A good deal of research has recently focused on people's commitment to biodiversity conservation by investigating their "willingness-to-pay" (WTP). Because of the public's self-reported preferences for species that are more charismatic or similar to humans, conservation programs are often biased toward these species. Our study aimed to explore the determinants of WTP among 10 066 participants in a zoo conservation program. The program aims to raise money to support conservation programs and involves donating a sum of money to "adopt" an animal in the zoo. We explored whether participants were influenced by particular scientific characteristics of the animal (IUCN conservation status and phylogenetic distance from humans) or by more affect-related characteristics, such as the charisma of the animal. We found that participants did not choose an animal to adopt because of the endangered status of the species, and did not donate more to endangered species than to other species. Instead, they were more likely to choose a charismatic species. However, surprisingly, those who chose a less charismatic species gave more money on average to the program than those who adopted more charismatic species, suggesting a higher level of commitment among the former. These results therefore suggest that this type of conservation program may not be an effective way of reconnecting people with conservation issues related to endangered species. We therefore advise zoos to communicate more strongly on the level of threat to species and to increase the ratio of endangered over charismatic species in their animal adoption programs.

Despite decades of awareness about the biodiversity crisis, it remains a wicked problem. Besides preservation and restoration strategies, one approach has focused on increasing public concern about biodiversity issues by emphasizing opportunities for people to experience natural environments. In this article, we endeavor to complicate the understanding of these experiences of nature (EoN). Because EoN are embedded in social and cultural contexts, transformative or new EoN are emerging in combination with societal changes in work, home, and technology. Policies that acknowledge and accept a diversity of culturally situated EoN, including negative EoN, could help people reconnect with the complexity and dynamics of biodiversity. A new conceptualization of EoN that encompasses diverse experiences and reflects the sociocultural context could help to stimulate a broader transformation in the relationship between society and nature, one that better integrates the two spheres. Such a transformation is necessary to more effectively address the biodiversity crisis.