Friend or foe? <scp>Engaging</scp> public can save the critically endangered common hamster ( <i>Cricetus cricetus</i> )

Abstract The common hamster ( Cricetus cricetus ) occupies a controversial position among mammals inhabiting agricultural areas, as it is possibly the only critically endangered species that is legally targeted by lethal control methods, making it a conflict‐generating pest. We surveyed various stakeholders, agrarian consultants, wildlife rangers, and residents for the first time in Hungary, with two interrelated questionnaires to obtain accurate information about hamster populations, and to learn about the participants knowledge of, and attitude toward hamsters in order to provide fundamental information for planning and strengthening social embeddedness. Additionally, we prepared the current distribution map of the hamster. Based on the relatively wide distribution and locally high abundance of the species, Hungary has a key role in hamster conservation. We identified several factors, which can contribute to successful species protection. The results indicated that more than 60% of the respondent's liked hamsters. In contrast, only a few residents considered hamsters in their settlement to be beneficial. Our results suggest that the hamster's reputation is disproportionately negative due to vaguely known perceptions of harm as compared with actual reported damage. This imbalance could be rectified through enhanced communication efforts. Improving the species' reputation is integral to effective species conservation initiatives. Current pest control practices (poisons and snap traps) kill the hamsters, even though 82% of the residents would prefer to keep the hamsters alive, conforming to conservation efforts. The results also indicated that the hamster could be a flagship species in Hungary. Knowledge of the protected status of the hamster predicted a positive attitude toward the species and related to nature conservation consciousness. We conclude that requirements of residents should be included in the species action plan along with the experts' knowledge, as this could contribute to successful, long‐term conservation of the hamster.