Messaging effects and psychological drivers for conservation behaviors at Mt. Fuji, Japan

A field experiment at Mount Fuji, Japan, revealed that conservation messages can significantly influence visitor behavior, such as using cleaning mats to remove non-native plant seeds from shoes. While knowledge and perceived behavioral control positively correlated with participation, positive attitudes toward the behavior and higher awe levels paradoxically reduced engagement. The study also found that message effectiveness varied depending on social norms, suggesting tailored messaging could enhance conservation efforts. Short interventions like signboards proved effective, emphasizing the importance of strategic communication in promoting pro-conservation behaviors at World Heritage Sites.

Mitsui, S., Uno, T., & Horiuchi, M. (2024). Messaging effects and psychological drivers for conservation behaviors at Mt. Fuji, Japan. Socio-Ecological Practice Research, 6(4), 469–481. https://doi.org/10.1007/s42532-024-00202-z