One of the principal means in conserving biodiversity is to avoid the extinction of current existing organisms, especially on those endangered ones. Sharks, being the apex predators in marine ecosystem, face the risk of extinction due to the increasing anthropogenic threat. Although conservation of sharks has become a global concerning issue in the recent decades, recent studies have revealed that negative perceptions and misconceptions about sharks are widespread in young children in Hong Kong, one of the major shark-fin trading centres in the world. Such misunderstandings and negative attitudes developed among students in this trading centre with large consumption would be undesirable for the global conservation. Effective environmental education is an essential foundation for the sustainable success of shark conservation. Appropriate educational approach may promote the conceptual understanding and positive perception of children in this strategic place. While the acquisition of relevant environmental information is certainly not limited to formal education in school, it is noteworthy to investigate the source of environmental knowledge and information that the students acquire. This study, thus, aimed at examining the correlation between children’s perception of shark, the conceptual understanding of sharks-related ecological knowledge and a variety of information sources in Hong Kong senior primary students, so as to pinpoint the most influential source of information in contributing students’ perception and understanding about shark. On the bright side, we would identify the most effective platform in disseminating the information on shark conservation. The results showed the positive correlation between the conceptual understanding and the sources of TV documentary and readings. Types of reading materials and reading time are also correlated with their conceptual understanding of the issues on shark conservation.