Clustering of Hawai‘i residents’ actions and beliefs in relation to managing cats

Domestic cats ( Felis catus ) pose major ecological and public health risks when allowed to roam outdoors, particularly in island ecosystems such as Hawai‘i, where they threaten endangered birds and marine mammals and transmit Toxoplasma gondii. While policies aimed at reducing cat impacts enjoy broad support, disagreements remain over preferred strategies, especially containment versus trap–neuter–return. This study examined Hawai‘i residents’ values, beliefs, and preferences toward cat management, and identified distinct audience segments to inform tailored interventions. An online survey of 924 residents measured ownership practices, intentions, perceived risks and benefits, self-efficacy, and support for management strategies targeting owned and unowned cats. Using Value–Belief–Norm theory and two-step cluster analysis, we identified three resident groups: an ecologically focused group (46%) characterized by strong environmental values, high confidence, and support for containment; a community-oriented group (33%) of older, long-term residents supportive in principle but with low follow-through; and a low-efficacy group (21%) with limited confidence, weak intentions, and resistance to restrictions. Findings reveal a persistent gap between support for veterinary responsibilities (e.g., sterilization, microchipping) and low adoption of containment behaviors, reflecting practical and cultural barriers. Comparison with studies in Hawai‘i, Australia, and the UK shows consistent divisions between owners and non-owners, and highlights confidence and feasibility as determinants of behavior. Effective management will require shifting from broad education campaigns toward targeted, value-based strategies that address each group’s motivations and barriers. These insights provide actionable guidance for policymakers and practitioners designing interventions that balance wildlife conservation with animal welfare in Hawai‘i and beyond.