Growing Natural Connectiresons: The Effects of Modality and Type of Nature on Connectedness to Nature

ABSTRACTAn important predictor of pro-environmental attitudes and behavior is connectedness to nature. However, current research lacks consensus on how to effectively cultivate it in individuals, particularly with media messages. To address this gap, this study investigated how the modality of nature experiences and type of nature influence connectedness to nature in young adults. Data collection involved 164 undergraduate students at a Singapore university who participated in a 2 (modality: physical tour vs video tour) × 2 (nature type: forested area vs botanic garden) factorial experiment. Results showed that nature type did not affect connectedness to nature, nor did fear or disgust mediate that linkage. However, connectedness to nature was higher among participants who took the physical tour than among those who watched the video tour. This effect is consistent with past research and suggests that mediated experiences of nature diminish the richness of sensory experience. It reaffirms the importance of directly experiencing nature as a part of environmental communication and education to promote environmental stewardship.KEYWORDS: Connectedness to naturenature toursmediated experiencenegative emotionenvironmental education Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThis work was supported by the Wee Kim Wee School of Communication and Information.