The role of a flagship species in the formation of conservation intentions

Smith, Amy M., and Sutton, Stephen G. (2008) The role of a flagship species in the formation of conservation intentions. Human Dimensions of Wildlife, 13 (2). pp. 127-140.

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Environmental agencies increasingly use flagship species (those popular, relatively large, charismatic animals) as tools to trigger concern for the species and motivate community members to conserve the flagship species and its habitat. However, little research has considered the mechanisms behind which this strategy works. Using the platypus as a flagship species, this study aimed to (a) determine whether exposure to the platypus flagship and/or (b) a person's level of environmental concern influences intentions to conserve the platypus and its habitat. Logistic regression analyses of questionnaire responses showed that exposure to educational materials promoting the conservation of the platypus and its habitat was a strong and reliable predictor of feelings of concern specific to the welfare of the platypus and its habitat. This concern influenced intentions to conserve the platypus and its habitat. It is hoped that managers will use these findings to improve their uses of flagship species to motivate community-wide conservation efforts.

Item ID: 6389
Item Type: Article (Research - C1)
ISSN: 1533-158X
Keywords: flagship species; conservation intentions; environmental conserns; platypus; Ornithorhynchus anatinus
Date Deposited: 14 Mar 2010 23:31
FoR Codes: 16 STUDIES IN HUMAN SOCIETY > 1608 Sociology > 160802 Environmental Sociology @ 40%
05 ENVIRONMENTAL SCIENCES > 0502 Environmental Science and Management > 050202 Conservation and Biodiversity @ 40%
06 BIOLOGICAL SCIENCES > 0602 Ecology > 060204 Freshwater Ecology @ 20%
SEO Codes: 96 ENVIRONMENT > 9613 Remnant Vegetation and Protected Conservation Areas > 961302 Protected Conservation Areas in Fresh, Ground and Surface Water Environments @ 34%
96 ENVIRONMENT > 9608 Flora, Fauna and Biodiversity > 960807 Fresh, Ground and Surface Water Flora, Fauna and Biodiversity @ 33%
96 ENVIRONMENT > 9605 Ecosystem Assessment and Management > 960505 Ecosystem Assessment and Management of Forest and Woodlands Environments @ 33%
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