Social support and identity promote diverse participation in wildlife viewing

Wildlife viewing is growing in popularity, especially among Black, Indigenous and people of colour (BIPOC), whose participation has increased dramatically in the last 20 years. We used a nationwide sample of wildlife viewers to examine how identity as a wildlife viewer, the importance of wildlife viewing to one's life, ethnoracial identity and social support influenced the degree of participation in wildlife viewing.

We examined data as part of a non-probabilistic online survey of wildlife viewers (n = 17,104). We were particularly interested in how participation, support, the importance of wildlife viewing, and identity as wildlife viewers varied across ethnoracial groups. Support has been found to influence involvement in various activities, while identity and importance have been shown to drive continued participation, suggesting that these factors may be of great value for encouraging and sustaining behaviour.

We found that, compared with White groups, multiple ethnoracial groups identified less as wildlife viewers. However, they indicated that wildlife viewing is more important to their lives. We also found that most ethnoracial groups received more support from friends, family, mentors and peers than White viewers.

This research can help understand the participation of Black, Indigenous and people of colour in outdoor recreation. Furthermore, this work demonstrates how legacies of racially motivated discriminatory policies may limit participation among ethnoracially diverse communities.