Protecting Moreton Bay’s Values

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Protecting Moreton Bay’s Values

The Protecting Moreton Bay’s Values project used cluster analysis to understand how South East Queensland (SEQ) residents perceive and interact with Moreton Bay and its Marine Park. By identifying distinct community segments, the project provides a strategic framework for tailoring communication and stewardship initiatives to diverse social groups.

About this project

This study investigated the complex relationship between SEQ residents and Moreton Bay, focusing on their knowledge, values, and conservation behaviours. It addressed the need to move beyond “average” community snapshots to identify specific engagement profiles. The goal was to provide an evidence base for professionals to design more impactful strategies that foster proactive stewardship and address environmental challenges like climate change and habitat destruction.

Our approach

The research team utilised a multidimensional engagement framework encompassing cognition (knowledge), emotion (affect and values), and behaviour (stewardship and advocacy). Data was collected through a comprehensive online survey of 3,208 representative SEQ adults. Using hierarchical agglomerative cluster analysis, researchers allowed distinct community groups to emerge naturally from the data, providing a more nuanced understanding of the community than pre-determined classifications.

Goals/key achievements

Key outcomes identified were:
  • Engagement Profiles: Identified five distinct groups for overall bay engagement, ranging from “Highly Engaged” (19%) to “Disengaged and Inactive” (7%).
  • Marine Park Insights: Revealed four specific profiles of cognitive engagement with the Moreton Bay Marine Park, highlighting gaps in public confidence and actual knowledge.
  • Targeted Recommendations: Developed a comprehensive matrix of engagement implications for each cluster, such as using “Highly Engaged” individuals as early adopters and social influencers.
  • Policy & Media Preferences: Mapped the specific information channels (e.g., family/friends and government websites) and management strategies preferred by different segments.

Status

Completed (2023)
The project was completed in December 2023. The final findings and recommendations have been delivered to provide a foundation for future regional initiatives aimed at enhancing community appreciation and protection of Moreton Bay’s natural and cultural heritage.

Project Partners

Understanding People and Nature

Research That Makes a Difference

We explore how people connect with the environment from urban green spaces to ocean reefs, and develop strategies to promote conservation stewardship and meaningful engagement with the natural world. Through citizen science, community partnerships, and innovative communication strategies, we’re working to strengthen the connections between people and nature for lasting conservation impact.