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Abstract Prior research into the conceptual underpinnings of the public's institutional trust in zoos and aquariums has suggested a range of ethical dimensions that set these types of cultural institutions apart from others in the museum sector. As the recognized holders, care‐takers, and nurturers of wild animals, zoos and aquariums are sustained at least in part by the public's perception that these activities are legitimate pursuits and essential to the long‐term conservation of the natural world. This paper builds on recent research that identified the ethical dimensions of trust in zoos and aquariums and assessed their distribution among the U.S. public by analyzing survey responses with respect to the importance of trust criteria. We hypothesized that distinct clusters of individuals, as defined by their response to trust criteria items, would emerge and that these clusters would prioritize different dimensions in their trust of zoos and aquariums. Usingk‐means clustering, we identified four relevant clusters of individuals on seven dimensions of institutional trust in zoos and aquariums. Based on these clusters, we suggest strategies for addressing what may be necessary for zoos and aquariums to claim authority as agents promoting conservation behaviors in society.