It is widely acknowledged that the organised wildlife and hunting industry in South Africa contributes significantly to the country’s economy, as well as to the effective management and conservation of wildlife on privately owned land. Despite this, hunting has come under increasing attack by anti-hunting proponents who wish to bring a ban on hunting. A number of broad shifts across society at large and lobbying against hunting by anti-hunting proponents have given rise to legitimate concerns regarding the social acceptability of hunting. To maintain the social legitimacy of hunting, it is imperative to put strategies in place to actively broaden the base of public acceptance of hunting. Towards this aim, this study is an empirical investigation of the causal determinants of the public’s attitudes towards hunting and of the implications it holds for improving the social legitimacy of hunting. The study commenced by building a sound theoretical foundation from the available literature on the measurement of attitudes, the structure and formation of attitudes, the instrumental and experiential aspects of attitudes, attitudinal ambivalence, the psychology of strong attitudes, as well as the phenomenon of cognitive dissonance. Thereafter, the study turned to identify an adequate and empirically valid research approach for investigating attitudes and its causal determinants. A popular attitude theory in social psychology, namely the theory of reasoned action, was identified as a suitable conceptual framework for conducting this study. According to the reasoned action model, the salient behavioural beliefs people associate with a particular behaviour form the informational foundation (or cognitive foundation) on which their attitudes towards the behaviour are based. More specifically, the model suggests that peoples’ overall attitude towards a behaviour is a function of their perceived probability that a behaviour will produce certain outcomes (belief strength), as well as the degree to which they judge the perceived outcomes of the behaviour as positive or negative (outcome evaluation). The methodological design of the study’s empirical component was strictly based on the standard procedures prescribed by the theory of reasoned action. Two consecutive and methodologically interrelated surveys were conducted amongst members of the public to collect the study’s primary data. The main salient behavioural beliefs on which different attitudes towards hunting are based were identified and further investigated. The results were analysed from the perspective of the theory of reasoned action and a clear understanding of the causal determinants of different attitudes towards hunting were attained. Based on the findings of the study, a number of conclusions and recommendations were made that may guide the development of future strategies to improve the social legitimacy of hunting. Amongst other things, it was suggested that public education programmes should be developed to address the public’s misconceptions of hunting; that public relation campaigns be undertaken to improve the public’s negative image of hunters; and that hunter education programmes be put in place to make hunters aware of the role they could play at community level to improve the social acceptability of hunting. Detailed guidelines regarding the contents of such education programmes and public relation campaigns were provided.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nmmu/vital:10759 |
| Date | January 2014 |
| Creators | Coetzer, Wentzel Christoffel |
| Publisher | Nelson Mandela Metropolitan University, Faculty of Science |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Doctoral, DTech |
| Format | xx, 452 leaves, pdf |
| Rights | Nelson Mandela Metropolitan University |
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