Understanding human attitudes towards sharks to promote sustainable coexistence

Abstract Better understanding of human attitudes towards sharks is essential to foster support for shark conservation. Here, a quantitative multivariate approach was used to analyse data from questionnaire-based surveys of public attitudes towards sharks in the Galapagos Marine Reserve to identify some of the most influential socio-economic factors, emotions and beliefs that shape those attitudes. The aesthetic value of sharks, their environmental role, and their perceived dangerousness had the greatest influence on attitudes. However, attitudes also varied according to the gender, occupation, and residency status of respondents. Knowledge and experience with sharks had a moderate influence on attitudes, while behavioural responses, such as tolerance and support for the protection of sharks, showed strong correlations with attitudes. Therefore, it is recommended that efforts to promote positive attitudes and behaviours towards sharks should use strategies that encourage support for shark conservation policies by targeting the most influential emotions and beliefs held by the public.