Social-Psychological Factors in Public Support for Local Biodiversity Conservation

This case study investigates the role of social-psychological variables in the general public's intention to support conservation of five local biotopes. A questionnaire survey of 245 people was carried out in Kristianstad Municipality, Sweden. In hierarchical regression analyses, public intention to support conservation was partly predicted by attitude toward biodiversity conservation and by personal norm. The relationship between these variables and intention differed depending on the ecological content of the biotope. It is concluded that when communicating the importance of conserving biotopes to the public, the message should be tailored according to the ecological content of the biotope as well as with regard to public attitudes and personal norms.