Engaging internal and external audiences to develop and promote zoo-based conservation efforts

Area of Science:

• Conservation Science
• Environmental Psychology
• Behavioral Science

Background:

• Zoos, as place-based conservation organizations, are uniquely positioned to influence public behavior for wildlife protection.
• Developing effective conservation action campaigns requires understanding public interest and barriers to participation.

Purpose of the Study:

• To inform the development of a conservation action campaign for an urban zoo.
• To identify specific conservation actions that resonate with zoo visitors.
• To understand visitor values influencing environmentally friendly behaviors.

Main Methods:

• A multi-phase, front-end evaluation involving staff brainstorming and visitor surveys.
• Analysis of survey data using the Transtheoretical Model of Behavior Change.
• Iterative narrowing of conservation actions based on staff and visitor input.

Main Results:

• 164 potential conservation actions were initially brainstormed, narrowed to 20, then 10 for surveys.
• Visitor interest, perceived barriers, and benefits were assessed for selected actions.
• Visitors showed alignment with self-transcendent values, suggesting a focus on broader impact.

Conclusions:

• Evidence-based decision-making identified habitat restoration and purchasing wildlife-friendly products as key campaign focuses.
• Campaigns should leverage visitor values, particularly self-transcendence, for greater impact.
• Understanding visitor perspectives is crucial for designing successful conservation initiatives.