The psychological drivers of pro-environmental behaviors on recreational trails in Canmore, Alberta

Abstract

For effective human-wildlife coexistence, particularly in landscapes where human activity overlaps with large predator habitats, gaining insight into the determinants of recreational trail users’ pro-environmental behaviour (PEB) is essential. Human cognitions, like norms and attitudes, are often positively associated with PEBs (Cialdini et al., 2006; Pearce et al., 2022; van Riper & Gerard, 2014). The purpose of this paper is to examine the influence of three human cognitions on wildlife- and trail-specific PEBs. Three key psychological drivers were selected as independent variables based on a literature review: 1) personal norms; 2) social norms; and 3) place attachment. Additionally, the study examines the differences in wildlife- and trail-specific PEB levels between locals and visitors. Much of the existing research examines the predictive power of human cognitions on general PEBs – such as recycling, energy consumption, and littering. This study developed measures of wildlife- and trail-supportive PEBs in collaboration with park agency staff and from a literature review. With a focus on local predators (bears, wolves, cougars, etc.), a survey was distributed to users of recreational trails near Canmore, Alberta, Canada during the summer of 2023. The three aforementioned psychological variables and selected demographics were examined for their influence on wildlife- and trail-specific PEBs. Results found only personal norms to be significantly and positively associated with both wildlife- and trail-specific PEBs. Despite predictions, place attachment and social norms were not significantly associated with the PEBs.