From Screens to Green: Understanding How to Connect Young People with Nature and Create Pathways for Environmental Action
(A2026-133627)

AUTHORS

Elizabeth Ford, University of Portsmouth

ABSTRACT

This study addresses why young adults (18–25) with high environmental concern rarely act, creating a persistent value–action gap. Twelve UK student focus groups (n=90) were analysed using reflexive thematic analysis to develop an integrated framework combining Self-Determination Theory, values theory, efficacy beliefs, and the Five Pathways to Nature Connection. Novel findings include technology as a paradoxical moderator reducing nature contact yet enabling discovery via social media, identity barriers such as fear of judgment and activism backlash, and the need to align nature connection and action for nature with young people’s core values. Practical insights for public sector and non-profit marketers include peer-led group activities, wellbeing framing, visible local impact, integration with hobbies, and positive messaging. These strategies can convert concern into meaningful environmental action.