Evaluating outcomes of conservation with multidimensional indicators of well-being

Many conservation interventions are hypothesized to be beneficial for both the environment and people's well-being, but this has rarely been tested rigorously. We examined the effects of adoption or nonadoption of a conservation intervention on 3 dimensions of people's well-being (material, relational, and subjective) over time. We focused on a fisheries bycatch management initiative intended to reduce environmental externalities associated with resource extraction. We collected panel data from fishers (n = 250) in villages with (adopters and nonadopters) and without (control) the conservation intervention 3 times over 2 years. We found no evidence that adoption reduced any of the 3 dimensions of well-being in the local populations affected by the intervention. There were modest improvements in material (t = –1.58) and subjective livelihood well-being (p = 0.04) for adopters relative to nonadopters over time. The variations in well-being experiences (in terms of magnitude of change) among adopters, nonadopters, and controls across the different domains over time affirmed the dynamic and social nature of well-being.     

Meta-analysis of human connection to nature and proenvironmental behavior

Understanding what drives environmentally protective or destructive behavior is important to the design and implementation of effective public policies to encourage people's engagement in proenvironmental behavior (PEB). Research shows that a connection to nature is associated with greater engagement in PEB. However, the variety of instruments and methods used in these studies poses a major barrier to integrating research findings. We conducted a meta-analysis of the relationship between connection to nature and PEB. We identified studies through a systematic review of the literature and used Comprehensive Meta-Analysis software to analyze the results from 37 samples (n = 13,237) and to test for moderators. A random-effects model demonstrated a positive and significant association between connection to nature and PEB (r = 0.42, 95% CI 0.36, 0.47, p < 0.001). People who are more connected to nature reported greater engagement in PEB. Standard tests indicated little effect of publication bias in the sample. There was significant heterogeneity among the samples. Univariate categorical analyses showed that the scales used to measure connection to nature and PEB were significant moderators and explained the majority of the between-study variance. The geographic location of a study, age of participants, and the percentage of females in a study were not significant moderators. We found that a deeper connection to nature may partially explain why some people behave more proenvironmentally than others and that the relationship is ubiquitous. Facilitating a stronger connection to nature may result in greater engagement in PEB and conservation, although more longitudinal studies with randomized experiments are required to demonstrate causation.     

Addressing behavior in pollinator conservation policies to combat the implementation gap

Solutions for conserving biodiversity lie in changing people's behavior. Ambitious international and national conservation policies frequently fail to effectively mitigate biodiversity loss because they rarely apply behavior-change theories. We conducted a gap analysis of conservation behavior-change interventions advocated in national conservation strategies with the Behavior Change Wheel (BCW), a comprehensive framework for systematically characterizing and designing behavior-change interventions. Using pollinator conservation as a case study, we classified the conservation actions listed in national pollinator initiatives in relation to intervention functions and policy categories of the BCW. We included all national-level policy documents from the European Union available in March 2019 that focused on conservation of pollinators (n = 8). A total of 610 pollinator conservation actions were coded using in-depth directed content analysis, resulting in the identification of 787 intervention function and 766 policy category codes. Overall, these initiatives did not employ the entire breadth of behavioral interventions. Intervention functions most frequently identified were education (23%) and environmental restructuring (19%). Least frequently identified intervention functions were incentivization (3%), and restriction (2%) and coercion were completely absent (0%). Importantly, 41% of all pollinator conservation actions failed to identify whose behavior was to be changed. Building on these analyses, we suggest that reasons for the serious implementation gap in national and international conservation policies is founded in insufficient understanding of which behavioral interventions to employ for most beneficial impacts on biodiversity and how to clearly specify the intervention targets. We recommend that policy advisors engage with behavior-change theory to design effective behavior-change interventions that underpin successful conservation policies.     

