Values are the fundamental reasons why people engage in pro-environmental behavior. Recent research has called for a more refined approach to measuring environmental values to include the concepts of eudaimonia and hedonia; however, the empirical properties for a survey scale are not yet evaluated. On-site survey data collected in Denali National Park and Preserve, Alaska, and respondents were segmented by five dimensions of environmental values using latent profile analysis. Pro-environmental behaviors and socio-demographics were then examined between the four distinct classes. Consistent with previous research, we observed that younger, more educated individuals held stronger environmental values and pro-environmental behavioral intentions. We also found that across all classes, individuals were most willing to engage in conservation lifestyle behaviors, regardless of values. Our findings advance the conceptualization of values as motivators for pro-environmental behavior and provide new insight for decision-makers to help align park management with user value structures.
The Science of Behavior Change: A practitioner's introduction to conservation psychology
This document was made in fulfillment of Sophia Winkler-Schor’s Master of Science in International Nature Conservation at Georg-August-Universität Göttingen (Germany) and Lincoln University (New Zealand). This document was made during her internship at the World Wildlife Fund (WWF) but is not endorsed by, nor does it represent the views of WWF. Suggest Citation:
Winkler-Schor, S., Mahajan, S. (2017). The Science of Behavior Change: A practitioner's introduction to conservation psychology.