Abstract

Place preference can represent the role of place in an individual’s self-concept. This study explored its influence on nature-relatedness and pro-environmental attitudes and behaviours. Online participants (N = 212) self-categorized as having an urban or nature place preference. The nature preference group reported higher nature relatedness, pro-environmental attitudes and more pro-environmental behaviors. Encouragingly, the moderately strong link between nature relatedness, pro-environmental attitudes and behaviours existed irrespective of preference. The findings may be useful for behaviour change and nature engagement strategies focused on urban residents. Place preference can efficiently differentiate individuals so that potentially the most effective behaviour change strategy can be invoked. It may be nature-relatedness centred messages could be more effective for those with a nature preference, while pragmatic messages might be better suited to an urban preference.