Effectiveness of biodiversity-conservation marketing

Conservation marketing holds potential as a means to engage audiences with biodiversity conservation and help to address the human dimensions of biodiversity loss. Empirical evaluations of conservation marketing indicatives are growing, so we reviewed the literature on this research to inform future directions in the field. We used a systematic search strategy to identify studies that evaluated the effects of conservation marketing interventions (techniques and campaigns) on psychosocial outcomes, categorized as cognitive, affective, or behavioral. Six academic databases (Business Source Complete, Communication & Mass Media Complete, Greenfile, Proquest, Scopus, and Web of Science Core Collections), 3 gray-literature databases (BASE, Zenodo, and Google Scholar), and 2 websites (Rare and WildAid) were searched. Articles were subjected to critical appraisal to assess their methodological quality, and data were extracted from each article and analyzed using narrative synthesis. Altogether 28 studies from 26 articles were included in the review. Twenty-five studies were conducted from 2014 through 2016. Methodological quality of most studies was weak (n = 16, 57%) (moderate quality n = 8, 29%; high quality n = 4, 14%). The proportion of studies that evaluated a conservation-marketing technique (e.g., variants of texts, images, or videos) versus a campaign (e.g., community-based campaigns targeting locally relevant issues, such as unsustainable palm oil agriculture, light pollution, or wood fuel fire use) was relatively balanced. Although many studies reported statistically significant results in the intended direction, the utility of findings was limited by persistent methodological limitations, such as a lack of a comparator group, use of non-validated assessment tools, and a focus on self-reported data and subjective outcomes. Conservation marketing is clearly a nascent field of scientific enquiry that warrants further, high-quality research investigations.     

Effect of semantics in the study of tolerance for wolves

As conservation scholars increasingly recognize the critical role of human thought and behavior in determining the persistence of biodiversity across the globe, a growing line of inquiry regarding the validity and comparability of previous applications of core psychological concepts has emerged. Specifically, inconsistent measurement and use of terms, such as attitudes and acceptance, reveal important questions about previous approaches. Given that these concepts differ by definition, yet have been used interchangeably, we explored what drives differences in people's responses when each concept is operationalized in the context of a contested wildlife species, the gray wolf (Canis lupus). To do so, we used data from a 2014 survey of U.S. residents (n = 1287) to test how measures of six concepts (i.e., acceptance, attitudes, benefits, risks, [prior] behavior, and behavioral intentions) often employed in the conservation social sciences were related with a broad set of possible explanatory variables. Despite moderate to strong correlations between all concepts measured (| Pearson's r | = 0.39–0.65, p < 0.001), results revealed considerable variation in their respective relationships with identical explanatory variables. Specifically, although wildlife value orientation (i.e., domination or mutualism) operated fairly consistently across cognitive and behavioral concepts, the relationship between the six concepts and other factors, such as social trust, identification with various interest groups (i.e., hunter, farmer, or rancher, environmentalist, and animal rights advocate), and political ideology (i.e., liberal vs. conservative), varied considerably. Our findings underscore that differences exist in these measures, which could have serious implications for conservationists integrating social science findings in their decision-making processes if they are unaware of the theoretical underpinnings of and distinctions between core psychological concepts.     

An introduction to decision science for conservation

Biodiversity conservation decisions are difficult, especially when they involve differing values, complex multidimensional objectives, scarce resources, urgency, and considerable uncertainty. Decision science embodies a theory about how to make difficult decisions and an extensive array of frameworks and tools that make that theory practical. We sought to improve conceptual clarity and practical application of decision science to help decision makers apply decision science to conservation problems. We addressed barriers to the uptake of decision science, including a lack of training and awareness of decision science; confusion over common terminology and which tools and frameworks to apply; and the mistaken impression that applying decision science must be time consuming, expensive, and complex. To aid in navigating the extensive and disparate decision science literature, we clarify meaning of common terms: decision science, decision theory, decision analysis, structured decision-making, and decision-support tools. Applying decision science does not have to be complex or time consuming; rather, it begins with knowing how to think through the components of a decision utilizing decision analysis (i.e., define the problem, elicit objectives, develop alternatives, estimate consequences, and perform trade-offs). This is best achieved by applying a rapid-prototyping approach. At each step, decision-support tools can provide additional insight and clarity, whereas decision-support frameworks (e.g., priority threat management and systematic conservation planning) can aid navigation of multiple steps of a decision analysis for particular contexts. We summarize key decision-support frameworks and tools and describe to which step of a decision analysis, and to which contexts, each is most useful to apply. Our introduction to decision science will aid in contextualizing current approaches and new developments, and help decision makers begin to apply decision science to conservation problems.     

