Enhancing the effectiveness of behavioral intervention through high-performing media and the RE-AIM framework:...

Limiting biological invasions is essential for conserving biodiversity and sustainable future. Preventing human-vectored introductions, especially into ecologically important areas, is recognized as critical; however, quantitative evidence on effective interventions, including those targeting behavioral change, is scarce. Moreover, beyond preventing biological invasion, the impact of the medium through which behavioral interventions are delivered on their effectiveness remains poorly understood in conservation. Here using the case of seed introduction into mountainous regions via footwear, we compared the effectiveness of behavioral interventions through cleaning stations equipped with five types of footwear-cleaning tools with overall participants. Specifically, we adopted the RE-AIM framework and evaluate effectiveness of the tools from three dimensions. While the same behavioral messages and intervention devices were used in all cases, the proportion of seeds removed using the cleaning station and the proportion of visitors who spontaneously used the cleaning station varied substantially across the tools used in the cleaning station. This resulted in significant differences in the proportion of seed interception by visitors' voluntary use of the cleaning station. Notably, cleaning stations equipped with a side-brushed scrubber showed the highest performance, intercepting an estimated 55% of seeds that would otherwise be introduced, even without enforcement. Moreover, the intention to use cleaning tools differed among tools, and was primarily constrained by perceived temporal and mental burdens. Our results highlighted the importance of medium in the conservation behavioral interventions. We also suggest utility of the framework in conservation for evaluating and reporting intervention effectiveness, and identifying priority areas for improvement.