Statements used to measure attitudes, subjective norms and perceived behavioural control, including a summary of responses from trained and untrained participants.

1<p>Informants were told each statement was based in the local area, in the next five years, to include target, action, context and timeframe in the statements.</p>2<p>Statements were coded so positive attitudes, subjective norms and PBC likely to favour xaté cultivation had higher values.</p>3<p>Values are rescaled to range between 0–10; all items were re-coded so high values indicated a positive view of xaté cultivation.</p

The theory of planned behaviour [<b>18</b>].

<p>In this conceptual model we include the additional variable of technical knowledge as a predictor of behavioural intention and training as a potential method of influencing the four predictors of behavioural intention.</p

The location of study villages in Belize.

<p>The location of study villages in Belize.</p

Summary of 10 candidate models with lowest AICc developed to assess the predictors of xaté cultivation.

*<p>SN: social norm, PBC: perceived behavioural control, AICc: corrected Akaike Information Criterion.</p

Statements used to measure technical knowledge with answers based on information provided during training at Belize Botanic Garden.

1<p>DI = Darwin Initiative project 12012.</p

To what extent do potential conservation donors value community-aspects of conservation projects in low income countries?

<div><p>There is a major gap in funding required for conservation, especially in low income countries. Given the significant contribution of taxpayers in industrialized countries to funding conservation overseas, and donations from membership organisation, understanding the preferences of ordinary people in a high income country for different attributes of conservation projects is valuable for future marketing of conservation. We conducted a discrete choice experiment with visitors to a UK zoo, while simultaneously conducting a revealed preference study through a real donation campaign on the same sample. Respondents showed the highest willingness to pay for projects that have local community involvement in management (95% confidence interval £9.82 to £15.83), and for improvement in threatened species populations (£2.97 - £13.87). Both of these were significantly larger than the willingness to pay for projects involving provision of alternative livelihoods, or improving the condition of conservation sites. Results of the simultaneous donation campaign showed that respondents were very willing to donate the suggested £1 or above donation (88% made a donation, n = 1798); there was no effect of which of the two campaigns they were exposed to (threatened species management or community involvement in management). The small number of people who did not make a donation had a higher stated willingness to pay within the choice experiment, which may suggest hypothetical bias. Conservationists increasingly argue that conservation should include local communities in management (for both pragmatic and moral reasons). It is heartening that potential conservation donors seem to agree.</p></div

Summary results of donators and refusers the two marketing campaigns run at Jersey zoo over a four week period of alternating campaign types during July and August 2016.

<p>Summary results of donators and refusers the two marketing campaigns run at Jersey zoo over a four week period of alternating campaign types during July and August 2016.</p

The difference between respondents that donated or refused during the real campaigns for both their willingness to pay and the payment coefficient within the choice experiment.

<p>(A) Willingness to pay for respondents that refused or donated in the real campaigns for the corresponding attributes in the choice experiment. Donations and refusals are combined across the marketing campaigns as there was no significant effect of exposure on preference. The violin plots show median, upper and lower quartiles and the centred density. (B) Individual coefficients for the payment attribute within the choice experiment for respondents that either refused or donated within the choice experiment. Donations and refusals are combined across the marketing campaigns as there was no significant effect of exposure.</p

Influence of changing technical knowledge and perceived behavioural control on predicted probability of xaté cultivation.

<p>5a Technical knowledge scores, 5b Perceived behavioural control (PBC) scores and 5c combined technical knowledge and perceived behavioural control score. Solid lines are the mean estimate and dashed lines are the 95% confidence intervals. Other parameters (age, forest ownership) were held at their median values whilst the parameter of interest was varied.</p

Model averaged parameter estimates.

<p>Illustrating the influence of training upon attitudes (a), subjective norms (b), perceived behavioural control (c) and technical knowledge (d), controlling for the socio-demographic variables of forest ownership, years at school and age. 3a and 3b indicate training has had little impact on attitudes and subjective norms whereas <a href="http://www.plosone.org/article/info:doi/10.1371/journal.pone.0033012#pone-0033012-g003" target="_blank">figures 3c and 3d</a> show a positive impact of training on perceived behavioural control and technical knowledge. The central circles are the mean coefficient estimate for each parameter. Lines indicate 95% confidence intervals. Socio-demographic variables were rescaled to allow direct comparison with the training variable.</p