This case study investigates the role of social-psychological variables in the general

public’s intention to support conservation of five local biotopes. A questionnaire

survey of 245 people was carried out in Kristianstad Municipality, Sweden. In

hierarchical regression analyses, public intention to support conservation was partly

predicted by attitude toward biodiversity conservation and by personal norm. The

relationship between these variables and intention differed depending on the ecological

content of the biotope. It is concluded that when communicating the importance

of conserving biotopes to the public, the message should be tailored according to the

ecological content of the biotope as well as with regard to public attitudes and

personal norms.