Predicting Cattle Rancher Wildlife Management Activities: An Application of the Theory of Planned Behavior

Integrating wildlife management into routine livestock operations has become a priority of many wildlife conservation agencies and nongovernmental organizations because grazing lands occupy more than one-third of the United States. We surveyed 1,093 beef cattle ranchers by mail to predict cattle rancher intentions to consider wildlife management in routine cattle management activities. We framed our survey using the theory of planned behavior, whereby attitudes, subjective norms, and perceived behavioral controls explain behavioral intent. Our results indicated that attitudes and subjective norms best explained rancher intentions. Wildlife agency personnel and program planners can apply these results to design new or increase participation in existing cattle rancher wildlife conservation assistance programs by fostering positive attitudes regarding the integration of wildlife management in routine cattle operations and targeting key social groups of the ranching and conservation communities.