Audience demographics influence many aspects of public garden operations and can be segmented in numerous ways to address a variety of goals. Increasingly, public gardens are becoming aware of their considerable potential and responsibility in influencing audiences to make wise environmental choices, a relatively new field known as conservation psychology. This session introduces the conservation psychology approach to audience segmentation basedon readiness for behavior change. Understanding the psychology of behavior change, and the possible barriers, makes it possible to create a plan to successfully move garden visitors from one stage to another. Public gardens can use this approach to inspire visitors in making informed environmental choices and to act in plant conservation and sustainability efforts.

Presenter: F. Lavoipierre, Santa Barbara Botanic Garden, Santa Barbara,