Theory of Action for Pro-Environmental Behavior Change at Zoos & Aquariums

163 Pages·2017·8.37 MB·English

AN ABSTRACT OF THE THESIS OF

Nicolette M. Canzoneri for the degree of Master of Science in Environmental Sciences
presented on December 8, 2017.

Title: Theory of Action for Pro-Environmental Behavior Change at Zoos & Aquariums

Abstract approved:

______________________________________________________
Shawn M. Rowe Kelly A. Riedinger

In recent years, zoos and aquariums have become prominent centers for
environmental education and have focused much of their organizational efforts towards
conservation and inspiring conservation action among visitors. However, there is little
research available to support the efficacy of these efforts, especially in relation to the
behavioral outcomes associated with much of their programming. Because of the global
reach of zoos and aquariums; their unique ability to directly connect people to wildlife;
the educational capacity being built within the industry; and their interest in
understanding how to effectively encourage pro-environmental behavior through live
animal experiences, research geared at unpacking the various approaches towards
behavior change incorporated into programming at these facilities is an important gap
to be filled. As such, my research sought to identify how programs are developed,
implemented, and evaluated in zoos and aquariums. Additionally, I also investigated
the colloquial usage of behavior change theories as part of program design. I
specifically chose to study programming that incorporates live animals as this
component is often mentioned by industry professionals as being an important part of
programs and in fostering pro-environmental behavior.
My research included four different Association of Zoos and Aquariums
accredited facilities located on the West Coast of the United States that resulted in data
collection from ten interview participants, seven observations, and analysis of 22
pertinent documents (e.g., organization mission statements, strategic plans, and white
papers). I analyzed this data in the form of a composite case which assimilated
information gathered from each facility into the depiction of one, fictional case (the
“West Coast Zoo and Aquarium”). The composite case highlights the typical program
development process and describes differences in approaches between the education
and husbandry departments at the zoo. Further analysis of the composite case
uncovered a common theory of action for behavior change across locations: education
programs coupled with animal experiences lead to behavior change. Unfortunately, this
theory of action is missing components necessary for actual behavior change to be seen.
I suggest an expanded model for program development incorporating applied behavior
analysis techniques and community-based social marketing strategies to address the
lack of behavioral theory incorporated into programming. This research assists in
moving both the zoo and aquarium industry and the applied behavior analysis
profession forward towards solutions that positively impact the environment.
©Copyright by Nicolette M. Canzoneri
December 8, 2017
All Rights Reserved
Theory of Action for Pro-Environmental Behavior Change at Zoos & Aquariums

by
Nicolette M. Canzoneri

A THESIS

submitted to

Oregon State University

in partial fulfillment of
the requirements for the
degree of

Master of Science

Presented December 8, 2017
Commencement June 2018
Master of Science thesis of Nicolette M. Canzoneri presented on December 8, 2017.

APPROVED:

Major Professor, representing Environmental Sciences

Director of the Environmental Sciences Program

Dean of the Graduate School

I understand that my thesis will become part of the permanent collection of Oregon
State University libraries. My signature below authorizes release of my thesis to any
reader upon request.

Nicolette M. Canzoneri, Author
ACKNOWLEDGEMENTS

It has certainly been a long, winding road to get to this point and there are many
people to thank that have helped me along the way. I would like to begin by
acknowledging everyone on my committee for signing up to get me through this:
Shawn Rowe, Kelly Riedinger, Hilary Boudet, and Allison Hurst. A big thank you to
my advisor, Shawn, who committed to taking me on as a master’s student and guided
my often scattered and unconventional thought-processes towards unity and a tangible
thesis. Thank you for supporting my ideas throughout the process and bringing them to
life. I would like to thank my co-advisor, Kelly, for helping me navigate the new world
of qualitative research and for providing direction when I needed it most. Thank you to
Hilary for introducing me to community-based social marketing, offering guidance and
support throughout my graduate tenure, and for being a fantastic teacher. I would also
like to thank Allison for joining me on this research journey and agreeing to read my
thesis a week after Thanksgiving.
A special thanks to my participants – without your help and honesty this
research would not have been possible. Thank you for welcoming me into each of your
facilities and helping me to understand the magic you make. I hope my analysis assists
you on your path to making our planet a better place for everyone and I am looking
forward to collaborating with you all again in the future. I have the Holt Marine
Education Fund to thank for awarding me a scholarship so that I could travel to each
of these sites. Thank you for helping make my research a possibility. Many thanks to
Zach Starker for helping me with the design of my zoo map, it looks incredible!
I would like to thank Robi Nilson, a colleague, peer, and friend, who has helped
me grapple with my research and sanity. Thank you for listening and offering advice
and support throughout my writing process and beyond.
As always, I am so thankful for the support of my family. Mom, thank you for
providing me with tokens of your love and helping me in all the ways that you could.
Stevie, thanks for making me laugh when I needed it most and keeping my feet on the
ground. Dad, this is for you. Your support emotionally, financially, and spiritually
means more than I could ever say. Thank you for helping me follow my heart into
uncharted territory. My what a discovery we made! I don’t know how I got so lucky,
but I am certainly eternally grateful to get to call you my family.
And lastly, to my sweet little angel dogs – I can now take you on that long walk
I have been promising. Thank you for keeping me company, warming my bed, getting
me outside, and loving me unconditionally. I really don’t know what I would do
without you.
TABLE OF CONTENTS
Page

Foreword ........................................................................................................................1
Introduction ....................................................................................................................2
Conceptual Framework ................................................................................................15
Methodology ................................................................................................................24
Results ..........................................................................................................................51
Discussion ....................................................................................................................70
Beyond the Data ...........................................................................................................92
Conclusion .................................................................................................................107
References ..................................................................................................................111
Appendices .................................................................................................................119
LIST OF FIGURES

Figure Page
Figure 1: Behavior Analysis for Environmental Preservation (re-created from Geller,
1989) ........................................................................................................................... 22
Figure 2: Code Refinement Process ............................................................................ 41
Figure 3: General Program Design Process ................................................................ 60
Figure 4: Live Animal Program Development Process by Department ..................... 62
Figure 5: Inferred Theory of Action of Participating Zoos and Aquariums ............... 83
Figure 6 Modified Theory of Action of Participating Zoos & Aquariums ................. 93
Figure 7: Pro-Environmental Behavior Change Model for Zoos & Aquariums ........ 94