Reducing koala roadkill: a social marketing formative study

Abstract

Context: Koalas are an Australian icon and their numbers are seriously declining. In some regions, a key threat to koalas is vehicle strikes. Therefore, understanding what might convince people to be more vigilant and willing to slow down in areas with high koala numbers is an important research undertaking. Aims: This study aims to use the wildlife value orientation (WVO) framework, a value-based segmentation process, to extend conservation insight. It will do this by demonstrating the application of social cognitive theory (SCT), to investigate how wildlife beliefs can help in identifying worthwhile groups to target with wildlife conservation interventions. The findings of this study can be used to benefit koalas by assisting conservation planning efforts to decrease driving speed and promote positive changes in driving behaviour. Method: Data collection through intercept surveys was employed by convenience sampling in 2019. A total of 661 responses were collected from residents of a koala priority conservation area in Queensland, Australia. Respondents were asked about their wildlife values, beliefs, attitudes, norms, barriers, and intentions to slow down, while driving in a koala area. Four key groups were identified based on respondents' WVO (i.e. mutualists, pluralists, traditionalists and distanced) and multigroup structural equation modelling was conducted to understand group differences. Key results: The analysis identified several significant psychographic factors that influenced people's intentions to protect koalas dependent on what wildlife value respondents held. Injunctive norms were important, positively influencing the intention of traditionalists and pluralists to slow down while driving in a koala area. Individual attitude positively influenced safe driving intention for pluralists, while perceived barriers negatively influenced mutualists' intention to slow down. Other groups did not show similar results. Conclusion: A person's WVO can influence their intention to protect koalas by modifying their driving behaviour. Various social marketing approaches can benefit conservation strategies aimed at different WVO groups with targeted messages and interventions for each group. Implications: This paper demonstrates the value of SCT in explaining people's intention to slow down to protect koalas. The identification of group differences demonstrates that varied approaches are required to deliver behavioural change to benefit koalas.