生态系统服务信息框架和动态社会规范对热带森林恢复公共支持的影响
D-L Simons1,2, R B Bradbury3,4, K L Evans1
1Ecology and Evolutionary Biology, School of Biosciences, University of Sheffield, Sheffield, UK.
Conservation biology : the journal of the Society for Conservation Biology
|September 10, 2024
概括
基于心理学的保护营销是复杂的. 仅在生物多样性,而不是生态系统服务上构建信息,避免动态的社会规范推动是获得公众支持的关键,特别是在年轻人群中.
科学领域:
- 环境心理学 环境心理学
- 保护营销营销 保护营销
- 行为科学 行为科学
背景情况:
- 保护,特别是热带雨林恢复的公共支持至关重要,但对于有效的营销策略来说,人们对其了解甚少.
- 非政府组织 (NGO) 越来越多地使用基于心理学的营销技术,包括框架和社会规范,但它们的有效性需要经验验证.
研究的目的:
- 评估基于心理学的不同营销技术对热带雨林恢复的公共支持的影响.
- 调查围绕生态系统服务 (ES) 或使用动态社会规范推动的信息框架是否与传统的以生物多样性为重点的信息相比,增强了保护支持.
- 检查个人心理特征对保护营销反应的影响.
主要方法:
- 对1166名英国居民进行了一项受控的在线实验.
- 参与者接触到不同的信息框架:仅生物多样性,生物多样性带有ES好处 (对于英国当地或附近的人口),以及动态的社会规范推动.
- 测量结果包括广告充足度,态度,行为支持和财务支持,分析与自然连接和气候变化怀疑等心理特征相比.
主要成果:
- 传统的生物多样性信息和包含ES好处的信息显示出类似的有效性;ES框架没有显著增加支持.
- 一个动态的社会规范推动对感知到的社会规范和整体支持产生了负面影响,这表明与活动主义相关联时可能会产生不利影响.
- 心理因素,如更高的自然联系,自我效能和感知到的静态社会规范,与支持有积极的相关性,而气候变化怀疑主义则减少了支持.
结论:
- 目前基于心理学的营销策略,特别是动态的社会规范推动,可能对保护运动无效或不利.
- 将信息定制为心理特征,强调影响,促进与自然的联系和支持环境的社会规范是增加公共保护支持的更有前途的途径.
- 未来的研究应该探索其他社会规范干预措施,并专注于利用保护参与的内在心理驱动因素.
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