Understanding Pro-Environmental Behavior of Citizen Science: An Exploratory Study of the Bird Survey in Taoyuan’s Farm Ponds Project

Shan-Hui Chao, Jin-Zhang Jiang, Kuan-Chu Wei, Eric Ng, Chia-Hsuan Hsu, Yi-Te Chiang and Wei-Ta Fang
Additional contact information
Shan-Hui Chao: School of Media & Communication, Shanghai Jiao Tong University, Shanghai 200240, China
Jin-Zhang Jiang: School of Media & Communication, Shanghai Jiao Tong University, Shanghai 200240, China
Kuan-Chu Wei: Graduate Institute of Environmental Education, National Taiwan Normal University, Taipei 116, Taiwan
Eric Ng: School of Business, University of Southern Queensland, Toowoomba, QLD 4350, Australia
Chia-Hsuan Hsu: School of Forestry and Resource Conservation, National Taiwan University, Taipei 106, Taiwan
Yi-Te Chiang: Graduate Institute of Environmental Education, National Taiwan Normal University, Taipei 116, Taiwan
Wei-Ta Fang: Graduate Institute of Environmental Education, National Taiwan Normal University, Taipei 116, Taiwan

Sustainability, 2021, vol. 13, issue 9, 1-24

Abstract: This exploratory study aims to fill the gap by adopting Hirose’s two-phase decision-making model with the theory of social networks to explore the environmentally friendly attitudes and environmental behavioral intentions toward pro-environmental behaviors of the citizen scientists who participated in the Bird Survey in Taoyuan’s Farm Ponds Project. The Bird Survey in Taoyuan’s Farm Ponds Project is a systematic citizen science project founded in 2003 with the aim to identify existing and potential irrigation ponds that are important to creating waterbird refuges to secure habitats for wintering waterbirds in anthropogenically influenced areas. The participation in this project itself can be considered as a form of pro-environmental behavior. A total of 24 in-depth semi-structured interviews were conducted with participants of the Bird Survey in Taoyuan’s Farm Ponds Project. Qualitative data showed that participants mentioned six variables (i.e., perceived seriousness, ascription of responsibility, belief in the effectiveness, feasibility evaluation, cost–benefit evaluation, and social norms evaluation) of the two-phase decision-making model in relation to environmentally friendly attitudes and environmental behavioral intention. Findings also revealed three key variables (i.e., social networks, learning and growth, and belonging and contribution) in the theory of social networks that are associated with environmentally friendly attitudes and environmental behavioral intention. Based on the findings, it is proposed that the social needs variables are incorporated as an extension to the two-phase decision-making model to offer a more comprehensive explanation of pro-environmental behavior.

Keywords: citizen science; environmentally friendly behavior; pro-environmental behavior; social networking; Taoyuan farm pond bird survey; two-phase decision-making model (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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