Drivers of pro-ecological behaviour norms among environmentalists, hunters and the general public

Abstract

The processes of industrialisation and urbanisation have substantially severed our connection with nature, causing detrimental effects on our ecosystems that underline the urgent necessity for sustainability-driven transformations. However, the dedication to sustainable practices depends on various factors and differs among different groups. This study employs the Value–Belief–Norm Theory of Environmentalism to investigate the impact of the New Ecological Paradigm (NEP), Connectedness to Nature (CNS), agricultural land stewardship, age and gender identity on pro-ecological personal norms. Data collection took place in Malta, an island state characterised by competing pressures over its land use. To encompass diverse group viewpoints, purposive sampling techniques were utilised, engaging environmentalists, hunters, and representatives from the general public. The findings obtained from hierarchical multiple regression analysis highlight a noteworthy positive impact of NEP, CNS, agricultural land stewardship, and age, which collectively explain 40% of the variance in pro-ecological personal norms. The identification of these drivers can provide directions for facilitating the implementation of educational, environmental and legislative policies that can help nurture and foster a sustainable relationship between humans and nature.