This study highlights how social identity—specifically identifying as a hunter or nonhunter—strongly influences attitudes toward wildlife like grizzly bears. Hunters, whose identity is closely tied to land use and resource management, were more likely to view grizzlies negatively, especially after hearing about property damage. In contrast, nonhunters were less emotionally affected by such stories and responded more positively to neutral experiences, like observing bears from afar. These findings reinforce the need for identity-based conservation strategies that acknowledge the values and concerns of all stakeholders. For hunters, who are essential partners in wildlife management, solutions must focus on practical conflict prevention and communication through trusted in-group voices. By addressing emotional and experiential differences, conservationists can reduce polarization and foster coexistence. Hunters aren’t the problem—they’re often the front line of conservation. Recognizing their role and perspective is critical to any effective long-term wildlife policy.