Microtargeting for conservation

Widespread human action and behavior change is needed to achieve many conservation goals. Doing so at the requisite scale and pace will require the efficient delivery of outreach campaigns. Conservation gains will be greatest when efforts are directed toward places of high conservation value (or need) and tailored to critical actors. Recent strategic conservation planning has relied primarily on spatial assessments of biophysical attributes, largely ignoring the human dimensions. Elsewhere, marketers, political campaigns, and others use microtargeting—predictive analytics of big data—to identify people most likely to respond positively to particular messages or interventions. Conservationists have not yet widely capitalized on these techniques. To investigate the effectiveness of microtargeting to improve conservation, we developed a propensity model to predict restoration behavior among 203,645 private landowners in a 5,200,000 ha study area in the Chesapeake Bay Watershed (U.S.A.). To isolate the additional value microtargeting may offer beyond geospatial prioritization, we analyzed a new high-resolution land-cover data set and cadastral data to identify private owners of riparian areas needing restoration. Subsequently, we developed and evaluated a restoration propensity model based on a database of landowners who had conducted restoration in the past and those who had not (n = 4978). Model validation in a parallel database (n = 4989) showed owners with the highest scorers for propensity to conduct restoration (i.e., top decile) were over twice as likely as average landowners to have conducted restoration (135%). These results demonstrate that microtargeting techniques can dramatically increase the efficiency and efficacy of conservation programs, above and beyond the advances offered by biophysical prioritizations alone, as well as facilitate more robust research of many social–ecological systems.     

Relationships between hope,optimism, and conservation engagement

The loss and degradation of nature can lead to hopelessness and despair, which may undermine engagement in conservation actions. Emerging movements, such as that behind the organization Conservation Optimism, aim to avert potential despair of those involved in conservation. Some argue that fostering positive states, such as hope or optimism, can motivate engagement and action; however, others question whether fostering hope or optimism may inadvertently undermine perceived gravity of conservation challenges. We examined this issue by quantifying dispositional hope and optimism with a representative sample of Australians (n = 4285) and assessing their relationship with indicators of conservation engagement. We used the Great Barrier Reef (GBR) in Australia as a case study. We asked participants what they could do to help the GBR, then classified their responses into 2 outcome variables: identifying climate actions (i.e., actions that tackle the main threat to the reef) and identifying plastic actions (i.e., actions that are popular among community members). We also quantified likelihood of performing these actions and appraisals of both threats and actions. One dimension of hope, hope pathways (defined by Snyder's hope theory as knowing different ways to act), was associated with greater capacity to identify climate-related behaviors (odds ratio [OR] = 1.44) and plastic reduction behaviors (OR = 1.22) and greater likelihood of adopting climate-related actions (β = 0.20). Optimism was associated with recognition of plastic reduction behaviors only (OR = 1.22). Neither hope nor optimism undermined appraisal of conservation threats. The effects of optimism were mediated by reduced action futility, and effects of hope pathways were mediated by stronger perceptions of threats to the reef (threat appraisal) and confidence in performing useful actions (coping appraisal). Our findings suggest that dispositional hope can strengthen, rather than undermine, appraisal of conservation challenges and solutions and thereby increase conservation engagement.     

