The biological diversity is threatened, largely by human activity. Public support seems critical in the efforts to halt the loss of species. Based on Stern, Dietz and Guagnano’s (1995) hierarchical model of environmental concern the objective was to identify the public’s environmental values and personal motives for biodiversity conservation. In a questionnaire survey, including 271 persons, three motives were identified: human-well being and recreation, human survival and respect for nature. In multiple regression analyses a biospheric value orientation could partly predict respect for nature, an egoistic value orientation to some extent predicted human survival, whereas only a tendency to explain human well-being was identified. In turn the three motives predicted 39% of the attitude towards conservation of the local biodiversity. It is suggested that the promotion of policies and actions for conservation of individual biotopes and species could benefit from being formulated according to the identified motives.