Questionnaire used for adults and children.

Scientific evidence should form the basis for policy and practice decisions concerning animal welfare. However, cultural attitudes inevitably influence decision-making processes. We conducted a survey of general attitudes towards the welfare of zoo-housed animals, live prey feeding and trust in zoo management in British and Japanese zoo visitors (1,611 visitors aged over six years from one British zoo and two Japanese zoos). We asked respondents about their general attitudes towards animals, concepts of animal welfare, and acceptance of using a range of vertebrates and invertebrates as live prey. Overall, both British and Japanese respondents were concerned about animal welfare. However, when considering what is important for animal welfare, Japanese respondents mostly limited responses to basic factors such as food and sociality, whilst British respondents referred more to providing stimulation in the captive environment and positive emotions. The level of tolerance regarding live prey feeding was similar between countries, except for feeding octopuses which was less acceptable to British zoo visitors. Respondents differed in their reasons for this distinction; Japanese respondents often referred to personal preference and feelings in deciding which prey is acceptable to live feed, while British respondents often referred to animal intelligence and behavioural and life complexities. The tendency in trust in governing countries, zoos, and caregivers was similar between the two countries. Overall, British and Japanese respondents showed many similar views, but Japanese respondents tended to make more subjective decisions than British respondents. These attitudes are not directly reflected in legislation concerning animal welfare in each country.