Re‐Defining Modern Zoo Roles Through the ‘7‐Pillar Framework': Quantitative Evidence From Zoo Visitors and Non‐Zoo Visitors

Traditionally, the roles of zoos have been summarised in the '4-Pillar Framework' comprising Conservation, Education, Entertainment and Research elements. However, recent research identified the need for a more comprehensive model that better reflects zoos' contributions to both species conservation and society. This new model, which we describe for comparative purposes as the '7-Pillar Framework', incorporates additional roles: Health & Well-being, Conservation Finance, Economy and Policy & Decision-making, while removing Entertainment. Despite its theoretical solidity, no studies have empirically evaluated whether this new framework aligns with society's view of zoos. Given that societal perceptions around zoos are influenced by both zoo visitors and non-zoo visitors, we sought to determine whether the 7-Pillar Framework accurately reflects broader society's perceptions of zoo roles. A representative sample of 350 members of the UK public completed an online questionnaire. We employed confirmatory factor analysis (CFA) to assess the validity of the 7-Pillar Framework and compare it to the traditional 4-Pillar Framework. Our findings indicated that the 7-Pillar Framework better aligns with public perceptions, providing empirical support for its adoption. However, the Entertainment role remains unclear, receiving the highest rating but being excluded in the best-fitting model. In conclusion, public recognition of this model highlights the effectiveness of zoos in communicating their broader societal contributions and may suggest a route to increasing the number of visitors exposed to conservation education initiatives.