Reviving the Mottled Duskywing (Erynnis martialis): Public awareness and support for Canada’s first endangered butterfly reintroduction

Species reintroduction is an increasingly used conservation strategy, yet little research has examined the social factors shaping support for such efforts, particularly for invertebrates. This study assesses public awareness, attitudes, and support for Canada’s first endangered butterfly reintroduction, the Mottled Duskywing butterfly (Erynnis martialis) in Pinery Provincial Park, Ontario, Canada. Based on intercept surveys with 424 park visitors, prior awareness of the species was very low (83.3% unaware), yet support for its protection and reintroduction was very high (87.8%). Results revealed consistent gender differences across nearly all domains: women reported stronger pro-conservation values, greater confidence in Ontario Parks’ capacity to manage species at risk, and stronger belief in both ecological and human benefits of reintroduction. They also expressed greater interest in stewardship, educational materials, social media outreach, and community science involvement. Community context further shaped perceptions, with urban and suburban residents more likely than agricultural residents to view butterflies as ecological indicators and contributors to visitor experience. Education was positively linked to ecological understanding and stewardship interest. A hierarchical logistic regression explained 58% of the variance in reintroduction support. Three variables were significant predictors: 1) personal values and attitudes toward the butterfly; 2) support for the Endangered Species Act; and, 3) support for Ontario Parks’ ecological integrity management efforts. Awareness of ecological integrity influenced support in earlier model steps but was mediated by attitudes. Overall, findings highlight strong but underutilized public support, the central role of gender and community context, and the importance of targeted education and engagement strategies to enhance socially supported species reintroduction