Abstract
Initiatives such as education, incentives, and regulations are used to change people’s behaviour and thereby achieve policy objectives. Understanding and predicting the willingness of people to change their behaviour in response to an initiative is critical in assessing its likely effectiveness. We present a framework proposed by Kaine et al. (2010) for understanding and predicting the motivation of people to change their behaviour in response to a policy initiative. The framework draws on the marketing concept of ‘involvement’, a measure of motivation. Through application to a predator control case study, we show how the framework may be used to predict people’s responses to a policy initiative and how these predictions might help agencies develop strategies to promote behaviour change.
Highlights
Urbanisation has resulted in major impacts on the natural environment [1,2]
With approximately 3.5 billion people living in cities, it is imperative we gain a greater understanding of how urbanisation affects the natural environment as well as the health and wellbeing of citizens [3]
Adaptable predators such as rats flourish in urban environments, and in response, recent research has examined the potential public health [4] and economic [5]
Summary
Urbanisation has resulted in major impacts on the natural environment [1,2]. With approximately 3.5 billion people living in cities, it is imperative we gain a greater understanding of how urbanisation affects the natural environment as well as the health and wellbeing of citizens [3]. One implication of urbanisation is that most species will struggle to cope with human impacts, while others will persist or flourish in these new conditions [1]. Adaptable predators such as rats flourish in urban environments, and in response, recent research has examined the potential public health [4] and economic [5]. To capture the benefits of urban predator control, initiatives such as trapping will need to be coordinated across hundreds (if not thousands) of householders and landowners. Understanding the willingness of urban householders to change their behaviour is critical in assessing the likely effectiveness of these initiatives. This paper contributes to the emerging literature on urban predator control by proposing a framework that can be used in urban as well as rural settings to predict people’s response to different predator control initiatives
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