Effective biodiversity behaviour change across supply chains

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Consumption of resources is the major driver of biodiversity loss yet understanding of how to change behavioural drivers is lacking. This project aims to understand barriers to biodiversity behaviours across a supply chain, how to overcome them and increase positive biodiversity impact via spillover effects. We will use coffee as a case study to test specific interventions, design effective message frames for reducing the psychological distance of consumption behaviours and develop a framework for generalising to other behaviours impacting biodiversity. The project is expected to generate new knowledge and approaches critical for policy makers and other actors seeking to reduce consumptive impacts on biodiversity.