Qualitative impact evaluation of a social marketing campaign for conservation

Social marketing campaigns use marketing techniques to influence human behavior for the greater social good. In the conservation sector, social marketing campaigns have been used to influence behavior for the benefit of biodiversity as well as society. However, there are few evaluations of their effectiveness. We devised an approach for evaluating the influences of social marketing campaigns on human behavior and conservation outcomes. We used general elimination methodology, a theory-driven qualitative evaluation method, to assess the long-term impacts of a 1998 Rare Pride campaign on the island of Bonaire that was designed to increase the population of the Lora (Amazona barbadensis), a threatened parrot. We interviewed stakeholder groups to determine their perceptions of the drivers of the changes in the Lora population over time. We used these data to develop an overall theory of change to explain changes in the Lora population by looking at the overlap in hypotheses within and between stakeholder groups. We then triangulated that theory of change with evidence from government reports, peer-reviewed literature, and newspapers. The increase in the Lora population was largely attributed to a decrease in illegal poaching of Loras and an associated decrease in local demand for pet Loras. Decreases in poaching and demand were likely driven by a combination of law enforcement, social marketing (including the Rare campaign), and environmental education in schools. General elimination methodology helped show how multiple interventions influenced a conservation outcome over time. There is a need for evidence-based evaluations of social marketing interventions to ensure that limited resources are spent wisely.     

Using a choice experiment and birder preferences to guide bird‐conservation funding

Conservation of biodiversity, including birds, continues to challenge natural‐area managers. Stated‐preference methods (e.g., choice experiment [CE]) are increasingly used to provide data for valuation of natural ecosystems. We used a CE to calculate birders’ willingness to pay for different levels of bioecological attributes (threatened species, endemic species, and diversity) of birding sites with hypothetical entry fees. The CE was delivered at popular birding and avitourism sites in Australia and the United Kingdom. Latent‐class modeling results revealed heterogeneous preferences among birders and correspondingly variable willingness to pay. Four clear groups were apparent: quantity‐driven birders, special‐birds seekers, confused respondents, and price‐is‐no‐object birders. Quantity‐driven birders were attracted to sites that deliver high levels of diversity and endemic species for which they were willing to pay $135 and $66 to visit, respectively, above what they were willing to pay to visit a site with low levels of diversity and few endemic and threatened species . Special‐bird seekers valued threatened species and high levels of endemic species most (willingness to pay $45 and $46, respectively). Confused respondents’ preferences were difficult to determine, but they were the most sensitive to the hypothetical entry fees, unlike the price‐is‐no‐object birders, who were not at all sensitive to cost. Our findings demonstrate that birders are amenable to paying for their preferred birding experience. These payments could provide an alternative source of funding in some avitourism sites on both public and private land. Such alternative revenue streams should be explored and given full consideration in increasingly competitive conservation‐financing environments.     

Exploring human–nature interactions in national parks with social media photographs and computer vision

Understanding the activities and preferences of visitors is crucial for managing protected areas and planning conservation strategies. Conservation culturomics promotes the use of user-generated online content in conservation science. Geotagged social media content is a unique source of in situ information on human presence and activities in nature. Photographs posted on social media platforms are a promising source of information, but analyzing large volumes of photographs manually remains laborious. We examined the application of state-of-the-art computer-vision methods to studying human–nature interactions. We used semantic clustering, scene classification, and object detection to automatically analyze photographs taken in Finnish national parks by domestic and international visitors. Our results showed that human–nature interactions can be extracted from user-generated photographs with computer vision. The different methods complemented each other by revealing broad visual themes related to level of the data set, landscape photogeneity, and human activities. Geotagged photographs revealed distinct regional profiles for national parks (e.g., preferences in landscapes and activities), which are potentially useful in park management. Photographic content differed between domestic and international visitors, which indicates differences in activities and preferences. Information extracted automatically from photographs can help identify preferences among diverse visitor groups, which can be used to create profiles of national parks for conservation marketing and to support conservation strategies that rely on public acceptance. The application of computer-vision methods to automatic content analysis of photographs should be explored further in conservation culturomics, particularly in combination with rich metadata available on social media platforms.     

