Abstract
Volunteer travel opportunities are more plentiful than ever and are now offered worldwide, with conservation projects being an increasingly popular choice. Some of the emerging questions in this field are concerned with the effective communication of these opportunities to young people. One theory that could guide the creation of these persuasive campaigns for conservation volunteering is regulatory focus theory. By adopting this theory, we reveal yet another possibility for understanding motivations of conservation volunteers. Results of the experiment suggest promotion messages are better received (more persuasive) because they induce expectations in line with general view of conservation volunteering as a hedonic experience. Moreover, this study is the first one of its kind to show this important effect of environmental attitudes on individuals’ responses to promotional messages about conservation volunteering travel.
Highlights
Volunteer travel opportunities are more plentiful than ever and are offered worldwide, with conservation projects being an increasingly popular choice
Some of the emerging questions in this field are concerned with the effective communication of these opportunities to young people
With regard to the question concerning the relationship between environmental attitudes and perception of conservation volunteering messages, we found that these attitudes do affect the perception of message persuasiveness, the perception of hedonic value of this type of volunteering, as well as behavioral intention to participate in this pro-environmental activity
Summary
Volunteer travel opportunities are more plentiful than ever and are offered worldwide, with conservation projects being an increasingly popular choice. One theory that could guide the creation of these persuasive campaigns for conservation volunteering is regulatory focus theory. Une des theories qui pourraient orienter la creation de ces campagnes de persuasion pour le benevolat dans le domaine de la conservation est la theorie afocalisation reglementaire. Voluntas (2017) 28:288–306 que les messages promotionnels sont mieux recus (plus persuasifs), car ils suscitent des attentes alignees sur l’opinion generale du public sur le benevolat de conservation comme experience edenique. La presente etude est la premiere en son genre ademontrer cet important effet des attitudes environnementales sur les reactions des individus aux messages promotionnels concernant les voyages benevoles axes sur la conservation. Daruber hinaus ist diese Studie die erste ihrer Art, die diesen wichtigen Effekt der Umwelteinstellungen auf die Reaktionen von Personen auf Werbebotschaften uber Volunteer-Reisen im Umweltschutzbereich aufzeigt. El presente estudio es el primero de su clase en mostrar este importante efecto de las actitudes medioambientales sobre las respuestas de los individuos a mensajes promocionales sobre los viajes para el voluntariado de la conservacion
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