Experience beats confidence: a WVO-segmented model of flying fox conservation behaviour

Purpose This Behavioural Insight Report aims to generate behavioural insights for flying fox conservation by testing how self-efficacy, prior experience and knowledge predict conservation behaviour, and whether these relationships differ across wildlife value orientation (WVO) segments. Design/methodology/approach A cross-sectional survey of Sunshine Coast residents measured Domination–Mutualism via four belief dimensions (use, hunting, social affiliation and caring), alongside psychological constructs and behaviour. Data were analysed using PLS-SEM for the overall sample, with exploratory segment-level comparisons across WVO groups. Findings Experience emerged as the principal driver of conservation behaviour, knowledge showed a smaller positive effect and evidence for self-efficacy was tentative and should be interpreted cautiously given measurement limitations. Segment-level estimates were obtainable for two of the four WVO segments (Mutualists, Traditionalists). Experience was a significant positive predictor of behaviour in both groups; knowledge was additionally significant for Mutualists but not Traditionalists, while self-efficacy was significant (negative) for Traditionalists but not Mutualists. The Distanced and Pluralist segments could not be modelled due to collinearity among knowledge indicators within these smaller subgroups. Research limitations/implications The modest, region-specific sample and reliance on self-report, cross-sectional data limit causal inference and generalisability; the Distanced and Pluralist WVO segments could not be modelled due to collinearity among knowledge indicators within these smaller subgroups, and between-group differences have not been formally tested for statistical significance. Measures for some constructs would benefit from stronger theory anchoring and refinement. Practical implications Practitioners should prioritise experience-building tactics (seminars, workshops, volunteer activities) supported by targeted information; this is best evidenced for Mutualists and Traditionalists, as the Distanced and Pluralist segments could not be modelled and no segment-specific guidance is currently available for them. Originality/value This study applies WVO segmentation to flying fox conservation within a social marketing framework, identifying segment-level levers and highlighting the primacy of experience over self-efficacy in shaping behaviour.