Many nature/natural areas are threatened by economic development and urban expansion. Oftentimes nature is not considered part of the cost/benefit analyses preceding such economic development, and most people find it offensive to price-tag nature. To pit (sacred) nature-values against other monetized values (these are so-called taboo trade-offs) is seen as morally offensive. Non-nature related taboo trade-offs (e.g. between life-saving and money-saving) were found elsewhere to induce moral cleansing — attempts to reaffirm one's own moral position by performing overly moral ‘cleansing’ behaviour. This study investigated whether trade-offs between nature as sacred value and money as secular induces such moral cleansing in shape of pro-environmental behaviour (PEB).
A laboratory experiment measured self-reported (hypothetical) and real donations to an environmental cause, after participants were presented with a taboo or non-taboo trade-off. Taboo trade-offs affected participants' real, but not hypothetical behaviour. Findings support prior evidence that confrontation with certain trade-offs affects people's behaviour, and expand the scope of sacred values to include nature, and moral cleansing-behaviour to PEB.
Research news | 2018-07-10
The World in 2050 initiative launches new report outlining synergies and benefits that render the goals achievable
Educational news | 2018-07-02
LEAP our leadership programme designed for changemakers that want to lead social-ecological transformations to sustainability. Application deadline is 5 August 2018.
Research news | 2018-06-27
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Research news | 2018-06-26
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General news | 2018-06-20
Will lead a redesign of the organisational structure at the centre
Research news | 2018-06-20
New book chapter looks into the economic, cultural and ecological reasons why some people leave the fisheries and aquaculture sector, and what could be done to reverse the trend