Receptive Audiences for Climate Change Education: Understanding Attitudes and Barriers
Abstract
Much effort has been devoted to finding ways to explain climate change to uninterested audiences and encourage mitigation behaviors among dismissive audiences. Most approaches have focused on conveying information about climate change processes or threats. Here we report the results of a national survey designed to characterize the readiness of zoo and aquarium visitors to engage with the issue of climate change. Two survey forms, one focused primarily on attitudes (N=3,594) and another on behaviors (N=3,588), were administered concurrently in summer 2011 at 15 Association of Zoos and Aquariums accredited institutions. The attitudes survey used Global Warming's Six Americas segmentation protocols (climatechangecommunication.org) to compare climate change attitudes of zoo and aquarium visitors with the American public (Leiserowitz et al., 2011). Our results reveal that visitors are receptive audiences for climate change education and want to do more to address climate change. Even these favorable audiences, however, perceive barriers to engaging in the issue, signifying the importance of meeting the learning needs of those who acknowledge anthropogenic climate change, and not only of climate change 'deniers.' While 39% of the general public is 'concerned' or 'alarmed' about global warming, 64% of zoo and aquarium visitors fall into these two "Six Americas" segments. Visitors also differ from the national sample in key attitudinal characteristics related to global warming. For example, nearly two-thirds believe human actions are related to global warming, versus less than one-half of the general public; and approximately 60% think global warming will harm them personally, moderately or a great deal, versus less than 30% of the general public. Moreover, 69% of visitors would like to do more to address climate change. Despite zoo and aquarium visitors' awareness of climate change and motivation to address it, survey results indicate they experience barriers to engagement including (1) pessimism—50% of visitors are uncertain whether people will do what is needed to address global warming, and 30% think it is unlikely; (2) low self-efficacy—almost one-half of visitors believe they can personally have little to no impact on addressing climate change; and (3) perceived obstacles—when asked what is standing in their way of doing more to address climate change, over 90% of visitors reported at least one obstacle. The most frequently selected obstacles were lack of knowledge about which actions would be effective and concern about the cost of actions. Nevertheless, zoo visitors are slightly more optimistic about humans' capability to reduce global warming than the general public. Importantly, results also indicate that visitors' concern about climate change and participation in behaviors to address it vary with their sense of connection with animals and nature. Thus, this study offers guidance for the development of educational resources that meet visitors' needs while building on their emotional connections with animals. Our data suggest these resources will be more effective if they support social interactions that reinforce a person's inclination to address climate change, demonstrate the collective impact of individual actions, and aid informed decision-making about effective actions to address climate change.
- Publication:
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AGU Fall Meeting Abstracts
- Pub Date:
- December 2012
- Bibcode:
- 2012AGUFMED12A..05K
- Keywords:
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- 0800 EDUCATION;
- 0815 EDUCATION / Informal education;
- 0850 EDUCATION / Geoscience education research;
- 1600 GLOBAL CHANGE