Motivations for the use and consumption of wildlife products

The dominant approach to combating the illegal wildlife trade has traditionally been to restrict the supply of wildlife products. Yet conservationists increasingly recognize the importance of implementing demand-side interventions that target the end consumers in the trade chain. Their aim is to curb the consumption of wildlife or shift consumption to more sustainable alternatives. However, there are still considerable knowledge gaps in understanding of the diversity of consumer motivations in the context of illegal wildlife trade, which includes hundreds of thousands of species, different uses, and diverse contexts. Based on consultation with multiple experts from a diversity of backgrounds, nationalities, and focal taxa, we developed a typology of common motivations held by wildlife consumers that can be used to inform conservation interventions. We identified 5 main motivational categories for wildlife use: experiential, social, functional, financial, and spiritual, each containing subcategories. This framework is intended to facilitate the segmentation of consumers based on psychographics and allow the tailoring of interventions—whether behavior change campaigns, enforcement efforts, or incentive programs—to the specific context in which they will be used. Underlining the importance of consumer research and collaborating with local actors is an important step toward promoting a more systematic approach to the design of demand reduction interventions.     

Social values and biodiversity conservation in a dynamic world

Understanding what shape values (which ultimately shape human behavior) will help improve the effectiveness of conservation solutions that depend on public support. To contribute to this understanding, we investigated the influence of societal‐level changes, such as modernization, on values in a multilevel framework. We collected survey responses (n = 4183) to questionnaires mailed to a random selection of households within each county in Washington (U.S.A.) (response rate 32%). We used multilevel modeling to determine the relationship between modernization (e.g., county‐level urbanization, wealth, and education) and wildlife value orientations (values that shape thought about wildlife) while controlling for individual‐level sociodemographics. We then explored how values influence conservation support at different levels (e.g., individual and county) and how values explain conservation support in a case study of public responses to wolf (Canis lupis) recovery. We found positive associations between county‐level examples of modernization and mutualism (a wildlife value orientation that prioritizes the perceived needs of wildlife) independent of a respondent's sociodemographics, and negative associations between modernization and domination (a wildlife value orientation that prioritizes human needs). Our results suggest that context has an additive impact on one's values; certain locations exhibited domination values, whereas others exhibited a mix of value types. This finding is important because actions that restrict human interests to promote biodiversity were negatively associated with domination and positively associated with mutualism. In the wolf case study, mutualism was strongly correlated with less social conflict over wolf recovery in many, but not all, counties (e.g., Pearson's r correlation = 0.59 in one county and a nonsignificant correlation in another). Our findings suggest that modernization operates on values within a state with implications for biodiversity, but other factors in addition to values must be investigated to fully understand what leads to proconservation behavior.     

Social comfort zones for transformative conservation decisions in a changing climate

Novel management interventions intended to mitigate the impacts of climate change on biodiversity are increasingly being considered by scientists and practitioners. However, resistance to more transformative interventions remains common across both specialist and lay communities and is generally assumed to be strongly entrenched. We used a decision-pathways survey of the public in Canada and the United States (n = 1490) to test two propositions relating to climate-motivated interventions for conservation: most public groups are uncomfortable with interventionist options for conserving biodiversity and given the strong values basis for preferences regarding biodiversity and natural systems more broadly, people are unlikely to change their minds. Our pathways design tested and retested levels of comfort with interventions for forest ecosystems at three different points in the survey. Comfort was reexamined given different nudges (including new information from trusted experts) and in reference to a particular species (bristlecone pine [Pinus longaeva]). In contrast with expectations of public unease, baseline levels of public comfort with climate interventions in forests was moderately high (46% comfortable) and increased further when respondents were given new information and the opportunity to change their choice after consideration of a particular species. People who were initially comfortable with interventions tended to remain so (79%), whereas 42% of those who were initially uncomfortable and 40% of those who were uncertain shifted to comfortable by the end of the survey. In short and across questions, comfort levels with interventions were high, and where discomfort or uncertainty existed, such positions did not appear to be strongly held. We argue that a new decision logic, one based on anthropogenic responsibility, is beginning to replace a default reluctance to intervene with nature.     