Trophy hunters’ willingness to pay for wildlife conservation and community benefits

In the face of fundamental land‐use changes, the potential for trophy hunting to contribute to conservation is increasingly recognized. Trophy hunting can, for example, provide economic incentives to protect wildlife populations and their habitat, but empirical studies on these relationships are few and tend to focus on the effects of benefit‐sharing schemes from an ex post perspective. We investigated the conditions under which trophy hunting could facilitate wildlife conservation in Ethiopia ex ante. We used a choice experiment approach to survey international trophy hunters’ (n = 224) preferences for trips to Ethiopia, here operationalized as trade‐offs between different attributes of a hunting package, as expressed through choices with an associated willingness to pay. Participants expressed strong preferences and, consequently, were willing to pay substantial premiums for hunting trips to areas with abundant nontarget wildlife where domestic livestock was absent and for arrangements that offered benefit sharing with local communities. For example, within the range of percentages considered in the survey, respondents were on average willing to pay an additional $3900 for every 10 percentage points of the revenue being given to local communities. By contrast, respondents were less supportive of hunting revenue being retained by governmental bodies: Willingness to pay decreased by $1900 for every 10 percentage points of the revenue given to government. Hunters’ preferences for such attributes of hunting trips differed depending on the degree to which they declared an interest in Ethiopian culture, nature conservation, or believed Ethiopia to be politically unstable. Overall, respondents thus expressly valued the outcomes of nature conservation activities—the presence of wildlife in hunting areas—and they were willing to pay for them. Our findings highlight the usefulness of insights from choice modeling for the design of wildlife management and conservation policies and suggest that trophy hunting in Ethiopia could generate substantially more financial support for conservation and be more in line with conservation objectives than is currently the case.     

Effects of amusing memes on concern for unappealing species

There is limited knowledge of the mechanisms that can inspire people's concern and engagement in the protection of unpopular and unappealing species. We analyzed Polish people's interest in themed internet memes featuring the proboscis monkey (Nasalis larvatus) and the consequences of this interest for conservation marketing. We examined Google Trends data, used Google Search, and searched popular media materials to estimate interest in the proboscis monkey in Poland. Photos of the proboscis monkey when presented with humor in internet memes attracted as much interest as usually more popular species (e.g., koala, panda, and orangutan) used in marketing by nongovernmental organizations. Amusing internet memes spread by social media positively correlated with increasing interest in the unappealing species, such as proboscis monkey. Interest in amusing internet memes positively correlated with individuals’ decisions to donate to 6 crowdfunding actions. Thus, conservation marketing that includes amusing memes and social media may provide a worthwhile complement to traditional campaigns and are likely to influence individuals who are unaffected by the usual means.     

Audience segmentation to improve targeting of conservation interventions for hunters

Audience segmentation could help improve the effectiveness of conservation interventions. Marketers use audience segmentation to define the target audience of a campaign. The technique involves subdividing a general population into groups that share similar profiles, such as sociodemographic or behavioral characteristics. Interventions are then designed to target the group or groups of interest. We explored the potential of audience segmentation for use in defining conservation target groups with a case study of hunters in Liberia. Using 2 data sets describing households (n = 476) and hunters (n = 205), we applied a clustering method in which infinite binomial mixture models group hunters and households according to livelihood and behavior variables and a simple method to define target groups based on hunting impact (hunting households and high-impact hunters). Clusters of hunters and households differed in their experiences with confiscation of catch at roadblocks and participation in livelihood-support programs, indicating that these interventions operate unevenly across subsets of the population. By contrast, the simple method masked these insights because profiles of hunting households and high-impact hunters were similar to those of the general population. Clustering results could be used to guide the development of livelihood and regulatory interventions. For example, a commonly promoted agricultural activity, cocoa farming, was practiced by only 2% (out of 87) of the largest hunter cluster of nonlocal gun hunters but was prevalent among local trappers, suggesting that assistance aimed at cocoa farmers is less appropriate for the former group. Our results support the use of audience segmentation across multiple variables to improve targeted intervention designs in conservation.     

Public Preference for Endemism over Other Conservation-Related Species Attributes

Abstract:  Public preferences are likely to play an important role in prioritizing species at risk for conservation. We conducted a survey of British Columbians (Canada) ( n = 555 , r = 73 % ) to examine how the public ranks a species' attributes (rather than named species) with respect to conservation priority. Endemism, defined as species only or mainly occurring in British Columbia or species occurring in British Columbia and nowhere else in Canada, was considered the most important among the measured attributes. This preference was strongest among men and among respondents who had completed postsecondary education. The preference for endemism is generally consistent with science-based federal listings of British Columbian species. This congruence between listing and public opinion is welcome if such congruence is considered important. We suggest that investigating how much the public values species' attributes, as opposed to named species, provides a more efficient way of incorporating public opinion into policies on species at risk, especially if large numbers of species must be ranked for conservation priority .     

