Designing celebrity-endorsed behavioral interventions in conservation.

The use of celebrity endorsement in environmental conservation interventions aiming to influence human behavior has increased in recent decades. Although good practice in designing, implementing, and evaluating behavioral interventions is outlined in recent publications, guidance on developing conservation interventions with celebrity endorsement remains limited. To fill this gap, we devised a guide for decision-making relating to celebrity-endorsed behavioral interventions based on the behavioral, project design, and celebrity endorsement literatures. The guide advises conducting research to understand the behavior system in question; defining endorser selection models and celebrities based on the research; developing an endorsement strategy with the appropriate communication channels; testing the celebrity, channels, and strategy with the target audience and making adjustments as needed; and, finally, evaluating the intervention after implementation. We applied this strategy to a case study, the aim of which was to design a celebrity-endorsed intervention to reduce consumption of wild meat in Ho Chi Minh City, Vietnam. Following our guide, we found that employing evidence-based decision-making substantially enhanced our ability to understand the complexity and potential cost associated with using celebrity endorsements in behavioral interventions.

Diseño de intervenciones conductuales para la conservación apoyadas por celebridades Resumen En las últimas décadas se ha incrementado el uso del apoyo de celebridades en las intervenciones de conservación ambiental que buscan influir sobre la conducta humana. Aunque las publicaciones recientes describen las buenas prácticas en el diseño, implementación y evaluación de las intervenciones conductuales, todavía son limitadas las directrices sobre el desarrollo de intervenciones de conservación apoyadas por celebridades. Para llenar este vacío, diseñamos una guía para decidir en relación con las intervenciones conductuales apoyadas por celebridades con base en la literatura sobre las conductas, diseño de proyectos y apoyo de celebridades. La guía recomienda investigar para entender el sistema conductual en cuestión; definir los modelos de selección de patrocinadores y celebridades con base en esta investigación; desarrollar una estrategia de apoyo con los canales adecuados de comunicación; probar los canales, estrategia y celebridades con el público objetivo y realizar los ajustes necesarios; y, por último, la evaluación de la intervención posterior a la implementación. Aplicamos esta estrategia a un estudio de caso, cuyo objetivo era diseñar una intervención con apoyo de celebridades para reducir el consumo de fauna en Ciudad Ho Chi Minh, Vietnam. Con nuestra guía encontramos que el uso de decisiones basadas en evidencias mejoró sustancialmente nuestra capacidad para entender la complejidad y el costo potencial asociado con el uso de apoyo de celebridades en las intervenciones conductuales.

Correction: The effectiveness and efficiency of using normative messages to reduce waste: A real world experiment.

[This corrects the article DOI: 10.1371/journal.pone.0261734.].

Flagship events and biodiversity conservation.

Flagship species are a highly effective approach in conservation. We propose the distinct but complementary concept of flagship events: natural or anthropogenic occurrences that attract public attention. Flagship events have high potential value for biodiversity conservation by engaging people with wildlife and helping to garner support for conservation efforts.

Impact on species' online attention when named after celebrities.

Celebrities can generate substantial attention and influence public interest in species. Using a large-scale examination of publicly available data, we assessed whether species across 6 taxonomic groups received more page views on Wikipedia when the species was named after a celebrity than when it was not. We conducted our analysis for 4 increasingly strict thresholds of how many average daily Wikipedia page views a celebrity had (1, 10, 100, or 1000 views). Overall, we found a high probability (0.96-0.98) that species named after celebrities had more page views than their closest relatives that were not named after celebrities, irrespective of the celebrity threshold. The multiplicative effect on species' page views was larger but more uncertain as celebrity page-view thresholds increased. The range for thresholds of 1 to 1000 was 1.08 (95% credible interval [CI] 1.00-1.18) to 1.76 (95% CI 0.96-2.80), respectively. The hierarchical estimates for the taxa tended to be positive. The strongest effects were for invertebrates, followed by amphibians, reptiles, fish, and mammals, whereas the weakest effect was for birds at lower page-view thresholds. Our results suggest that naming species after celebrities could be particularly significant for those belonging to taxonomic groups that are generally less popular than others (e.g., invertebrates). Celebrities may further influence the effectiveness of this marketing strategy, depending on their likability and connection to the species named after them. Eponyms may serve as a reminder of the disproportionate power dynamics between populations and some namesakes' untenable actions. However, they also provide an opportunity to recognize remarkable individuals and promote equity, inclusivity, and diversity in taxonomic practice. We encourage taxonomists to examine whether naming threatened species after celebrities could affect conservation support, especially for species that are otherwise typically overlooked by the public.

