INFLUENCE OF VALUES, BELIEFS AND PROBLEM PERCEPTION ON PERSONAL NORMS FOR BIODIVERSITY PROTECTION

Abstract

The article investigates the influence of values, beliefs and problem perception on personal norms for biodiversity protection. The study is based on the Value-Belief-Norm Theory. The sample consists of 499 Turkish students in secondary education. Regression analysis showed that - regarding values - only universalism as biospheric-altruistic value orientation had an impact on personal norms. Investigating beliefs, perceived ability to reduce threats and ascription of responsibility to protect biodiversity were predictors for personal norms. Regarding problem perception, socio-economic and ecological problem perception as well as problem denial strongly influenced personal norms. The paper argues for an interdisciplinary biodiversity education, which focuses on the consideration of the different perspectives regarding biodiversity and its protection.