Relations between natural, technology, and sustainability: A common belief in a causal link between natural and sustainable

In two studies of attitudes and beliefs of American adults (N = 482), there is a substantial positive correlation between pro-natural and pro-sustainability, a weak negative correlation between pro-technology and pro-natural, and a moderate positive or negative correlation between pro-technology and pro-sustainability, depending on the way technology is framed. Participants also believe strongly that natural policies are ‘good for’ sustainability. Liberals are substantially more pro-sustainable than conservatives, but both political groups are strongly pro-natural. Most respondents explicitly believe that organic farming is ‘good for sustainability’, and many believe that genetically engineered foods are not good for sustainability. On open-ended explanations for their beliefs about positive linkages between natural and sustainability, respondents’ reasons are frequently vague, very generic, factually incorrect, or irrelevant to sustainability (e.g., claims that genetically modified organisms are unnatural or bad for human health). Respondents are inclined to believe in a positive association, often a causal link, between natural and sustainable, both concepts they favor. Additional results from a British adult sample show that 65% agree with the statement: ‘Generally, more natural things cause more sustainable outcomes.’ This may be an example of causal inference supported by congruent valences.