Attitudes Towards Hunting in Manitoba.

In this project we were asked to provide the provincial wildlife branch with an understanding of how Manitoba residents viewed hunting in a variety of contexts. The work proceeded in three phases:

Phase 1: Literature Review
We conducted a comprehensive literature review to explore existing research on attitudes and normative influences related to hunting. Grounded in the Theory of Reasoned Action (Ajzen & Fishbein, 1980), the review provided a conceptual foundation for understanding the factors shaping public support for hunting.

Phase 2: Province-Wide Omnibus Mail Survey
In the second phase, we designed and implemented a province-wide mail survey to gather data on public attitudes, beliefs, and influences related to hunting. The survey results provided critical insights into the drivers of support or opposition, offering actionable data to inform subsequent research and strategy development.

Phase 3: Focus Groups on Hunting Behavior and Wildlife Management
The final phase involved organizing and facilitating focus groups with former hunters and non-hunters. These discussions focused on exploring perceptions of hunting behavior and wildlife management. Insights from these sessions guided the development of targeted communication and educational materials.

Impact
This project led to significant changes in the Wildlife Branch’s communication strategies. Conservation officers emerged as highly trusted messengers, prompting the development of tailored messaging to align with public values and preferences.