Loving Amazonian nature? Extending the study of psychological nature connection to rural areas in the Global South.
There is growing recognition that environmental management decisions taken by key conservation stakeholders such as farmers are underpinned by both economic and psycho-social factors. However, conservation psychology is still in infancy and there are few validated tools suitable for measuring psycho-social constructs in the Global South. Subjective connection with nature (CWN) is considered to be the basis for pro-conservation attitudes and behaviours but has so far received only scant attention from research into farmers’ decision-making. Here, we introduce a new scale of affective CWN tailored for use in rural areas of the Global South and provide the first field assessment of cognitive and affective CWN in the rural tropics. Our survey found high levels of CWN among non-indigenous farmers living at a major Amazonian deforestation frontier in Brazil. This suggests that CWN has the potential to positively influence farmers’ environmental views and decisions. We also highlight the importance of understanding what kind of “nature” people feel most connected to when responding to CWN measures.