Although they are only home to 16% of the global human population, high-income countries produce approximately one third of the world’s waste, the majority of which goes to landfills. To reduce pressure on landfills and natural systems, environmental messaging should focus on reducing consumption. Messages that signal social norms have the potential to influence people to reduce their consumption of comfort goods, such as straws, which are not a necessity for most people. We conducted a randomized field-experiment at a marine park in Portugal to test whether different normative messages reduced visitors’ paper straw use when compared to non-normative messages. We found that a message framed around a positive injunctive norm significantly reduced straw use compared to a non-normative message. We estimated that using the message at 17 park concession stands could keep over 27500 straws out of landfills annually and save the park money after two years.

For the general population, sharks have a reputation that does not really fit with their biological and ecological nature. Informal surveys often classify sharks as dangerous, aggressive and/or man-eaters. This apparent common knowledge seems difficult to detach from the conscience of many worldwide zoo visitors, even with the help of shark-focused educational programmes. As so, how can zoos and aquariums contribute to a change in this paradigm? Are the education and conservation strategies effective to the average zoo visitor? In this study, young visitors’ perceptions regarding sharks were assessed with the goal of identifying a valid Learning Progression, thus helping to update and develop different and more effective educational strategies and methodologies. The study took place at Zoomarine, an oceanographic park located in southern Portugal, with visitors aged between 8 and 16. A case study was conducted using a qualitative research approach (drawings and interviews) resulting in a Learning Progression Hypothesis. The proposed Learning Progression is composed of three knowledge levels for the participants’ biological perceptions regarding sharks. The results of this study showed a clear predominance of anthropomorphic and anthropocentric visions, as well as a utilitarian view of sharks and ecosystem, thus conditioning the visitors’ epistemological knowledge.

Many environmental organizations use photographic images to engage donors and supporters. While images play a role in fundraising, visual framing remains understudied in the environmental field. Few real-world experiments have examined which types of images result in higher donations to biodiversity conservation. We examined the role of images in conservation fundraising through a public experiment at Zoomarine, a marine park located in southern Portugal. Zoomarine runs a program called Dolphin Emotions where visitors pay to learn about dolphin biology and to interact with dolphins. We placed a donation box and a large informational poster about the Marine Megafauna Foundation, a conservation partner, in the lounge of the Dolphin Emotions program, which is open to participants and their families. The text on the poster, which solicited donations for the Marine Megafauna Foundation, was held constant, while four different image conditions were tested: dolphins, ocean wildlife, children, and people staring out from the poster (i.e., “watching eyes”). Each image condition was displayed for three days at a time and was on display for at least seven randomly assigned three-day periods over the course of 91 days. 20,944 visitors passed the donation box and the four poster conditions during this time and a total of € 952.40 was collected. The differences in mean donations in € per visitor per 3-day period were not statistically significant, F(3, 25) = 0.745, p = 0.54. Thus, we did not find that different images had a significant influence on donations to conservation. This may be due to our choice of visual frames or to the use of a donation box, which is a passive fundraising channel. Future research should examine how visual framing influences donations in other public settings and should test the influence of other visual frames on philanthropic behavior.

Sharks are at increasing risk of extinction. Being a key factor in maintaining the balance of marine life in the ocean, as well as regulating the variety and abundance of the species below them in the food chain, their depletion is threatening the whole marine ecological system. Aside from the fisheries industry regulation, public opinion plays a fundamental role in any conservation effort. However, unlike other iconic sea marine animals such as dolphins, sharks receive little attention, and conservation support from the public. Many scholars attribute such neglect to sharks' bad image amongst the public. The present study was aimed at getting a better understanding of sharks' bad image, using the Stereotype Content Model/Behaviors from Intergroup Affect and Stereotypes map (SCM/BIAS map), and its association with attitudinal and behavioral tendencies toward their conservation. Participants (n = 144; M_age = 22.28; SD = 6.24; 66% female) were assessed in terms of their perceived warmth, competence, and approach-avoidance emotions related to sharks (and dolphins), as well as attitudes toward their conservation and their donation intention. Results showed that, congruent with the SCM/BIAS map, sharks fit the “threatening-awe stereotype” (high competence and low warmth), whereas dolphins align with the “protective stereotype” (high competence and high warmth). Results also showed that warmth was associated with more positive perceptions of sharks and positive attitudes toward their conservation. Warmth as a potential facilitating key factor in sharks’ conservation promotion is discussed.