Willingness of the German population to donate toward bird conservation: An application of the protection motivation theory

Abstract

In this study, the protection motivation theory (PMT) was used to investigate factors influencing self-reported willingness to donate and actual donations to conserve endangered bird species. The PMT was extended to include sociodemographic factors (gender, age, education, and income), as well as knowledge about and attitudes toward birds. Data were collected in Germany through an online questionnaire (N = 579, MAge = 49.15, SD = 16.93, women = 51.6 %). Regression analyses showed that the cognitive assessment processes of the PMT, (1) threat appraisal of endangered bird species, and (2) coping appraisal of threat toward endangered bird species were significant predictors of an individual's willingness to donate. An individual's attitudes toward birds strengthened willingness to donate, but not actual donations. Knowledge about birds had no influence on willingness to donate or actual donation behavior. Women were more likely to donate and higher perceived barriers were associated with lower rates of actual donations. A discrepancy between willingness to donate and actual donations is evident, which indicates an intention-behavior gap. The results suggest that conservation and education campaigns should be used to increase the population's awareness of existing threats toward endangered bird species, including the constructs of PMT, which could positively influence both willingness to donate and actual donations. Similarly, engagement initiatives could target individuals' self-efficacy to engage in bird conservation and possible coping measures should be made transparent and tangible by stakeholders looking to foster bird conservation. © 2022 The Authors