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This study examines the perceived risks to forest biodiversity and perceived effectiveness of biodiversity conservation strategies among the general public. It tests the hypotheses that perceived risk to forest biodiversity is influenced by cognitive factors (value orientation and knowledge) and social‐cultural factors (such as gender and environmental membership) and that risk perceptions influence other cognitive constructs such as support for natural resource policy and management. Data were collected from a sample of the general public (n= 596) in British Columbia, Canada by mail survey in 2001. Results show that insects and disease were perceived as the greatest risk. Educating the public and industry about biodiversity issues was perceived as a more effective conservation strategy than restricting human uses of the forest. Value orientation was a better predictor of perceptions of risk and perceived effectiveness of conservation strategies than knowledge indicators or social‐cultural variables. Examining the indirect effects of social‐cultural variables, however, revealed that value orientation may amplify the effect of these variables and suggests that alternative paths of influence should be included. Perceived risk showed an inconsistent association with perceived effectiveness of conservation strategies.

Forest management in North America has been a focus of environmental activism directed at changing forest policy and management practices. To understand the causal influences of activism directed at the forest sector, a mail survey was distributed to residents of Ontario, Canada, in 2001. A structural equation model provided support for a model of environmental activism based on social psychological and social-cultural variables shaping attitudes and influencing behavior. The contextual effect of region of residence produced significant interaction effects. Results provide support for an elaborated model of environmental activism that includes an individual's characteristics interacting with macro-factors such as the social, economic, and cultural context in which activism occurs.

Western Canada is experiencing an unprecedented outbreak of the mountain pine beetle (MPB). The MPB has the potential to impact some of Canada's national parks by affecting park ecosystems and the visitor experience. Controls have been initiated in some parks to lessen the impacts and to prevent the beetle from spreading beyond park boundaries. We examine the perception of ecological risk associated with MPB in two of Canada's national parks, the factors affecting perceptions of risk, and the influence of risk judgments on support for controlling MPB outbreaks in national parks. Data were collected using two studies of park visitors: a mail survey in 2003 and an onsite survey in 2005. The MPB was rated as posing a greater risk to the health and productivity of park ecosystems than anthropogenic hazards and other natural disturbance agents. Visitors who were familiar with MPB rated the ecological and visitor experience impacts as negative, unacceptable, and eliciting negative emotion. Knowledge and residency were the most consistent predictors of risk judgments. Of knowledge, risk, and demographic variables, only sex and risk to ecosystem domains influenced support for controlling the MPB in national parks. Implications for managing MPB in national parks, visitor education, and ecological integrity are discussed.

Abstract  Distinctions between rural and urban populations are well documented in environmental sociology literature. Rural and urban places may exert different influences on participation in environmentally supportive behavior (ESB) as well as on other forms of environmental concern (EC). The influence of these distinct geographies may be due to present circumstances or because of childhood socialization in these places. Using data from a national survey in Canada (n=51 664), we use cognitive (basic values, environmental worldview, and environmental attitude) and behavioral indicators (public and private sphere) of EC to explore differences among rural and urban populations and we include analyses accounting for place of socialization. We extend the conventional private sphere category of ESB by including stewardship behaviors. Results showed few differences between rural and urban residents on indicators of EC. Rural residents, however, scored higher on altruistic values, placed a higher priority on the environment, and reported higher participation in recycling and stewardship behaviors. Analysis that included place of socialization showed differences on environmental worldview, basic values, and some ESB. In terms of ESB, we conclude that residence and place of socialization may be less of a factor than opportunity and highlight the importance of providing services and facilities. We recommend future research on residence and ESB include a variety of behaviors that reflect opportunities for both rural and urban residents.