THE STRUCTURAL BASIS OF DIFFERENCES BETWEEN INDIVIDUALS IN CONSERVATION AND HUMAN BEHAVIOUR IN RELATION TO SOCIAL PSYCHOLOGY AND COGNITION: AN IN- DEPTH STUDY

Abstract

Despite increased efforts by non-governmental organisations, universities, and governments to save species in recent decades, several hazards persist that continue to diminish their populations and even drive them to extinction. The depletion of biodiversity is mostly attributed to the escalating human utilisation of natural resources. Consequently, it is essential for conservation specialists to investigate the underlying factors that drive human behaviour in order to effectively address this issue. Social psychologists studying decision-making recognise the utilisation of mathematical theories in explaining human decision-making processes. However, they also acknowledge that individuals do not consistently exhibit financially rational behaviour. Instead, personal factors such as attitudes and perceived social pressure can significantly influence decision-making. The researchers investigate the use of social-psychological theory of behaviour within the realms of ecological sustainability and the management of natural resources. Numerous research mostly focus on general attitudes towards conservation rather than specific attitudes towards conservation-related activities, hence limiting their applicability in formulating interventions aimed at modifying these behavioural patterns. A more comprehensive understanding of conservation-relevant behaviours and the development of more effective interventions to influence them can be achieved by adopting a narrower definition of the behaviour under investigation and examining attitudes within the framework of other social-psychological indications of behaviour. These indicators may include consumer attitudes, the presence of supporting factors, and moral obligation.