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Theses and Dissertations

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Browsing Theses and Dissertations by Subject "audience segmentation"

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    Social-psychological factors influencing community engagement in urban biodiversity conservation
    (Colorado State University. Libraries, 2023) Champine, Veronica Murielle, author; Niemiec, Rebecca, advisor; Balgopal, Meena, committee member; Bruyere, Brett, committee member; Jones, Megan, committee member; Solomon, Jennifer, committee member
    As the human population grows and we continue to see rapid biodiversity loss, conserving natural resources in urbanized areas has become increasingly important. Motivating people to engage in pro-environmental behavior is one of the many strategies to address biodiversity. Strategic human action can help shape social norms and generate social movements that influence the social systems that intensify environmental degradation. This dissertation builds on the existing pro-environmental behavior literature and explores the motivators and barriers to different types of urban biodiversity conservation actions. These include personal-sphere behavior (i.e., participating in an action by oneself), social diffusion behavior (i.e., actions that disseminate information or behavior via social networks), and civic action behavior (i.e., citizenship actions to address a collective issue). In three articles, I use cross-sectional, experimental, and audience segmentation methods to compare the drivers of distinct behaviors, evaluate the impacts of theory-based outreach strategies, and identify target audiences for biodiversity conservation behaviors related to native plant gardening in the United States. Findings from this research can inform outreach strategies that promote greater community engagement in urban biodiversity conservation to support native wildlife and human wellbeing in urbanized areas.