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Conservation is an ethic of resource use, allocation, and protection. Its primary focus is upon maintaining the health of the natural world: fisheries, habitats, and biological diversity. The secondary focus is on materials' conservation and energy conservation, which are seen as important to protect the natural world. Those who follow the conservation ethic and, especially, those who advocate or work toward conservation goals are termed, conservationists.
The consumer conservation ethic is sometimes expressed by the four R’s: “Rethink, Reduce, Recycle, Repair This social ethic primarily relates to local purchasing, moral purchasing, the sustained and efficient use of renewable resources, the moderation of destructive use of finite resources, and the prevention of harm to common resources such as air and water quality, the natural functions of a living earth, and cultural values in a society.