Distinguishing ambivalence from indifference: A study of attitudes toward land trusts among members and nonmembers

Private, not-for-profit land trusts have become major players in U.S. conservation efforts in the last 50 years. During this period membership in land trust organizations has grown. Despite the expansion of land trusts and land trust membership, little is known about public attitudes and beliefs about these organizations. To address this gap, we fielded a mail survey to members of a regional land trust in Indiana and a sample of nonmembers that reside in the areas served by that organization. In addition to examining differences in land trust members and nonmembers in terms of their demographic characteristics, recreation habits, awareness and use of land trust properties; we examined land trust beliefs and attitudes. Drawing from recent developments in attitude theory, the study employed a two-dimensional/bivariate model that allowed us to assess attitudes and distinguish between two forms of neutral attitudes toward land trusts – ambivalence (equal positive and negative feelings) and indifference (lack of any feelings). The study results indicated that, on average, land trust members were slightly older, better educated, and had lived in the area for shorter period of time than nonmembers. Members were also more likely to engage in non-consumptive outdoor activities like hiking and bird watching, while nonmembers were more likely to fish and hunt. Members also tended to have more positive attitudes toward land trusts and were more likely to express positive associations with land trusts. Nonmember attitudes demonstrated greater variability; specifically compared to members, nonmembers were more like to hold indifferent, ambivalent, or negative attitudes toward land trusts. Additional analysis comparing these three non-member groups provided insight into differences in their behaviors, knowledge, and underlying beliefs. We conclude with a discussion of the implications for organizational policy and outreach efforts.