Exploring factors associated with participation in citizen science among UK museum visitors aged 40-60: A qualitative study using the theoretical domains framework and the capability opportunity motivation-behaviour model.

Citizen science has grown as a form of public engagement in science. Middle-aged citizens who are already consuming scientific information should be a potential outreach group. Behaviour change research in citizen science participation among the demographic is lacking. A total of 47 museum visitors aged 40-60 years took part in qualitative questionnaires and semi-structured interviews. Thematic analysis with the aid of theoretical domains framework and capability opportunity motivation-behaviour model revealed eight themes: (1) limited awareness of citizen science; (2) curiosity, competence and other significant characteristics and skills; (3) important beliefs about one's capability; (4) importance of clear project purpose and impacts; (5) interest, enjoyment and incentives; (6) lasting impacts of family upbringing; (7) project details that make participation easy, better project promotion; and (8) the living environment, availability of free time and money. Addressing a maximum number of these factors with behaviour change techniques can improve the likelihood of citizen science participation.