Impacto sobre la atención virtual de una especie si lleva el nombre de una celebridad Resumen Las celebridades pueden generar atención considerable e influir sobre el interés público por las especies. Usamos un análisis a gran escala de datos con disponibilidad pública para evaluar si las especies de seis grupos taxonómicos recibían más visitas en Wikipedia cuando el nombre de la especie provenía del de una celebridad que cuando no. Realizamos nuestro análisis en cuatro umbrales cada vez más estrictos de cuántas visitas diarias en promedio tenía la página de Wikipedia de una celebridad (1, 10, 100 or 1000 visitas). En general, descubrimos una probabilidad alta (0.96­0.98) de que las especies con nombres de celebridades tuvieran más visitas que sus parientes más cercanos que no tenían un nombre así, sin importar el umbral de la celebridad. El efecto multiplicativo sobre las visitas a la página de la especie fue mayor pero más incierto si incrementaba el umbral de visitas de la celebridad. El rango para los umbrales de 1 a 1000 fue de 1.08 (95% intervalo creíble [IC] 1.00­1.18) a 1.76 (95% IC 0.96­2.80) respectivamente. Los estimados jerárquicos para los taxones tuvieron una tendencia positiva. Los efectos más fuertes se presentaron en los invertebrados, seguidos de los anfibios, reptiles, peces y mamíferos, mientras que el efecto más débil fue para las aves en los umbrales de menor número de visitas. Nuestros resultados sugieren que nombrar a una especie con el nombre de una celebridad podría ser particularmente importante para aquellas que pertenecen a grupos taxonómicos que generalmente suelen ser menos populares que otros (invertebrados). Las celebridades podrían influir todavía más en la efectividad de esta estrategia de marketing, dependiendo de su popularidad y la conexión con la especie que lleva su nombre. Los epónimos pueden funcionar como recordatorios de las dinámicas disparejas de poder entre las poblaciones y las acciones indefendibles de algunos homónimos. Sin embargo, los epónimos también proporcionan la oportunidad para reconocer individuos destacados y promover la equidad, inclusividad y diversidad en la práctica taxonómica. Alentamos a que los taxónomos analicen si nombrar a una especie amenazada con el nombre de una celebridad podría afectar el apoyo a su conservación, especialmente para las especies que de otra manera suelen ser ignoradas por el público.

The manifold costs of being a non-native English speaker in science.

The use of English as the common language of science represents a major impediment to maximising the contribution of non-native English speakers to science. Yet few studies have quantified the consequences of language barriers on the career development of researchers who are non-native English speakers. By surveying 908 researchers in environmental sciences, this study estimates and compares the amount of effort required to conduct scientific activities in English between researchers from different countries and, thus, different linguistic and economic backgrounds. Our survey demonstrates that non-native English speakers, especially early in their careers, spend more effort than native English speakers in conducting scientific activities, from reading and writing papers and preparing presentations in English, to disseminating research in multiple languages. Language barriers can also cause them not to attend, or give oral presentations at, international conferences conducted in English. We urge scientific communities to recognise and tackle these disadvantages to release the untapped potential of non-native English speakers in science. This study also proposes potential solutions that can be implemented today by individuals, institutions, journals, funders, and conferences. Please see the Supporting information files (S2-S6 Text) for Alternative Language Abstracts and Figs 5 and 6.

Evaluating global interest in biodiversity and conservation.

