The use of personalised social marketing to foster voluntary behavioural change for sustainable travel and lifestyles

Changing public attitudes and behaviour is key to achieving the UK target of a 60% reduction in carbon dioxide emissions by 2050. Top-down campaigns that have provided information to a passive public have not necessarily resulted in pro-environmental behavioural change. This paper examines the use of a personalised social marketing approach to engage the public in changing their personal travel. It provides the results of a project in the City of York to foster voluntary travel behavioural change. Using face-to-face discussions, personalised information and incentives, a statistically significant reduction in car use and an increase in cycling and the use of public transport were achieved over a six-month period. However, this change was not sustained 12 months later. The paper explores the contrasting perspectives on behavioural change and examines the possible lessons that can be learnt to foster voluntary behavioural change in other aspects of household consumption.     

A targeted social marketing approach for community pro-environmental behavioural change

Community-level initiatives will play a key role in meeting greenhouse gas reduction targets. This paper examines the experience gained in applying a targeted social marketing approach to foster local-scale community pro-environmental behavioural change in the City of York, UK. This involved determining the neighbourhood carbon footprint, identifying residents that had access to appropriate infrastructure and were receptive to green issues. Six community teams were recruited from the selected neighbourhoods and provided with information, advice and mentoring on how to reduce their carbon footprint over a six-month period. A statistically significant reduction in carbon emissions was achieved. Each participant achieved a mean reduction in their carbon footprint of 2.0 tonnes of CO₂e/year. The largest reductions were achieved in the areas of shopping and home energy. In addition, it helped to foster community spirit. Based on the experience gained from implementing this approach, a cost-effective model of community engagement is proposed.     

Resolving future fire management conflicts using multicriteria decision making

Management strategies to reduce the risks to human life and property from wildfire commonly involve burning native vegetation. However, planned burning can conflict with other societal objectives such as human health and biodiversity conservation. These conflicts are likely to intensify as fire regimes change under future climates and as growing human populations encroach farther into fire‐prone ecosystems. Decisions about managing fire risks are therefore complex and warrant more sophisticated approaches than are typically used. We applied a multicriteria decision making approach (MCDA) with the potential to improve fire management outcomes to the case of a highly populated, biodiverse, and flammable wildland–urban interface. We considered the effects of 22 planned burning options on 8 objectives: house protection, maximizing water quality, minimizing carbon emissions and impacts on human health, and minimizing declines of 5 distinct species types. The MCDA identified a small number of management options (burning forest adjacent to houses) that performed well for most objectives, but not for one species type (arboreal mammal) or for water quality. Although MCDA made the conflict between objectives explicit, resolution of the problem depended on the weighting assigned to each objective. Additive weighting of criteria traded off the arboreal mammal and water quality objectives for other objectives. Multiplicative weighting identified scenarios that avoided poor outcomes for any objective, which is important for avoiding potentially irreversible biodiversity losses. To distinguish reliably among management options, future work should focus on reducing uncertainty in outcomes across a range of objectives. Considering management actions that have more predictable outcomes than landscape fuel management will be important. We found that, where data were adequate, an MCDA can support decision making in the complex and often conflicted area of fire management.     

Transmitter attachment and release methods for short-term shark and stingray tracking on coral reefs

This study details a simple and cost-effective means of attaching acoustic transmitters to coral reef sharks and stingrays, which potentially allows for retrieval and reuse on completion of tracks. Between 2008 and 2011, galvanised timed releases were trialled in both static field tests and on blacktip reef sharks Carcharhinus melanopterus, cowtail Pastinachus atrus, and porcupine Urogymnus asperrimus rays in Coral Bay (?23°08′41″, 113°45′53″), Western Australia. The timed releases remained attached to animals for the duration required for tracking and in four out of five deployments transmitters were recovered after release from the animals. The use of modified Rototags for sharks and stainless steel darts for stingrays allowed rapid and effective attachment to animals, with limited impact on their welfare in the short term. External attachment for short-term tracking of coral reef-associated elasmobranchs should be considered as a complementary option to internal placement of transmitters in animals either by surgery or by ingestion.     

Small-scale spatial and temporal genetic structure of the Atlantic sea scallop (Placopecten magellanicus) in the inshore Gulf of Maine revealed using AFLPs

Despite long planktonic durations, many species of broadcast spawning invertebrates exhibit genetic structure at small spatial and temporal scales. Amplified fragment length polymorphisms were used to assess genetic variation in the sea scallop, Placopecten magellanicus, among four inshore and one offshore location in the Gulf of Maine and temporal genetic variation among age classes of sea scallops at one site. Our results indicated that genetic structure for P. magellanicus exists on smaller spatial scales (tens to hundreds of kilometers) than expected given the 40-day planktonic larval period. In addition, genetic differences among age classes may be influenced by inter-annual differences in larval supply or reproductive success. Future genetic studies should sample multiple age classes prior to comparison among locations.