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There is a gap in the science of human behaviour related to sustainability: While there is a great deal of research on climate-related pro-environmental behaviours, conservation practitioners have repeatedly pointed out a lack of research on nature conservation specific behaviours. With biodiversity loss being equally as dangerous for humanity as climate change, my research set out to address pro-nature conservation behaviours in a systematic manner. Using psychological scale development methods, I created what we believe is the world first Pro-nature Conservation Behaviour Scale (ProCoBS), a validated psychometric measurement tool, which has rapidly been adopted by researchers, conservation organisations and even governmental institutions to understand the publics conservation practices so they can be improved.
The development of this scale and my subsequent research have contributed to a thorough, reliable, and replicable approach to these previously neglected behaviours. For example, research by me and other researchers using the ProCoBS has identified important predictors of pro-nature conservation behaviours.
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