Salient values, social trust, and attitudes toward wolf management in south-western Alberta, Canada

Shared values, public trust in an agency, and attitudes can influence support for successful conservation initiatives. To understand these relationships, this paper examines the role of social trust as a partial mediator between salient values similarity and attitudes toward wolves in south-western Alberta, Canada. Rural residents in this area face increasing wolf depredation on livestock. Data were obtained from a mail questionnaire (n = 566 respondents, response rate = 70%) sent to rural residents in three municipal districts in south-western Alberta. Attitudes were predicted to directly influence behavioural intention to support or oppose wolf management. Most respondents held slightly similar values as the management agency and minimally trusted the agency to effectively manage wolves. As predicted, social trust in the agency served as a partial mediator between salient value similarity and attitudes toward wolves. Salient value similarity was also a strong predictor of attitudes toward wolves. Attitudes toward wolves predicted behavioural support. Thus, social trust of the management agency can influence attitudes and management preferences concerning a species. When dealing with human-wildlife conflict, social trust should be examined to understand the context of the problem.