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Abstract This study demonstrated the differences in behavioral changes caused by the two types of conservation messages through the field experiments at Mt. 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 context of behavioral change, a questionnaire survey was used to examine the influence of different conservation messages and psychological and personal factors, including awe. Knowledge linked to behavior and a sense of perceived behavioral control promoted behavior, whereas positive attitudes toward behavior and higher awe had a negative impact on behavior. Conservation messages interact with norms, and effective message-promoting behavior differs depending on the norm level. Conservation messages should be selected based on the characteristics of the target segmentation. Even short conservation messages, such as signboards, can enhance the effectiveness of behavioral change, and it is valuable to think strategically about message content.
Mitsui et al. (Fri,) studied this question.