Using social marketing concepts to promote the integration of systematic conservation plans in land-use planning in South Africa

摘要: Local land-use planning procedures are increasingly recognized as potentially crucial to ensure off-reserve biodiversity protection. Mainstreaming systematic conservation maps in these decision-making has been proposed a mechanism achieve this. However, research is lacking on how convince officials and politicians change their behaviour include the decision-making. Social marketing tool commonly used effect many sectors but its application limited. In formative phase of social study we interviewed locally elected four coastal municipalities South Africa. We found that environmental issues play virtually no role work; however, they do attribute value natural environment. Land-use considered important dysfunctional perceived negatively municipalities. Their information-seeking clearly localized. present analysis results argue for improving attractiveness product: should be more option- than veto-based identify relevant ecosystem services. Locally significant information provided at time location convenient politicians. conclude engagement with councillors proactive, refer services from ‘nature’ rather ‘biodiversity’ use terminology oriented meaningful politician's perspective. The highlights usefulness approach conservation.