The first target of the Convention for Biological Diversity (Aichi target 1) was to increase public awareness of the values of biodiversity and actions needed to conserve it-a key prerequisite for other conservation targets. Monitoring success in achieving this target at a global scale has been difficult; however, increased digitization of human life in recent decades has made it easier to measure people's interests at an unprecedented scale and allows for a more comprehensive evaluation of Aichi target 1 than previously attempted. We used Google search volume data for over a thousand search terms related to different aspects of biodiversity and conservation to evaluate global interest in biodiversity and its conservation. We also investigated the correlation of interest in biodiversity and conservation across countries to variables related to biodiversity, economy, demography, research, education, internet use, and presence of environmental organizations. From 2013 to 2020, global searches for biodiversity components increased, driven mostly by searches for charismatic fauna (59% of searches were for mammal species). Searches for conservation actions, driven mostly by searches for national parks, decreased since 2019, likely due to the COVID-19 pandemic. Economic inequality was negatively correlated with interest in biodiversity and conservation, whereas purchasing power was indirectly positively correlated with higher levels of education and research. Our results suggest partial success toward achieving Aichi target 1 in that interest in biodiversity increased widely, but not for conservation. We suggest that increased outreach and education efforts aimed at neglected aspects of biodiversity and conservation are still needed. Popular topics in biodiversity and conservation could be leveraged to increase awareness of other topics with attention to local socioeconomic contexts.

Evaluación del interés mundial en la biodiversidad y la conservación Resumen La primera meta del Convenio sobre la Diversidad Biológica (Meta 1 de Aichi) era aumentar la conciencia pública sobre los valores de la biodiversidad y las acciones necesarias para conservarla, un requisito previo clave para otras metas de conservación. Ha sido difícil monitorear el éxito en la obtención de esta meta a escala mundial; sin embargo, la creciente digitalización de la vida humana en las últimas décadas ha facilitado la medición de los intereses de la gente a una escala sin precedentes y permite una evaluación más exhaustiva de la Meta 1 de Aichi que la que se había intentado previamente. Utilizamos datos sobre el volumen de búsquedas en Google de más de mil términos relacionados con distintos aspectos de la biodiversidad y la conservación para evaluar el interés mundial en la biodiversidad y su conservación. También investigamos la correlación del interés por la biodiversidad y la conservación en los distintos países con variables relacionadas a la biodiversidad, la economía, la demografía, la investigación, la educación, el uso del internet y la presencia de organizaciones ambientalistas. Las búsquedas mundiales sobre los componentes de la biodiversidad aumentaron de 2013 a 2020, impulsadas sobre todo por búsquedas de especies carismática (el 59% de las búsquedas correspondían a especies de mamíferos). Las búsquedas de acciones de conservación, impulsadas principalmente por búsquedas de parques nacionales, han disminuido desde 2019, probablemente debido a la pandemia de COVID-19. La desigualdad económica se correlacionó negativamente con el interés en la biodiversidad y la conservación, mientras que el poder adquisitivo se correlacionó indirectamente de manera positiva con niveles más altos de educación e investigación. Nuestros resultados sugieren un éxito parcial en la obtención de la Meta 1 de Aichi en el sentido de que aumentó ampliamente el interés por la biodiversidad, pero no por la conservación. Sugerimos que se necesitan mayores esfuerzos de divulgación y educación dirigidos a aspectos desatendidos de la biodiversidad y la conservación. Los temas populares de biodiversidad y conservación podrían aprovecharse para aumentar la conciencia sobre otros temas si se presta atención a los contextos socioeconómicos locales.

Understanding the drivers of expert opinion when classifying species as extinct.

The criteria as laid out by the International Union for the Conservation of Nature (IUCN) Red List are the gold standard by which the extinction risk of a species is assessed and where appropriate biological extinctions are declared. However, unlike all other categories, the category of extinct lacks a quantitative framework for assigning this category. Given its subjective nature, we surveyed expert assessors working on a diversity of taxa to explore the attributes they used to declare a species extinct. Using a choice experiment approach, we surveyed 674 experts from the IUCN Species Survival Commission specialist groups and taskforces. Data availability, time from the last sighting, detectability, habitat availability, and population decline were all important attributes favored by assessors when inferring extinction. Respondents with red-listing experience assigned more importance to the attributes data availability, time from the last sighting, and detectability when considering a species extinction, whereas those respondents working with well-known taxa gave more importance to the time from the last sighting. Respondents with no red-listing experience and those working with more well-known taxa (i.e., mammals and birds) were overall less likely to consider species extinct. Our findings on the importance assessors place on attributes used to declare a species extinct provide a basis for informing the development of specific criteria for more accurately assessing species extinctions.

