Author: Dr. Ajeet Kumar Dixit & Dr. Durga Prasad Pandey

DOI:-https://doi.org/10.64880/shikshasamvad.v3i2.18

Abstract

The present research paper examines the impact of socially developed beliefs and cultural values on the personal and group approaches to environmental conservation. It states that environmental behavior is not just a consequence of awareness, but it demonstrates highly embedded cultural inclinations and social standards. The research is based on the Value-Belief-Norm  framework and considers the process of interaction between individual and social expectations to generate pro-environmental behaviour. The available evidence on the experience of various societies shows that the cultural systems with a collectivist orientation, where interdependence and shared responsibility are paramount, have a stronger moral commitment towards conservation than those with an individualistic orientation, where the interests of a person are often in the foreground in comparison to communal goals. The research also shows the importance of normative framework and peer processes in supporting sustainable practices, in which the ecological awareness can be transformed into routine with the help of shared standards. Besides that, the analysis assesses the role of media discourses in creating environmental meaning and interacting by creating culturally compelling discourses. Finally, the importance of the study of culture as a part of environmental policy-making and educational interventions is reinforced by the findings to respond to the needs of the conservation effort by addressing the values and beliefs held locally. Local values and beliefs can be promoted through ecological stewardship and collective strength by conservation strategies that are aligned with them. As a result, the authors draw a conclusion that sustainable futures realization does (and must) depend not only on technological progress but also on the development of culturally-based systems that support the positive ethical symbiosis between the human communities and the natural world.

Keywords: Environmental Conservation, Value-Belief-Norm Theory (VBN), Pro-environmental Behavior, Collectivism and Individualism, Ecological Awareness, Environmental Stewardship.