The Green Village project: a rural community's journey towards sustainability

In the South West of the UK, a growing number of rural and urban communities are exploring various pathways to a more sustainable living. The village of Belstone is among these pioneers of change through its Green Village project. It is a relatively affluent community and it has been a major challenge to engage people that are reticent to change their lifestyle and suspicious of the motives of the initiators. Based on a process of action research, this paper explores the attitudes and perceptions towards sustainability and how they influenced the people's engagement. We demonstrate that the partnership was effective in enabling the villagers engaged in the project to take control over the process. Behaviour changes were reported by the villagers actively engaged with the initiative. The Green Village did not “snowball” to the entire community; however, many of those who chose not to engage associated the word “Green” with traits that they did not identify with.