Abstract
This article examines the values and motivations of South African biltong hunters. A hierarchical value map of associations between attributes, consequences and values resulted from laddering interviews with 34 hunters. The Means-End Chain approach proved useful in identifying: (a) personal values, (b) wildlife value orientations, and (c) motivations associated with desired benefits and satisfactions. Values reflected socialization, achievement, stimulation, hedonism, universalism, and conformity. Materialism, attraction/interest, respect, environmentalism, and rational/scientific were the predominant wildlife value orientations. Motivations included male identity, escape, appreciation of nature, and bonding with family and friends. The study refuted perceptions that biltong hunters primarily hunt for the meat or for the sake of killing an animal.
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