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Behavior Change Projects in Zoological Collections: Application of the Behavior Change Wheel.
Isabel Brinkley1,2, Andrew Moss1, Bridget Johnson1,3
1Cedar House, Chester Zoo, Chester, UK.
Zoo Biology
|February 4, 2026
Summary
Zoos can drive human behavior change to address environmental crises. Analyzing zoo projects reveals that using behavior change frameworks, like the Behavior Change Wheel, can enhance intervention effectiveness.
Area of Science:
- Environmental Science
- Psychology
- Conservation Behavior
Background:
- Human behavior change is crucial for addressing the triple planetary crisis.
- Zoos engage millions globally, offering opportunities for behavior change interventions.
- Behavior change frameworks can systematically design and evaluate interventions.
Purpose of the Study:
- To analyze behavior change projects in zoos using the Behavior Change Wheel framework.
- To classify zoo-led interventions by Intervention Function and Policy Category.
- To identify patterns and potential barriers in zoo-based behavior change initiatives.
Main Methods:
- Content analysis of British and Irish Association of Zoos and Aquariums (BIAZA) member websites.
- Classification of 754 identified behavior change projects using Behavior Change Wheel categories.
- Quantitative analysis of Intervention Functions and Policy Categories.
Main Results:
- Persuasion and Education were the most common Intervention Functions.
- Communication/Marketing was the most frequent Policy Category.
- Most projects involved multiple Intervention Functions, targeting the general public, with zoos as primary agents.
Conclusions:
- Zoos implement numerous behavior change projects, primarily using Persuasion and Education.
- Combining multiple intervention functions appears common and potentially beneficial.
- Frameworks like the Behavior Change Wheel can guide the development of more effective zoo-based conservation behavior interventions.
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