To change or not to change? Perceived psychological barriers to individuals’ behavioural changes in favour of biodiversity conservation

ABSTRACT Even if there is an increasing public awareness of biodiversity loss, there still is the need to improve individuals’ behaviours in favour of biodiversity conservation, such as composting or buying pollinator-friendly plants. Why do individuals who know about the risks of biodiversity loss, not change their lifestyles to promote biodiversity? The main aim of this paper is to empirically identify the psychological barriers to biodiversity conservation behaviours, with a specific attention to individuals’ perception of the psychological distance of biodiversity loss. To this purpose, 270 individuals were asked to complete a questionnaire. Data demonstrated that six main psychological barriers prevent behavioural change, depending on individuals’ perceived psychological distance as well as on the specific features of the behaviour considered. Our findings constitute a significant theoretical complement to previous research on behavioural change to respond to environmental threats, as it specifically investigates the psychological barriers resulting in citizens’ inaction with regard to biodiversity loss. Furthermore, our paper offers advice for policy-makers, deciding bodies, and associations involved in biodiversity conservation on the cognitive barriers that they might be confronted to when addressing citizens and promoting their engagement in individual and collective actions in favour of the environment.