Enhancing the impact of conservation marketing using psychology: A research agenda

Document Type

Journal Article

Publication Title

Journal of Environmental Studies and Sciences

Volume

9

Issue

4

Publisher

Springer

School

School of Medical and Health Sciences

RAS ID

43072

Comments

Ryan, J. C., Mellish, S., Le Busque, B. R., & Litchfield, C. A. (2019). Enhancing the impact of conservation marketing using psychology: A research agenda. Journal of Environmental Studies and Sciences, 9(4), 442-448. https://doi.org/10.1007/s13412-019-00565-w

Abstract

Conservation marketing draws upon social marketing and psychology to address the human dimensions of biodiversity loss. Behavioural scientists with expertise in conservation psychology can contribute to the design of research projects in this field that utilize a variety of methodologies (quantitative and qualitative), formal application for approval of methodology and procedure through relevant human and animal research ethics committees, and implementation and evaluation of projects or campaigns that are based on psychological principles of persuasion, attitude, and behavior change with the aim of protecting biodiversity. Interdisciplinary projects utilizing best practice in conservation psychology, community-based social marketing, and conservation marketing are likely to lead to improved outcomes, such as reductions in human consumption patterns and other unsustainable behaviors and increases in community engagement. A closer relationship between conservation psychology and conservation marketing will lead to publications of research in high-impact peer-reviewed journals, offering practical recommendations for conservation practitioners, as well as reaching laypeople. Importantly, communicating successes and failures of different approaches, projects or campaigns will help conservation practitioners, conservation educators, tourism operators, community groups, policy-makers, and other stakeholders make informed decisions and design effective conservation marketing campaigns based on evidence.

DOI

10.1007/s13412-019-00565-w

Access Rights

subscription content

Link to Full Text

Share

 
COinS