19 pages., via online journal., The rapidly increasing rate of biodiversity and habitat loss across the globe can be largely attributed to human behaviors. Conservation practitioners have struggled to influence behaviors through traditional awareness-raising efforts and been slow to adopt techniques from the behavioral sciences such as social marketing to change behaviors and improve conservation outcomes. We conducted a meta-analysis of 84 social marketing campaigns that applied the same theory of change for human behavior to disrupt patterns of destructive activities such as illegal hunting and overfishing. Questionnaires of more than 20,000 individuals across 18 countries measured changes in behavioral variables pre- and post-campaigns, including knowledge, attitudes, interpersonal communication, behavior intention, and behavior. For each campaign, we extracted data and validated data for behavioral variables, estimated mean effect sizes for each variable across all campaigns, and used path analysis to measure relationships among variables included in seven different models. On average, all behavioral variables increased significantly (p < .001) from 16.1 to 25.0 percentage points following social marketing campaigns. The full model used a combination of all variables and had the highest explained variation in behavior change (71%). Our results highlight the importance of (a) incorporating behavioral theory and social marketing into traditional conservation programs to address threats to biodiversity across the globe; (b) designing interventions that leverage a combination of community knowledge, attitudes, and communication about a behavior; and (c) facilitating more opportunities for interpersonal communication as a main driver of behavior change. We conclude with potential applications for practitioners interested in behavior change campaigns.
Carmenta, Rachel (author), Coomes, David A. (author), DeClerck, Fabrice A.J. (author), Hart, Abigail K. (author), Harvey, Celia A. (author), Milder, Jeff (author), Reed, James (author), Vira, Bhaskar (author), and Estrada-Carmona, Natalia (author)
Format:
Journal article
Publication Date:
2020
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 132 Document Number: D11357
Online via open access., Researchers gathered survey data on 104 integrated landscape initiatives (ILIs) within Latin America and the Caribbean jurisdictions of Puerto Rico, Cuba, and the Dominican Republic. Findings suggested four distinct strategies existed, two of which were only weakly integrated and another two of which were more ambitiously attempting integration, engaging more sectors and scales of governance, and targeting the structural barriers to sustainability.
International: Research and Extension Division, Natural Resources Management and Environment Department, Food and Agriculture Organization of the United Nations, Rome, Italy.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C27946
Muheebwa, Adeline (author) and Wheater, Roger (author)
Format:
Book chapter
Publication Date:
2010
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D08700
Notes:
Pages 123-130 in Gordon Wilson, Pamela Furniss and Richard Kimbowa (eds.), Environment, development and sustainability: perspectives and cases from around the world. Oxford University Press, Oxford, England. 290 pages.
