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Beliefs and action around Don’t Palm us Off
Research Project: Relationship between community action and visitors’ dominant beliefs around the Don’t Palm us Off campaign
The single biggest threat to the survival of orang-utans is the unsustainable production of palm oil - an ingredient found in many packaged supermarket products.
Australian consumers currently can’t tell whether they are contributing to this crisis because most manufacturers are not transparent about their use of palm oil or their sources. Certified Sustainable Palm Oil is an alternative ingredient that is produced without harming local wildlife and communities.
Since late 2009, Zoos Victoria’s Don’t Palm Us Off campaign has advocated for a future where palm oil is clearly labelled and where any palm oil imported into Australia is Certified Sustainable Palm Oil, as deemed by the Roundtable on Sustainable Palm Oil.
In 2013, Zoos Victoria launched the Zoopermarket at Melbourne Zoo and online. The Zoopermarket hopes to mobilise community action by shining a light on the use of palm oil in some of Australian consumers’ favourite products.
At the Zoopermarket, visitors can send a clear message via email to grocery manufacturers telling them that when it comes to palm oil, they want 100% Certified Sustainable Palm Oil.
As part of the ongoing Don’t Palm us Off campaign strategy, we need to ensure we maximise our success in driving community action through these programs.
To measure the strength of visitor beliefs relating to emailing companies through targeted surveys.
After being able to use the Zoopermarket installation, visitors to Melbourne Zoo will be surveyed over three days.
Visitors are approached randomly and asked a range of verbal questions to outline their beliefs around undertaking that behaviour: whether they believe it to be a good or bad thing, which individuals are influencing their decision and any perceived barriers to undertaking the behaviour.
Once beliefs are identified, the most important are selected and measured in order to ascertain the strength of those beliefs and how influential they are on the individuals undertaking the behaviour.
This is measured through a written survey, asking visitors to score the beliefs on scales of 1-9.
Outcomes so far...
A summary of results is due to be compiled by July 2016.
Participating organisations: Zoos Victoria; with advice being provided by Monash University.