Promoting pro-environmental gardening practices: Field experimental evidence for the effectiveness of biospheric appeals |
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| Institution: | 1. Department of Systems Engineering, Czech University of Life Sciences Prague, Kamýcká 129, 165 21 Prague 6-Suchdol, Czech Republic;2. Nature Conservation Agency of the Czech Republic, Kaplanova 1931/1, 148 00 Prague 11-Chodov, Czech Republic;1. State Key Laboratory of Subtropical Silviculture, Zhejiang A&F University, Lin''an 311300, China;2. School of Landscape Architecture, Zhejiang A&F University, Lin''an 311300, China;1. Department of Forest Engineering, Agrarian and Environmental Sector, Midwestern State University, Irati, Brazil;2. Forest Science Post-Graduation Program, Agrarian and Environmental Sector, Midwestern State University, Irati, Brazil;3. Department of Forest Engineering, Veterinary Science Center, Santa Catarina State University, Lages, Brazil;1. Centro de Modelación y Monitoreo de Ecosistemas, Facultad de Ciencias, Universidad Mayor, Chile;2. Centro de Economía y Políticas Sociales, Facultad de Ciencias, Universidad Mayor, Chile;3. Department of Educational Policy & Leadership, University at Albany, New York, United States |
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| Abstract: | Pro-environmental gardening practices can help to address climate change and biodiversity loss. However, little is known about how urban garden owners can be motivated to engage in such practices. In the present study, we tested the effectiveness of behavior change techniques for the promotion of pollinator-friendly garden flowers in a field experiment. Over a period of three weeks, we observed purchases of a pollinator-friendly seed mixture positioned in the checkout area of a Belgian wholesale store (total number of purchases = 162). Customers were exposed to posters that highlighted either the environmental benefits (e.g., conserving insect biodiversity) or the personal benefits (e.g., having a beautiful garden) of planting the seeds. In comparison to a control condition, seed purchases increased by 82% when environmental benefits were highlighted. The effect of stressing personal benefits was not significant. Our results indicate that pro-environmental gardening practices can be promoted by highlighting their environmental benefits at a point of decision. |
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| Keywords: | Behavior change Biodiversity Private gardens Pro-environmental behavior Urban gardening |
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