Main Findings

The majority of respondents’ EOPs seek to change individuals’ behaviors that affect the Bay. Although a number of respondents’ EOPs seek to do so in ways that have been supported by research, results also suggest that many respondents’ EOPs are designed based on misperceptions about how to foster behavior change. For example, many respondents believe that by providing positive nature experiences, individuals’ connections to the Bay will be strengthened, which in turn is expected to result in actions that protect the watershed. Although ERB have been related to individuals’ connections to nature, research also suggests that this relationship is not necessarily a causal one (Mayer & Frantz, 2004). While an individual’s connection to nature may have some relationship to their level of ERB, literature has not yet demonstrated that this is a particularly strong relationship. Other factors, such as social influences or skills, may be much stronger determinants of ERB and thus, possibly more important influences to leverage in EOPs (Hungerford & Volk, 1990; Cialdini, 2001). EOPs may therefore be more effective in fostering ERB if they are based on research-based strategies other than, or at least in addition to, ones focused on connecting humans to nature.

Moreover, the extent to which research-based behavior change strategies are currently being intentionally incorporated into EOPs appears limited. For example, responses suggest that EOPs may be incorporating a mix of behavior change strategies, but only about half of respondents are using these strategies intentionally. This suggests that respondents may not understand the impact that these strategies can have on behavior. Given this lower level of intentionality, many respondents are likely not maximizing the potential impact of strategies, consequently limiting the capacity for effective behavior change EOPs.

Program “best practices”, such as audience targeting and assessment as well as program evaluation, are another essential element to successful EOPs (McKenzie-Mohr & Smith, 1999; Braus, 2009). Although many respondents’ EOPs are based on a series of best practices, these practices also need be implemented with the intention of changing behavior to increase EOP effectiveness. The majority of respondents said they target audiences and evaluate their EOPs. However, only half are using data collected from their audiences to inform their program design, implying that respondents may not be using audience information to customize their programs. Furthermore, less than half of respondents are using evaluation to inform their program design, indicating that evaluative results are not widely used to improve program development over time. These results suggest that best practices may be challenging to implement, largely because many organizations have limited resources and/or little guidance for how to apply these results for improving programs.

In addition, respondents face other challenges in developing, implementing, and evaluating EOPs. While respondents reported being able to recruit their traditional audiences, they indicated difficulties with reaching underrepresented audiences that include communities of color, low-income communities, and individuals who are not already concerned about and engaged in environmental issues. Since more than half of respondents reported knowing their audience’s barriers and benefits to ERB, respondents may lack the skills to correctly collect or make use of this information. In light of these significant challenges, respondents also felt that they might be trying to do too much with too little.

Importantly, respondents appear eager to learn more about behavior change strategies and program best practices through a variety of means. Respondents were particularly interested in learning from other organizations, suggesting that EOP professionals could be encouraged to share “lessons learned” from their programs with others. Respondents also had a strong desire to learn more about social marketing and participatory programs. This likely reflects a strong desire, or at least recognition of the need, to design programs in a more strategic manner. It may also reflect that participants are interested in both the structured approach of social marketing and the community-inclusive approach of participatory programs. After collaboration, respondents were most interested in learning about these topics through a website that includes guidance on how to use specific behavior change strategies as well as information on relevant academic research, shared in an accessible way.

	Created by Kyle Storey over 4 years ago

	Copied by Kyle Storey over 4 years ago

Notes from reading report.