Value orientations and attitudes of agriculture producers in the Prairie Pothole Region

I examined value orientations and attitudes of agriculture producers in the Prairie Pothole Region regarding predator reduction, implementation of wildlife management projects, and enrollment in conservation easements. A self-administered mail survey was mailed to agriculture producers residing in North Dakota, South Dakota, and Minnesota, U.S.A. (N = 6,000 total, stratified to 2,000 per state). Results show value orientations were predictive of attitudes regarding predator reduction. I found differences in attitudes in terms of value orientation toward species. Fewer anthropocentrics would support a program intended to increase waterfowl production. Groups with different value orientations differed in their willingness to implement wildlife management projects and to enroll in conservation easements. Values are the most-stable in the cognitive structure (Rokeach 1973), rendering them difficult, if not impossible, to alter. However, managers can employ education strategies by targeting audiences with a variety of messages in hopes of shifting attitudes for the betterment of wildlife.