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Related Experiment Video

Updated: Sep 9, 2025

Field Experiments of Pollination Ecology: The Case of Lycoris sanguinea var. sanguinea

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Published on: November 25, 2016

Pollinator pathways: Identifying strategies to engage drivers through creative segmentation.

Laura A Warner¹, Dipendra Aryal², Jaret Daniels³

¹Department of Agricultural Education and Communication, University of Florida, PO Box 110540, Gainesville, FL, 32601, USA; Center for Land Use Efficiency, University of Florida, Gainesville, FL, 32611, USA; McGuire Center for Lepidoptera and Biodiversity, Florida Museum of Natural History, University of Florida, PO Box 112710, Gainesville, FL, 32611, USA.

Journal of Environmental Management

|August 30, 2025

Summary

Public support for pollinator-friendly roadsides is crucial for biodiversity. This study identified distinct public segments, revealing that targeting "Pollinator Advocates in Waiting" can effectively increase engagement and action.

Keywords:

Audience analysis Audience segmentation Decisional balance Wildlife-friendly roadsides

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Last Updated: Sep 9, 2025

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Area of Science:

Conservation Science
Social Science Research
Biodiversity Protection

Background:

Global pollinator decline driven by human activities like land use change, urbanization, and climate change.
Human behavior is critical for addressing pollinator loss, necessitating social science insights.
Pollinator-friendly roadsides offer potential for habitat and connectivity in underutilized areas.

Purpose of the Study:

To understand public attitudes, knowledge, and willingness to support pollinator-friendly roadsides.
To identify key factors influencing public engagement with pollinator conservation initiatives.
To guide strategies for increasing public support for roadside pollinator habitats.

Main Methods:

Conducted an electronic survey of 1051 Floridians.
Analyzed survey data to identify public segments based on attitudes and behavioral readiness.
Examined perceived benefits and barriers influencing support for pollinator-friendly roadsides.

Main Results:

Floridians exhibited positive attitudes but low knowledge regarding pollinator-friendly roadsides.
Four distinct public segments were identified: Pollinator Patrons, Positive Pollinator Passerbys, Pollinator Ponderers, and Pollinator Advocates in Waiting.
Perceived benefits, rather than barriers, were more significant in differentiating these segments.

Conclusions:

Audience segmentation effectively guides targeted communication for increasing public support for pollinator-friendly roadsides.
The 'Pollinator Advocates in Waiting' segment shows high potential for engagement with minimal persuasion.
Tailored outreach strategies can mobilize public action to enhance roadside biodiversity.