A CONSERVATION MARKETING TOOLKIT: SYSTEMATIC LITERATURE MAPPING, MICROTARGETING CONSERVATION EASEMENTS, AND CONSERVATION CORRIDOR PRIORITIZATION
In a changing world with limited resources for conservation efforts, conservationists, wildlife managers, and land managers must look for creative ways to realize conservation goals. A new wave of conservationists is investigating how other disciplines, namely psychology and marketing, might improve...
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University of Montana
2020
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ftunivmontana:oai:scholarworks.umt.edu:etd-12772 2023-07-16T04:01:13+02:00 A CONSERVATION MARKETING TOOLKIT: SYSTEMATIC LITERATURE MAPPING, MICROTARGETING CONSERVATION EASEMENTS, AND CONSERVATION CORRIDOR PRIORITIZATION Leonard, Hannah Josie 2020-01-01T08:00:00Z application/pdf https://scholarworks.umt.edu/etd/11683 https://scholarworks.umt.edu/context/etd/article/12772/viewcontent/auto_convert.pdf unknown University of Montana https://scholarworks.umt.edu/etd/11683 https://scholarworks.umt.edu/context/etd/article/12772/viewcontent/auto_convert.pdf Graduate Student Theses, Dissertations, & Professional Papers marketing conservation microtargeting prioritization wildlife easement Environmental Studies thesis 2020 ftunivmontana 2023-06-27T23:52:18Z In a changing world with limited resources for conservation efforts, conservationists, wildlife managers, and land managers must look for creative ways to realize conservation goals. A new wave of conservationists is investigating how other disciplines, namely psychology and marketing, might improve our ability to understand and change conservation-related human behavior. In this thesis, I review existing applications of “conservation marketing” and apply a subset to advance two specific conservation challenges. In Chapter 1, I present a systematic mapping of the conservation marketing literature to understand the lay of the land in how conservationists have already applied marketing techniques to conservation, and where the gaps and opportunities seem ripe for future research. In Chapter 2, I employ one specific marketing technique, microtargeting, to help advance efforts to secure conservation easements on private land. Using a suite of modeling and analysis techniques to estimate landowners’ willingness to participate in a conservation easement, I was able to nearly double easement predictive power over random. In Chapter 3, I apply these willingness scores to advance a contemporary conservation issue: conservation corridor prioritization. Specifically, I use the easement propensity scores derived from Chapter 2’s model results to evaluate three proposed conservation corridors for grizzly bear (Ursus arctos horribilis) migration between two isolated habitats in Western Montana. With this study, I hope to enhance the ways conservationists understand and use marketing techniques to achieve conservation goals more efficiently and effectively. Thesis Ursus arctos University of Montana: ScholarWorks |
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University of Montana: ScholarWorks |
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ftunivmontana |
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topic |
marketing conservation microtargeting prioritization wildlife easement Environmental Studies |
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marketing conservation microtargeting prioritization wildlife easement Environmental Studies Leonard, Hannah Josie A CONSERVATION MARKETING TOOLKIT: SYSTEMATIC LITERATURE MAPPING, MICROTARGETING CONSERVATION EASEMENTS, AND CONSERVATION CORRIDOR PRIORITIZATION |
topic_facet |
marketing conservation microtargeting prioritization wildlife easement Environmental Studies |
description |
In a changing world with limited resources for conservation efforts, conservationists, wildlife managers, and land managers must look for creative ways to realize conservation goals. A new wave of conservationists is investigating how other disciplines, namely psychology and marketing, might improve our ability to understand and change conservation-related human behavior. In this thesis, I review existing applications of “conservation marketing” and apply a subset to advance two specific conservation challenges. In Chapter 1, I present a systematic mapping of the conservation marketing literature to understand the lay of the land in how conservationists have already applied marketing techniques to conservation, and where the gaps and opportunities seem ripe for future research. In Chapter 2, I employ one specific marketing technique, microtargeting, to help advance efforts to secure conservation easements on private land. Using a suite of modeling and analysis techniques to estimate landowners’ willingness to participate in a conservation easement, I was able to nearly double easement predictive power over random. In Chapter 3, I apply these willingness scores to advance a contemporary conservation issue: conservation corridor prioritization. Specifically, I use the easement propensity scores derived from Chapter 2’s model results to evaluate three proposed conservation corridors for grizzly bear (Ursus arctos horribilis) migration between two isolated habitats in Western Montana. With this study, I hope to enhance the ways conservationists understand and use marketing techniques to achieve conservation goals more efficiently and effectively. |
format |
Thesis |
author |
Leonard, Hannah Josie |
author_facet |
Leonard, Hannah Josie |
author_sort |
Leonard, Hannah Josie |
title |
A CONSERVATION MARKETING TOOLKIT: SYSTEMATIC LITERATURE MAPPING, MICROTARGETING CONSERVATION EASEMENTS, AND CONSERVATION CORRIDOR PRIORITIZATION |
title_short |
A CONSERVATION MARKETING TOOLKIT: SYSTEMATIC LITERATURE MAPPING, MICROTARGETING CONSERVATION EASEMENTS, AND CONSERVATION CORRIDOR PRIORITIZATION |
title_full |
A CONSERVATION MARKETING TOOLKIT: SYSTEMATIC LITERATURE MAPPING, MICROTARGETING CONSERVATION EASEMENTS, AND CONSERVATION CORRIDOR PRIORITIZATION |
title_fullStr |
A CONSERVATION MARKETING TOOLKIT: SYSTEMATIC LITERATURE MAPPING, MICROTARGETING CONSERVATION EASEMENTS, AND CONSERVATION CORRIDOR PRIORITIZATION |
title_full_unstemmed |
A CONSERVATION MARKETING TOOLKIT: SYSTEMATIC LITERATURE MAPPING, MICROTARGETING CONSERVATION EASEMENTS, AND CONSERVATION CORRIDOR PRIORITIZATION |
title_sort |
conservation marketing toolkit: systematic literature mapping, microtargeting conservation easements, and conservation corridor prioritization |
publisher |
University of Montana |
publishDate |
2020 |
url |
https://scholarworks.umt.edu/etd/11683 https://scholarworks.umt.edu/context/etd/article/12772/viewcontent/auto_convert.pdf |
genre |
Ursus arctos |
genre_facet |
Ursus arctos |
op_source |
Graduate Student Theses, Dissertations, & Professional Papers |
op_relation |
https://scholarworks.umt.edu/etd/11683 https://scholarworks.umt.edu/context/etd/article/12772/viewcontent/auto_convert.pdf |
_version_ |
1771550831087190016 |