In this study, we surveyed people in the process of purchasing nature conservation art, about their motivations. Responses were analysed using a reflexive thematic analysis approach, through which we developed four overarching themes: local wildlife as a part of home; passing on opportunities for connection with nature with younger generations; connection to other people through a connection to nature; expressing or responding to an environmental attitude. This dataset contains one word document with anonymised responses from an open-ended question about why respondents were choosing to buy nature art, and one spreadsheet with numbers of individuals who picked particular options from a multichoice question on what people liked about a particular piece of art.