Increased knowledge about sharks increases public concern about their conservation

Gaining support for shark conservation has been extremely difficult due to the negative preconceived notions the general public holds toward sharks. In order to achieve public support for conservation initiatives the factors that will change an individual's attitude and behavior toward sharks must first be determined. Using structured questionnaire interviews (n=186), indices were created that rated an individual's knowledge, attitude, and potential behavior toward sharks and shark conservation. Generally public knowledge levels about sharks were low. However, people with more knowledge pertaining specifically about sharks had potential behaviors more supportive of their conservation. Therefore, it would seem that increases in public knowledge on sharks would help gain support for shark conservation. Males, members of environmental groups, and viewers of shark documentaries and "Shark Week" all showed significantly higher levels of knowledge about sharks. The media (such as "Shark Week") can play a significant role in promoting conservation, but unfortunately media coverage of sharks has been controversial recently with the airing of several non-factual, fake documentaries. To promote shark conservation the media's message has to be unbiased, non-sensationalized, and accurate to ensure people are receiving the information necessary to build strong pro-shark conservation behaviors. (C) 2015 Elsevier Ltd. All rights reserved.