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Volunteers play a key role in the conservation of many threatened species, yet volunteer motivations for participating in conservation and strategies used for attracting and retaining volunteers remain little studied. Iconic and charismatic megafauna species, such as marine turtles, attract the attention of conservation volunteers worldwide, making this species an ideal case study to explore volunteer motivations. We developed a novel values-based framework that examines the motivations and values of people volunteering with turtles in Queensland, Australia by harmonizing insights from Values Belief Norm (VBN) theory and intrinsic, instrumental, and relational values. We found that although motivations for these volunteers are multi-faceted, common factors underpinning volunteering decisions included values alignment with the organization, social influence, the ability to learn, and optimism. Awareness of these characteristics can assist organizations with designing more effective voluntary programs and further scholarly understanding of drivers of pro-environmental behaviors among a key group of environmental stakeholders.

Understanding people who volunteer with marine turtles: motives and values for engagement in conservation