 97 97 88 94 95 88 90 91 69 83 89 84 85 80 81 83 79 68 76 78 55 63 64 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 97 95 99 90 93 97 89 90 91 76 83 89 85 83 79 77 82 80 70 75 80 65 59 67 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 197 Communication expectations If you think about what you use media such as newspapers, magazines, internet, TV, radio etc. for and what you expect from them, which of the statements below apply to you? Response category:“Applies completely“ It is important for me to have trustworthy sources of information. Total EST INT PER COS ADA CMS TRA CMA SEN PRO 70 72 85 75 77 60 69 76 73 36 70 I find it important to learn about a Topic from different sources of information. 48 52 54 48 52 42 42 45 44 35 56 Protecting my personal data on the internet is extremely important to me- I'm careful about that. 39 52 39 37 35 41 40 51 40 25 28 For me, it is very important to get a quick overview of important topics. 38 49 42 43 47 37 28 36 36 18 43 I attach great importance to being thoroughly informed in order to better understand backgrounds and contexts. 35 44 43 37 37 37 30 32 26 18 34 I prefer short, concise information that summarises the most important things. 33 38 26 38 23 38 29 34 45 26 36 Media help me to form my opinion on important topics. On social networks, I mainly want to exchange information with my friends- I get my information elsewhere. 22 25 22 26 26 21 18 22 13 13 26 22 17 26 33 20 24 19 23 12 18 26 Basis: 1,202 cases, total sample; figures in%. EST = Established INT = Intellectuals PER = Performers COS = Cosmopolitan Avantgarde ADA = Adaptive Navigators CMS = Conventional Mainstream TRA = Traditionals CMA = Consumer Materialists SEN = Sensation-Oriented PRO = Progressive Realists strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 198 Communication expectations If you think about what you use media such as newspapers, magazines, internet, TV, radio etc. for and what you expect from them, which of the statements below apply to you? Response category:“Applies completely“ Total It is important for me to have trustworthy sources of information. 70 I find it important to learn about a Topic from different sources of information. 48 Protecting my personal data on the internet is extremely important to me- I'm careful about that. 39 For me, it is very important to get a quick overview of important topics. 38 I attach great importance to being thoroughly informed in order to better understand backgrounds and contexts. 35 I prefer short, concise information that summarises the most important things. 33 Media help me to form my opinion on important topics. 22 On social networks, I mainly want to exchange information with my friends- I get my information elsewhere. 22 Gender Male Female 68 72 51 43 38 40 38 39 40 29 30 36 25 18 23 22 18-29 63 42 32 40 37 36 25 26 30-39 72 52 39 44 36 36 24 29 Age(years) 40-49 72 53 36 38 38 30 20 22 50-59 74 46 45 33 31 32 19 18 60-69 69 44 46 37 31 32 19 14 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation 199 Communication expectations If you think about what you use media such as newspapers, magazines, internet, TV, radio etc. for and what you expect from them, which of the statements below apply to you? Response category:“Applies completely“ It is important for me to have trustworthy sources of information. Total 70 I find it important to learn about a Topic from different sources of information. 48 Protecting my personal data on the internet is extremely important to me- I'm careful about that. 39 For me, it is very important to get a quick overview of important topics. 38 I attach great importance to being thoroughly informed in order to better understand backgrounds and contexts. 35 I prefer short, concise information that summarises the most important things. 33 Media help me to form my opinion on important topics. 22 On social networks, I mainly want to exchange information with my friends- I get my information elsewhere. 22 Education Low Medium High 60 69 75 35 48 51 41 41 37 30 40 40 25 35 39 32 36 32 19 22 21 11 24 24 Net equivalent income(HH/month) Low<60% Medium 60-140% High>140% (<13,367 SEK) (13,367-31,190 SEC) (>31,190 SEK) 62 68 78 36 46 57 40 37 39 33 38 47 35 33 40 30 35 32 25 22 19 22 21 26 Basis: 1,202 cases, total sample; figures in%. strongly overrepresented overrepresented strongly underrepresented underrepresented

social-ecological transformation Imprint

social-ecological transformation 201 Contact persons Dr Christoph Schleer Associate Director Research& Consulting christoph.schleer@sinus-institut.de +49 6221 8089-27 Naima Wisniewski Research& Consulting naima.wisniewski@sinus-institut.de +49 6221 8089-54 © Copyright 2023 SINUS Market and Social Research GmbH This work is protected by copyright. No part of it may be reproduced or processed, duplicated or distributed using electronic systems in any form(photocopy, microfilm or any other process), not even for the purpose of teaching, without the written consent of Sinus Markt- und Sozialforschung GmbH. Quotations and reprints, including excerpts, are only permitted with express permission and reference to the source. Part of the INTEGRAL-SINUS-OPINION Group