Conflicting social norms and community conservation compliance

McDonald, Rachel I., Fielding, Kelly S. and Louis, Winnifred R. (2014) Conflicting social norms and community conservation compliance. Journal for Nature Conservation, 22 3: 212-216. doi:10.1016/j.jnc.2013.11.005

Author McDonald, Rachel I.
Fielding, Kelly S.
Louis, Winnifred R.
Title Conflicting social norms and community conservation compliance
Journal name Journal for Nature Conservation   Check publisher's open access policy
ISSN 1617-1381
Publication date 2014-01-01
Year available 2014
Sub-type Article (original research)
DOI 10.1016/j.jnc.2013.11.005
Open Access Status Not yet assessed
Volume 22
Issue 3
Start page 212
End page 216
Total pages 5
Place of publication Jena, Germany
Publisher Urban und Fischer Verlag GmbH und Co. KG
Language eng
Subject 2303 Ecology
2309 Nature and Landscape Conservation
Abstract Though the success of conservation initiatives relies on changing behaviour, little social psychological research has examined factors such as attitudes and social norms in the context of actual conservation campaigns. In the context of reducing light pollution around sea turtle nesting habitats, researching technological solutions has clear merit. Problems such as light glow are, however, fundamentally about human behaviour, and so finding ways to effect behavioural change is critical. Social norms, or perceptions about what other people think and do, have been widely used in behaviour change campaigns across various domains, including campaigns to promote conservation behaviour. Here, we investigate how the norms of different groups may influence our behaviour in the context of a campaign to alter behavioural norms about light glow pollution in a community. We examine attitudes, social norms, and the degree of conflict (versus congruence) between the behaviours of different groups, and their relationship with intentions to engage in conservation behaviours relevant to sea turtle conservation. We show that attitudes and norms are related to behavioural intentions, and conflicts between social norms influence intentions, over and above the norms themselves. This highlights an important consideration for conservation campaigns utilising social norms-based behaviour change appeals.
Keyword Behaviour change
Norm conflict
Sea turtle conservation
Social norms
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2015 Collection
School of Psychology Publications
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