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Navigating Environmental Attitudes$
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Thomas A. Heberlein

Print publication date: 2012

Print ISBN-13: 9780199773329

Published to Oxford Scholarship Online: January 2013

DOI: 10.1093/acprof:oso/9780199773329.001.0001

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Going with the Flow

Going with the Flow

(p.140) 9 Going with the Flow
Navigating Environmental Attitudes

Thomas A. Heberlein

Oxford University Press

This chapter shows how to take advantage of existing attitudes. Rather than fighting the river or, worse, trying making it go upstream, we can go with the flow and work eddies where water is already headed upstream. As attitudes toward wolves became more positive and norms changed, wolves made comebacks in Michigan, Sweden, and other places. Innovative deer-hunting programs were successfully introduced when they were tailored to naturally changing attitudes. Energy was conserved by capitalizing on existing positive attitudes and implementing technological fixes consistent with attitudes. Millions of dollars have been raised to protect endangered species because positive attitudes toward wolves led to structural changes that allowed people to act on their strong pro-environmental identities.

Keywords:   attitudes, cognitive fix, deer hunting, energy conservation, structural fix, technological fix, wolves

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