All living creatures have the right to exist and to use environmental resources. It is not only the commercial value of environmental resources that make them valuable, but also the intrinsic value associated with their role as components of nature. This justifies prudent environmental protection. The value-based lobby, in its orthodox form, is sometimes unlikely to work towards integration of the environment and the economy. Within this ideology, the value of untouched nature is placed higher than the benefit obtained from its economic use.
Traditional agriculture is proposed as a sustainable way of living in close contact with nature.
However, some value-driven interest groups also embrace more moderate approaches that allow for the coexistence of nature and industrial production, provided that damages are not permanent and held to a minimum. Value-driven environmental coalitions are most often represented by environmental NGOs, scientists, and the media. Such a coalition having well developed skills and expertise has an important role to play in influencing the selection of the country's future development strategy. Two vital elements of this role are environmental education and awareness raising. Image-driven lobby 135.