Assumption‐versus data‐based approaches to summarizing species’ ranges

For conservation decision making, species’ geographic distributions are mapped using various approaches. Some such efforts have downscaled versions of coarse‐resolution extent‐of‐occurrence maps to fine resolutions for conservation planning. We examined the quality of the extent‐of‐occurrence maps as range summaries and the utility of refining those maps into fine‐resolution distributional hypotheses. Extent‐of‐occurrence maps tend to be overly simple, omit many known and well‐documented populations, and likely frequently include many areas not holding populations. Refinement steps involve typological assumptions about habitat preferences and elevational ranges of species, which can introduce substantial error in estimates of species’ true areas of distribution. However, no model‐evaluation steps are taken to assess the predictive ability of these models, so model inaccuracies are not noticed. Whereas range summaries derived by these methods may be useful in coarse‐grained, global‐extent studies, their continued use in on‐the‐ground conservation applications at fine spatial resolutions is not advisable in light of reliance on assumptions, lack of real spatial resolution, and lack of testing. In contrast, data‐driven techniques that integrate primary data on biodiversity occurrence with remotely sensed data that summarize environmental dimensions (i.e., ecological niche modeling or species distribution modeling) offer data‐driven solutions based on a minimum of assumptions that can be evaluated and validated quantitatively to offer a well‐founded, widely accepted method for summarizing species’ distributional patterns for conservation applications.     

Incentive Structure of and Private Landowner Participation in an Endangered Species Conservation Program

Abstract: In the United States, voluntary incentive programs that aid conservation of plant and wildlife species on private lands provide a structural solution to the problem of protecting endangered species by reducing costs and enhancing benefits to landowners. We explored the potential for incentives to encourage landowners to manage land cover for the benefit of endangered songbirds in central Texas (U.S.A.) by asking landowners to indicate their preferences for financial incentives, technical assistance, and regulatory assurances. We identified owners of potential songbird habitat and collected data in face‐to‐face interviews and self‐administered questionnaires. We used a latent‐class stated‐choice model to identify 3 classes of landowners whose choices varied on the basis of their attitudes and perceived social norms: (1) strong positive attitude, perceived social pressure to participate, and willing to participate with relatively few incentives, (2) weak positive attitude, perceived no social pressure to participate, and required strongest incentives, and (3) negative attitude, perceived social pressure not to enroll, and unwilling to participate regardless of incentive structure. Given this heterogeneity in preferences, conservation incentives may increase management of land cover to benefit endangered species on private lands to some degree; however, exclusive reliance on incentives may be insufficient. Promoting conservation on private lands may be enhanced by integrating incentives into an approach that incorporates other strategies for conservation, including social networks and collaborative processes that reinforce social norms.     

Effectiveness of biodiversity-conservation marketing

Conservation marketing holds potential as a means to engage audiences with biodiversity conservation and help to address the human dimensions of biodiversity loss. Empirical evaluations of conservation marketing indicatives are growing, so we reviewed the literature on this research to inform future directions in the field. We used a systematic search strategy to identify studies that evaluated the effects of conservation marketing interventions (techniques and campaigns) on psychosocial outcomes, categorized as cognitive, affective, or behavioral. Six academic databases (Business Source Complete, Communication & Mass Media Complete, Greenfile, Proquest, Scopus, and Web of Science Core Collections), 3 gray-literature databases (BASE, Zenodo, and Google Scholar), and 2 websites (Rare and WildAid) were searched. Articles were subjected to critical appraisal to assess their methodological quality, and data were extracted from each article and analyzed using narrative synthesis. Altogether 28 studies from 26 articles were included in the review. Twenty-five studies were conducted from 2014 through 2016. Methodological quality of most studies was weak (n = 16, 57%) (moderate quality n = 8, 29%; high quality n = 4, 14%). The proportion of studies that evaluated a conservation-marketing technique (e.g., variants of texts, images, or videos) versus a campaign (e.g., community-based campaigns targeting locally relevant issues, such as unsustainable palm oil agriculture, light pollution, or wood fuel fire use) was relatively balanced. Although many studies reported statistically significant results in the intended direction, the utility of findings was limited by persistent methodological limitations, such as a lack of a comparator group, use of non-validated assessment tools, and a focus on self-reported data and subjective outcomes. Conservation marketing is clearly a nascent field of scientific enquiry that warrants further, high-quality research investigations.     

