The Great Wave of Awareness: Ocean-Featured Art Enhances Anthropomorphisation of the Ocean, Indirectly Causes Pro-Environmental Moral Obligation to Rise / La gran ola de concienciación: el arte dedicado al océano fomenta su ant

Due to the impact of moral variables on behaviour, fostering moral commitment towards natural resources is a promising strategy for promoting pro-environmental action. This study tests whether art-based interventions can enhance anthropomorphisation of the ocean and, subsequently, pro-environmental moral obligation. In an experiment with 304 US participants, individuals were randomly assigned to view either ocean-themed artwork or a non-artistic ocean photograph, paired with either a moral or technical description. Results showed that observing artwork significantly increased anthropomorphisation of the ocean, regardless of the description of the piece or participants’ ideology. In turn, this fostered a greater sense of moral obligation to protect the ocean, showing that anthropomorphisation mediates the relationship between art observation and moral obligation. These findings suggest that contemplating ocean-themed art can enhance moralisation and pro-environmental attitudes. More broadly, art-based interventions may serve as effective tools for promoting the moralisation of natural resources and even marginalised human groups by increasing their perceived humanness, highlighting their potential for mobilising social movements.