Motivating residents to volunteer for urban waterway restoration: A segmentation approach

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dc.citation.issue11
dc.citation.volume6
dc.contributor.authorDorner Z
dc.contributor.authorMcLeod LJ
dc.contributor.authorMilfont TL
dc.contributor.authorStahlmann-Brown P
dc.contributor.authorHine DW
dc.contributor.authorMaris RDC
dc.contributor.authorKitson JC
dc.contributor.authorTassell-Matamua NA
dc.date.accessioned2024-11-25T00:29:27Z
dc.date.available2024-11-25T00:29:27Z
dc.date.issued2024-11-03
dc.description.abstractUrban landscapes play a crucial role in the health of freshwater ecosystems. The task of protecting and restoring urban freshwater waterways requires concerted efforts from all sectors of society, including volunteers. The recruitment and retention of volunteers is often a challenge for community environmental organizations as urban residents are diverse and influenced by a blend of personal, societal, and environmental factors. We surveyed a representative sample of 1901 urban residents across Aotearoa New Zealand and used the Behaviour Change Wheel framework and audience segmentation to understand the underlying factors influencing volunteering for waterway restoration projects and to identify potential target audiences to recruit new volunteers. We identified four segments within the target audience (“Supportive,” “Receptive but unsure,” “Hesitant and lack opportunity,” and “Reluctant”) each with its own unique profile of capabilities, opportunities, and motivations for volunteering. Recommendations for appropriate intervention designs to increase levels of volunteering include providing tailored messaging and events for those who are “Receptive but unsure” or “Hesitant and lack opportunity” and information about volunteering opportunities to “Supportive” individuals. This knowledge lays the groundwork for future initiatives focused on increasing urbanites' volunteering with community freshwater restoration groups.
dc.description.confidentialfalse
dc.edition.editionNovember 2024
dc.identifier.citationDorner Z, McLeod LJ, Milfont TL, Stahlmann-Brown P, Hine DW, Maris RDC, Kitson JC, Tassell-Matamua NA. (2024). Motivating residents to volunteer for urban waterway restoration: A segmentation approach. Conservation Science and Practice. 6. 11.
dc.identifier.doi10.1111/csp2.13258
dc.identifier.eissn2578-4854
dc.identifier.elements-typejournal-article
dc.identifier.issn2578-4854
dc.identifier.urihttps://mro.massey.ac.nz/handle/10179/72070
dc.languageEnglish
dc.publisherWiley Periodicals LLC on behalf of Society for Conservation Biology
dc.publisher.urihttps://conbio.onlinelibrary.wiley.com/doi/10.1111/csp2.13258
dc.relation.isPartOfConservation Science and Practice
dc.rights(c) 2024 The Author/s
dc.rightsCC BY 4.0
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.subjectaudience segmentation
dc.subjectbehavior change
dc.subjectBehavior Change Wheel
dc.subjectfreshwater restoration
dc.subjectintervention design
dc.titleMotivating residents to volunteer for urban waterway restoration: A segmentation approach
dc.typeJournal article
pubs.elements-id492344
pubs.organisational-groupOther
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