Extended Data Fig. 1: Stock-flow diagram for the full model structure.

Accumulations, or stocks, are shown as boxes. Flows are shown as pipes with valves, while information feedbacks are shown as blue arrows. Self-reinforcing feedback loops are marked ‘R,’ while balancing feedback loops are marked ‘B’. Signs (‘+’ or ‘-’) at arrowheads indicate the polarity of the causality: a ‘+’represents an increase in the independent parameter or variable causes the dependent variable to increase, ceteris paribus (and a decrease causes a decrease). Variables are shown in black. Parameters involved in word-of-mouth activities are shown in orange, those involved in outreach in dark blue, and those involved in community propagation in maroon. Switches to activate model structures are shown in pink and the time over how long the model subsections are active in dark green. Parameters involved in the growth in the field of sustainability are shown in light green and initial values of the stocks in light blue.