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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. 

Research that involves a large and broad sample of museums can produce a representative picture of the entire museum sector and lead to global insights that may not be attainable through a more local lens. However, many museum research projects use a small sample of museums, meant to represent the entire field. We propose a research method that distributes data collection across a broad swath of museums to provide local detail that can be used to assemble a collective picture on a topic of interest to the field. This method, called crowdsourced data collection, was used in a yearlong study of zoos and aquariums in North America, in which 95 institutions were asked to collect data for one to two survey modules per month. We hoped this approach would produce data comparable to data gathered with conventional methods and reduce burden on participating institutions. We found the method replicated nationally representative studies with two validated scales. While only one third of the institutions completed all modules, institutions typically did 8-9 modules, with only slight decreases in the probability of completing the study over time. These results suggest researchers can use crowdsourced data collection to reliably study the museum sector. We also discuss the challenges of this method for researchers and institutions participating as data collection sites. 

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.