Pawprints Plus: Summing Up Visitor Perceptions on Carbon Calculations

The present study investigates visitors’ perceptions of carbon footprint calculators (CFCs) and their intention to use CFCs and pro-environmental behavioral intention at wildlife attractions. Using a TAM-based survey with 223 valid responses from Singapore Zoo, the initial findings indicated that Perceived Ease of Use (PEOU) and Personal Innovativeness (PI) significantly and positively influence zoo visitors’ intention to engage with CFCs. These findings indicate that visitors to wildlife attractions also care if CFCs are user friendly and PEOU significantly influences their intention to use such technologies. Similarly, people who demonstrate a higher level of Personal Innovativeness are more likely and willing to accept and try new technologies. Furthermore, the study results found that visitors’ intention to use CFCs significantly and positively affects their pro-environmental behavioral intention at wildlife attractions. The study’s results offer insights into the role of interpretive tools in environmental education and their impact on sustainable behaviors. The research also suggests areas for future research, such as longitudinal studies on behavior change and the integration of various educational strategies to enhance visitor engagement and conservation outcomes