Implications of Attitude and Behavior Research for Environmental Conservation

Discusses the difficulties of changing both behavior and motivations to generate more environmentally responsible behavior from people. The study of attitude and behavior suggests that internal locus of control, a strong sense of responsibility, a solid understanding of issues and action strategies, and a positive attitude are contributing factors for more responsible behavior. Attitude-behavior discrepancies found in research may be due in part to poor research design and confounding factors, such as social norms. Education programs should (1) be geared to the audience's level of knowledge, attitude, and moral development; (2) explain both sides of the issue; (3) encourage more direct contact with the natural environment; and (4) stimulate a sense of responsibility and personal control.