Changing conservation behaviors
Changing conservation behaviors
The road to behavior change is paved with many theories. The disciplines of education, sociology, and psychology offer a number of ideas about human behavior that can be used to design programs that influence people’s conservation-related intentions. This chapter organizes many of the most commonly used theories in conservation program development and research around key purposes: providing information, addressing attitudes and social norms, building self-efficacy, exploring values and motivation, designing supportive environments, and organizing an effective program sequence. Some are designed to influence how people change beliefs and learn skills to become responsible citizens, while others explore ways to orchestrate changes in specific behaviors through persuasion, incentives, or requests for commitment. Both types of theory have important roles to play in the development of conservation education and outreach programs.
Keywords: attitude, behavior, belief, incentive, intention, motivation, persuasion, self-efficacy, social norm, value
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