Cultivating nature identity and ecological worldviews : a pathway to alter the prevailing dominant social paradigm

The worsening environmental problems demand a shift from the prevailing Dominant Social Paradigm to the New Ecological Paradigm. Yet, little is known on the conditions necessary for societal adoption of conservation behaviour. This qualitative study explores the social-psychological aspects and processes cultivating ecological identity and worldviews by uncovering the activities, interpretation of experiences that capture mental thoughts, emotions and symbolic meanings within the richness of lived experiences. The findings theorise the process of ecological identity building and offers in-depth insights into the motivations and stages of ecological identities and worldviews that support pro-environmental behaviour. The insights extend the identity theory to illustrate the process of nature identity development to include the stages of identity activation, creation and synthesis; reveal Asian values and beliefs that consumers use to rationalise their consumption behaviour; and provide implications for macromarketing, education and sustainability initiatives, and policy making. © The Author(s) 2021