Abstract

Introduction
This study explored whether place preference, an individual's relationship with place, differentiated people on pro-environmental attitudes, nature-relatedness and pro-environmental behavior.

Objective
The aim was to provide a way to segment people and potentially inform behavior change messaging strategies targeting pro-environmental action.

Method
Online participants reported an urban/nature place preference, completed a sense of place measure in reference to this categorisation, followed by counter-balanced nature-relatedness, pro-environmental attitudes and pro-environmental behaviour measures.

Results
Participants reported moderate-to-high levels of sense of place generally and place attachment specifically. Positive associations between sense of place, nature relatedness, pro-environmental attitudes and behaviours existed; but differed by place preference. Correlations were positive in the nature preference group but negative or non-significant in the urban preference group. Individuals with a nature preference reported higher nature-relatedness, pro-environmental attitudes and pro-environmental behavior.

Conclusion
The results suggest place preference can discriminate individuals on a range of pro-environmental concepts and may have potential for behavior change strategies targeting these outcomes.