Motivating residents to volunteer for urban waterway restoration: A segmentation approach
Abstract Urban landscapes play a crucial role in the health of freshwater ecosystems. The task of protecting and restoring urban freshwater waterways requires concerted efforts from all sectors of society, including volunteers. The recruitment and retention of volunteers is often a challenge for com...
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| Main Authors: | , , , , , , , |
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| Format: | Article |
| Language: | English |
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Wiley
2024-11-01
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| Series: | Conservation Science and Practice |
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| Online Access: | https://doi.org/10.1111/csp2.13258 |
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| author | Zack Dorner Lynette J. McLeod Taciano L. Milfont Philip Stahlmann‐Brown Donald W. Hine Robbie D. C. Maris Jane C. Kitson Natasha A. Tassell‐Matamua |
| author_facet | Zack Dorner Lynette J. McLeod Taciano L. Milfont Philip Stahlmann‐Brown Donald W. Hine Robbie D. C. Maris Jane C. Kitson Natasha A. Tassell‐Matamua |
| author_sort | Zack Dorner |
| collection | DOAJ |
| description | Abstract Urban landscapes play a crucial role in the health of freshwater ecosystems. The task of protecting and restoring urban freshwater waterways requires concerted efforts from all sectors of society, including volunteers. The recruitment and retention of volunteers is often a challenge for community environmental organizations as urban residents are diverse and influenced by a blend of personal, societal, and environmental factors. We surveyed a representative sample of 1901 urban residents across Aotearoa New Zealand and used the Behaviour Change Wheel framework and audience segmentation to understand the underlying factors influencing volunteering for waterway restoration projects and to identify potential target audiences to recruit new volunteers. We identified four segments within the target audience (“Supportive,” “Receptive but unsure,” “Hesitant and lack opportunity,” and “Reluctant”) each with its own unique profile of capabilities, opportunities, and motivations for volunteering. Recommendations for appropriate intervention designs to increase levels of volunteering include providing tailored messaging and events for those who are “Receptive but unsure” or “Hesitant and lack opportunity” and information about volunteering opportunities to “Supportive” individuals. This knowledge lays the groundwork for future initiatives focused on increasing urbanites' volunteering with community freshwater restoration groups. |
| format | Article |
| id | doaj-art-bc6d3091b09b4f71982f8dc14d65e6ea |
| institution | Kabale University |
| issn | 2578-4854 |
| language | English |
| publishDate | 2024-11-01 |
| publisher | Wiley |
| record_format | Article |
| series | Conservation Science and Practice |
| spelling | doaj-art-bc6d3091b09b4f71982f8dc14d65e6ea2024-11-10T06:27:48ZengWileyConservation Science and Practice2578-48542024-11-01611n/an/a10.1111/csp2.13258Motivating residents to volunteer for urban waterway restoration: A segmentation approachZack Dorner0Lynette J. McLeod1Taciano L. Milfont2Philip Stahlmann‐Brown3Donald W. Hine4Robbie D. C. Maris5Jane C. Kitson6Natasha A. Tassell‐Matamua7Department of Environment Management Lincoln University Lincoln New ZealandSchool of Psychology, Speech and Hearing University of Canterbury Christchurch New ZealandSchool of Psychology University of Waikato Tauranga New ZealandManaaki Whenua‐Landcare Research Wellington New ZealandSchool of Psychology, Speech and Hearing University of Canterbury Christchurch New ZealandWaikato Management School University of Waikato Hamilton New ZealandKitson Consulting Ltd Invercargill New ZealandCentre for Indigenous Psychologies, School of Psychology Massey University Manawatū New ZealandAbstract Urban landscapes play a crucial role in the health of freshwater ecosystems. The task of protecting and restoring urban freshwater waterways requires concerted efforts from all sectors of society, including volunteers. The recruitment and retention of volunteers is often a challenge for community environmental organizations as urban residents are diverse and influenced by a blend of personal, societal, and environmental factors. We surveyed a representative sample of 1901 urban residents across Aotearoa New Zealand and used the Behaviour Change Wheel framework and audience segmentation to understand the underlying factors influencing volunteering for waterway restoration projects and to identify potential target audiences to recruit new volunteers. We identified four segments within the target audience (“Supportive,” “Receptive but unsure,” “Hesitant and lack opportunity,” and “Reluctant”) each with its own unique profile of capabilities, opportunities, and motivations for volunteering. Recommendations for appropriate intervention designs to increase levels of volunteering include providing tailored messaging and events for those who are “Receptive but unsure” or “Hesitant and lack opportunity” and information about volunteering opportunities to “Supportive” individuals. This knowledge lays the groundwork for future initiatives focused on increasing urbanites' volunteering with community freshwater restoration groups.https://doi.org/10.1111/csp2.13258audience segmentationbehavior changeBehavior Change Wheelfreshwater restorationintervention design |
| spellingShingle | Zack Dorner Lynette J. McLeod Taciano L. Milfont Philip Stahlmann‐Brown Donald W. Hine Robbie D. C. Maris Jane C. Kitson Natasha A. Tassell‐Matamua Motivating residents to volunteer for urban waterway restoration: A segmentation approach Conservation Science and Practice audience segmentation behavior change Behavior Change Wheel freshwater restoration intervention design |
| title | Motivating residents to volunteer for urban waterway restoration: A segmentation approach |
| title_full | Motivating residents to volunteer for urban waterway restoration: A segmentation approach |
| title_fullStr | Motivating residents to volunteer for urban waterway restoration: A segmentation approach |
| title_full_unstemmed | Motivating residents to volunteer for urban waterway restoration: A segmentation approach |
| title_short | Motivating residents to volunteer for urban waterway restoration: A segmentation approach |
| title_sort | motivating residents to volunteer for urban waterway restoration a segmentation approach |
| topic | audience segmentation behavior change Behavior Change Wheel freshwater restoration intervention design |
| url | https://doi.org/10.1111/csp2.13258 |
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