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

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 (quantitati...

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Bibliographic Details
Published in:Journal of environmental studies and sciences 2019-12, Vol.9 (4), p.442-448
Main Authors: Ryan, J. C., Mellish, S., Le Busque, B. R., Litchfield, C. A.
Format: Article
Language:English
Subjects:
Articles with Attitude
Best practice
Biodiversity
Biodiversity loss
Communication
Community involvement
Community participation
Conservation
Earth and Environmental Science
Environment
Environmental policy
Human behavior
Marketing
Psychology
Research ethics
Research projects
Social marketing
Sustainable Development
Tourism
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Summary: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.
ISSN:2190-6483
2190-6491
DOI:10.1007/s13412-019-00565-w