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Key Takeaways from the BIOTRAILS Behavioural Studies

The BIOTRAILS behavioural studies have provided valuable insights into the complex dynamics of biodiversity-related behaviours. While some findings contradicted initial hypotheses, they opened new avenues for future research and intervention strategies. Promoting social inclusion and strategically applying nudges are promising methods to enhance engagement in biodiversity-friendly behaviours.

overview

Deliverable 4.1 presents the results of two significant behavioural intervention studies focusing on understanding how social dynamics, specifically the feeling of social exclusion, affect behaviours such as volunteering for biodiversity conservation, purchasing local and seasonal food products, and discussing food origins within social circles.

Key Findings
    Behavioural Selection and Impact of Social Exclusion

    The studies chose three behaviours based on a thorough literature review: volunteering, buying local and seasonal food, and discussing food origins.

     

    Social exclusion was used as an intervention to see its effects on these behaviours.

    Study 1: Correlational Approach

    This study measured the relationship between social exclusion and the selected behaviours. The results showed no significant impact of social exclusion on volunteering or discussing food origins. However, the results revealed a statistically significant negative association between social exclusion and willingness to buy local food items. The participants who felt socially excluded showed less tendency to buy local food, contradicting initial hypotheses.

    STUDY 2: EXPERIMENTAL APPROACH

    This study experimentally manipulated feelings of social exclusion to observe its effects. It found a significant negative effect of social exclusion on the intention to purchase locally produced food. Participants who felt socially excluded compared to ones who felt socially included showed less willingness to buy local food items.


    The result of the experiment revealed that fostering social inclusion might be a strategy to enhance local food-buying behaviour.

    Nudging Strategies

    Based on the findings, the report recommends strategic use of nudges. Specifically, tailored posters with environmental messages framed inclusively could be placed in community settings like food markets to influence behaviour positively.

     

    The project continues to build on these findings to develop effective tools and recommendations for fostering sustainable consumption and conservation practices.

     

    For more detailed information on the studies and their methodologies, refer to the full report available here.