Shopping versus Nature? An Exploratory Study of Everyday Experiences

Tony P. Craig, Anke Fischer, Altea Lorenzo-Arribas

Although a growing volume of empirical research shows that being in nature is important for human wellbeing, the definition of what constitutes an 'experience in nature,' and how this is different from other types of experiences, is very often left implied. In this paper we contrast everyday experiences involving nature with a category of everyday experience in which most people regularly partake. We present an exploratory study in which people (N = 357) were explicitly asked to describe a memory they had of an everyday 'experience which involved nature,' as well as an everyday 'experience which involved shopping.' The open-ended responses to these questions were analyzed both quantitatively and qualitatively. Nature experiences were generally found to be more positive than shopping experiences, and they were more likely to be rated as 'peaceful' and 'active' compared to shopping experiences. Follow-up analyses indicate a significant interaction between experience category (nature or shopping), and the relationship between connectedness to nature and the amount of pleasure associated with that experience: The more strongly connected to nature a respondent was, the larger the disparity between the pleasantness of the shopping experience and that of the experience in nature tended to be.