Effects of social networks on interventions to change conservation behavior

Social networks are critical to the success of behavioral interventions in conservation because network processes such as information flows and social influence can enable behavior change to spread beyond a targeted group. We investigated these mechanisms in the context of a social marketing campaign to promote a wildlife poisoning hotline in Cambodia. With questionnaire surveys we measured a social network and knowledge and constructs from the theory of planned behavior at 3 points over 6 months. The intervention initially targeted ∼11% (of 365) of the village, but after 6 months ∼40% of the population was knowledgeable about the campaign. The likelihood of being knowledgeable nearly doubled with each additional knowledgeable household member. In the short term, there was also a modest, but widespread improvement in proconservation behavioral intentions, but this did not persist after 6 months. Estimates from stochastic actor-oriented models suggested that the influences of social peers, rather than knowledge, were driving changes in intention and contributed to the failure to change behavioral intention in the long term, despite lasting changes in attitudes and perceived norms. Our results point to the importance of accounting for the interaction between networks and behavior when designing conservation interventions.     

Audience segmentation to improve targeting of conservation interventions for hunters

Audience segmentation could help improve the effectiveness of conservation interventions. Marketers use audience segmentation to define the target audience of a campaign. The technique involves subdividing a general population into groups that share similar profiles, such as sociodemographic or behavioral characteristics. Interventions are then designed to target the group or groups of interest. We explored the potential of audience segmentation for use in defining conservation target groups with a case study of hunters in Liberia. Using 2 data sets describing households (n = 476) and hunters (n = 205), we applied a clustering method in which infinite binomial mixture models group hunters and households according to livelihood and behavior variables and a simple method to define target groups based on hunting impact (hunting households and high-impact hunters). Clusters of hunters and households differed in their experiences with confiscation of catch at roadblocks and participation in livelihood-support programs, indicating that these interventions operate unevenly across subsets of the population. By contrast, the simple method masked these insights because profiles of hunting households and high-impact hunters were similar to those of the general population. Clustering results could be used to guide the development of livelihood and regulatory interventions. For example, a commonly promoted agricultural activity, cocoa farming, was practiced by only 2% (out of 87) of the largest hunter cluster of nonlocal gun hunters but was prevalent among local trappers, suggesting that assistance aimed at cocoa farmers is less appropriate for the former group. Our results support the use of audience segmentation across multiple variables to improve targeted intervention designs in conservation.     

Typifying conservation practitioners’ views on the role of education

Education is an established tool to enhance human–environment relationships, despite the lack of empirical evidence to support its use. We used theories of change to unpack assumptions about the role of education in conservation. We interviewed practitioners from 15 conservation organizations in Madagascar to typify implicit pathways of change and assess whether emerging pathways echo theoretical advances. Five pathways were drivers of change: increasing knowledge, changing emotional connection and changing traditional cultural practices, fostering leaders, diversifying outcomes, and influencing community and society. These pathways reflect existing sociopsychological theories on learning and behavioral change. Most interviewees’ organizations had a predominant pathway that was often combined with elements from other pathways. Most pathways lacked culturally grounded approaches. Our research reveals assumptions about the role of education in conservation and indicates that organizations had different ideas of how change happens. The diversity of practices reflects the complexity of factors that influence behavior. Whether this diversity is driven by local sociocultural context, interaction with other conservation approaches, or contingencies remains unclear. Yet, typifying the pathways of change and reflecting on them is the first step towards comprehensive evaluation of when and which pathways and interactions to promote.     

Determining the role of eudaimonic values in conservation behavior

Values are the fundamental reasons why people engage in conservation behaviors. Recent research has called for a more refined approach to studying values in a way that accounts for the concept of eudaimonia. However, the empirical properties for a eudaimonic value scale have not been tested given that previous investigations have remained at the theoretical level. Drawing from an on-site survey of visitors to Denali National Park and Preserve, Alaska, we used a latent profile analysis to better understand the expression of multiple values of nature. Specifically, we segmented respondents by their value orientations with a particular focus on evaluating eudaimonic and hedonic values, alongside the established dimensions of altruistic, biospheric, and egoistic values. We identified 4 distinct subgroups defined by value orientations and validated these subgroups based on measures of conservation behavior and sociodemographic characteristics (e.g., age). These results indicated campaign messaging should harness a combination of eudaimonic, biospheric, and altruistic values to propel individual behavior. We also observed that hedonic and egoistic values defined how people related to nature and played a role, albeit less pronounced, in motivating them to take action. Our study is one of the first efforts to operationalize eudaimonia in a conservation context; thus, we have opened a new avenue for protected-area managers to align their strategies with the underlying values of stakeholders.     

