New resource promotes behavior that helps the environment
Widespread
evidence links human behavior to harmful effects on the environment. But despite
the strong tie between human activities and environmental damage, many people
continue their daily routines, paying little attention to ecological concerns--even
when simple changes could make a positive difference.
"Environmental
Communication and Social Marketing," a new, free newsletter developed by
the University of Wisconsin-Extension Environmental Resource Center, tackles the
issue of promoting pro-environment behavior with strategies based on current research
and human psychology.
Drawing
from both the social and natural sciences, the newsletter highlights practical
approaches that encourage people to adopt new behaviors. For example, it looks
at reasons why people might decide not to build rain gardens-even when the benefits
to water quality are well-known. Survey research reveals that many landowners
prefer a yard that's mostly lawn for aesthetic and cultural reasons. One way to
address this concern could be by showing people a computer image that depicts
how a rain garden might look on their property.
In
another example, Lake Buttes des Morts shoreland owners gave their perceptions
of different conservation practices. Their responses showed people cared about
their lawns, but also about maintaining water quality, and fish and wildlife habitat.
For environmental professionals working to promote use of phosphorous-free lawn
fertilizers, making the connection between phosphorous and damage to wildlife
habitat and water quality could help their efforts.
"There
are a lot of great projects going on around Wisconsin to encourage environmentally
friendly behaviors," says Bret Shaw, co-editor and environmental communication
specialist for UW-Extension. "This publication highlights these initiatives
and offers ideas to help natural resource educators and citizen volunteers work
more effectively."
The
newsletter also includes profiles of people working to improve the environment,
and focuses on a range of issues that are crucial to protecting natural resources
in Wisconsin, such as adopting storm water management practices and preventing
the spread of aquatic invasive species.
"Environmental
Communication and Social Marketing" is published three times a year, and
is available in print and on the Internet. To view the premier issue or to subscribe,
send an email to join-ecsm@lists.wisc.edu
or visit http://ecsm.uwex.edu
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