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Simple Summary: Sustainable wildlife management (SWM), based on traditional practice supported with advances in scientific knowledge and evolving economic and social circumstances, has shaped the global approach to wildlife management and policy. In this paper, we report the findings of a large semi-structured questionnaire in China which investigated the attitude of the urban public toward sustainable wildlife management and wildlife conservation across a range of issues and identified the key socio-economic and demographic factor drivers for those attitudes. The survey was conducted from November 2018 to October 2020, across 15 cities randomly selected among China's seven administrative geographic regions. The survey was initially conducted through face-to-face interviews, but later, due to COVID-19 restrictions, was completed via online questionnaires. The results show that the public are broadly supportive of the theory of SWM, but their enthusiasm is issue- and context-dependent. For example, on issues of "Animal Welfare and Rights," "Wildlife Utilization and Captive Breeding," and "Trophy Hunting", the public demonstrate antagonistic views about SWM, demonstrating an affinity for "Compassionate Conservation". We also found that demographic characteristics of the public can significantly influence attitude, with those respondents who are not vegetarian or religious, who have higher levels of education, or are younger in age being more likely to appreciate the rational science approach of SWM. Our research suggests that conservation organisations may need to adapt their management aims and practices to avoid direct conflict with the rising tide of animal rights sentiment. Furthermore, significant investment will be required to promote science-based conservation in social marketing on all social media platforms to help educate and engage the public with the science behind conservation management. Sustainable wildlife management (SWM) is based on a synergy of traditional/local knowledge, advances in scientific knowledge, and fast-evolving economic and social circumstances. A widely accepted cornerstone of SWM globally is that conservation and utilization need to be effectively integrated, emphasizing the benefits humans can derive from biodiversity, thereby further encouraging people to protect and value wildlife though its management. However, with demand from biological resources growing at an unprecedented rate and the emergence of social media, conservationists must respond quickly to new challenges and conflicts associated with species management and public policy. For example, the rise of the "Compassionate Conservation" (CC) movement, fueled by social marketing and media, which promotes the welfare of individual animals, has introduced a set of challenges for conventional conservation management as it opposes most or all forms of wildlife utilization and hunting. CC advocates are increasingly influential at global and national policy levels; hence, it is imperative that conservationists are informed and aware of the future challenges from a rapidly changing global society. In this paper, we report the findings of a large semi-structured questionnaire in China which investigated the attitude of the urban public toward sustainable wildlife management (SWM) and wildlife conservation across a range of issues and identified the key socio-economic and demographic factor drivers for those attitudes. The survey was conducted from November 2018 to October 2020, across 15 cities randomly selected among China's seven administrative geographic regions. The survey was initially conducted through face-to-face interviews, but later, due to COVID-19 restrictions, was completed via online questionnaires. A Likert seven-point scale method was used to score the public's degree of agreement or disagreement for each question; a multivariate stepwise linear regression method was used to analyze whether the overall attitude of the respondents toward SWM and wildlife conservation was affected by their demographic characteristics; and a classification and regression tree (CART) was used to conduct an in-depth analysis of the issues with negative scores in the questionnaire, so as to understand how the respondents' demographic characteristics affected the public's attitude about such issues, which could supplement results obtained from the multivariate stepwise linear regression analysis. The results show that the public are broadly supportive of SWM, but only moderately so. On issues of "Animal Welfare and Rights," "Wildlife Utilization and Captive Breeding," and "Trophy Hunting", the core concerns of the "Compassionate Conservation" movement and the overall public view are more antagonistic to conventional SWM. We also find specific demographic characteristics significantly influence attitudes about SWM, with vegetarians, those with religious beliefs, and with lower educational standards demonstrating weaker support for SWM. For younger people, "Animal Welfare and Rights" is a special concern, hence, we identify this as a key issue to be addressed for SWM and conservation in the future. Our research suggests that conservation organisations may need to adapt their management aims and practices to avoid direct conflict with the rising tide of animal rights sentiment, especially among the young. Furthermore, significant investment will be required to promote science-based conservation in social marketing on all social media platforms to help educate and engage the public with the science behind conservation management. [ABSTRACT FROM AUTHOR]

Simple Summary: Wildlife conservation and management has become a very complex public policy issue in China as concerns about animal welfare and empathy for animals have emerged, especially in the younger generation. Science-based conservation policy and strategy that focus on sustainable management are perceived as less irrelevant today and can often be in conflict with emerging attitudes and values. Sustainable wildlife management adheres to the conservation concept of effective combination of species conservation and sustainable utilization, with an aim to establish a long-acting species conservation model that promotes all-round development of ecology, society, and economy, and has traditionally formed the basis of conservation management. This study designed a semi-structured questionnaire, which aimed to assess attitudes of Chinese college students towards sustainable wildlife management and wildlife conservation, and investigate the role of demographic and other characteristics on attitude. From October 2018 to April 2019, nine universities (including "Double First-Class" universities, first-tier universities, second-tier universities), and four three-year colleges in China were selected as survey sites, where face-to-face interviews were conducted among students. The results show that students broadly support the sustainable wildlife management but not in issues relating to "Animal Welfare and Rights" and "Trophy Hunting". Students with lowest support for the theory and practice of sustainable wildlife management are vegetarians, freshmen, and those who have taken environmental protection electives in their educational program. Wildlife conservation and management has become a very complex public policy issue in China as concerns over on animal welfare and empathy for animals have grown. Science-based conservation strategies that are oriented toward sustainable wildlife management (SWM) are under threat as these new attitudes and values emerge and take hold. This study accesses the attitudes of college students towards SWM and wildlife conservation, and investigates demographic characteristics influencing their attitudes in China, a country that is traditionally associated with consumptive use of wildlife and SWM, but where new ideas about wildlife conservation are emerging. From October 2018 to April 2019, nine universities (including "Double First-Class" universities, first-tier universities, second-tier universities), and four three-year colleges in China were selected as survey locations, and face-to-face interviews were conducted with 1991 students. A total of 1977 questionnaires were recovered, of which 1739 were valid, with a completion rate of 88%. A Likert seven-point scale method was used to score students' attitudes, and a classification and regression tree (CART) was used to analyze whether their attitudes were affected by their demographic characteristics. The results show that although students are broadly supportive of the theory of SWM, some are deeply antagonistic about on SWM on issues that arouse strong emotions such as "Animal Welfare and Rights" and "Trophy Hunting". Demographic characteristics of students affect their degree of support for the SWM with support for SWM lower among vegetarians, freshmen, and students who have taken environmental protection electives. This research suggests that the theory of SWM requires to be refreshed and adapted to appeal to the younger generation of Chinese students, with SWM principles integrated into the environmental education programs of universities and three-year colleges. More attention should also be attached to media publicity by the government about wildlife conservation so as to enhance awareness of the need for SWM. [ABSTRACT FROM AUTHOR]