Understanding what shape values (which ultimately shape human behavior) will help improve the effectiveness of conservation solutions that depend on public support. To contribute to this understanding, we investigated the influence of societal-level changes, such as modernization, on values in a multilevel framework. We collected survey responses (n = 4183) to questionnaires mailed to a random selection of households within each county in Washington (U.S.A.) (response rate 32%). We used multilevel modeling to determine the relationship between modernization (e.g., county-level urbanization, wealth, and education) and wildlife value orientations (values that shape thought about wildlife) while controlling for individual-level sociodemographics. We then explored how values influence conservation support at different levels (e.g., individual and county) and how values explain conservation support in a case study of public responses to wolf (Canis lupis) recovery. We found positive associations between county-level examples of modernization and mutualism (a wildlife value orientation that prioritizes the perceived needs of wildlife) independent of a respondent's sociodemographics, and negative associations between modernization and domination (a wildlife value orientation that prioritizes human needs). Our results suggest that context has an additive impact on one's values; certain locations exhibited domination values, whereas others exhibited a mix of value types. This finding is important because actions that restrict human interests to promote biodiversity were negatively associated with domination and positively associated with mutualism. In the wolf case study, mutualism was strongly correlated with less social conflict over wolf recovery in many, but not all, counties (e.g., Pearson's r correlation = 0.59 in one county and a nonsignificant correlation in another). Our findings suggest that modernization operates on values within a state with implications for biodiversity, but other factors in addition to values must be investigated to fully understand what leads to proconservation behavior.
Keywords: actitudes; attitudes; ciencias sociales; human-wildlife relationships; lobos; modelado multinivel; multilevel modeling; orientaciones de valor de la fauna; relaciones humano - fauna; social science; wildlife value orientations; wolves.
© 2016 Society for Conservation Biology.