Public Perception of Geodiversity in Ubatuba, Brazil: A Step for Geoscience Communication and Geoconservation

Abstract Understanding public perceptions is essential for planning effective communication strategies to promote geoconservation. However, existing literature often oversimplifies this task, focusing mainly on socioeconomic data and scientific knowledge, while neglecting the influence of numerous other factors that shape perception. To address this gap, our study presents a methodology to assess the perceptions of residents and visitors of Ubatuba municipality, São Paulo State, SE Brazil. Using an online questionnaire, we investigated their demographic profiles, understanding of geoscience and geodiversity, emotional bond with the territory, and perceptions of environmental threats. Our results reveal that the public perceives many local geodiversity components, though the understanding of its concept and need for conservation is less well-established than that of biodiversity. Residents showed a higher place attachment compared to visitors, who attributed place meanings related to well-being. Both groups value the preserved nature of Ubatuba and believe it to be threatened, especially due to urban growth. The findings provide a framework for developing communication strategies that connect with people’s experiences and emotions, which in turn maximizes the effectiveness of geoconservation promotion.