“…The relevance of values to SD and, particularly, to ecologically conscious (consumer) behaviour, is related to the nature of environmental issues as 'social dilemmas', where short-term narrow individual interests conflict with the longer term social interest (Pepper et al, 2009). Researchers have highlighted the role of non-selfish values that promote the welfare of others (including nature), noting that some but not all indigenous societies are known to focus on 'collective' as opposed to 'individual' interests and values, which often result in positive resource conservation strategies and wellbeing (Gadgil et al, 1993;Sobrevila, 2008;Watson et al, 2011). However, it is well known that a range of factors also mediate the impact of values on behaviour so that the link from values to ecologically conscious behaviour is often loose (Pepper et al, 2009).…”