Cassey, PhillDietrich, TimoKoh, Lian PinBowie, Matthew Jared2022-08-102022-08-102021https://hdl.handle.net/2440/135974Reversing biodiversity loss is one of the most significant challenges for our global community. Our individual and collective behaviours are the primary drivers of biodiversity loss, either through direct cause-and-effect or indirectly through complex causal links. By altering behaviours that impact nature negatively, we can achieve positive change that benefits biodiversity, propels sustainable development, and produces a healthier, more equitable world. Conservation researchers and practitioners are increasingly implementing behaviour change interventions to address threats facing biodiversity. Such interventions require substantial market research to ensure their effectiveness or risk failure, wasted resources, or unintended consequences. Therefore, conservation behaviour change needs to draw on learnings from other fields while developing methods specific to biodiversity applications. My thesis builds on the growing interdisciplinary behaviour change literature and showcases contributions to the specific case of consumer behaviour change for sustainable coffee. Specifically, I highlight: (i) the current state of sustainable coffee certification policies featuring a novel evaluation of how eleven prominent standards address critical threats to biodiversity from coffee agriculture, with discussion on opportunities to improve these policies through upstream social marketing; (ii) apply a machine learning algorithm to select variables showing the highest correlation with stated willingness to purchase environmentally friendly coffee from 1142 coffee consumers that participated in an online questionnaire, with discussion on how these insights could inform the design of a targeted behaviour change intervention to increase consumer demand for environmentally friendly coffee; and (iii) present the application of a seven-step co-design process, which showcases the value of user-centred design approaches to behaviour change interventions for biodiversity conservation, making important contributions towards the translation of consumer ideas into concrete prototypes. Together, my research contributes to advancing conservation behaviour change, emphasising reproducible methods for designing interventions to support sustainable development that benefits biodiversity and people.enBehaviour changeBiodiversityCo-designCoffeeConservationConsumer behaviourEco-labelEco-friendlyFairtradeOrganicRainforest allianceSustainableWildlife-friendlyThesis