This study illustrates a utilization-focused program evaluation approach newly applied to resource management. The Alberta Riparian Habitat Management (Cows and Fish) Program provides awareness programming to cattle producers to facilitate community-based action on riparian issues. The rationale is to develop producers' ecological literacy by increasing riparian knowledge and use of sustainable grazing management strategies by sharing appropriate ecological and management information. Attitude change is presumed to underlie the new behaviour(s). Programming contributed to ecological literacy when it was community-based, producer-positive and partnership-oriented, and when opportunities existed for personal interaction among peers. Effectiveness declined when resources were insufficient and when programming seemed unrelated to local landscape or operational features. The attitude-behaviour relationship was weakly associated with ecological literacy; its complexity and relevance to ecological behaviours merits further investigation. Program evaluation is of utility in resource management. Its potential will be fully realized by ensuring that research designs appropriately parallel programming rationale and evaluation requirements. / ix, 316 leaves : ill. ; 28 cm.