When Ecological Information Meets High Wildlife Value Orientations: Influencing Preferences of Nearby Residents for Urban Wetlands

Preferences for landscapes are critical because they can drive landscape changes over time. The mediating role of wildlife value orientations in influencing preferences for urban wetlands through the provision of ecological information (based on insectivorous bats) was experimentally tested. Residents (N = 198) were asked about their preferences for wetlands, as depicted in 27 photographs. Half of the participants were provided with ecological information. Urban wetlands of high habitat quality for bats were preferred by both groups. There was a significant influence of ecological information on preference, although unexpectedly, this was on wetlands of low quality habitat; people who received ecological information had lower preferences for wetlands that provided lower quality habitat for bats. This influence was mediated by wildlife value orientations (wildlife rights and recreational wildlife experiences). Results suggest that preferences for landscapes can be influenced by providing information that is consistent with value orientations.