Abstract This paper develops a conceptual framework for studying human values toward wildlife. A measurement instrument for assessing basic wildlife beliefs and wildlife value orientations concerning issues of enduring relevance to wildlife management and planning was developed using the domain sampling approach. Results of confirmatory factor analysis and reliability analysis indicate that a reliable and internally consistent measurement tool for evaluating basic wildlife beliefs and wildlife value orientations was developed. Structural equation analyses conducted using LISREL 8 indicated the value orientations predicted attitudes well and that attitudes largely acted as a mediator in the relationship between wildlife value orientations and behavioral intention. These results provide support for the hierarchical model of social cognition that forms the foundation of the conceptual framework for studying wildlife value orientations.

Wildlife value orientations: A conceptual and measurement approach