Document Type
Thesis
Date of Degree Completion
Spring 2023
Degree Name
Master of Science (MS)
Department
Primate Behavior
Committee Chair
Dr. Kara Gabriel
Second Committee Member
Dr. Mary Radeke
Third Committee Member
Dr. Jessica Mayhew
Abstract
Shade coffee plantations grow coffee under a canopy of trees and provide alternative habitats for many bird and primate species, known as agroecosystems, particularly in Latin America. The aim of the current project was to better educate the public about shade plantations and the positive effects they can have on conservation for primates. In addition, marketing tactics such as the presence of a shade plantation certification label and howler monkey images were assessed for their effects on consumer purchasing intentions as well as participant support for biodiversity and sustainability. Participants were recruited through the Department of Psychology’s research system at Central Washington University and through Facebook and Twitter social media platforms. Subjects viewed coffee bags with variations in howler monkey images and a Smithsonian certification label prior to answering questions about their attitudes on biodiversity, sustainability, subjective norming, and behavioral intentions. For university students, an image of a single howler monkey had a significant effect on biodiversity attitudes compared to no howler monkey image but neither the howler monkey image nor the Smithsonian certification label influenced sustainability, subjective norming, or behavioral intentions. The combined prior knowledge of primates, primate habitats, howler monkeys, biodiversity loss, sustainability standards, labels, and shade coffee plantations significantly influenced biodiversity, sustainability, subjective norming, and behavioral intentions in university students. These findings indicate that prior knowledge about a subject is more powerful than acute manipulations or marketing strategies presented to an audience.
Recommended Citation
Barber, Taylor, "Using Primates as a Flagship Species in Marketing Campaigns: Effects on Proenvironmental Attitudes and Behavioral Intentions" (2023). All Master's Theses. 1864.
https://digitalcommons.cwu.edu/etd/1864
Included in
Animal Studies Commons, Food Studies Commons, Marketing Commons