||Hunziker, M.; Schletti, D.,
||How to involve retailers into sensitization of end-users for ecologically responsible behavior – results of a snow-shoe-seller survey
||Management for Protection and Sustainable Development
||MMV 4 - Proceedings
||MMV4, ecological conflicts, outdoor recreation, persuasion, questionnaire, theory of planned behavior
||The outdoor activity snow-shoe walking is experiencing an increase in popularity and is more and more frequently practiced. This tendency represents a desirable development of soft tourism, contributes to the regional economical development of remote areas and enables people to experience pure nature. However, snow-shoe walking is rather problematic from the perspective of nature conservation. Therefore, the willingness of snow-shoe walkers to change their behavior has been investigated in several studies. One opportunity to influencing the behavior of snow-shoe walkers is when they buy or rent the snow shoes. However, the question remained whether shop owners and their staff are willing to adopt this role. The aim of our study was to answer this question and to identify the drivers of their willingness to contribute to persuading snow-shoe walkers to behave in an ecologically responsible way. A questionnaire was sent to 754 sports shops in Switzerland to measure the willingness to apply measures of persuasion and to measure the drivers of this willingness. The questionnaire data show that the willingness to contribute to persuasion campaigns is rather small. In particular, the potential for participation in the persuasion work is quite low for contributions that require high efforts or costs,. The variables “subjectively perceived social norms”, “attitude to the behavior” and “attitude to information about the protection of nature and landscape” represent the strongest predictors of the willingness to contribute to the campaign. On the basis of the results, suggestions for measures to persuade snow-shoe sellers to support persuasion of snow-shoe walkers were developed.
||ILEN @ m.sokopp @ 940
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