Gender and Age, but Not Visual Context, Impact Wildlife Attitudes and Perceptions of Animals in Zoos

People's attitudes toward wildlife may impact their behaviors in support of conservation. We surveyed people in the United States to determine if gender, age, or visual contexts commonly seen in zoos impacted wildlife attitudes and perceptions of animals in zoos. After viewing an image of a two-toed sloth (Choloepus hoffmanni) or reticulated python (Malayopython reticulatus) in one of six different contexts, respondents indicated their agreement with statements designed to reveal their wildlife attitudes. We categorized attitude types, determined factors influencing attitudes, and investigated perceptions of animals in zoos. Analyses revealed both positive and negative wildlife attitudes. Attitudes were not influenced by the context in which animals were portrayed but were highly impacted by gender and age. Similar factors influenced perceptions of animals in zoos. Zoological facilities should consider how attitudes are shaped by gender and age when designing animal exhibits, educational programs, and media offerings to promote conservation mindedness.