How to change public perception of migratory fishes?

The support of the general public is essential for the effective conservation of wildlife. However, previous surveys suggest that the public tends to lack interest for non-charismatic animals such as fishes. Providing and... [ view full abstract ]

The support of the general public is essential for the effective conservation of wildlife. However, previous surveys suggest that the public tends to lack interest for non-charismatic animals such as fishes. Providing and framing relevant information is a common approach to enhance the interest of the public in an environmental topic and to stipulate pro-environmental behaviour. The aim of this study was to contribute to our knowledge of how to best frame messages with relevance for the conservation wild fish populations. For this purpose, we conducted a before-after-control-impact analysis of the general public in Germany (N = 501), France (N = 337), Norway (N = 396) and Sweden (N = 387). In an online questionnaire, the members of the public in the four European countries were asked in autumn 2015 about their knowledge about native and non-native fish species, their values and personal norms, and their beliefs and attitude towards migratory fish species and conservation issues. Simulating natural conditions, the respondents received the invitation to read an online information sheet in summer 2016. For the information sheet, we selected three comparably charismatic migratory fish species, which have seen significant declines in their populations in Europe: Atlantic salmon (Salmo salar), European eel (Anguilla anguilla) and European sturgeon (Acipenser sturio). We designed a problem-oriented 4-page information sheet and another sheet that contained the same information and the same visuals, but anthropomorphized the fishes. Respondents were randomly assigned either the problem-oriented information, the anthropomorphized information, or a 2-page “placebo” information sheet that did not make explicit reference to migratory fish species. In autumn 2016, the respondents were asked again about their knowledge, perception and valuation of freshwater biodiversity. Their scores were then compared for before and after having read the information sheet. The results of the study will be helpful in order to identify the most-effective way of tailoring conservation messages to engage the public.