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Using Audience Segmentation to Understand Nonparticipation in Invasive Mammal Management in Australia.

Lynette J McLeod1, Donald W Hine2

  • 1School of Psychology, University of New England, Armidale, NSW, 2351, Australia. lmcleod7@une.edu.au.

Environmental Management
|June 19, 2019
PubMed
Summary
This summary is machine-generated.

Many landholders do not control invasive mammals due to varying reasons. Tailored strategies are needed, as non-participating groups have distinct capabilities, opportunities, and motivations.

Keywords:
Behavior change wheelHuman behavioral changeIntervention designInvasive species managementPest management

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Area of Science:

  • Ecology
  • Environmental Management
  • Social Science

Background:

  • Invasive mammals pose significant threats to agriculture, biodiversity, and community health.
  • Landholder participation in recommended invasive mammal control activities is often low.

Purpose of the Study:

  • To assess the participation of Western Australian rural landholders in invasive mammal control.
  • To identify the capabilities, opportunities, and motivations influencing landholder engagement.
  • To determine if non-participating landholders can be segmented into distinct subgroups.

Main Methods:

  • A survey of 731 Western Australian rural landholders was conducted.
  • Latent profile analysis was used to identify subgroups among non-participating landholders.
  • Landholders' participation, capabilities, opportunities, and motivations were assessed.

Main Results:

  • Over half of surveyed landholders did not participate in invasive mammal control activities in the past year.
  • Six distinct subgroups of non-participating landholders were identified based on their psychographic profiles.
  • These subgroups included 'Unaware, Unskilled, and Unmotivated', 'Aware but Unskilled and Doubtful', 'Unskilled and Time Poor', 'Disinterested', 'Skilled but Dismissive', and 'Capable but Unmotivated'.

Conclusions:

  • Non-participating landholders are not a homogeneous group.
  • Understanding the diverse capabilities, opportunities, and motivations of different subgroups is crucial.
  • Targeted engagement strategies are required to effectively encourage invasive mammal control participation.