Abstract Problem and aim : Bird biodiversity loss is a pressing global challenge that requires behavioural engagement, yet the motivational pathways leading to active bird conservation remain underexplored. This study investigates how significant life experiences (SLEs) and environmental values (biospheric, altruistic, hedonistic, egoistic) shape conservation engagement. Methods : Using a mixed‐methods approach, qualitative interviews with German bird conservationists identified formative life experiences. A subsequent survey of 510 participants (177 conservationists, 333 laypeople) compared SLEs and values and examined their predictive role for bird conservation engagement. Group differences : Bird conservationists reported significantly more SLEs and stronger biospheric values than laypeople, whereas laypeople scored higher on hedonistic and egoistic values. Altruistic values did not differ between groups. Predictive pathways : Structural equation modelling showed that emotionally salient SLEs positively predicted biospheric and altruistic values, while experiences in structured settings were more strongly associated with bird conservation engagement. Biospheric values emerged as a key motivational driver, whereas altruistic values were unexpectedly negatively related to engagement. Implications : The findings highlight the importance of tailoring SLEs to intended outcomes: emotionally rich experiences foster intrinsic environmental values, while structured environments facilitate action. Conservation efforts should integrate both to effectively promote value development and behavioural participation in bird conservation, informing environmental education and outreach strategies. Read the free Plain Language Summary for this article on the Journal blog.
Büscher et al. (Wed,) studied this question.