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Effectiveness of biodiversity-conservation marketing
Authors:Jillian Ryan  Sarah Mellish  Jillian Dorrian  Tony Winefield  Carla Litchfield
Affiliation:1. Conservation Psychology and Applied Animal Behaviour Research Group, University of South Australia, Magill Campus, St Bernards Road, GPO Box 2471, Magill, SA, 5001 Australia;2. Behaviour-Brain-Body Research Centre, University of South Australia, Magill Campus, St Bernards Road, GPO Box 2471, Magill, SA, 5001 Australia
Abstract: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.
Keywords:biodiversity  cognition  conservation psychology  human behavior  species conservation  biodiversidad  conducta  conocimiento  especies  psicología de la conservación  保护心理学  物种  生物多样性  行为  认知
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