Behavior Change Projects in Zoological Collections: Application of the Behavior Change Wheel

Human behavior change is needed to stop the triple planetary crisis. Zoos reach millions of people every year and there is evidence available that people do change their behavior because of zoo led interventions. Designing interventions with behavior change frameworks in mind can increase the efficacy of interventions. The Behavior Change Wheel is a guide for describing, designing and evaluating behavior change strategies, rooted in the COM-B model. It can be used for retrospective assessment of existing interventions. Here we present a content analysis of websites of members of the British and Irish Association of Zoos and Aquariums (BIAZA). We classified behavior change projects in relation to categories on the Behavior Change Wheel including Intervention Function and Policy Category. A total of 754 behavior change projects were identified and analyzed, resulting in 1650 Intervention Function and 1154 Policy Category codes. Persuasion (n = 450) and Education (n = 289) were the most frequently identified Intervention Functions. Communication/marketing (n = 515, 68.30%), was the most frequently used Policy Category. Zoos themselves were most often the agents of behavior change and projects most frequently targeted the general public. Most projects used multiple intervention functions in conjunction with each other, with only 12.73% (n = 210) of Intervention Functions occurring on their own. Combining Intervention Functions has positive implications for intervention effectiveness, but barriers to effectiveness such as limited project targets were identified. Developing behavior change projects in zoos with behavior change frameworks in mind would likely further increase the effectiveness of these projects.