Segmenting the public: an application of value orientations to wildlife planning in Colorado

Abstract

The values of stakeholders and other publics represent important information for an inte- grative approach to wildlife planning. However, because fundamental values held by the public tend to be similar, integrating them into wildlife planning is problematic. This study describes how information about public values can benefit wildlife planning by the identification of specific value-based cognitions that relate more directly to wildlife than do fundamental values and differ among sectors of the population. Using information from a statewide telephone survey, we identified 4 distinct groups in Colorado based on their wildlife value orientations. These groups differed in their participation in wildlife- related activities, sociodemographics, and political involvement-ideology. Knowledge about wildlife value orientations can help managers 1) understand the diversity of value orientations that exist, 2) gauge support for or opposition to management policies, 3) esti- mate demand for wildlife-related activities, and 4) reach sectors of the population with information about wildlife policy and recreation opportunities. Ultimately, this informa- tion can help wildlife agencies identify, select, and evaluate policy alternatives designed to help them achieve their desired wildlife management goals.