Connected to nature, driven to act? Exploring pro-nature beliefs as predictors of distinct and high-cost sustainable behaviours

Williams, Marc O., Whitmarsh, Lorraine ORCID: https://orcid.org/0000-0002-9054-1040, Haddock, Geoffrey ORCID: https://orcid.org/0000-0001-5293-2772 and Mac Giolla Chríost, Diarmait ORCID: https://orcid.org/0000-0001-6368-9691 2026. Connected to nature, driven to act? Exploring pro-nature beliefs as predictors of distinct and high-cost sustainable behaviours. Global Environmental Psychology Item availability restricted.

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Abstract

To address biodiversity loss and ecological decline, it is crucial to understand the predictors of pro-nature behaviours – conservation actions to preserve a diversity of species. It is unclear, however, whether pro-nature behaviours are conceptually different from pro-environmental behaviours, directed toward protecting the environment more broadly. This study examines the similarities and differences in the factor structure and predictors of pro-nature and pro-environmental behaviours, and tests an extended value-belief-norm model. A cross-sectional survey gathered responses from young adults in the UK (n = 576). Factor analysis revealed one common factor, ‘high-cost’ behaviours, as well as unique factors for pro-nature and pro-environmental behaviours. Regression analysis found common and unique predictors (intrinsic value beliefs and empathy toward nature predict pro-nature behaviours only). Instrumental value beliefs negatively predicted high-cost behaviours (both pro-nature and pro-environmental), whereas connectedness to nature positively predicted both kinds of high-cost behaviours. An extended value-belief-norm model incorporating connectedness to nature can explain its association with high-cost behaviours. We conclude costly pro-nature and pro-environmental behaviours may share a motivational basis, whereas other kinds of behaviour may differ in this respect. Further empirical work to test a causal link between connectedness to nature and high-cost behaviours is warranted to provide clearer implications for policy and interventions.

Item Type:	Article
Status:	In Press
Schools:	Schools > Welsh Schools > Psychology
Date of First Compliant Deposit:	19 March 2026
Date of Acceptance:	16 December 2025
Last Modified:	19 Mar 2026 15:09
URI:	https://orca.cardiff.ac.uk/id/eprint/185881

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