Abstract

Bahamian coral reefs are under increasing threat from Stony Coral Tissue Loss Disease (SCTLD). This has implications for not only the local fishing industries. but also for the local tourist economy. where diving is a major activity. A pilot survey was conducted with local divers in order to gauge their awareness of. knowledge. perceptions. and motivations regarding SCTLD. The Value-Belief-Norm (VBN) Theory was also utilized in the survey as a framework to evaluate the drivers of pro-environmental behaviors of divers related to proposed SCTLD actions. as well as to help assess the specific dynamics that motivate this group to contribute towards “Stopping the Spread” and to inform the designs of a variety of communications materials. We measured diverse; values. beliefs about SCLTD-related issues. norms for the intended activities. and behavior intentions on 5-point scales. Results from the surveys indicated that values. beliefs. and personal norms may be more important than social norms as motivators to participate in SCTLD actions. Additionally. we determined that efforts should be focused on individuals who are unsure if or who disagree that their personal actions can make an impact. This highlights the importance of creating messaging that reinforces people’s ability to make positive environmental impacts. as well as their personal obligations to assist in conservation efforts within their local areas. This work also presents an opportunity for similar studies to be conducted with different stakeholder groups (and in different locations impacted by SCTLD) to help craft more targeted. audience-specific communications around these issues that will help inspire people to action.

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