Developing a conservation behaviour scale for understanding birdwatchers’ behaviour towards birds

Abstract

ABSTRACT Determination of the psychological factors of human activity towards species supports the achievement of conservation-oriented management goals in an ecotourism setting. This paper develops measures related to the causes that predict intentions toward disturbance behaviour on birds among Malaysian birdwatchers. The theory of planned behaviour (TPB), the theory of normative conduct and the cognitive hierarchy model are incorporated into a comprehensive model of study as the Predictor Bird Conservation Model (PBCM) based on a quantitative approach, a five-point Likert scale of measurement was developed for the items. The measures were assessed for convergent validity, collinearity, significance and relevance of the formative indicators for each construct. The structural equation model (SEM), specifically the partial least squares method, was used to assess the convergent validity of the formative measurement model. Results from 50 birders in the initial test and 421 birders in the primary test show that the instrument is reliable and valid for further study to assess the structural model in the future. Our results supported a conservation measurement model of birdwatchers’ behaviours towards birds. This research can also provide useful instruction for developing psychological measures to monitor tourist behaviour towards wildlife.