Efficacy-based and normative interventions for facilitating the diffusion of conservation behavior through social networks

Research suggests that encouraging motivated residents to reach out to others in their social network is an effective strategy for increasing the scale and speed of conservation action adoption. However, little is known about how to effectively encourage large numbers of residents to reach out to others about conservation causes. We examined the influence of normative and efficacy-based messaging at motivating residents to engage in and to encourage others to participate in native plant gardening in their community. To do so, we conducted a field experiment with messages on mailings and tracked native plant vouchers used. Efficacy messages tended to be more effective than normative messages at increasing residents’ willingness to reach out to others to encourage conservation action, as indicated by a several percentage point increase in native plant voucher use by residents’ friends and neighbors. Messages sometimes had different impacts on residents based on past behaviors and perceptions related to native plant gardening. Among these subgroups, efficacy and combined efficacy and norm messages most effectively encouraged individual and collective actions, as indicated by increased voucher usage. Our findings suggest that interventions that build residents’ efficacy for engaging in a conservation behavior and for reaching out to others may be a promising path forward for outreach. However, given our results were significant at a false discovery rate cutoff of 0.25 but not 0.05, more experimental trials are needed to determine the robustness of these trends.     

Understanding implications of consumer behavior for wildlife farming and sustainable wildlife trade

Unsustainable wildlife trade affects biodiversity and the livelihoods of communities dependent upon those resources. Wildlife farming has been proposed to promote sustainable trade, but characterizing markets and understanding consumer behavior remain neglected but essential steps in the design and evaluation of such operations. We used sea turtle trade in the Cayman Islands, where turtles have been farm raised for human consumption for almost 50 years, as a case study to explore consumer preferences toward wild‐sourced (illegal) and farmed (legal) products and potential conservation implications. Combining methods innovatively (including indirect questioning and choice experiments), we conducted a nationwide trade assessment through in‐person interviews from September to December 2014. Households were randomly selected using disproportionate stratified sampling, and responses were weighted based on district population size. We approached 597 individuals, of which 37 (6.2%) refused to participate. Although 30% of households had consumed turtle in the previous 12 months, the purchase and consumption of wild products was rare (e.g., 64–742 resident households consumed wild turtle meat [i.e., 0.3–3.5% of households] but represented a large threat to wild turtles in the area due to their reduced populations). Differences among groups of consumers were marked, as identified through choice experiments, and price and source of product played important roles in their decisions. Despite the long‐term practice of farming turtles, 13.5% of consumers showed a strong preference for wild products, which demonstrates the limitations of wildlife farming as a single tool for sustainable wildlife trade. By using a combination of indirect questioning, choice experiments, and sales data to investigate demand for wildlife products, we obtained insights about consumer behavior that can be used to develop conservation‐demand‐focused initiatives. Lack of data from long‐term social–ecological assessments hinders the evaluation of and learning from wildlife farming. This information is key to understanding under which conditions different interventions (e.g., bans, wildlife farming, social marketing) are likely to succeed.     

Impact of floodplain and Stage 0 stream restoration on flood attenuation and floodplain exchange during small frequent storms

River flooding impacts human life and infrastructure, yet provides habitat and ecosystem services. Traditional flood control (e.g., levees, dams) reduces habitat and ecosystem services, and exacerbates flooding elsewhere. Floodplain restoration (i.e., bankfull floodplain reconnection and Stage 0) can also provide flood management, but has not been sufficiently evaluated for small frequent storms. We used 1D unsteady Hydrologic Engineering Center's River Analysis System to simulate small storms in a 5 km-long, second-order generic stream from the Chesapeake Bay watershed, and varied % channel restored (starting at the upstream end), restoration location, restoration bank height (distinguishes bankfull from Stage 0 restoration), and floodplain width/Manning's n. Stream restoration decreased (attenuated) peak flow up to 37% and increased floodplain exchange by up to 46%. Floodplain width and % channel restored had the largest impact on flood attenuation. The incremental effects of new restoration projects on flood attenuation were greatest when little prior restoration had occurred. By contrast, incremental effects on floodplain exchange were greatest in the presence of substantial prior restoration, setting up a tradeoff. A similar tradeoff was revealed between attenuation and exchange for project location, but not bank height or floodplain width. In particular, attenuation and exchange were always greater for Stage 0 than for bankfull floodplain restoration. Stage 0 thus may counteract human impacts such as urbanization.