From Values to Action: An Integrative Explanatory Framework for Insect Conservation Intentions and Behavior.

Insects constitute a vital component of terrestrial ecosystems, yet their ongoing global decline underscores the urgency of identifying the factors that facilitate or hinder public engagement in their conservation. This study identifies the key psychological drivers of insect-related conservation behavior within a Romanian context, an understudied geographical and sociocultural setting. Using data collected from 346 adult respondents via an online questionnaire, the predictive performance of the Value-Belief-Norm (VBN) theory, the Theory of Planned Behavior (TPB), and an integrated VBN-TPB framework was examined through Partial Least Squares Structural Equation Modeling (PLS-SEM). The VBN model exhibited superior explanatory power relative to TPB, with biospheric values, ecological worldviews, and personal moral norms emerging as the most influential determinants of behavioral intention and self-reported action. Although participants demonstrated moderate levels of general entomological knowledge, awareness of specific insect-friendly practices was notably limited and frequently characterized by misconceptions. Perceived barriers, particularly informational deficits, time constraints, and financial considerations, exerted significant inhibitory effects on conservation engagement. The findings indicate that effective interventions must extend beyond knowledge transmission, incorporating strategies that activate moral norms, strengthen affective and identity-based motivations, and reduce structural barriers to action.