Los criterios establecidos por la Unión Internacional para la Conservación de la Naturaleza (UICN) son la regla de oro con la cual se evalúa el riesgo de extinción de una especie y en donde se declaran las extinciones biológicas. Sin embargo, como con todas las demás categorías, la categoría "extinto" carece de un marco de trabajo cuantitativo para asignar esta categoría. Dada su naturaleza subjetiva, pedimos a los asesores expertos que trabajan con la diversidad de taxones que exploraran los atributos que usan para declarar extinta a una especie. Mediante un experimento de elección, sondeamos a 674 expertos de los grupos especialistas y de trabajo de la Comisión de Supervivencia de Especies de la UICN. La disponibilidad de datos, el tiempo desde la última detección, la detectabilidad, la disponibilidad del hábitat y la declinación poblacional fueron atributos importantes que los asesores favorecieron al inferir las extinciones. Los respondientes con experiencia con la lista roja les asignaron mayor importancia a los atributos de disponibilidad de datos, tiempo desde la última detección y detectabilidad cuando consideraron la extinción de una especie, mientras que los respondientes que trabajan con taxones conocidos le dieron más importancia al tiempo desde la última detección. En general fue menos probable que los respondientes sin experiencia con la lista roja y aquellos que trabajan con los taxones más conocidos (es decir, mamíferos y aves) consideraran extinta a una especie. Nuestros descubrimientos sobre la importancia que los asesores colocan sobre los atributos utilizados para declarar extinta a una especie proporcionan una base para orientar el desarrollo de criterios específicos para evaluar de manera más acertada las extinciones de las especies.

Systematic review of conservation interventions to promote voluntary behavior change.

Understanding human behavior is vital to developing interventions that effectively lead to proenvironmental behavior change, whether the focus is at the individual or societal level. However, interventions in many fields have historically lacked robust forms of evaluation, which makes it hard to be confident that these conservation interventions have successfully helped protect the environment. We conducted a systematic review to assess how effective nonpecuniary and nonregulatory interventions have been in changing environmental behavior. We applied the Office of Health Assessment and Translation systematic review methodology. We started with more than 300,000 papers and reports returned by our search terms and after critical appraisal of quality identified 128 individual studies that merited inclusion in the review. We classified interventions by thematic area, type of intervention, the number of times audiences were exposed to interventions, and the length of time interventions ran. Most studies reported a positive effect (n = 96). The next most common outcome was no effect (n = 28). Few studies reported negative (n = 1) or mixed (n = 3) effects. Education, prompts, and feedback interventions resulted in positive behavior change. Combining multiple interventions was the most effective. Neither exposure duration nor frequency affected the likelihood of desired behavioral change. Comparatively few studies tested the effects of voluntary interventions on non-Western populations (n = 17) or measured actual ecological outcome behavior (n = 1). Similarly, few studies examined conservation devices (e.g., energy-efficient stoves) (n = 9) and demonstrations (e.g., modeling the desired behavior) (n = 5). There is a clear need to both improve the quality of the impact evaluation conducted and the reporting standards for intervention results.

Es vital entender el comportamiento humano para desarrollar intervenciones que lleven efectivamente a un cambio proambiental en el comportamiento, ya sea que estén enfocadas a nivel individual o de sociedad. Sin embargo, históricamente las intervenciones han carecido de evaluaciones sólidas en muchas áreas, lo que dificulta confiar en que estas intervenciones de conservación hayan ayudado exitosamente a proteger el ambiente. Realizamos una revisión sistemática para analizar cuán efectivas han sido las intervenciones no pecuniarias y no regulatorias en el cambio del comportamiento ambiental. Aplicamos la metodología de revisión sistemática de la Oficina de Evaluación y Traducción de la Salud (OETS). Comenzamos con más de 300,000 artículos y reportes arrojados por nuestros términos de búsqueda y después de una valoración crítica de calidad, identificamos 128 estudios individuales que merecían su inclusión dentro de la revisión. Clasificamos las intervenciones en área temática, tipo de intervención, número de veces que el público estuvo expuesto a las intervenciones y duración de las intervenciones. La mayoría de los estudios reportaron un efecto positivo (n = 96). El siguiente resultado más común fue sin efecto (n = 28). Pocos estudios reportaron efectos negativos (n = 1) o mixtos (n = 3). Las intervenciones educativas, de indicaciones y de retroalimentación resultaron en un cambio conductual positivo. La combinación de las múltiples intervenciones fue la más efectiva. Ni la duración de la exposición ni la frecuencia afectaron la probabilidad del cambio conductual deseado. En comparación, pocos estudios analizaron los efectos de las intervenciones voluntarias sobre las poblaciones no occidentales (n = 17) o midieron el comportamiento ecológico resultante actual (n = 1). De manera similar, pocos estudios examinaron los dispositivos (p. ej.: estufas ahorradoras de energía) (n = 9) y demostraciones (p. ej.: modelar un comportamiento deseado) (n = 5) de conservación. Hay una necesidad evidente de mejorar la calidad de las evaluaciones de impacto realizadas y de reportar los estándares para los resultados de las intervenciones.

