Conservation marketing holds potential as a means to engage audiences with biodiversity conservation and help to address the human dimensions of biodiversity loss. Empirical evaluations of conservation marketing indicatives are growing, so we reviewed the literature on this research to inform future directions in the field. We used a systematic search strategy to identify studies that evaluated the effects of conservation marketing interventions (techniques and campaigns) on psychosocial outcomes, categorized as cognitive, affective, or behavioral. Six academic databases (Business Source Complete, Communication & Mass Media Complete, Greenfile, Proquest, Scopus, and Web of Science Core Collections), 3 gray-literature databases (BASE, Zenodo, and Google Scholar), and 2 websites (Rare and WildAid) were searched. Articles were subjected to critical appraisal to assess their methodological quality, and data were extracted from each article and analyzed using narrative synthesis. Altogether 28 studies from 26 articles were included in the review. Twenty-five studies were conducted from 2014 through 2016. Methodological quality of most studies was weak (n = 16, 57%) (moderate quality n = 8, 29%; high quality n = 4, 14%). The proportion of studies that evaluated a conservation-marketing technique (e.g., variants of texts, images, or videos) versus a campaign (e.g., community-based campaigns targeting locally relevant issues, such as unsustainable palm oil agriculture, light pollution, or wood fuel fire use) was relatively balanced. Although many studies reported statistically significant results in the intended direction, the utility of findings was limited by persistent methodological limitations, such as a lack of a comparator group, use of non-validated assessment tools, and a focus on self-reported data and subjective outcomes. Conservation marketing is clearly a nascent field of scientific enquiry that warrants further, high-quality research investigations.

中文翻译：

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生物多样性的有效性——保护营销

保护营销有潜力成为让受众参与生物多样性保护并帮助解决生物多样性丧失的人为因素的一种手段。对保护营销指标的实证评估正在增长，因此我们回顾了有关这项研究的文献，以告知该领域的未来发展方向。我们使用系统搜索策略来确定评估保护营销干预（技术和活动）对心理社会结果的影响的研究，分类为认知、情感或行为。6 个学术数据库（Business Source Complete、Communication & Mass Media Complete、Greenfile、Proquest、Scopus 和 Web of Science Core Collections），3 个灰色文献数据库（BASE、Zenodo 和 Google Scholar）和 2 个网站（Rare 和 WildAid） ) ) 进行了搜索。对文章进行严格评价以评估其方法学质量，并从每篇文章中提取数据并使用叙事综合进行分析。该评价共纳入了 26 篇文章中的 28 项研究。从 2014 年到 2016 年进行了 25 项研究。大多数研究的方法学质量较差（n = 16, 57%）（中等质量 n = 8, 29%；高质量 n = 4, 14%）。评估保护性营销技术（例如文本、图像或视频的变体）与运动（例如针对当地相关问题的社区运动，例如不可持续的棕榈油农业、光污染或木材）的研究比例燃料火灾使用）相对平衡。尽管许多研究报告了在预期方向上具有统计学意义的结果，研究结果的效用受到持续的方法学局限性的限制，例如缺乏比较组、使用未经验证的评估工具以及侧重于自我报告的数据和主观结果。保护营销显然是一个新兴的科学探究领域，需要进一步的高质量研究调查。