Mālama i ke kai: Exploring psychosocial factors associated with personal and community coral reef conservation behavior on Maui, Hawai‘i

Abstract

AbstractLocal and community conservation efforts can increase coral reefs' capacity to adapt to climate change. In this community‐engaged study, we examine affective dimensions and other psychosocial factors associated with coastal user conservation intentions and behaviors on Maui, Hawai‘i. In October and November 2019, we surveyed coastal users (n = 299). We found natural place attachment, sense of responsibility, and concern for coral reef ecosystems were positively associated with personal conservation intentions; civic place attachment was positively associated with community conservation intentions; and natural place attachment was positively associated with signing the Pono Pledge, a voluntary conservation commitment. We found personal and community response efficacy were positively associated with corresponding levels of conservation intentions. Our results provide insights into psychosocial factors that may underpin coral reef conservation behavior and inform partner communications and outreach.