Evaluating the reliability of media reports for gathering information about illegal wildlife trade seizures.

Illegal wildlife trade (IWT) is threatening many species across the world. It is important to better understand the scale and characteristics of IWT to inform conservation priorities and actions. However, IWT usually takes place covertly, meaning that the data on species, trade routes and volumes is limited. This means that conservationists often have to rely on publicly available law enforcement reports of seizures as potential indicators of the magnitude and characteristics of IWT. Still, even these data may be difficult to access, leading conservationists to use media reports of seizures instead. This is the case in countries like Nepal, which have limited capacity in data keeping and reporting, and no centralized data management system. Yet reliance on media reports risks introducing further biases, which are rarely acknowledged or discussed. Here we characterize IWT in Nepal by comparing data from three sources of information on IWT between January 2005 and July 2017: seizure reports from three Nepali national daily newspapers, official seizure records for Kathmandu district, and data on additional enforcement efforts against IWT in Nepal. We found a strong positive correlation between the number of official and media-reported seizures over time, but media under-reported seizure numbers, with 78% of seizures going unreported. Seizures of charismatic, protected species were reported more often and seizure reports involving tigers were most likely to be reported (57%). Media reports appeared to be a good indicator of trends and the species being seized but not overall seizure number, with the media largely underestimating total seizure numbers. Therefore, media reports cannot be solely relied upon when it comes to informing conservation decision-making. We recommend that conservationists triangulate different data sources when using seizure data reported in the media to more rigorously characterise IWT.

Societal extinction of species.

The ongoing global biodiversity crisis not only involves biological extinctions, but also the loss of experience and the gradual fading of cultural knowledge and collective memory of species. We refer to this phenomenon as 'societal extinction of species' and apply it to both extinct and extant taxa. We describe the underlying concepts as well as the mechanisms and factors that affect this process, discuss its main implications, and identify mitigation measures. Societal extinction is cognitively intractable, but it is tied to biological extinction and thus has important consequences for conservation policy and management. It affects societal perceptions of the severity of anthropogenic impacts and of true extinction rates, erodes societal support for conservation efforts, and causes the loss of cultural heritage.

The effectiveness and efficiency of using normative messages to reduce waste: A real world experiment.

Although they are only home to 16% of the global human population, high-income countries produce approximately one third of the world's waste, the majority of which goes to landfills. To reduce pressure on landfills and natural systems, environmental messaging should focus on reducing consumption. Messages that signal social norms have the potential to influence people to reduce their consumption of comfort goods, such as straws, which are not a necessity for most people. We conducted a randomized field-experiment at a marine park in Portugal to test whether different normative messages reduced visitors' paper straw use when compared to non-normative messages. We found that a message framed around a positive injunctive norm significantly reduced straw use compared to a non-normative message. We estimated that using the message at 17 park concession stands could keep over 27500 straws out of landfills annually and save the park money after two years.

Post COVID-19: a solution scan of options for preventing future zoonotic epidemics.

