Assessing Interest in Sustainable Seafood through Strategically Framed Interpretive Statements

摘要

One billion people rely on the ocean for protein. Sustainable seafood initiatives can engage citizens on a consumer level, empowering them to shape our world with food choices. Communication is a useful tool in garnering conservation support. This study conducted at Brookfield Zoo dolphin shows sought to discover whether interest in sustainable seafood initiatives improved with the use of framed interpretive messages versus standard conservation messages. The framed message included a value, metaphor, and offered solutions; while the unframed message offered only a solution without further elaboration. The conservation messages were alternated over the course of 44 dolphin shows, and delivered to a total of 17,157 zoo guests. By measuring the amount of sustainable seafood guides that guests requested, it was discovered that interest in guides increased 2.5% when strategic framing techniques were used over standard messages. This study illuminates the possibilities of inspiring conservation leadership through strategic framing communications.