Martens, Svenja (2022) The Influence of Educational Interventions on the Relationship Between Zoo Visitors’ Beliefs and Pro-Conservation Intentions. Bachelor thesis, Psychology.
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Abstract
Biodiversity loss is a persistently growing issue that needs to be counteracted. Zoos can have an impact on this by communicating the need for change to their visitors, and by trying to increase their sustainable behavior. Building on the growing body of existing research on pro-environmental behavior and intentions, this study investigated the association between beliefs and pro-conservation intentions, with a potential moderating effect of education. I hypothesized that stronger mutualistic beliefs would lead to increased pro-conservation intentions, and that sustainability education would enhance this relationship, in contrast to hedonic education or no education. In a between-groups experimental design, using an online questionnaire and educational videos, participants in three conditions (hedonic education, sustainability education, and control condition) were compared. A simple linear regression, as well as a moderation analysis, were conducted with data of 347 English-, Dutch-, or German-speaking adult participants. The data supported the positive association between mutualism and pro-conservation intentions; however, no effect of the educational conditions could be detected. The findings suggest that zoos should design interventions targeting mutualistic beliefs, to successfully increase their visitors’ pro-conservation intentions, and thereby foster sustainable behavior. Additionally, future research should investigate different educational interventions, tailoring information to specific target groups and testing different content and context of educational interventions.
| Item Type: | Thesis (Bachelor) |
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| Supervisor name: | Downer, T.J. |
| Degree programme: | Psychology |
| Differentiation route: | None [Bachelor Psychology] |
| Date Deposited: | 18 Jul 2022 11:47 |
| Last Modified: | 18 Jul 2022 11:47 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/1014 |
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