The “I” and the “We” in Nature Conservation—Investigating Personal and Collective Motives to Protect One’s Regional and Global Nature

Abstract

Personal pro-environmental action has often been explained in terms of personal cost-benefit analyses and personal capabilities. However, given that only collectives and not single individuals can effectively address large-scale environmental crises, such as mass extinction of species, peoples’ pro-environmental motivation might emerge from their perceived involvement in agentic collectives, as proposed in the social identity model of pro-environmental action (SIMPEA). Collective cognition and motivation (e.g., ingroup identification, ingroup norms, collective efficacy, and group-based emotion) might drive identified group members’ nature protection intention and behavior both directly and indirectly by affecting personal factors (e.g., personal attitudes). We tested this in two related nationally representative surveys of N = 2065 Germans, measuring both personal and collective predictors as well as nature protection intentions and behavior on either the regional or the worldwide, global level. As hypothesized, blockwise regression analyses suggest that collective factors affect people’s conservation action both directly and indirectly. In addition, participants’ identification with all humanity moderated the relationship between collective factors and personal intention (and personal norms) to protect global nature. Overall, the results support propositions of the social identity model of pro-environmental action and highlight the importance of collective factors motivating citizens’ conservation action.