Nature Life Values and Products. Britt-Marie Drottz-Sjöberg, Center for Risk Research, Stockholm School of Economics, P.O. Box 6501, S-113 83 Stockholm, Sweden
Results from a national sample questionnaire study (N=1250) on
experiences of nature, life values and consumer products are presented.
The study design included free associations to the concepts "nature",
and "environment", and personal influences from the
environmental debate. Other responses measured items, on Likert-type
scales, in the areas of experiential content of nature experiences,
free time activities, environmental involvement, actions and personal
values, health issues, knowledge of environmental labeling and
the likelihood of future events. People indicated if they perceived
specified phenomena, e.g. earthquakes and HIV-virus, and certain
activities, e.g. irradiation of vegetables and reintroduction
of wolfs into the wilderness, as natural or non-natural. The results
clearly showed the importance Swedes attach to nature, its value
in providing well-being, and preference for natural settings in
contrast to artificially constructed environments. People strongly
agreed that human beings a-re subjected to the laws of nature
in spite of special abilities. They did not find nature strong
enough to withstand the effects of industrialization. There was
a rather good knowledge of Nordic and national environmental labeling
(the Swan and Änglamark), but little knowledge of the EU-flower.
Declarations regarding health, environmental impact, were perceived
as most important in the area of food products, followed by detergents,
and cars. The discussion focuses on linkages between experiences,
attitudes, life values and stated environmentally adapted behavior.
The results indicate the importance of considering experiences,
accounting for conflicts between values and needs, in the further
development of behavioral alternatives and consumer products.