Emotions, Perception of Mind, and Moral Concern: Shaping Community Support for Predator Control in New Zealand

Human emotions toward animals, perception of animal minds, and moral concern play crucial roles in shaping public support for wildlife management initiatives. This study uses Moral Typecasting Theory to explore how these psychological factors influence attitudes toward controlling two non-native species, feral cats (Felis catus) and European hedgehogs (Erinaceus europaeus), in the context of New Zealand’s Predator Free 2050 initiative. A sample of 395 New Zealand residents completed a survey assessing their emotional responses, perceptions of animal minds, and support for mitigation strategies concerning these species. Using latent profile analysis, we identified three distinct psychological segments for each animal – Advocates, Detractors, and Indifferents – characterized by varying levels of emotional engagement, perception of animal mind, resulting moral concern, and support for control measures. Advocates expressed strong positive emotions, high attribution of animal “experience” and moral concern, along with low support for lethal control; Detractors exhibited strong negative emotions, high attribution of animal “agency” associated with a lower attribution of moral concern, high perceived threat, and strong support for control; and Indifferents held moderate views across all dimensions. These profiles were significantly associated with demographic factors such as age, location, residency duration, and pet ownership. Our findings underscore the value of psychological segmentation in designing targeted communication and policy strategies to foster broader public engagement with conservation goals. We argue that tailoring interventions to the emotional and cognitive dispositions of different segments can enhance the legitimacy, effectiveness, and social sustainability of wildlife management initiatives.