2018/01/29 by Michael B. Mascia, Morena Mills · 109 citations
Environmental Science · Agricultural and Biological Sciences · Economics, Econometrics and Finance · Psychology · #Conservation, Biodiversity, and Resource Management #Agricultural Innovations and Practices #Economic and Environmental Valuation #Psychological intervention #Context (archaeology) #Environmental resource management #Intervention (counseling) #Biodiversity conservation #Scale (ratio) #Tanzania #Business #Environmental planning #Public economics #Biodiversity #Geography #Ecology #Economics #Biology #Psychology
paper · pdf · doi:10.1111/conl.12442
published in Conservation Letters 11(3) (Wiley)
openalex publication_date 2018/01/29 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/31
Abstract Despite billions of dollars invested, “getting to scale” remains a fundamental challenge for conservation donors and practitioners. Occasionally, however, a conservation intervention will “go viral,” with rapid, widespread adoption that transforms the relationship between people and nature across large areas. The factors that shape rates and patterns of conservation interventions remain unclear, puzzling scientists and hindering evidence‐based policymaking. Diffusion of innovation theory—the study of the how and why innovations are adopted, and the rates and patterns of adoption—provides a novel lens for examining rates and patterns in the establishment of conservation interventions. Case studies from Tanzania and the Pacific illustrate that characteristics of the innovation, of the adopters, and of the social‐ecological context shape spatial and temporal dynamics in the diffusion of community‐centered conservation interventions. Differential trends in adoption mirrored the relative advantage of interventions to local villagers and villager access to external technical assistance. Theories of innovation diffusion highlight new arenas for conservation research and provide critical insights for conservation policy and practice, suggesting the potential to empower donors and practitioners with the ability to catalyze conservation at scale—and to do so at less cost and with longer‐lasting impacts.