Factors Influencing Conservation of Local Wildlife

Abstract

With global biodiversity decreasing at a rapid rate, the need for behaviour change is ever apparent. Attitudes to wildlife and conservation have been explored in the literature with a focus on subjective ratings of attractiveness and gender differences. In many cases preserving biodiversity requires donations from the general public, and as a result the role of psychological study of the predictors of behaviour is becoming fundamental for conservation. Participants in this study were given a sum of money and then asked to distribute it amongst 10 animal species native to the New Forest. Differing information about the conservation status of the species was given in each condition to observe any differences in giving behaviour. Previous research has shown that people will value wildlife more if they know that it is endangered (Gunnthorsdottir, 2010). Therefore, it is hypothesised that knowledge of the conservation status of a species will affect efforts for its protection. It is also hypothesised that a taxonomic bias will be present in the data with more money being given to mammal species compared to invertebrates. A Kruskal-Wallis test revealed that participants giving behaviour was only significantly influenced in two conservation priority species. As knowledge of conservation status did not significantly affect people's behaviour it is suggested that personal bias plays a greater role in our willingness to pay for conservation. Previous research has focused on opinions of animal species, however the practical application of monetary donations as used in this experiment is unique and should be explored further.