Issues surrounding sustainability are becoming more relevant in recent years. For example, a whole field (i.e., conservation psychology) has emerged in the psychological sciences in recent times. One concept that has received increasing attention over the years is the green values concept. Given the importance of green values for consumer behavior (Haws et al. 2014), social marketers and public policy makers may likely be interested in cultivating and strengthening green values in consumers.
However, our knowledge of the antecedents of green values is limited and insights on factors that strengthen this value orientation in consumers are called for (Steg and de Groot 2012). We respond to this call by identifying consumers’ feeling of connectedness to the natural environment as an important antecedent of green values. In three studies, we provide correlational and quasi-causal evidence for the role self-nature connection plays in cultivating a green value orientation. Our findings have implications for theory and practice.