Motivating landowners to recruit neighbors for private land conservation

Encouraging motivated landowners to not only engage in conservation action on their own property but also to recruit others may enhance effectiveness of conservation on private lands. Landowners may only engage in such recruitment if they believe their neighbors care about the conservation issue, will positively respond to their conservation efforts, and are likely to take action for the conservation cause. We designed a series of microinterventions that can be added to community meetings to change these beliefs to encourage landowner engagement in recruitment of others. The microinterventions included neighbor discussion, public commitment making, collective goal setting, and increased observability of contributions to the conservation cause. In a field experiment, we tested whether adding microinterventions to traditional knowledge-transfer outreach meetings changed those beliefs so as to encourage landowners in Hawaii to recruit their neighbors for private lands conservation. We delivered a traditional outreach meeting about managing the invasive little fire ant (Wasmannia auropunctata) to 5 communities and a traditional outreach approach with added microinterventions to 5 other communities. Analysis of pre- and post-surveys of residents showed that compared with the traditional conservation outreach approach, the microinterventions altered a subset of beliefs that landowners had about others. These microinterventions motivated reputationally minded landowners to recruit and coordinate with other residents to control the invasive fire ant across property boundaries. Our results suggest integration of these microinterventions into existing outreach approaches will encourage some landowners to facilitate collective conservation action across property boundaries.     

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.     

Qualitative impact evaluation of a social marketing campaign for conservation

Social marketing campaigns use marketing techniques to influence human behavior for the greater social good. In the conservation sector, social marketing campaigns have been used to influence behavior for the benefit of biodiversity as well as society. However, there are few evaluations of their effectiveness. We devised an approach for evaluating the influences of social marketing campaigns on human behavior and conservation outcomes. We used general elimination methodology, a theory-driven qualitative evaluation method, to assess the long-term impacts of a 1998 Rare Pride campaign on the island of Bonaire that was designed to increase the population of the Lora (Amazona barbadensis), a threatened parrot. We interviewed stakeholder groups to determine their perceptions of the drivers of the changes in the Lora population over time. We used these data to develop an overall theory of change to explain changes in the Lora population by looking at the overlap in hypotheses within and between stakeholder groups. We then triangulated that theory of change with evidence from government reports, peer-reviewed literature, and newspapers. The increase in the Lora population was largely attributed to a decrease in illegal poaching of Loras and an associated decrease in local demand for pet Loras. Decreases in poaching and demand were likely driven by a combination of law enforcement, social marketing (including the Rare campaign), and environmental education in schools. General elimination methodology helped show how multiple interventions influenced a conservation outcome over time. There is a need for evidence-based evaluations of social marketing interventions to ensure that limited resources are spent wisely.     

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.     

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.