Effects of social networks on interventions to change conservation behavior
© 2021 The Authors. Conservation Biology published by Wiley Periodicals LLC on behalf of Society for Conservation Biology.
| Veröffentlicht in: | Conservation biology : the journal of the Society for Conservation Biology. - 1999. - 36(2022), 3 vom: 20. Juni, Seite e13833 |
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| Weitere Verfasser: | , |
| Format: | Online-Aufsatz |
| Sprache: | English |
| Veröffentlicht: |
2022
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| Zugriff auf das übergeordnete Werk: | Conservation biology : the journal of the Society for Conservation Biology |
| Schlagworte: | Journal Article Research Support, Non-U.S. Gov't evaluación de impacto flujo de información impact evaluation influencia social information flow mercadotecnia social modelo estocástico orientado hacia el actor normas sociales mehr... |
| Zusammenfassung: | © 2021 The Authors. Conservation Biology published by Wiley Periodicals LLC on behalf of Society for Conservation Biology. Social networks are critical to the success of behavioral interventions in conservation because network processes such as information flows and social influence can enable behavior change to spread beyond a targeted group. We investigated these mechanisms in the context of a social marketing campaign to promote a wildlife poisoning hotline in Cambodia. With questionnaire surveys we measured a social network and knowledge and constructs from the theory of planned behavior at 3 points over 6 months. The intervention initially targeted ∼11% (of 365) of the village, but after 6 months ∼40% of the population was knowledgeable about the campaign. The likelihood of being knowledgeable nearly doubled with each additional knowledgeable household member. In the short term, there was also a modest, but widespread improvement in proconservation behavioral intentions, but this did not persist after 6 months. Estimates from stochastic actor-oriented models suggested that the influences of social peers, rather than knowledge, were driving changes in intention and contributed to the failure to change behavioral intention in the long term, despite lasting changes in attitudes and perceived norms. Our results point to the importance of accounting for the interaction between networks and behavior when designing conservation interventions |
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| Beschreibung: | Date Completed 30.05.2022 Date Revised 08.07.2022 published: Print-Electronic Citation Status MEDLINE |
| ISSN: | 1523-1739 |
| DOI: | 10.1111/cobi.13833 |