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Advancing transformative change for sustainability requires population‐wide behavior change. Yet, many behavioral interventions tackling environmental problems only examine average effects on the aggregate, overlooking the heterogeneous effects in a population. We developed and preregistered a novel audience segmentation approach to test the diverse impact of conservation messaging on reducing demand for exotic pets (private action ‐ i.e., desire to own exotic pets or visit wildlife entertainment places) and fostering citizen engagement for system‐wide change (civic action ‐ e.g., signing a petition or participating in a protest against the exotic pet trade). Through an online survey with US participants (n = 2953), we identified 4 population segments (early adopters, early majority, late majority, and laggards), representing varying levels of commitment to wildlife conservation and then randomly assigned each segment to one of 3 messaging conditions. Messages highlighting negative consequences of the exotic pet trade and the power of collective action for system change effectively promoted private action among all segments except early adopters (ηp2 = 0.005). Among civic actions, only the collective action message motivated early adopters and the early majority to sign petitions (φC = 0.193 and φC = 0.097, respectively). Furthermore, the 4 segments showed distinct reasoning for action and inaction on wildlife conservation, with certain relational values, such as care, serving as both motivations and barriers to action. These findings highlight the need for targeted behavioral interventions across diverse populations. [ABSTRACT FROM AUTHOR]

The exotic pet trade poses a major threat to biodiversity conservation. To combat biodiversity loss, it is essential to reduce demand for exotic pets and engage people in civic actions for wildlife conservation. Although messaging has been extensively used in conservation practice, little is known about how it can influence attitudes and various types of actions pertaining to the exotic pet trade. This study examined the impact of conservation messaging in the context of exotic pet ownership and wildlife entertainment visitation as common practices of the exotic pet trade. We randomly assigned participants in the United States to one of five messaging conditions: biodiversity loss and animal abuse (M1), zoonotic disease risks (M2), illegality (M3), social disapproval (M4), and neutral biological information as a control condition (M5). We found that all conservation messages (M1–M4) significantly decreased people's favorable attitudes toward the exotic pet trade and their desire to visit wildlife entertainment. However, conservation messaging did not influence the desire for exotic pet ownership or intentions to take civic actions. Our findings highlight the potential of conservation messaging for attitude change and demand reduction for wildlife entertainment, but different approaches are necessary for promoting more effortful actions such as exotic pet ownership and civic actions. [ABSTRACT FROM AUTHOR]