Messaging effects and psychological drivers for conservation behaviors at Mt. Fuji, Japan

Abstract This study demonstrated the differences in behavioral changes caused by two conservation messages through field experiments in Mount Fuji, Japan. The target behavior was to use a cleaning mat set up on a mountain trail to remove non-native plant seeds from the soles of visitors' shoes. To further understand the drivers of behavioral change, a questionnaire survey was used to examine the influence of different conservation messages and psychological and personal factors, including awe, attitudes, and norms. Knowledge linked to behavior and a sense of perceived behavioral control promoted behavior, whereas positive attitudes toward behavior and higher awe negatively impact behavior. Conservation messages interact with norms, and effective message-promoting behaviors differ depending on the norm level. Conservation messages should be selected based on the characteristics of the target segment. Even short conservation messages such as signboards can enhance the effectiveness of behavioral change, and it is valuable to think strategically about message content.