The crisis generated by the emergence and pandemic spread of COVID-19 has thrown into the global spotlight the dangers associated with novel diseases, as well as the key role of animals, especially wild animals, as potential sources of pathogens to humans. There is a widespread demand for a new relationship with wild and domestic animals, including suggested bans on hunting, wildlife trade, wet markets or consumption of wild animals. However, such policies risk ignoring essential elements of the problem as well as alienating and increasing hardship for local communities across the world, and might be unachievable at scale. There is thus a need for a more complex package of policy and practical responses. We undertook a solution scan to identify and collate 161 possible options for reducing the risks of further epidemic disease transmission from animals to humans, including potential further SARS-CoV-2 transmission (original or variants). We include all categories of animals in our responses (i.e. wildlife, captive, unmanaged/feral and domestic livestock and pets) and focus on pathogens (especially viruses) that, once transmitted from animals to humans, could acquire epidemic potential through high rates of human-to-human transmission. This excludes measures to prevent well-known zoonotic diseases, such as rabies, that cannot readily transmit between humans. We focused solutions on societal measures, excluding the development of vaccines and other preventive therapeutic medicine and veterinary medicine options that are discussed elsewhere. We derived our solutions through reading the scientific literature, NGO position papers, and industry guidelines, collating our own experiences, and consulting experts in different fields. Herein, we review the major zoonotic transmission pathways and present an extensive list of options. The potential solutions are organised according to the key stages of the trade chain and encompass solutions that can be applied at the local, regional and international scales. This is a set of options targeted at practitioners and policy makers to encourage careful examination of possible courses of action, validating their impact and documenting outcomes.

Picturing donations: Do images influence conservation fundraising?

Many environmental organizations use photographic images to engage donors and supporters. While images play a role in fundraising, visual framing remains understudied in the environmental field. Few real-world experiments have examined which types of images result in higher donations to biodiversity conservation. We examined the role of images in conservation fundraising through a public experiment at Zoomarine, a marine park located in southern Portugal. Zoomarine runs a program called Dolphin Emotions where visitors pay to learn about dolphin biology and to interact with dolphins. We placed a donation box and a large informational poster about the Marine Megafauna Foundation, a conservation partner, in the lounge of the Dolphin Emotions program, which is open to participants and their families. The text on the poster, which solicited donations for the Marine Megafauna Foundation, was held constant, while four different image conditions were tested: dolphins, ocean wildlife, children, and people staring out from the poster (i.e., "watching eyes"). Each image condition was displayed for three days at a time and was on display for at least seven randomly assigned three-day periods over the course of 91 days. 20,944 visitors passed the donation box and the four poster conditions during this time and a total of € 952.40 was collected. The differences in mean donations in € per visitor per 3-day period were not statistically significant, F(3, 25) = 0.745, p = 0.54. Thus, we did not find that different images had a significant influence on donations to conservation. This may be due to our choice of visual frames or to the use of a donation box, which is a passive fundraising channel. Future research should examine how visual framing influences donations in other public settings and should test the influence of other visual frames on philanthropic behavior.

Biodiversity conservation as a promising frontier for behavioural science.

Human activities are degrading ecosystems worldwide, posing existential threats for biodiversity and humankind. Slowing and reversing this degradation will require profound and widespread changes to human behaviour. Behavioural scientists are therefore well placed to contribute intellectual leadership in this area. This Perspective aims to stimulate a marked increase in the amount and breadth of behavioural research addressing this challenge. First, we describe the importance of the biodiversity crisis for human and non-human prosperity and the central role of human behaviour in reversing this decline. Next, we discuss key gaps in our understanding of how to achieve behaviour change for biodiversity conservation and suggest how to identify key behaviour changes and actors capable of improving biodiversity outcomes. Finally, we outline the core components for building a robust evidence base and suggest priority research questions for behavioural scientists to explore in opening a new frontier of behavioural science for the benefit of nature and human wellbeing.

What determines the success and failure of environmental crowdfunding?

Online crowdfunding can help address the perennial financial shortfalls in environmental conservation and management. Although many online crowdfunding campaigns fail to collect any funds due to not achieving their targets, little is known about what drives success. To address this knowledge gap, we applied a mixed-methods approach to data from 473 successful and failed campaigns hosted on the online crowdfunding platform Readyfor. We found that fundraising performance varied by topic, with campaigns on pet animal management outperforming those focussed on landscape management and sustainable use. We also found that marketing strategies associated with online findability and increased reach through social networks, increased fundraising success. However, the existence of other environmental campaigns running simultaneously, reduced the chance of success, which implies that the selecting popular topics does not always increase the likelihood of success due to increased competition. Wider applications of marketing could enhance the ability of environmental crowdfunding campaigns to raise funds.

