Signs, prompts, and symbols are a common means to change behavior in our society. Understanding the psychological mechanisms by which signage influences behavior is a critical first step to achieve the desired outcome. In the current research, we propose a theoretical model of sign-to-behavior process. The model suggests that when one encounters a sign, it is encoded to construct an action representation (comprehension process), which is then acted on unless its enactment is inhibited (decision process). We test the implications of the model in two studies. In support of our hypothesis, for unfamiliar signs, clarity of purpose predicts perceived effectiveness of a sign; however, for familiar signs, clarity of purpose does not matter. Insights gained from the studies will help to design effective signs. Practical implications of the model are discussed, and future research directions are outlined.

Individuals can interact and develop multiple connections to nature (CN) which have different meanings and reflect different beliefs, emotions, and values. Human population are not homogenous groups and often generalised approaches are not effective in increasing connectedness to nature. Instead, target-group specific approaches focusing on different segments of the population can offer a promising approach for engaging the public in pro-environmental behaviours. This research employed latent class analysis to identify subgroups of individuals in a large, representative sample (n = 3090) of an Australian region. Three groups were identified using the AIMES measure of CN with its focus on five types of connection to nature. The high CN group comprised about one-third (35.4%) of participants while the group with the lowest profile of scores contained around a fifth (18.6%) of participants. The majority (46.0%) of participants registered CN levels between the high and low groups. These classes were then regressed on predictor variables to further understand differences between the groups. The largest, consistent predictors of class membership were biocentric and social-altruistic value orientations, stronger intentions to perform pro-environmental behaviours in public (e.g., travel on public transport), the amount of time spent in nature, and the age of participants.