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EMAC 2024 Annual


Advancing empirical understanding on zoo visitors’ moral emotions, satisfaction experience and their adoption of proconservation behaviour
(A2024-119888)

Published: May 28, 2024

AUTHORS

Georgiana Grigore, University of Leicester; Mike Molesworth, University of Birmingham; Imran Ali, Northumbria University, Newcastle; Paul Baines, University of Leicester School of Business

ABSTRACT

This article presents empirical findings from an online survey with 1,053 visitors of a UK-based zoo to investigate: (1) the impact of moral emotions on visitor satisfaction experience (VSE); (2) the moderating effect of existing connection with wildlife between moral emotions and VSE; and (3) the impact of VSE on pro-conservation behaviour, intention to revisit and pay more. The results show significant association between moral emotions and VSE, except for self-conscious-emotions. We found a significant moderating role of existing connection with wildlife between moral emotions and VSE, except on the relationship between other-suffering emotions and VSE. Results also reveal that satisfaction experience is positively related to pro-conservation behaviour, intention to revisit and to pay more. We discuss the implications for zoos that move towards a conservation agenda, including the use of different moral emotions in communications to key stakeholders.