Impacts of ecosystem service message framing and dynamic social norms on public support for tropical forest restoration

IF 5.2 1区 环境科学与生态学 Q1 BIODIVERSITY CONSERVATION Conservation Biology Pub Date : 2024-09-10 DOI:10.1111/cobi.14373
D.‐L. Simons, R. B. Bradbury, K. L. Evans
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Abstract

The effectiveness of strategic psychology‐based marketing techniques for increasing public support for conservation is poorly understood. We assessed how such techniques affect support for tropical rainforest restoration with a controlled online experiment with 1166 nationally representative residents of the United Kingdom. We tested whether support increased when adding ecosystem service (ES) framings to typical nongovernmental organizations’ (NGOs) biodiversity‐focused messages that emphasize benefits to UK residents or people living near the tropical restoration site and a dynamic social norm nudge that emphasized increasing popularity of environmental restoration. We considered how respondents’ psychological traits (nature connection, self‐efficacy, psychological benefits of supporting charities, awareness of environmental degradation in the Global South, and climate change skepticism) influenced responses. Outcomes included respondents’ reported advertisement sufficiency, sympathetic attitudes, behavioral support, and financial support. The study population typically found advertisements sufficient and exhibited sympathetic attitudes and financial, but not behavioral, support. Younger people exhibited greater conservation support than older respondents. Messages framed solely on biodiversity conservation were as effective as those highlighting additional ES benefits received by UK residents and people near the tropical restoration site. This suggests that framing around ESs, rather than nature's intrinsic value, may not strengthen public support for conservation. The dynamic social norm nudge had perverse effects. It reduced perceived social norms and most outcome variables. Alternative dynamic norm nudges warrant testing, but our results support research suggesting dynamic norm nudges can be ineffective when associated with activism, challenging their use by conservation NGOs. Psychological benefits of supporting charities and perceived self‐efficacy increased support for advertisements, highlighting the benefits of including impact statements relating respondents’ support to specific outcomes. Climate change skepticism decreased support, whereas nature connection and perceived static social norms increased it, highlighting the need to increase nature connection and pro‐environmental social norms to elevate public support for conservation.
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生态系统服务信息框架和动态社会规范对公众支持热带森林恢复的影响
人们对以心理学为基础的战略营销技术在提高公众对保护工作的支持方面的效果知之甚少。我们通过对具有全国代表性的 1166 名英国居民进行在线对照实验,评估了此类技术如何影响对热带雨林恢复的支持。我们测试了在典型的非政府组织(NGOs)以生物多样性为重点的信息中添加生态系统服务(ES)框架(强调对英国居民或热带雨林恢复地点附近居民的益处)以及动态社会规范激励(强调环境恢复越来越受欢迎)是否会提高支持率。我们考虑了受访者的心理特征(与自然的联系、自我效能感、支持慈善机构的心理益处、对全球南部环境退化的认识以及对气候变化的怀疑态度)对回应的影响。结果包括受访者报告的广告充分性、同情态度、行为支持和经济支持。研究对象通常认为广告足够,并表现出同情态度和经济支持,但不包括行为支持。与年龄较大的受访者相比,年轻人表现出更大的保护支持。仅以保护生物多样性为框架的信息与那些强调英国居民和热带恢复地点附近的人们所获得的额外环境效益的信息同样有效。这表明,围绕生态系统服务而不是自然的内在价值进行宣传可能不会加强公众对保护的支持。动态社会规范激励产生了反作用。它降低了感知社会规范和大多数结果变量。其他动态规范激励措施值得一试,但我们的研究结果支持动态规范激励措施在与激进主义联系在一起时可能无效的观点,这对非政府保护组织使用动态规范激励措施提出了挑战。支持慈善机构的心理益处和感知自我效能增加了对广告的支持,凸显了将受访者的支持与具体结果相关联的影响声明的益处。气候变化怀疑论降低了支持率,而自然联系和感知到的静态社会规范则提高了支持率,这突出表明需要加强自然联系和亲环境社会规范,以提高公众对保护工作的支持。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Conservation Biology
Conservation Biology 环境科学-环境科学
CiteScore
12.70
自引率
3.20%
发文量
175
审稿时长
2 months
期刊介绍: Conservation Biology welcomes submissions that address the science and practice of conserving Earth's biological diversity. We encourage submissions that emphasize issues germane to any of Earth''s ecosystems or geographic regions and that apply diverse approaches to analyses and problem solving. Nevertheless, manuscripts with relevance to conservation that transcend the particular ecosystem, species, or situation described will be prioritized for publication.
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