Conservation campaigns at free-learning sites can promote pro-environmental behaviors

Millions of people attend zoos and aquariums each year, but little is known about how these institutions impact their patrons' behavior after they leave. Researchers have attempted to measure how EE influenced long-term behavior change in humans; however, long-term studies are time consuming and costly. As a result, data collection is often challenging. Scientists and educators are particularly interested in how free-choice learning institutions, like aquariums and zoos, increase environmental knowledge and influence visitors to adopt environmentally-friendly practices, such as protecting wildlife habit, recycling, and reducing litter. Using the Theory of Planned Behavior (TPB), the authors evaluate the relationship between knowledge and behavioral change. TPB correlates human behavior with intentions and identifies three primary factors in the relationship: how one views the behavior, how society perceives the behavior, and how easy the behavior is to adopt. This study seeks to understand how campaigns can influence visitors at free-learning sites to engage in environmentally-friendly practices.

This study focused on a campaign called Penguin Promises initiated by uShaka Sea World in Durban, South Africa. The South African Association for Marine Biological Research manages uShaka, which educates its visitors about marine conservation and encourages visitors to adopt pro-environmental behaviors. uShaka created Penguin Promises because African penguins are endangered and can only be found in South Africa, and the aquarium already had an exhibit established. The campaign asked visitors to write down and promise a change that they will make in their day-to-day life to help protect the environment.

The researchers focused on two primary exhibits: the African penguin exhibit and the Eco-house exhibit. The African penguin exhibit was an outdoor area with breeding African penguins, which allowed visitors to take pictures with penguin statues, to see nests, and to learn about threats to the penguins. In contrast, the Eco-house exhibit did not contain any animals, though it did provide visitors with ways in which they could save money while mitigating their environmentally harmful behaviors. Next to each exhibit, uShaka provided postcards and a drop box for visitors to write down their promise to adopt a lifestyle change that will better the environment. These postcards collected visitor demographics and requested contact information.

The authors contacted visitors between 12 and 18 months after their visit to uShaka and asked them to participate in an online survey. The survey asked respondents if they remembered their written promise, what the promise was, and if the individual felt that they had fulfilled that promise. Of the 4490 postcards collected, the researchers received 316 completed questionnaires. The researchers categorized the promises on postcards into seven themes: save energy or water, conserve nature, care for animals, purchase sustainable seafood, reduce litter and pollution, buy eco-friendly products, and educate others about the environment. There were significantly more promises made about minimizing litter and eating sustainable seafood at the penguin exhibit than at the Eco-house. In contrast, the Eco-house exhibit garnered more promises to purchase environmentally-friendly products.

The study found that visitors who made a specific promise, such as turning off the lights when leaving a room or taking showers instead of baths, were more likely to remember and fulfill their promise than if they made a general statement, such as “I will save energy and water.” The authors highlight that this finding supports previous studies that general environmental concern is not linked with long-term behavior change.

Of those who completed the questionnaire, just over half (54.6%) recalled their promise and half stated they fulfilled the promise. The survey also asked respondents what influenced them to pursue the environmental behavior after visiting uShaka. Respondents mentioned visitor sensory experiences (things they heard, felt, or saw during their visit) and off-site experiences (such as wildlife encounters or other education centers) as the primary reasons to adopt environmental practices. Among the few respondents (19) who provided a reason for not keeping the promise, most cited a lack of time.

The findings from this study are not generalizable to other institutions with similar programs; many of the respondents were female, young, and from South Africa, and the experience at uShaka was unique. Engagement in this activity was self-motivated; therefore, many of the participants may be more environmentally conscious than other visitors or members of the public. Additionally, the study did not research if the participants engaged in the environmental practices prior to visiting uShaka. For instance, respondents who promised to recycle may already reduce their waste and reuse items.

This study demonstrated that zoos and aquariums, and other free-choice learning sites, can use campaigns to encourage visitors to engage in long-term conservation behaviors. The authors recommend seven actions that conservation campaigns should follow to create a successful program: 1) allow visitors to interact with the animals; 2) highlight specific actions that people can do to help the environment; 3) give ample time for visitors to think about their experience; 4) target the audience accordingly; 5) provide supplemental information that visitors can take home; 6) use live animals that are unique; and 7) create interpretative exhibits. The researchers conclude that with the right approaches, free-learning sites can encourage visitors to adopt and maintain environmentally-friendly practices.