title: Significance of perceived social expectation and implications to conservation education: turtle conservation as a case study.
abstract: The likelihood of participating in wildlife conservation programs is dependent on social influences and circumstances. This view is validated by a case study of behavioral intention to support conservation of Asian turtles. A total of 776 college students in China completed a questionnaire survey designed to identify factors associated with their intention to support conservation. A regression model explained 48 % of variance in the level of intention. Perceived social expectation was the strongest predictor, followed by attitudes toward turtle protection and perceived behavioral control, altogether explaining 44 %. Strong ethics and socio-economic variables had some statistical significant impacts and accounted for 3 % of the variance. The effects of general environmental awareness, trust and responsibility ascription were modest. Knowledge about turtles was a weak predictor. We conclude that perceived social expectation is a limiting factor of conservation behavior. Sustained interest and commitment to conservation can be created by enhancing positive social influences. Conservation educators should explore the potential of professionally supported, group-based actions that can nurture a sense of collective achievement as part of an educational campaign.
authors.affiliation: Griffith School of Environment, Griffith University, Gold Coast, QLD 4222, Australia. alex.lo@griffith.edu.au
authors.forename: Alex Y
authors.initials: AY
authors.lastname: Lo
authors.forename: Alex T
authors.initials: AT
authors.lastname: Chow
authors.forename: Sze Man
authors.initials: SM
authors.lastname: Cheung
mesh_terms: D000328:Adult; D000818:Animals; D002681:China; D003247:Conservation of Natural Resources; D005260:Female; D006801:Humans; D008297:Male; D012919:Social Behavior; D011795:Surveys and Questionnaires; D014426:Turtles; D055815:Young Adult