To contribute more effectively to conservation reform, environmental ethics needs a motivational turn, referenced to the best scientific information about motivation. I address the pivotal questions What actually motivates people to conserve nature? and What ought to motivate people to conserve nature? by proposing a framework for understanding motivations and developing motivationally relevant criteria for environmental ethics. The need for an adequate philosophy of psychology for moral philosophy, identified by Elizabeth Anscombe 50 years ago, remains. Only from a psychologically informed motivational framework for morality can ethicists understand and address the widespread rhetoric-behaviors gap plaguing conservation.
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