气候变化领域集成服务门户(CCPortal): Audience segmentation approach to conservation messaging for transforming the exotic pet trade

CCPortal

DOI	10.1111/cobi.14267
	Audience segmentation approach to conservation messaging for transforming the exotic pet trade
	Naito, Rumi; Chan, Kai M. A.; Lopez de la Lama, Rocio; Zhao, Jiaying
发表日期	2024
ISSN	0888-8892
EISSN	1523-1739
英文摘要	Advancing transformative change for sustainability requires population-wide behavior change. Yet, many behavioral interventions tackling environmental problems only examine average effects on the aggregate, overlooking the heterogeneous effects in a population. We developed and preregistered a novel audience segmentation approach to test the diverse impact of conservation messaging on reducing demand for exotic pets (private action - i.e., desire to own exotic pets or visit wildlife entertainment places) and fostering citizen engagement for system-wide change (civic action - e.g., signing a petition or participating in a protest against the exotic pet trade). Through an online survey with US participants (n = 2953), we identified 4 population segments (early adopters, early majority, late majority, and laggards), representing varying levels of commitment to wildlife conservation and then randomly assigned each segment to one of 3 messaging conditions. Messages highlighting negative consequences of the exotic pet trade and the power of collective action for system change effectively promoted private action among all segments except early adopters (eta(2)(p) = 0.005). Among civic actions, only the collective action message motivated early adopters and the early majority to sign petitions (phi(C) = 0.193 and phi(C) = 0.097, respectively). Furthermore, the 4 segments showed distinct reasoning for action and inaction on wildlife conservation, with certain relational values, such as care, serving as both motivations and barriers to action. These findings highlight the need for targeted behavioral interventions across diverse populations.
英文关键词	collective civic action; global wildlife trade; message framing intervention; mixed methods; proenvironmental behavior change; randomized controlled trial; relational values; wildlife conservation
语种	英语
WOS研究方向	Biodiversity & Conservation ; Environmental Sciences & Ecology
WOS类目	Biodiversity Conservation ; Ecology ; Environmental Sciences
WOS记录号	WOS:001209417100001
来源期刊	CONSERVATION BIOLOGY
文献类型	期刊论文
条目标识符	http://gcip.llas.ac.cn/handle/2XKMVOVA/301327
作者单位	University of British Columbia; University of British Columbia
推荐引用方式 GB/T 7714	Naito, Rumi,Chan, Kai M. A.,Lopez de la Lama, Rocio,et al. Audience segmentation approach to conservation messaging for transforming the exotic pet trade[J],2024.
APA	Naito, Rumi,Chan, Kai M. A.,Lopez de la Lama, Rocio,&Zhao, Jiaying.(2024).Audience segmentation approach to conservation messaging for transforming the exotic pet trade.CONSERVATION BIOLOGY.
MLA	Naito, Rumi,et al."Audience segmentation approach to conservation messaging for transforming the exotic pet trade".CONSERVATION BIOLOGY (2024).