Evaluating a large-scale online behaviour change intervention aimed at wildlife product consumers in Singapore

Audience segmentation approach to conservation messaging for transforming the exotic pet trade

Advancing transformative change for sustainability requires population-wide behavior change. Yet, many behavioral interventions tackling environmental problems only examine average effects on the aggregate, overlooking the heterogeneous effects in a population. We developed and preregistered a novel audience segmentation approach to test the diverse impact of conservation messaging on reducing demand for exotic pets (private action - i.e., desire to own exotic pets or visit wildlife entertainment places) and fostering citizen engagement for system-wide change (civic action - e.g., signing a petition or participating in a protest against the exotic pet trade). Through an online survey with US participants (n = 2953), we identified 4 population segments (early adopters, early majority, late majority, and laggards), representing varying levels of commitment to wildlife conservation and then randomly assigned each segment to one of 3 messaging conditions. Messages highlighting negative consequences of the exotic pet trade and the power of collective action for system change effectively promoted private action among all segments except early adopters (ηp 2 = 0.005). Among civic actions, only the collective action message motivated early adopters and the early majority to sign petitions (φC = 0.193 and φC = 0.097, respectively). Furthermore, the 4 segments showed distinct reasoning for action and inaction on wildlife conservation, with certain relational values, such as care, serving as both motivations and barriers to action. These findings highlight the need for targeted behavioral interventions across diverse populations.

An integrative framework for transformative social change: a case in global wildlife trade

To achieve a sustainable future, it is imperative to transform human actions collectively and underlying social structures. Decades of research in social sciences have offered complementary insights into how such transformations might occur. However, these insights largely remain disjunct and of limited scope, such that strategies for solving global environmental challenges remain elusive. There is a need to integrate approaches focusing on individuals and social structures to understand how individual actions influence and are in turn influenced by social structures and norms. In this paper, we synthesize a range of insights across different schools of thought and integrate them in a novel framework for transformative social change. Our framework explains the relationships among individual behaviors, collective actions, and social structures and helps change agents guide societal transitions toward environmental sustainability. We apply this framework to the global wildlife trade-which presents several distinct challenges of human actions, especially amidst the Covid-19 pandemic-and identify pathways toward transformative change. One key distinction we make is between different individual actions that comprise the practice itself (e.g., buying wildlife products; private action) and those that push for a broader system change in practice (e.g., signaling (dis)approval for wildlife consumption; social-signaling action, and campaigning for policies that end unsustainable wildlife trade; system-changing action). In general, transformative change will require an integrative approach that includes both structural reforms and all three classes of individual action.