A Grounded Theory of Pro-Nature Behaviour: From Moral Concern to Sustained Action

Marc O. Williams, Lorraine Whitmarsh, Geoffrey Haddock and Diarmait Mac Giolla Chríost
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Marc O. Williams: School of Psychology, Cardiff University, Cardiff CF10 3AT, UK
Lorraine Whitmarsh: Centre for Climate Change and Social Transformations (CAST), University of Bath, Bath BA2 7AY, UK
Geoffrey Haddock: School of Psychology, Cardiff University, Cardiff CF10 3AT, UK
Diarmait Mac Giolla Chríost: School of Welsh, Cardiff University, Cardiff CF10 3AT, UK

Sustainability, 2021, vol. 13, issue 16, 1-18

Abstract: Worldwide ecosystem decline is a pressing issue that has led governments to sign up to biodiversity-related targets, but little is known about what drives individuals’ conservation behaviour. This study uses a qualitative methodology (grounded theory) to understand what leads to pro-nature attitudes and behaviours. Twenty participants (10 men; 10 women) underwent semi-structured interviews and audio files were transcribed and coded to form the basis of theory. The authors propose a model based on interview material in which species with intrinsic value (i.e., deemed valuable in their own right, not for their usefulness to humans) are within the bounds of moral consideration. Individuals with generalised beliefs about the intrinsic value of non-human species expressed moral concern for human-caused impacts on nature. External prompts, including social messages, were associated with sporadic pro-nature behaviours. Individuals engaging in sustained behaviour showed evidence of having internalised moral standard of pro-nature actions and also appeared to fashion a social environment that would sustain and enhance their moral views. We discuss the implications of our findings with respect to conservation campaign messaging and government policy.

Keywords: pro-nature behaviour; pro-environmental behaviour; behaviour change; biodiversity; conservation; moral concern; intrinsic value; instrumental value; value-norm-belief theory (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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