Does Values-Based Interpretation Make a Difference? Testing Impacts on Visitors' Environmental Learning and Reported Adoption of Environmentally Responsible Behaviors

This experimental field study tests the impact of values-based interpretive materials on zoo/aquarium visitors' engagement, learning and self-reported adoption of environmentally responsible behaviors after their visit. Participants were randomly assigned to a control group (who experienced a normal visit) or a treatment group (who received additional values-based interpretive materials). A total of 719 participants in North America and 455 in Australia completed two surveys - one immediately after their visit and one four weeks later. Three hypotheses were supported by the data: Providing values-based interpretive materials influences visitors' engagement during their visit; improves visitor learning; and increases visitors' adoption of environmentally responsible behaviors. A fourth hypothesis was partially supported: Providing values-based interpretive materials is most beneficial for those who prioritize values other than self-transcendence. It is concluded that values-based interpretation can broaden the reach of zoos beyond traditional audiences and widen their impact on visitor uptake of environmental behavior.