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

Interventions to shift the behaviour of consumers using unsustainable wildlife products are key to threatened species conservation. Whether these interventions are effective is largely unknown due to a dearth of detailed evaluations. We previously conducted a country-level online behaviour change intervention targeting consumers of the Critically Endangered saiga antelope (Saiga tatarica) horn in Singapore. To evaluate intervention impact, we carried out in-person consumer surveys with >2,000 individuals pre- and post-intervention (2017 and 2019), and 93 in-person post-intervention surveys with traditional Chinese medicine (TCM) shopkeepers (2019). The proportion of self-reported high-usage saiga horn consumers in the target audience (Chinese Singaporean women aged 35-59) did not change significantly from pre- to post-intervention (24.4% versus 22.6%). However, post-intervention the target audience was significantly more likely than the non-target audience to accurately recall the intervention message and to report a decrease in saiga horn usage (4% versus 1% reported a behaviour change). Within the target audience, high-usage consumers were significantly more likely than lower-usage consumers to recall the message and report a behaviour change. Across respondents who reported a decrease in saiga horn usage, they cited the intervention message as a specific reason for their behaviour change significantly more than other reasons. Additionally, across all respondents, the belief that saiga is a common species in the wild decreased significantly from pre- to post-intervention. TCM shopkeepers, however, cited factors such as price and availability as the strongest influences on saiga horn sales. In sum, the intervention did significantly influence some consumers but the reduction of high-usage consumer frequency was not significant at the population level. We explore reasons for these findings, including competing consumer influences, characteristics of the intervention, and evaluation timing. This work suggests our intervention approach has potential, and exemplifies a multi-pronged in-person evaluation of an online wildlife trade consumer intervention.

Digital data sources and methods for conservation culturomics.

Ongoing loss of biological diversity is primarily the result of unsustainable human behavior. Thus, the long-term success of biodiversity conservation depends on a thorough understanding of human-nature interactions. Such interactions are ubiquitous but vary greatly in time and space and are difficult to monitor efficiently at large spatial scales. However, the Information Age also provides new opportunities to better understand human-nature interactions because many aspects of daily life are recorded in a variety of digital formats. The emerging field of conservation culturomics aims to take advantage of digital data sources and methods to study human-nature interactions and thus to provide new tools for studying conservation at relevant temporal and spatial scales. Nevertheless, technical challenges associated with the identification, access, and analysis of relevant data hamper the wider adoption of culturomics methods. To help overcome these barriers, we propose a conservation culturomics research framework that addresses data acquisition, analysis, and inherent biases. The main sources of culturomic data include web pages, social media, and other digital platforms from which metrics of content and engagement can be obtained. Obtaining raw data from these platforms is usually desirable but requires careful consideration of how to access, store, and prepare the data for analysis. Methods for data analysis include network approaches to explore connections between topics, time-series analysis for temporal data, and spatial modeling to highlight spatial patterns. Outstanding challenges associated with culturomics research include issues of interdisciplinarity, ethics, data biases, and validation. The practical guidance we offer will help conservation researchers and practitioners identify and obtain the necessary data and carry out appropriate analyses for their specific questions, thus facilitating the wider adoption of culturomics approaches for conservation applications.