Quantifying Preferences for the Natural World Using Monetary and Nonmonetary Assessments of Value

Given that funds for biodiversity conservation are limited, there is a need to understand people's preferences for its different components. To date, such preferences have largely been measured in monetary terms. However, how people value biodiversity may differ from economic theory, and there is little consensus over whether monetary metrics are always appropriate or the degree to which other methods offer alternative and complementary perspectives on value. We used a choice experiment to compare monetary amounts recreational visitors to urban green spaces were willing to pay for biodiversity enhancement (increases in species richness for birds, plants, and aquatic macroinvertebrates) with self‐reported psychological gains in well‐being derived from visiting the same sites. Willingness‐to‐pay (WTP) estimates were significant and positive, and respondents reported high gains in well‐being across 3 axes derived from environmental psychology theories (reflection, attachment, continuity with past). The 2 metrics were broadly congruent. Participants with above‐median self‐reported well‐being scores were willing to pay significantly higher amounts for enhancing species richness than those with below‐median scores, regardless of taxon. The socio‐economic and demographic background of participants played little role in determining either their well‐being or the probability of choosing a paying option within the choice experiment. Site‐level environmental characteristics were only somewhat related to WTP, but showed strong associations with self‐reported well‐being. Both approaches are likely to reflect a combination of the environmental properties of a site and unobserved individual preference heterogeneity for the natural world. Our results suggest that either metric will deliver mutually consistent results in an assessment of environmental preferences, although which approach is preferable depends on why one wishes to measure values for the natural world. Preferencias de Cuantificación para el Mundo Natural Usando Estudios de Valor Monetario y No Monetario.     

Integrating Biological and Social Values When Prioritizing Places for Biodiversity Conservation

The consideration of information on social values in conjunction with biological data is critical for achieving both socially acceptable and scientifically defensible conservation planning outcomes. However, the influence of social values on spatial conservation priorities has received limited attention and is poorly understood. We present an approach that incorporates quantitative data on social values for conservation and social preferences for development into spatial conservation planning. We undertook a public participation GIS survey to spatially represent social values and development preferences and used species distribution models for 7 threatened fauna species to represent biological values. These spatially explicit data were simultaneously included in the conservation planning software Zonation to examine how conservation priorities changed with the inclusion of social data. Integrating spatially explicit information about social values and development preferences with biological data produced prioritizations that differed spatially from the solution based on only biological data. However, the integrated solutions protected a similar proportion of the species’ distributions, indicating that Zonation effectively combined the biological and social data to produce socially feasible conservation solutions of approximately equivalent biological value. We were able to identify areas of the landscape where synergies and conflicts between different value sets are likely to occur. Identification of these synergies and conflicts will allow decision makers to target communication strategies to specific areas and ensure effective community engagement and positive conservation outcomes. Integración de Valores Biológicos y Sociales al Priorizar Sitios para la Conservación de la Biodiversidad     

Evaluating the Success of Conservation Actions in Safeguarding Tropical Forest Biodiversity

Abstract: We reviewed the evidence on the extent and efficacy of conservation of tropical forest biodiversity for each of the classes of conservation action defined by the new International Union for Conservation of Nature (IUCN) classification. Protected areas are the most tested conservation approach, and a number of studies show they are generally effective in slowing deforestation. There is some documentation of the extent of sustainable timber management in tropical forest, but little information on other landscape‐conservation tactics. The extent and effectiveness of ex situ species conservation is quite well known. Forty‐one tropical‐forest species now survive only in captivity. Other single‐species conservation actions are not as well documented. The potential of policy mechanisms, such as international conventions and provision of funds, to slow extinctions in tropical forests is considerable, but the effects of policy are difficult to measure. Finally, interventions to promote tropical conservation by supporting education and livelihoods, providing incentives, and furthering capacity building are all thought to be important, but their extent and effectiveness remain poorly known. For birds, the best studied taxon, the sum of such conservation actions has averted one‐fifth of the extinctions that would otherwise have occurred over the last century. Clearly, tropical forest conservation works, but more is needed, as is critical assessment of what works in what circumstances, if mass extinction is to be averted.     