Projecting biodiversity benefits of conservation behavior-change programs

Biodiversity loss is driven by human behavior, but there is uncertainty about the effectiveness of behavior-change programs in delivering benefits to biodiversity. To demonstrate their value, the biodiversity benefits and cost-effectiveness of behavior changes that directly or indirectly affect biodiversity need to be quantified. We adapted a structured decision-making prioritization tool to determine the potential biodiversity benefits of behavior changes. As a case study, we examined two hypothetical behavior-change programs––wildlife gardening and cat containment––by asking experts to consider the behaviors associated with these programs that directly and indirectly affect biodiversity. We assessed benefits to southern brown bandicoot (Isoodon obesulus) and superb fairy-wren (Malurus cyaneus) by eliciting from experts estimates of the probability of each species persisting in the landscape given a range of behavior-change scenarios in which uptake of the behaviors varied. We then compared these estimates to a business-as-usual scenario to determine the relative biodiversity benefit and cost-effectiveness of each scenario. Experts projected that the behavior-change programs would benefit biodiversity and that benefits would rise with increasing uptake of the target behaviors. Biodiversity benefits were also predicted to accrue through indirect behaviors, although experts disagreed about the magnitude of additional benefit provided. Scenarios that combined the two behavior-change programs were estimated to provide the greatest benefits to species and be most cost-effective. Our method could be used in other contexts and potentially at different scales and advances the use of prioritization tools to guide conservation behavior-change programs.     

A systematic review of animal personality in conservation science

Although animal personality research may have applied uses, this suggestion has yet to be evaluated by assessing empirical studies examining animal personality and conservation. To address this knowledge gap, we performed a systematic review of the peer-reviewed literature relating to conservation science and animal personality. Criteria for inclusion in our review included access to full text, primary research articles, and relevant animal conservation or personality focus (i.e., not human personality studies). Ninety-two articles met these criteria. We summarized the conservation contexts, testing procedures (including species and sample size), analytical approach, claimed personality traits (activity, aggression, boldness, exploration, and sociability), and each report's key findings and conservation-focused suggestions. Although providing evidence for repeatability in behavior is crucial for personality studies, repeatability quantification was implemented in only half of the reports. Nonetheless, each of the 5 personality traits were investigated to some extent in a range of conservations contexts. The most robust studies in the field showed variance in how personality relates to other ecologically important variables across species and contexts. Moreover, many studies were first attempts at using personality for conservation purposes in a given study system. Overall, it appears personality is not yet a fully realized tool for conservation. To apply personality research to conservation problems, we suggest researchers think about where individual differences in behavior may affect conservation outcomes in their system, assess where there are opportunities for repeated measures, and follow the most current methodological guides on quantifying personality.     

Achieving conservation impact by shifting focus from human attitudes to behaviors

Attitudes have been a commonly used psychological measure of program effectiveness in conservation social science research. The major limitation of this approach is that attitudes do not always translate into behavior and therefore may not provide an accurate assessment of program success. Given that achieving conservation goals generally relies on understanding and changing human behavior, we argue for the need to assess behavior rather than attitudes as an indicator of conservation outcomes. Psychological theory shows that attitudes and behavior are distinct, but related, concepts. Measuring conservation behaviors involves identifying the target behavior or behaviors and the optimal time to measure and then selecting the most appropriate method of measurement (i.e., direct observation, objective indicators, self-reported behavior, and behavioral intentions) that considers the strengths and weaknesses of each approach. We call for conservation programs to focus on influencing behavior rather than attitudes alone and encourage conservation practitioners and researchers to collect high-quality behavioral data to more effectively inform policy and programs.