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Can psychology help save the world?Motivating pro-environmental behavior

Susan ClaytonThe College of Wooster

Second Annual Climate Change Conference, Loyola University-Chicago, March 19-21 2015

People do not directly perceive climate change. It is psychologically distant, for the most part

seen as happening in other places and at other times.

How can we create concern?

Create connection.

Anthropomorphism can encourage connection.(Ahn, Kim, & Aggarwal, 2013)

Encouraging empathy with polar bears increased donations to environmental groups. (Swim & Bloodheart, 2013)

Connection can motivate action.

Significant emotional experiences with the natural world can contribute to a stable tendency to perceive oneself as connected to, or interdependent with, nature:

an Environmental identity.

What is the nature of this connection?

A 2001 Sierra Club survey asked people why they care about the environment

My motivations for protecting the wild earth are fairly selfish.

[There is a] sense of myself that I feel when I’m outdoors and nowhere else.

…Something deep within all of us connects us to the natural world. …I feel so connected to that circle [when I am out in the wilderness]…[nature] is connected to the inner core of our being.

(available at http://www.sierraclub.org/sierra/200107/inspire.asp)

Cognitive construction of the self “I think of myself as part of nature, not separate

from it”Appreciation of nature

“I feel I receive spiritual sustenance from experiences with nature”

Involvement with nature “I spend a lot of time in natural settings”

Environmentalism “Behaving responsibly toward the earth -- living a

sustainable lifestyle -- is part of my moral code.”

Environmental Identity scale

Personal experience Culture and heritage Social experiences

How can we nurture a sense of connection?

Creating connection at the zoo

AZA zoos and aquariums are places where people connect with animals. We are therefore dedicated to excellence in animal care and welfare, conservation, education, and research that collectively inspire respect for animals and nature.

Zoos encourage comparisons between humans and other animals

Shared identities may promote empathic responses

Personal connection Social connection Concern

Research at zoos

In one study, a rating of interdependence with nature was higher at the end of a zoo visit than at the beginning

People make comments reflecting a sense of connection to the animals

“We’re all cousins!” “He’s just like a little human!”

Personal connection

The primary reason for visiting the zoo is to go on an outing with friends and family

In a large majority of groups visiting the zoo, one person points the animal out to others (89%) and/or calls attention to the animal (84%)

(Clayton, Fraser, Burgess, 2011)

Social connection

Environmental concern is higher among zoo members than non-members

It’s higher among zoo visitors than non-visitors

Concern

64% of zoo visitors, as compared to only 39% of a national sample, are concerned or alarmed about global warming.

17%, as compared to 35% of the general public, are either disengaged, doubtful, or dismissive with regard to global warming

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Zoos6 Americas

N =3590, sample of 7 zoos nationwide

Learning at the zoo, or experiencing a sense of connection, is correlated with environmental concern

Connection and concern

Connection with animalsThose who said they felt a sense of connection with the animals• Were more likely to say they wanted to help

species in the wild• Were more likely to say they wanted to help

animals in the zoo• Rated themselves as greater in environmental

concern (N = 514)

This was true even after controlling for preexisting differences in environmental identity.

Significant associations with sense of connection

Cognitive involvementHow much had you thought about global warming before today?When I am at a zoo or aquarium I am interested in finding out more about how global warming is affecting wildlife and their natural habitats

Emotional involvementHow worried are you about global warming?How much do you think global warming will harm you personally?

Sense of responsibilityDo you think citizens themselves should be doing more or less to

address global warming?(N = 3000+)

Connection and climate change

Comparing visitors to a Paris zoo at the start (88) or the end (84) of their visit

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Emotion ratings

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knowledge concern self-efficacy

pre-visitpost-visit

Effects of zoo visit

Personal connection: sense of interdependence with nature was correlated with self-efficacy, concern, behavior, desire to do more, and perceptions of individual and governmental responsibility to do more

The role of connection

Personal experience Facilitate time in nature

Culture and heritage Incorporate place-based education

Social experiences Design to promote opportunities

How can we nurture a sense of connection?

Personal experience is decreasing.

A study of 50 years of Disney movies found reduced representation of biodiversity over time (Prevot-Julliard, Julliard, & Clayton, 2014)

The wrong identities can be culturally highlighted.

We need to find ways to emphasize social experiences.

We mention nature and forget ourselves in it: we ourselves are nature, all the same —.

-- Friedrich Nietzsche,Forgotten Nature,”(1880).