People’s views of zoos in the UK are shaped mainly by what they think about animal welfare, rather than by their wider environmental values, according to new research from the University of Birmingham.
The study, led by University of Birmingham PhD researcher Andrea Rizzardi Orlandi, explored why some people feel positive about zoos while others are more critical. The research was carried out with the Centre for National Training and Research Excellence in Understanding Human Behaviour (Centre-UB) and in partnership with Twycross Zoo. It has been published in the journal Environmental Psychology Research.
Researchers surveyed 350 adults from across the UK, including people who had recently visited a zoo and those who had not. Participants were asked about their views on animal welfare, modern zoo roles such as conservation and education, and their personal connection to nature.
The results showed that perceived animal welfare was the strongest factor influencing how people felt about zoos. People tended to have more positive views when they believed animals were well cared for. In contrast, environmental values, such as feeling connected to nature or caring about the environment, did not directly shape overall impressions of zoos.
The study also found that perceptions of modern zoos roles (such as conservation and education) influenced overall impressions indirectly, by shaping perceptions of animal welfare. This suggests that perceived animal welfare plays a central, mediating role in how the public judges zoos.
Zoos are important platforms for promoting pro-conservation behaviour change in the public. However, if we want to influence visitor’s behaviours, we first need to understand how people perceive zoos and what drives these perceptions.” The researchers say the findings highlight the importance of animal welfare standards and clear communication about how modern zoos care for animals and support conservation.
Andrea Rizzardi Orlandi
A key objective of Centre-UB is to train the next generation of behavioural researchers. Each 4-year PhD studentship is conducted in close collaboration with a partner organisation. The studentships are with a range of partner organisations (including public, private, or third sector partners) with interest and expertise in human behaviour. The studentships reflect the three pillar themes of Centre-UB (digital harms and goods, environmental change and sustainability, and promoting equity in physical and mental wellbeing), as well as our cross-cutting theme of systems thinking. Often, their research crosses discipline boundaries as well as falling under several of our themes.