Closing nature connectedness to foster environmental culture: investigating urban residents’ utilization and contribution to parks in Vietnam

Abstract This study aims to investigate the potential for enhancing financial contributions to nature conservation and/or environment protection contributed by citizens and/or the private sector in Vietnam. Specifically, the study empirically examines the antecedents of the utilization patterns and financial contribution of city dwellers to public and national parks. We introduce and use a novel CBMM analytic method (Bayesian mindsponge mindspongeconomics combined with Culture Tower) to analyze the dataset of 535 Vietnamese urban residents surveyed in late 2020. Empirical results demonstrate that the more frequently individuals visit parks, the more likely they are to contribute financially to projects in parks as a whole. In addition, having trees in the house positively correlates with donations to national park conservation projects, while the intention to visit a national park in the next 12 months encourages urban residents to contribute to planting projects in public parks. These results suggest that improved environmental literacy and nature connectedness can help encourage citizens to act collectively to help alleviate the financial burden in dealing with environmental issues. We also found that the increased frequency of bushmeat consumption impedes people’s intention to support conservation projects, implying that the consumer culture of nature might be a hindrance in the efforts to engage the public. Based on the findings, this study offers not only the key solution to alleviate financial burdens for nature conservation but also paves the way to nurture and foster environmental culture associated with closer nature connectedness and improved consumption culture for a sustainable future in years to come.