Changes in attitudes about importance of and willingness to pay for salmon recovery in Oregon.

Salmon are perhaps the quintessential icon of the Pacific Northwest, affecting the region's culture, politics, and economy. The importance Oregonians place on salmon recovery and their willingness to pay for salmon recovery efforts was assessed biennially between 1996 and 2002 through the Oregon Population Survey. Based on these data, we found that Oregonians appear to have become less supportive toward salmon recovery and salmon recovery efforts over that time period; they were less likely to say salmon recovery is important and chose lower willingness to pay responses in 2002 than in 1996. Attitudes do appear to be related to the economic conditions and demographic composition of residents of the state. In particular, we found that local unemployment rates, age of respondent, and rural county residence are significantly negatively correlated with the respondent's expressed support for salmon recovery efforts. Attributes positively correlated with expressions of support for salmon include male gender, graduate-level education, and American Indian identity. We found that a significant portion of the decline in support is unexplained by the variables included in the analysis.