An inconvenient reality: the relationships between personality, advertising, pro-environmental attitudes, and pro-environmental behaviour

Despite the severity of earth's ecological crisis and the important role psychology plays in preventing further damage, little research has been conducted into the psychology of environmental conservation. Furthermore, the few studies that have been conducted pay little attention to personality, which has been shown to have a significant relationship with environmental conservation. The aim of this thesis was to conduct research into this field, in particular how personality is related to pro-environmental attitudes and behaviour. The aim of Study 1 was to examine which personality traits are related to pro-environmental attitudes and behaviour. It was found that the personality traits of locus of control, altruism, and openness were positively related to pro-environmental attitudes. Agreeableness and psychopathy were negatively related to pro-environmental behaviour. Furthermore, pro-environmental attitudes were positively related to pro-environmental behaviour. Study 2 aimed to examine the effects of advertising on pro-environmental attitudes and behaviour. It was found that positive imagery increased pro-environmental sttitudes, and that openness was positively related to pro-environmental attitudes. In contrast imagery did not affect pro-environmental behaviour, but neuroticism was negatively related to pro-environmental behaviour. The strengths and limitations of these studies were discussed, as well as how their findings contributed to the field of conservation psychology.