If 40% of the students on the museum trip love the museum, then the remaining 60% don't love the museum. To find out how many students love the museum, we can multiply the total number of students by the percentage who love the museum:
Number of students who love the museum = 40% of 240 students
= 0.4 x 240
= 96 students
Therefore, 96 students on the field trip love the museum.