Values

Values

Stephen Kellert had identified nine to ten basic values in explaining the connection between human and the nature¹⁷. With relation to giant panda, I will only touch on two Kellert value types: Humanistic and utilitarian values.

–          Humanistic values

• Other than the well-planned conservation efforts made, one main reason that marks the success of panda conservation can be attributed to its mega-fauna characteristics. Due to its adorable physical traits and seemingly harmless behaviours, the giant panda is considered a charismatic mega-fauna species. This is also part of the reason why the giant panda was chosen as the logo for the WWF. Such adorable features have the ability to elicit positive emotions in people, inducing humanistic values. Humanistic values are emotional attachments towards nature, with a greater affection for individual animals. Hence with such humanistic values infused in people, they will be more willing to protect this adorable and vulnerable species.

–          Utilitarian values

• Another reason contributing to the current achievement may be the rising utilitarian value in giant pandas in China. Giant pandas currently serve as an emblem for China, boosting the country’s economy by attracting more tourists. In addition, in the midst of protecting the giant panda, the environments in which people reside in are also protected. This allows people using the region’s natural habitats to benefit as well. For instance, ecotourism will be a great source of income for the local communities¹⁸. Hence, these benefits to people may garner greater support in protecting the giant panda.

Value Belief Norm Model

The Value Belief Norm model¹⁹ by Stern et al. (1999) suggests that with environmental values, general belief or worldview about the environment may be influence. This in turn influences people’s beliefs on the consequences of environmental changes and their perceived ability and responsibility in taking actions. These then influence personal norms about behaviours.

In accordance to this model, the elicited humanistic and utilitarian values seem to suggest the success of conservation efforts as observed. These values serve as a good starting point in changing people’s beliefs about the consequences of the extinction of giant panda. With a greater awareness and understanding of their perceived ability in changing the situation, people are more likely to engage in the ascription of responsibility. This is likely to influence their personal norms and take actions such as supporting policies that protect giant panda.