Entry 143: Green Marketing in the Wild: Rethinking How We Influence Outdoor Behavior

Outdoor recreation continues to grow in popularity, yet the question remains: what actually leads people to care for the places they visit? This study explores that question by examining how environmental attitudes, social marketing, and personal motivation shape environmentally responsible behavior. Using data from visitors to national parks in Vietnam, the research shows that people who value the environment are more likely to act in ways that protect it. That part feels intuitive. What stands out is how behavior is not driven by attitudes alone.

The study highlights motivation as the key link between what people believe and what they do. People may care about the environment, but that concern only translates into action when it connects to a meaningful reason to be outdoors. Motivation to experience nature, learn, or simply spend time outside becomes the bridge between intention and behavior. Social marketing plays a role as well, though not in a direct way. Messages shared through social media and other platforms help spark interest in outdoor recreation, which then influences behavior.

Another important finding is the role of risk perception during COVID. Visitors who felt a higher sense of risk were more likely to act responsibly, suggesting that awareness of personal vulnerability can shape how people behave in shared spaces. Together, these findings offer a layered understanding of how behavior forms in outdoor settings.

Why This Matters for Outdoor Recreation Professionals

For those working in parks, recreation, and natural resource management, this research reinforces something many have observed over time. Information alone does not change behavior. Signs, rules, and campaigns often assume that if people know better, they will do better. This study suggests a different path. Behavior is shaped through experience, connection, and purpose.

Environmental attitudes remain important, but they are only part of the picture. Professionals must think about how visitors are motivated to engage with a place. A person who feels connected to a landscape is more likely to care for it. That connection can come from a quiet moment on a trail, a guided program, or even a well told story about the land. The work is not just about protecting resources. It is about shaping how people experience those resources.

The role of social marketing is also worth noting. Many agencies invest time and energy into outreach, yet the impact is often unclear. This research shows that outreach works best when it builds interest and encourages participation. It is less about delivering a message and more about inviting people into an experience.

Finally, the influence of perceived risk offers insight into how behavior shifts in times of uncertainty. When people feel that their actions matter for their own well being, they tend to act with more care. This has implications beyond public health and can inform how we communicate about safety, stewardship, and shared responsibility.

Turning Insight into Action in Natural Resource Management

The most useful takeaway from this research is that behavior change begins long before a visitor arrives at a trailhead. It starts with how we frame the outdoor experience and how we invite people into it. If motivation is the bridge between attitude and behavior, then our work should focus on strengthening that bridge.

One way to do this is by designing experiences that foster connection rather than simply providing access. Interpretive programs, guided hikes, and storytelling can help visitors see a place as more than scenery. When people understand the history, ecology, or cultural meaning of a landscape, they begin to feel a sense of belonging. That sense of belonging can shape how they act. Even small touches such as trail signage that explains why an area matters can help deepen that connection.

Another approach involves rethinking how we use communication. Instead of focusing only on rules, messaging can highlight the benefits of responsible behavior. Visitors are more likely to respond when they see how their actions protect something meaningful. Social media can be a powerful tool here, especially when it showcases real experiences. Photos, short stories, and visitor perspectives can create a sense of shared stewardship. This aligns with the idea that marketing works best when it builds motivation rather than simply delivering instructions.

Managers can also create opportunities for visitors to take part in stewardship. Volunteer days, citizen science projects, and simple acts like trail maintenance or litter cleanup can give people a role in caring for a place. When visitors move from passive users to active participants, their behavior often shifts. They begin to see themselves as part of the system rather than separate from it.

The findings related to risk perception suggest another pathway. While no one wants to rely on fear, there is value in helping visitors understand the real impacts of their actions. Clear communication about how behaviors affect both the environment and personal safety can encourage more thoughtful decision making. This might include information about trail erosion, wildlife disturbance, or even the spread of invasive species. When people understand the consequences in a concrete way, they are more likely to adjust their behavior.

It is also worth considering how we design spaces themselves. Infrastructure can guide behavior without requiring constant enforcement. Well placed trails, clear boundaries, and intuitive layouts can reduce the likelihood of harmful actions. When the environment supports good decision making, visitors are more likely to follow the intended path.

Finally, professionals should recognize that behavior change is an ongoing process. It requires consistency, creativity, and a willingness to adapt. The goal is not to control visitors but to guide them toward a deeper relationship with the places they enjoy. When that relationship is built on connection, motivation, and shared responsibility, responsible behavior becomes a natural outcome rather than a forced one.

Source Information: Nguyen Thi Khanh Chi. (2025). Environmentally responsible behaviour in outdoor recreation: the moderating impact of COVID-19 related risk perception. Journal of Tourism Futures, 11(3), 480-495. https://doi.org/10.1108/JTF-09-2021-0234.