Have you ever wondered if all Zoomarine visitors ‘think’ about the ocean in the same way? Well, a study was recently published on how Zoomarine visitors perceive one of our great flagships, ocean conservation. 

In this study, adult visitors were surveyed, analysing factors such as values, sense of responsibility and their intention to support ocean conservation efforts. The study identified two distinct visitor profiles: those who prioritize human interests but are very aware of the vulnerability of the oceans; and visitors who intrinsically value nature and feel a greater personal obligation to protect the oceans.

Interestingly, being more aware of the vulnerability of the oceans did not necessarily translate into stronger intentions to actually change behaviour. Visitors who showed a deeper understanding of environmental consequences and whose personal norms are more aligned with the environment, showed the highest intentions to support ocean conservation. The researchers suggest that fostering emotional connections with nature, not just education/awareness raising, is key to motivating pro-environmental behaviour. 

They recommend that zoos and aquariums adapt their messages so that they resonate more effectively with different visitor profiles, with the aim of inspiring them to make a positive change towards ocean protection.

Read the full article here: https://www.mdpi.com/2673-5636/5/3/31