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Human–wildlife interactions present both challenges and opportunities across Europe. Managing these interactions often requires decisions that fall between reactive (taking action after a problem arises) and proactive (anticipating and preventing negative impacts) management. This study examines factors influencing public attitudes toward proactive and reactive wildlife management in six European countries (France, Germany, