Driving Change: Persuading Roadway Users to Support Pollinator‐Friendly Roadsides Through Strategic Environmental Communication

Pollinator decline is a significant global issue that has garnered considerable attention, as urbanization, habitat loss, pollution, and climate change collectively drive this decline. Although strategies, such as managing pollinator‐friendly roadsides, can provide pollinator habitat, a gap remains in understanding how to effectively engage the public in these initiatives. Using an electronic survey instrument, we captured theory of planned behavior‐informed data from 1051 Floridians following random exposure to one of five messaging frames (i.e., graphic concepts highlighting various attributes of pollinator‐friendly roadsides). We compared the control group to treatment recipients collectively and among individual frames. Messages improved attitudes, even among those who already had positive attitudes. Messages did not influence subjective norms (i.e., social norms) or perceived behavioral control (i.e., ability) but influenced some actions, like intent to vote for a pollinator‐friendly roadside policy and look at roadside or welcome center signage. Multiple linear regression revealed the Supporting Florida Farms frame had the greatest positive effect on attitude. Since improving attitudes can play a role in eliciting behavior, this frame, along with others that performed well (Fueling our Food Chain, Biodiversity in Bloom, Taking the Scenic Route), may increase the impact of future pollinator‐friendly roadside campaigns.