Perceptions of Fair Animal Treatment Influence Attitudes Toward Conservation Endorsement

Abstract We highlight fairness as the most relevant moral belief system and examine how views on fairness interact with animal familiarity and affinity to predict support for conservation. Our study includes respondents from six cultural groups: the Arabian Gulf, Middle East and North Africa, Sub-Saharan Africa, South Asia, Southeast Asia, and so-called WEIRD (Western, Educated, Industrialized, Rich, Democratic) participants. The results reveal interactions between fairness and animal familiarity, as well as fairness and animal affinity. Across all animals surveyed, after accounting for cultural differences, support for animal conservation rises among individuals who believe animals are mistreated in their natural environments, even if they dislike or are unfamiliar with the animal, compared to those who do not perceive such unfairness. This suggests that perceptions of unfair treatment are a key factor in increasing conservation support, particularly among individuals who have less affinity for or knowledge about the animal. Therefore, emphasizing the unfair treatment of animals may be an effective messaging strategy to foster positive attitudes toward animal conservation.