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2 Introduction

The values and attitudes that the public holds toward the natural environment, forests, and forest management have become increasingly important over the past few decades. Indeed, it has been argued that the core problem facing traditional forestry is a need to adjust to changing social and environmental values (Bengston 1994). Information about values and attitudes equips managers to deal with potential conflicts among stakeholders, to establish policies and goals, and to define broad strategies.

Understanding environmental values and attitudes begins with the social, economic, and demographic composition of the public. A value is defined here as a standard that provides the criteria for determining what is desirable or undesirable (Brown 1984, Rokeach 1973). An attitude is a learned predisposition toward some object or action (Fishbein and Ajzen 1975). Attitudes are driven by, and are more transient than, values. Forest values concern the good or relative worth of forests. Attitudes toward forests evaluate the desirability of forest uses such as timber harvesting and recreation.