Information alone is often not enough to influence a behavior change. Understanding how people actually make decisions is crucial for developing the right message to engage and influence your intended audience. One idea from social science that can help us with that is the Theory of Planned Behavior. In this short concept refresher, Adam Reimer explains how attitudes, social norms, and perceived behavioral control interact to influence decisions, and why this matters for our conservation outreach.

Luke Petersen • February 7, 2023 ,