Reasons to Protect Nature: A Qualitative Exploration of Australians’ Avoidance/Approach Motivations and Emotions

Significant changes to Australians’ behaviours toward the natural environment are needed to mitigate a climate emergency. Yet, Australian’s existing concerns for the natural environment have not translated into meaningful action. To address this, a qualitative analysis explored Australians’ avoidance/approach motivations and negative and positive emotions when reporting reasons to protect the natural environment. A qualitative secondary data analysis was employed with a sample of 482 Australians aged 18 to 84 years ( M = 45.55, SD = 15.76) recruited via an online survey. Utilising a content analysis methodology, results showed that participants reported avoidance motivations of loss, destruction, death and suffering. Approach motivations were also reported with anthropocentric and eco-centric drivers. Negative emotions of fear, contempt and hopelessness were identified, whilst positive emotions of compassion, gratitude, awe, beauty, and enjoyment were also conveyed. These findings illustrate the diversity of pro-environmental motivations in Australia, suggesting a multi-pronged approach may be beneficial for environmental communications.