Effectiveness of management zoning designed for flagship species in protecting sympatric species

Flagship species have been used widely as umbrella species (i.e., species with large home range whose protection often provides protection for sympatric species) in the management of China's nature reserves. This conflation of flagship and umbrella species is best represented by the giant panda (Ailuropoda melanoleuca) and other large, endangered mammals designated as conservation targets in site selection and planning of reserves. Few empirical studies have tested the effectiveness of flagship species as surrogates for a broader range of sympatric species. Using extensive camera-trap data, we examined the effectiveness of management zones designated to protect flagship (target) species in conserving sympatric species in 4 wildlife reserves (Gutianshan, Changqing, Laohegou, and Wolong). We tested whether the progression from peripheral to core zones was associated with an increasing habitat association for both target and sympatric species. The distribution patterns of the study species across the zones in each reserve indicated a disparity between management zones and the species’ habitat requirements. Management zone was included in the final model for all target species, and most of them had higher occurrence in core zones relative to less-protected zones, but zone was not a predictor for most of the sympatric species. When management zone was associated with the occurrence of sympatric species, threatened species generally had higher detections in core zones, whereas common species had higher detections outside of the core zone. Our results suggested that reserve planning based on flagship species does not adequately protect sympatric species due to their specialized habitat requirements. We recommend re-examining the effectiveness of management zoning and urge a multispecies and reserve-wide monitoring plan to improve protection of China's wildlife.     

The effectiveness of surrogate taxa to conserve freshwater biodiversity

Establishing protected areas has long been an effective conservation strategy and is often based on readily surveyed species. The potential of any freshwater taxa to be a surrogate for other aquatic groups has not been explored fully. We compiled occurrence data on 72 species of freshwater fishes, amphibians, mussels, and aquatic reptiles for the Great Plains, Wyoming (U.S.A.). We used hierarchical Bayesian multispecies mixture models and MaxEnt models to describe species’ distributions and the program Zonation to identify areas of conservation priority for each aquatic group. The landscape‐scale factors that best characterized aquatic species’ distributions differed among groups. There was low agreement and congruence among taxa‐specific conservation priorities (<20%), meaning no surrogate priority areas would include or protect the best habitats of other aquatic taxa. Common, wideranging aquatic species were included in taxa‐specific priority areas, but rare freshwater species were not included. Thus, the development of conservation priorities based on a single freshwater aquatic group would not protect all species in the other aquatic groups.     

Improving effectiveness of systematic conservation planning with density data

Systematic conservation planning aims to design networks of protected areas that meet conservation goals across large landscapes. The optimal design of these conservation networks is most frequently based on the modeled habitat suitability or probability of occurrence of species, despite evidence that model predictions may not be highly correlated with species density. We hypothesized that conservation networks designed using species density distributions more efficiently conserve populations of all species considered than networks designed using probability of occurrence models. To test this hypothesis, we used the Zonation conservation prioritization algorithm to evaluate conservation network designs based on probability of occurrence versus density models for 26 land bird species in the U.S. Pacific Northwest. We assessed the efficacy of each conservation network based on predicted species densities and predicted species diversity. High‐density model Zonation rankings protected more individuals per species when networks protected the highest priority 10‐40% of the landscape. Compared with density‐based models, the occurrence‐based models protected more individuals in the lowest 50% priority areas of the landscape. The 2 approaches conserved species diversity in similar ways: predicted diversity was higher in higher priority locations in both conservation networks. We conclude that both density and probability of occurrence models can be useful for setting conservation priorities but that density‐based models are best suited for identifying the highest priority areas. Developing methods to aggregate species count data from unrelated monitoring efforts and making these data widely available through ecoinformatics portals such as the Avian Knowledge Network will enable species count data to be more widely incorporated into systematic conservation planning efforts.     

Understanding the effects of different social data on selecting priority conservation areas

Conservation success is contingent on assessing social and environmental factors so that cost‐effective implementation of strategies and actions can be placed in a broad social–ecological context. Until now, the focus has been on how to include spatially explicit social data in conservation planning, whereas the value of different kinds of social data has received limited attention. In a regional systematic conservation planning case study in Australia, we examined the spatial concurrence of a range of spatially explicit social values and land‐use preferences collected using a public participation geographic information system and biological data. We used Zonation to integrate the social data with the biological data in a series of spatial‐prioritization scenarios to determine the effect of the different types of social data on spatial prioritization compared with biological data alone. The type of social data (i.e., conservation opportunities or constraints) significantly affected spatial prioritization outcomes. The integration of social values and land‐use preferences under different scenarios was highly variable and generated spatial prioritizations 1.2–51% different from those based on biological data alone. The inclusion of conservation‐compatible values and preferences added relatively few new areas to conservation priorities, whereas including noncompatible economic values and development preferences as costs significantly changed conservation priority areas (48.2% and 47.4%, respectively). Based on our results, a multifaceted conservation prioritization approach that combines spatially explicit social data with biological data can help conservation planners identify the type of social data to collect for more effective and feasible conservation actions.     

