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Chapter 10 - Activation

Pro-environmental Behavior

Published online by Cambridge University Press:  26 March 2021

John Fraser  and
Tawnya Switzer
John Fraser
Affiliation:
Knology
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Summary

This chapter explores conditions that appear to support the emergence of conservation values and identities that take the form of action, looking at current understandings of human behavior and what is known about zoos’ institutional power and capacities. Returning to the relevance and impact of the zoo as a museum with conservation mission goals, we explore theories and evidence relevant to the potential of zoos as activation entities able to shift zoogoers from the process of individual-level conservation values identity work to the active (and hopefully ongoing) pursuit of a conservation agenda.

Keywords

activationvalue-action gapconservation ethictheory of planned behaviorvalue-belief-normdenial appealspsychology of denialsubstitution activationcurtailment
Type
Chapter
Information
The Social Value of Zoos , pp. 146 - 158
Publisher: Cambridge University Press
Print publication year: 2021

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