![Sample our Environment & Sustainability journals, sign in here to start your access, latest two full volumes FREE to you for 14 days]({"type":"image" , "src" : "/sda/5935/TOC-Subject-Sample-2021-Environment-Sustainability.jpg"})
Abstract
Environmental agencies increasingly use flagship species (those popular, relatively large, charismatic animals) as tools to trigger concern for the species and motivate community members to conserve the flagship species and its habitat. However, little research has considered the mechanisms behind which this strategy works. Using the platypus as a flagship species, this study aimed to (a) determine whether exposure to the platypus flagship and/or (b) a person's level of environmental concern influences intentions to conserve the platypus and its habitat. Logistic regression analyses of questionnaire responses showed that exposure to educational materials promoting the conservation of the platypus and its habitat was a strong and reliable predictor of feelings of concern specific to the welfare of the platypus and its habitat. This concern influenced intentions to conserve the platypus and its habitat. It is hoped that managers will use these findings to improve their uses of flagship species to motivate community-wide conservation efforts.
The authors thank (a) Helen Adams, Jane Page, and the rest of the Barron River Integrated Catchment Management Association, Inc. for their assistance in providing the study context for this research, (b) Ann Marie Volpe for her assistance in data collection, and (c) the anonymous reviewer for the invaluable feedback on earlier drafts. This research methodology was approved by the James Cook University Ethics Review Committee, Human Ethics Sub-Committee (Ethics Approval Number: H1768). This research was funded by a Rainforest CRC Student Research Support Scheme Grant, with additional funding support from James Cook University's School of Tropical Environment Studies and Geography and the CRC Reef Research Centre.