Effect of risk aversion on prioritizing conservation projects

Conservation outcomes are uncertain. Agencies making decisions about what threat mitigation actions to take to save which species frequently face the dilemma of whether to invest in actions with high probability of success and guaranteed benefits or to choose projects with a greater risk of failure that might provide higher benefits if they succeed. The answer to this dilemma lies in the decision maker's aversion to risk—their unwillingness to accept uncertain outcomes. Little guidance exists on how risk preferences affect conservation investment priorities. Using a prioritization approach based on cost effectiveness, we compared 2 approaches: a conservative probability threshold approach that excludes investment in projects with a risk of management failure greater than a fixed level, and a variance‐discounting heuristic used in economics that explicitly accounts for risk tolerance and the probabilities of management success and failure. We applied both approaches to prioritizing projects for 700 of New Zealand's threatened species across 8303 management actions. Both decision makers’ risk tolerance and our choice of approach to dealing with risk preferences drove the prioritization solution (i.e., the species selected for management). Use of a probability threshold minimized uncertainty, but more expensive projects were selected than with variance discounting, which maximized expected benefits by selecting the management of species with higher extinction risk and higher conservation value. Explicitly incorporating risk preferences within the decision making process reduced the number of species expected to be safe from extinction because lower risk tolerance resulted in more species being excluded from management, but the approach allowed decision makers to choose a level of acceptable risk that fit with their ability to accommodate failure. We argue for transparency in risk tolerance and recommend that decision makers accept risk in an adaptive management framework to maximize benefits and avoid potential extinctions due to inefficient allocation of limited resources. El Efecto de la Aversión de Riesgo sobre la Priorización de Proyectos de Conservación     

Ecological‐Niche Modeling and Prioritization of Conservation‐Area Networks for Mexican Herpetofauna

Abstract: One of the most important tools in conservation biology is information on the geographic distribution of species and the variables determining those patterns. We used maximum‐entropy niche modeling to run distribution models for 222 amphibian and 371 reptile species (49% endemics and 27% threatened) for which we had 34,619 single geographic records. The planning region is in southeastern Mexico, is 20% of the country's area, includes 80% of the country's herpetofauna, and lacks an adequate protected‐area system. We used probabilistic data to build distribution models of herpetofauna for use in prioritizing conservation areas for three target groups (all species and threatened and endemic species). The accuracy of species‐distribution models was better for endemic and threatened species than it was for all species. Forty‐seven percent of the region has been deforested and additional conservation areas with 13.7% to 88.6% more native vegetation (76% to 96% of the areas are outside the current protected‐area system) are needed. There was overlap in 26 of the main selected areas in the conservation‐area network prioritized to preserve the target groups, and for all three target groups the proportion of vegetation types needed for their conservation was constant: 30% pine and oak forests, 22% tropical evergreen forest, 17% low deciduous forest, and 8% montane cloud forests. The fact that different groups of species require the same proportion of habitat types suggests that the pine and oak forests support the highest proportion of endemic and threatened species and should therefore be given priority over other types of vegetation for inclusion in the protected areas of southeastern Mexico.     

A comparison of cat‐related risk perceptions and tolerance for outdoor cats in Florida and Hawaii

Risk perceptions and attitudes toward animals often explain tolerance for wildlife and management preferences. However, little is understood about how these relationships vary across different geographic regions and stakeholder groups. To address this gap in knowledge, we compared differences in acceptance capacity, risk perceptions, perceived enjoyment from outdoor cats, and experiences with outdoor cats among 3 groups (general public, conservation community, and animal‐welfare community) in Hawaii and Florida, two states with large conservation challenges. We combined independently collected data from Florida and Hawaii, to determine how perception of the risks presented by outdoor cats, group membership, and state of residence influenced people's tolerance for outdoor cats. Florida respondents were significantly more tolerant of outdoor cats and less concerned about cat‐related risks than Hawaii respondents (p < 0.05). In both states, animal‐welfare group members reported greater enjoyment seeing cats and perceived a smaller increase in the cat population and lower levels of risk than other groups (p < 0.05). All groups exhibited similar relationships between acceptance capacity and enjoyment and the perceived increase in the cat population. Our results suggest public tolerance for cats varied due to the influence of local or geographical concerns, but that strongly held beliefs, risk perceptions, and feelings about cats explained more of the variance in stakeholder tolerance.