Enhancing individuals’ positive attitudes and behavior towards nature (hereafter pro-nature attitudes and behaviour) is a critical step in halting, and ultimately reversing, the ongoing loss of biodiversity. Indeed, their decisions and actions collectively impact the Earth’s ecosystems. Direct interactions with nature are known to influence pro-nature attitudes and behaviour, the nature-benefit hypothesis. Yet, it remains unknown which forms of interactions are crucial in shaping these attitudes and behaviours.

To address this knowledge gap, we conducted a large-scale survey in Japan (n = 6,000) and explored the relationship between pro-nature attitudes and behaviour and the two major forms of direct interactions with nature: living within nature (“nature exposure”) and experiencing nature (“nature experience”). In October 2023, we administered an online questionnaire survey, collecting data on (1) nature exposure (i.e., greenness of the current living environment), (2) nature experience (frequency of visits to nature), (3) pro-nature attitudes (emotional connection to nature; perceived personal and societal benefits of nature; and concern about nature), (4) pro-nature behaviour, and (5) other personal variables (e.g., age, gender). We then determined the importance of nature exposure and experience in predicting pro-nature attitudes and behaviour using cumulative link models.

We found that both nature exposure and experience are key predictors of pro-nature attitudes and behaviour. Individuals living in greener environments and engaging in more nature experiences showed more favourable attitudes and behaviour towards nature. Importantly, however, the association with pro-nature attitudes and behaviour was generally stronger for nature experience than for nature exposure. These results suggest that, while ongoing global urbanisation may contribute to lowering individuals’ pro-nature attitudes and behavior, these negative consequences can still be reduced, or even reversed, by promoting personal experiences with nature.