A Bayesian hierarchical approach to quantifying stakeholder attitudes toward conservation in the presence of reporting error

Stakeholder support is vital for achieving conservation success, yet there are few reliable mechanisms to monitor stakeholder attitudes toward conservation. Approaches used to assess attitudes rarely account for bias arising from reporting error, which can lead to falsely reporting a positive attitude toward conservation (false-positive error) or not reporting a positive attitude when the respondent has a positive attitude toward conservation (false-negative error). Borrowing from developments in applied conservation science, we used a Bayesian hierarchical model to quantify stakeholder attitudes as the probability of having a positive attitude toward wildlife notionally (or in abstract terms) and at localized scales while accounting for reporting error. We compared estimates from our model, Likert scores, and naïve estimates (i.e., proportion of respondents reporting a positive attitude in at least 1 question that was only susceptible to false-negative error) with true stakeholder attitudes through simulations. We then applied the model in a survey of tea estate staff on their attitudes toward Asian elephants (Elephas maximus) in the Kaziranga–Karbi Anglong landscape of northeast India. In simulations, Bayesian model estimates of stakeholder attitudes toward wildlife were less biased than naïve estimates or Likert scores. After accounting for reporting errors, we estimated the probability of having a positive attitude toward elephants notionally as 0.85 in the Kaziranga landscape, whereas the proportion of respondents who had positive attitudes toward elephants at a localized scale was 0.50. In comparison, without accounting for reporting errors, naïve estimates of proportions of respondents with positive attitudes toward elephants were 0.69 and 0.23 notionally and at local scales, respectively. False (positive and negative) reporting probabilities were consistently not 0 (0.22–0.68). Regular and reliable assessment of stakeholder attitudes–combined with inference on drivers of positive attitudes–can help assess the success of initiatives aimed at facilitating human behavioral change and inform conservation decision making.