Aims & Objectives: This presentation is part of a research which focuses on how sustainability interventions for biodiversity conservation in rural communities are planned by the technicians, received by the populations and implemented as a joint achievement. More specifically, our presentation aims at contributing to clarifying the relationship between social identity and social representations and they are linked to the community involvement in local environmental issues. Context & background literature: This study was developed to follow-up a biodiversity protection project implemented by a NGO concerning habitat conservation. In this context, it is important to identify the different stakeholders of the involved rural community and how they have access to and frame different symbolic and tangible resources. Therefore, our presentation will address the association between identities, social representations and actual practices (Campbel & Jovchelovitch, 2000; Dewulf, Craps & Dercon, 2004). In connection with this we want to contribute to clarifying a contradiction that emerges in the literature concerning the role of identity on local involvement in environmental dilemmas: some studies show that higher local identification hinders participation, other than it fosters it (Bonaiuto, Carrus, Martorella & Bonnes, 2002; Buchecker, Hunziker & Kienast, 2002; Lima & Castro, 2005). Namely, it will help to disentangle the role of identity on sustainable practices and public participation, exploring also possible moderators of this relationship. Method of inquiry or argument: A questionnaire was developed based on the literature and the contents of in-depth interviews with the main stakeholders. 120 telephonic interviews were performed to members of a rural community living in the studied area. Findings & Conclusions: The results examine the relationship between the social identities, the evaluative positioning concerning habitat conservation and the behavioural intentions towards sustainable practices of this rural community, linking their representational systems with identities and public involvement. The discussion will interconnect the results of the questionnaire with the problems raised by the development of data-based intervention programs and the monitoring of stakeholders’ attitudes and practices, highlighting the different ways the symbolic and tangible resources are used by these actors. Applicability to the field & the work to do next: The NGO project accompanied here has several repercussions at the ecological and socio-economic levels, which will be followed-up through a longitudinal design. Therefore, the present field study is a baseline for the monitoring across time of the transformations brought about by the project, furthering our understanding of data-based intervention programs and the monitoring of changes of stakeholders and land users attitudes and practices.