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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. 

Abstract Why do (or do not) people encourage others in their social networks to adopt climate-friendly behaviors? Encouragement like this has been referred to as “relational organizing,” and can help scale up climate action across communities. Since relational organizing is a social behavior, it likely has its own specific barriers and motivations beyond what affects personal climate action. Food is a big part of our day-to-day lives and our relationships with people we care about. It also impacts the climate, ecosystems, animal welfare, and our own health. As such, people’s climate-friendly food choices provide an ideal case study to explore drivers of relational organizing. Using an online survey with two North American samples of motivated audiences (one US-wide animal advocacy community,N = 1166, and one environmentally focused community in Boulder, Colorado,N = 363), we sought to identify and categorize the social–psychological barriers to and drivers of relational organizing for climate-friendly food choices. Using exploratory factor analysis and predictive models, we found that self-efficacy in carrying out the personal behavior, response efficacy beliefs, supportive social norms, and personal aptitude in relational organizing (e.g., personal norms) predicted relational organizing action after the survey. People’s sense of personal obligation to engage in relational organizing (i.e., personal norms), beliefs that would make a difference to important causes (i.e. response efficacy), and social identity beliefs around activism were particularly important. We discuss how these findings can help inform interventions related to climate-friendly diets, and what this means more broadly for how relational organizing can support climate action.