Fuentes de Información Digital y Métodos para la Culturomia de la Conservación Resumen La continua pérdida de biodiversidad es el resultado principal del comportamiento humano insostenible. Por esto, el éxito a largo plazo de la conservación de la biodiversidad depende de una comprensión exhaustiva de las interacciones humano-naturaleza. Dichas interacciones son ubicuas pero varían enormemente en el tiempo y el espacio, lo que dificulta su monitoreo eficiente a escalas espaciales amplias. Sin embargo, la Era de la Información también nos proporciona nuevas oportunidades para comprender de mejor manera las interacciones humano-naturaleza pues muchos aspectos de la vida diaria quedan registrados en una variedad de formatos digitales. El campo emergente de la culturomia de la conservación busca aprovechar los recursos y los métodos digitales para estudiar las interacciones humano-naturaleza y así proporcionar nuevas herramientas para el estudio de la conservación a escalas temporales y espaciales relevantes. No obstante, las dificultades técnicas asociadas con la identificación, acceso y análisis de la información relevante obstaculizan la adopción más amplia de los métodos de la culturomia. Para ayudar a superar estas barreras proponemos un marco de trabajo de investigación de culturomia de la conservación que aborde la obtención de datos, el análisis y los sesgos inherentes. Entre las principales fuentes de datos sobre culturomia se incluyen las páginas web, las redes sociales y otras plataformas digitales a partir de las cuales se pueden obtener medidas del contenido y la participación. Normalmente se busca obtener datos crudos a partir de este tipo de plataformas, pero esto requiere que se tengan en consideración las vías de acceso, el almacenaje y la preparación de la información para su posterior análisis. Los métodos para el análisis de datos incluyen analísis de redes para explorar las conexiones entre los temas, el análisis de series de tiempo para los datos temporales y el modelado espacial para resaltar los patrones espaciales. Los desafíos sobresalientes asociados a la investigación en culturomia incluyen temas de interdisciplinariedad, ética, sesgos de datos y validación. La orientación práctica que ofrecemos ayudará a los investigadores y practicantes de la conservación a identificar y obtener los datos necesarios. También les ayudará a realizar análisis apropiados para responder a sus preguntas específicas, facilitando así la adopción más amplia de las estrategias de culturomia para su aplicación en la conservación.

Motivations for the use and consumption of wildlife products.

The dominant approach to combating the illegal wildlife trade has traditionally been to restrict the supply of wildlife products. Yet conservationists increasingly recognize the importance of implementing demand-side interventions that target the end consumers in the trade chain. Their aim is to curb the consumption of wildlife or shift consumption to more sustainable alternatives. However, there are still considerable knowledge gaps in understanding of the diversity of consumer motivations in the context of illegal wildlife trade, which includes hundreds of thousands of species, different uses, and diverse contexts. Based on consultation with multiple experts from a diversity of backgrounds, nationalities, and focal taxa, we developed a typology of common motivations held by wildlife consumers that can be used to inform conservation interventions. We identified 5 main motivational categories for wildlife use: experiential, social, functional, financial, and spiritual, each containing subcategories. This framework is intended to facilitate the segmentation of consumers based on psychographics and allow the tailoring of interventions-whether behavior change campaigns, enforcement efforts, or incentive programs-to the specific context in which they will be used. Underlining the importance of consumer research and collaborating with local actors is an important step toward promoting a more systematic approach to the design of demand reduction interventions.

Motivaciones para el Uso y Consumo de Productos de Fauna Resumen Tradicionalmente, la estrategia dominante para combatir el mercado ilegal de fauna ha sido restringir la oferta de productos de fauna. Aun así, los conservacionistas cada vez reconocen más la importancia de implementar intervenciones por el lado de la demanda que se enfoquen en los consumidores finales en la cadena de mercado. Su objetivo es reducir el consumo de fauna o redirigir ese consumo hacia alternativas más sustentables. Sin embargo, todavía existen vacíos de conocimiento en el entendimiento de la diversidad de motivos para los consumidores dentro del contexto del mercado ilegal de fauna, el cual incluye cientos de miles de especies, diferentes usos y contextos diversos. Con base en consultas a varios expertos con una diversidad de antecedentes, nacionalidades y taxones de enfoque desarrollamos una tipología de motivos comunes que tienen los consumidores de fauna que pueden usarse para orientar las intervenciones de conservación. Identificamos cinco categorías principales de motivos para el uso de fauna: vivencial, social, funcional, financiero y espiritual, cada uno con subcategorías. Este marco de trabajo tiene la intención de facilitar la segmentación de consumidores con base en psicográficos y permitir la personalización de las intervenciones - sean campañas de cambios en el comportamiento, esfuerzos por hacer cumplir las reglas o programas de incentivos - al contexto específico en el que serán utilizadas. Resaltar la importancia de los estudios de mercado y la colaboración con los actores locales es un paso importante hacia la promoción de una estrategia más sistemática para el diseño de intervenciones para reducir la demanda.