The extended Value-Belief-Norm theory predicts committed action for nature and biodiversity in Europe

Biodiversity and nature conservation have become prominent issues in the political agenda, at both local and global level, and in this regard the importance of considering people lifestyles, habits and behaviours has received increasing attention. The present study verified an extended version of the Value-Belief-Norm (VBN) theory (Stern et al., 1999) in the prediction of action for biodiversity and nature conservation. Here we found that the VBN sequential path (including biospheric values, general pro-environmental beliefs, awareness of consequences of action, ascription of responsibility for action, and moral norm), integrated by perceived behavioural control and social norms, predict action for nature and biodiversity. Participants (N = 183), recruited in seven European countries, had performed outstanding actions either in nature-related issues or in other areas (or were just involved in some biodiversity/nature relevant actions). They filled in an online questionnaire measuring the examined constructs. Results confirmed the paths predicted by the VBN. In particular, moral norm and biospheric values, as well as perceived behavioural control, showed a direct impact on action for nature/biodiversity. On the other hand, social norms (notably, injunctive norm) showed only an indirect influence on action, via other dimensions. These outcomes suggest that communication and educational agencies should promote the dissemination of biospheric values in the community, in order to trigger the moral obligation of doing something relevant for nature and biodiversity conservation. A major implication is that by increasing the proportion of people acting in a committed way for biodiversity conservation should then provide a social cue for the ones not yet acting. •A survey study including participants from seven countries was conducted.•An extended VBN theory was expected to predict action for biodiversity and nature.•The sequential chain postulated by VBN theory is confirmed.•Moral Norm and Biospheric Values emerged as direct predictors of “green” action.•Injunctive Norm played an indirect role via Perceived Behavioural Control.