Public perceptions of risk to forest biodiversity.

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.