Influence of conservation messages and psychological factors on non-native plants removal behaviors

Conservation messages can significantly influence visitor behavior, but their effectiveness depends on the norm level and target audience. A field experiment at Mount Fuji revealed that while knowledge and perceived behavioral control promoted the removal of non-native plant seeds from shoes, positive attitudes and higher awe had a negative impact. The study highlights the importance of strategic message selection to enhance conservation behaviors, even through short interventions like signboards.

Mitsui, S., Uno, T., & Horiuchi, M. (2024). Influence of conservation messages and psychological factors on non-native plants removal behaviors. https://doi.org/10.21203/rs.3.rs-4234340/v1