A test of causative and moderator effects in human perceptions of sharks, their control and framing

Abstract Sharks have historically suffered from a negative image, which has been indirectly fuelling public fear and government decisions to kill sharks, as part of bather protection programmes in various countries. Scientists are arguing, however, that the public opinion of sharks is increasingly positive, and that opposition to lethal shark control and to negative shark framing is growing. Positive attitudes and behaviour towards sharks tend to be influenced by an array of factors, which ought to be considered in studies aimed at effectively steering shark conservation actions. This study used a questionnaire survey of 1138 beach visitors in South Africa, together with structural equation modelling, to investigate human perceptions of sharks, and their influence on outcome variables including attitudes and behaviour towards shark hazard mitigation and shark framing. The results show that basic knowledge and attitudes towards sharks have a significant effect on the outcome variables. Additionally, attitudes towards sharks moderate the effect of perceived risk from sharks on the outcome variables. The results support arguments of public concern for sharks, and provide guidance for strategies aimed at garnering more support for shark conservation.