Relationship Between Value Orientations, Attitudes, and Behavioral Intentions Regarding Peatland Conservation in Finland: An Empirical Application of the Cognitive Hierarchy Model
2021
Grammatikopoulou, Ioanna | Eija, Pouta | Janne, Artell
Peatland conservation is an emerging issue considering the number of ecosystem services these ecosystems provide at the global as well as the local level. Here, we examine how people in Finland value peatlands and how these values are associated with their attitudes toward the ecosystem services that peatlands provide, conservation policy, and their behavioral intention to contribute to conservation. To this end, we use the cognitive hierarchy and employ a protection–use orientation approach. We conclude with four classes of orientation, i.e. conservationists, utilitarians, pluralists, and distanced. The mean values of attitudes and behavioral intentions to a large extent differ significantly across the value orientation classes. The cognitive hierarchy and the notion of value orientations provide a more profound angle of the underlying reasons for people’s views regarding conservation. The findings are context specific but have broader relevance considering the significant role of peatlands in regulating the global climate.
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