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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.

 

Zoos and aquariums play a pivotal role in wildlife conservation, including educating the public. Nevertheless, media depictions of Zoos and aquariums that emphasize animal captivity may erode public trust. We report on the first systematic survey of organizational trust in Zoos and aquariums, contrasting how people perceive the current performance of ZAs against people’s expectations for establishing trust. The largest disparities between perceptions and expectations were for items that assessed the ethical integrity of Zoos and aquariums − how well they maintain and communicate about animal welfare. ZAs can fully earn public trust by adjusting their practices and/or their messaging related to ethical integrity.