Linking perceptions of weeds with approaches to weed management

A multitude of factors can shape people's perceptions, leading to a variety of views on nature's services and values. The IPBES Values Framework highlights the ways that people and nature interact (both positively and negatively) through consideration of nature's contributions to people. For plants, differences in perceived values by different groups of people can be diverse and polarised, shaped by a range of factors, leading to inefficient or unsustainable management practices. This research helps land stakeholders to think more reflexively as to why and how their perceptions of weeds impact their approaches to weed management, and to think about alternative approaches that could be more environmentally, economically or socially sustainable. This contributes a novel way of involving land stakeholders in wider global debates whilst maintaining a focus on their everyday land management practices. Through a case study of gorse ( Ulex europaeus) , this research: (1) assesses whether gorse is perceived differently across its native and non‐native ranges; and (2) considers whether these differing perceptions affect dominant gorse management approaches. Stakeholder analysis, using interest‐influence matrices, identified relevant land managers. Interviews ( n = 22) and questionnaires ( n = 30) gathered data on gorse perceptions and management approaches in its native ( n = 17) and non‐native ( n = 35) ranges. Data were analysed in NVivo 20, coded to map onto 12 contributions to people, categorised to positive, negative or neutral perceptions and themed to management approaches. In the non‐native range, gorse was unanimously perceived as negative, linked with a colonial past and legal requirements for it to be managed, and predominantly managed through burning and herbicide treatment. In the native range, positive views of gorse were linked to occasional cutting to maintain its presence as part of the overall landscape biodiversity. Future research should focus on how best to engage those with negative views of plants such as gorse that may be perceived as weeds, considering how to reframe them as useful plants that can contribute to sustainable environmental management. Read the free Plain Language Summary for this article on the Journal blog.