Prosocial and Financial Incentives for Biodiversity Conservation: A Field Experiment Using a Smartphone App

Ascertaining the number, type, and location of plant, insect, and animal species is essential for biodiversity conservation. However, comprehensively monitoring the situation only through public fixed-point surveys is challenging, and therefore information voluntarily provided by citizens assists in ascertaining the species distribution. To effectively encourage the citizens' data sharing behavior, this study proposed a prosocial incentive scheme in which, if they provide species information, donations are made to activities for saving endangered species. We conducted a field experiment with users (N=830) of a widely-used Japanese smartphone app to which they post species photos and measured the incentive's effect on their posting behavior. In addition, we measured the effect of a financial incentive scheme that provides monetary rewards for posting species photos and compared the two incentives' effects. The analyses revealed that while the prosocial incentive did not increase the number of posts on average, it did change the contents of posts, increasing the proportion of posts on rare species. On the contrary, the financial incentive statistically significantly increased the number of posts, in particular, on less rare and invasive species. Our findings suggest that the prosocial and financial incentives could stimulate different motivations and encourage different posting behaviors.