Public segmentation based on the risk perception of brown bear attacks and management preferences

The purpose of this study is to segment residents based on their perception of the risk of brown bear attacks. In addition, in order to design effective risk communication, we investigated the association between residents' risk perception and their sociodemographic characteristics and beliefs. We conducted a questionnaire survey of residents of Shibetsu Town, Japan. For this survey, questions, developed from several risk perception studies, were used to evaluate the perception of the risk of brown bear attacks. Using a principal component analysis (PCA), we obtained four principal factors: seriousness, avoidability, accountability, and management. Furthermore, a cluster analysis using the PCA factor scores identified three groups of respondents with significantly different risk perceptions. Each group had significantly different sociodemographic characteristics and beliefs. Group 1 respondents had had negative experiences with bears, and therefore considered bear attacks to be high risk. In contrast, group 2 respondents felt less accountable for bear attacks because their lives were less connected to the bears. Finally, group 3 respondents had positive attitudes towards bear conservation. They perceived that, owing to increasing bear populations, bear attacks were unavoidable; however, they did not think the risk was serious. Segmentation based on risk perception can help to reduce potential human-wildlife conflicts and improve wildlife management.