Convincing people to change their behaviors is integral to conservation. Changes in behaviors such as replacing detrimental actions with alternatives or encouraging entirely new, positive activities can be promoted by message framing using motivation science. In this study, we conduct a qualitative content analysis to review overlapping themes across abundant, interdisciplinary conservation behavior change theories to populate a quantitative survey for direct comparison of predicted motivational factors. We examine the survey’s representation of the many dimensions of motivation predicted by the diverse behavior change theories, then we test the survey with a large online sample around the globe to document diverse motivational preferences toward conservation action. Our results reveal four higher level, consistent pathways for message design to motivate conservation action. We now are contrasting patterns of these pathways with zoo visitors at the Cincinnati Zoo & Botanical Garden and with community engagement programs in Kenya, India, Brazil, and the Bahamas.
Message Design to Motivate Conservation Action
Dr. Lily Maynard
ACTIVELOCATION
- United States
- Kenya
- Bahamas
- Brazil
- India
