This was interesting, from the Mother Jones report:
A study from Stanford psychologists released last December found that re-framing environmental messaging in terms of preserving the "purity" of the natural world resonated morally with conservatives.
I guess with Mormons you could insert 'virtue' rather than 'purity' and get the same result. ;)
I detest my loose style and my libertine sentiments. I thank God, who has removed from my eyes the veil... Adrian Beverland