Audience segmentation can be used to identify target audiences in environmental public engagement and communication, but few studies have used segmentation to study biodiversity conservation behavior. This study used segmentation to better understand perceptions and behaviors around different types of actions related to native plant gardening. With a United States representative survey (n = 1,200), we measured beliefs and intentions to engage in personal-sphere (i.e., individual), social diffusion (i.e., encouraging others to act), and civic action behavior (e.g., voting). A latent class analysis (LCA) revealed four distinct groups within the population: Disengaged, Potential Adopters, Potential Amplifiers, and Potential Advocates. Each class comprised approximately one-quarter of the United States population. We found that certain groups are more receptive to personal-sphere behavior, while others may be more receptive to social diffusion behavior or civic action behavior. The groups varied by key distinguishing characteristics: perceptions around civic action, previous personal-sphere and social diffusion behavior, and intentions to engage in personal-sphere action. Findings revealed opportunities to create tailored public engagement strategies to engage different groups in urban biodiversity conservation behavior.
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How do I feel when I think about taking action? Hope and boredom, not anxiety and helplessness, predict intentions to take climate action
This research examines the extent to which four anticipatory emotional reactions (hope, anxiety, helplessness, and boredom) that arise when contemplating participating in public-sphere climate action predict intentions to engage in such action. In a large, geographically diverse sample of American adults visiting informal science learning centers (e.g., zoos, aquariums; N = 4964), stronger feelings of hope robustly predicted greater intentions to act (η2p = .22, a large effect); whereas stronger feelings of boredom robustly predicted decreased intention to act (η2p = .09, a medium effect). Both of these feelings had significantly more predictive power than political orientation (η2p = .04, a small-to-medium effect). The extent to which respondents felt anxious or helpless was not strongly correlated with their intentions to take action (η2ps ≈ 0.01, a small effect). These findings highlight the underexplored connection between how people feel when they contemplate taking climate action and their intentions to engage in such action.
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- Award ID(s):
- 1239775
- PAR ID:
- 10275758
- Date Published:
- Journal Name:
- Journal of environmental psychology
- Volume:
- 76
- ISSN:
- 0272-4944
- Format(s):
- Medium: X
- Sponsoring Org:
- National Science Foundation
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