Understanding public conservation awareness within the Waikato Conservancy, New Zealand Research Completed
Title
Understanding public conservation awareness within the Waikato Conservancy, New Zealand
Lead Author
Fitchman, J.
Organisation(s)
Department of Conservation
Publication Year
2007
Publisher
Department of Conservation
Contacts
Abstract
This report presents results of a telephone survey of 303 people, drawn randomly from within the geographic boundaries of the Waikato Conservancy of the Department of Conservation (DOC), on their awareness of DOC and its role, awareness of local conservation issues, frequency of visits to DOC land, type and frequency of recreation activities, and attitudes towards conservation.
There was an overall high level of awareness of what DOC is and does, but an overall low level of awareness (when unprompted) of local conservation issues. However, when prompted, the level of recognition and perceived importance of local conservation issues increased and there was a higher level of awareness of national conservation issues. In general, respondents were positive in their attitudes towards conservation. It was concluded that a social marketing strategy for conservation awareness needs to address: effective use of the DOC website as an awareness-raising tool; target audiences and distribution for DOC publications; and DOC’s profile amongst 18–29-year-olds.
Keywords:
Conservation awareness, community relations, social marketing, public awareness, Department of Conservation, Waikato Conservancy, New Zealand
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July 13, 2012