Hunting as a wildlife management tool has come under increasing attack by antihunting organizations. This has resulted in increased concern by fish and wildlife agencies across North America, many of whom fear that the scientific management of wildlife is in danger due to the influence of an uninformed public. A province-wide survey based upon the Theory of Reasoned Action framework was conducted to examine residents' attitudes toward hunting in a variety of contexts. Results from over 1,300 respondents indicated support for hunting as wildlife management, for habitat preservation, and to maintain healthy animal populations. Attitudinal and normative influences were also examined based on level of intention to support hunting. Results of this research provide information regarding the underlying beliefs and referent groups likely to influence individual's support of hunting, which can then be used by government and others charged with the scientific management of wildlife to communicate successfully the role and significance of hunting in this regard.