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The value priorities, pro-environmental beliefs and pro-environmental behaviors of zoo/aquarium staff, volunteers, visitors and non-visitors are examined to test whether they differ in ways that may impact zoos’ effectiveness in communicating environmental messages. Online surveys were completed by 607 staff (including 157 educators), 339 volunteers, 1444 frequent visitors, 2321 occasional visitors and 350 non-visitors across 12 sites in North America and Australia. Multivariate analysis of variance was used to compare different categories of staff; and to compare educator, volunteer, visitor and non-visitor groups, in relation to their values and pro-environmental beliefs and behaviors. Educators and volunteers were found to ascribe greater importance to self-transcendence values than visitors, and this was reflected in their pro-environmental beliefs and behaviors. These differences may hinder educators’ ability to design and present environmental messages that resonate with current and potential visitors whose values may differ significantly from their own. Suggestions for mitigating this are discussed.

Differences between Zoo/Aquarium Staff and Visitors’ Values, Beliefs, and Pro-Environmental Behaviors: Consequences for Environmental Communication