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Inspiring Pro-Conservation Behavior Through Innovations in Zoo Exhibit and Campaign Design

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Inspiring Pro-Conservation Behavior Through Innovations in Zoo Exhibit and Campaign Design Inspiring Pro-Conservation Behavior through Innovations in Zoo Exhibit and Campaign Design by Ashley Kelly BAnVetBiosci (Hons), University of Sydney, 2010 GDipEd, University of New England, 2013 A THESIS submitted in partial fulfillment of the requirements for the degree MASTER OF SCIENCE Department of Horticulture and Natural Resources College of Agriculture KANSAS STATE UNIVERSITY Manhattan, Kansas 2018 Approved by: Major Professor Dr. Jeffrey Skibins Copyright © Ashley Kelly 2018. Abstract Amid rapidly increasing anthropogenically caused wildlife extinctions, zoos are often expected to embrace the role of proactive conservation organizations. Many are leading the way through innovations in the development of engaging visitor experiences. This paper evaluates the effectiveness of the new and cutting-edge immersive interpretation within the TigerTrek Exhibit at Taronga Zoo (Sydney, Australia), for its ability to influence visitors to engage in pro- conservation behaviors related to certified sustainable palm oil advocacy and consumerism. Survey data were collected from zoo visitors prior to entering the Sumatran Tiger Trek exhibit (n = 514), upon exiting the exhibit (n = 509), and by email at six-week (n = 106) and six-month (n = 18) intervals post-visit to investigate the immediate and long-term impacts of the exhibit on visitors’ pro-conservation behavioral intentions and actual behaviors. Results indicate an increase in post-visit respondents’ levels of awareness (χ2 = 65.26 (1), p < .001), motivation (t = - 6.976 (1029), p < .000) and behavior intentions (t = -5.256 (1042), p < .000), however, post-visit respondents also reported increased levels of concern that all palm oil is grown unsustainably (χ2 = 9.09 (1), p < .01), which runs contrary to interpretive messaging. Follow up surveys revealed after both six-weeks and six-months post-visit; 29.2% of respondents purchased a product because it contained Certified Sustainable Palm Oil, however, 50% of six-week respondents had actively avoided buying a product because it contained palm oil. By understanding how visitors perceive the interpretive messaging within an exhibit and appreciating the types of conservation behaviors visitors are willing and able to engage in, zoos can more effectively achieve their conservation campaign goals. Table of Contents List of Figures ............................................................................................................................ vi List of Tables ............................................................................................................................ vii Acknowledgements ..................................................................................................................viii Chapter 1 - Introduction .............................................................................................................. 1 Background............................................................................................................................. 1 Problem Statement .................................................................................................................. 5 Purpose Statement................................................................................................................... 5 Chapter 2 - Manuscript ............................................................................................................... 6 Abstract .................................................................................................................................. 6 Literature Review ................................................................................................................... 7 Palm Oil Plantations and the Implications for Sumatran Tigers............................................ 9 Sustainable Palm Oil ......................................................................................................... 10 Pro-Conservation Behavior Change ................................................................................... 11 The Role of Zoos in the Human Dimensions of Wildlife Conservation .............................. 13 Study Theoretical Framework ............................................................................................... 16 Study Site ............................................................................................................................. 19 Research Objectives .............................................................................................................. 20 Methods ................................................................................................................................ 20 Survey Instrument Development ....................................................................................... 20 Survey Instrument Administration ..................................................................................... 20 Variables (see Figure 2)..................................................................................................... 21 Independent Variables: .................................................................................................. 21 Dependent Variables: .................................................................................................... 23 Analysis ............................................................................................................................ 24 Results .................................................................................................................................. 24 Predisposing Factors ......................................................................................................... 24 Information Factors ........................................................................................................... 28 Awareness Factors ............................................................................................................ 31 Motivation Factors ............................................................................................................ 32 iv Barriers ............................................................................................................................. 34 Behavior Intention ............................................................................................................. 36 Behavior............................................................................................................................ 38 Behavior conducted off-site post-visit ............................................................................... 43 Discussion ............................................................................................................................ 45 Conclusion ............................................................................................................................ 52 Chapter 3 - Conclusion ............................................................................................................. 53 Chapter 4 - References .............................................................................................................. 55 Appendix A - Survey Instrument ............................................................................................... 61 Appendix B - IRB Approval ..................................................................................................... 65 v List of Figures Figure 1. Map of Southeast Asia, Indonesia and Sumatra ............................................................ 8 Figure 2. The original Integrated Model of Behavior Change .................................................... 18 Figure 3. The modified Integrated Model of Behavior Change .................................................. 18 Figure 4. Prior palm oil purchasing behavior. ............................................................................ 26 Figure 5. Preconceived Notions................................................................................................. 27 Figure 6. Tiger View ................................................................................................................. 28 vi List of Tables Table 1. Predisposing Factors: Demographics. .......................................................................... 25 Table 2. Predisposing Factors: Prior Behavior. .......................................................................... 26 Table 3. Predisposing Factors: Preconceived Notions. ............................................................... 28 Table 4. Information Factors: Tiger View. ................................................................................ 29 Table 5. Information Factors: Satisfaction. ................................................................................ 29 Table 6. Information Factors: Experience. ................................................................................. 30 Table 7. Awareness Factors: Knowledge. .................................................................................. 31 Table 8. Motivation Factors: Values. ......................................................................................... 33 Table 9. Barriers ....................................................................................................................... 35 Table 10. Behavior Intention ..................................................................................................... 37 Table 11. Logistic Regression: On-site Behavior.
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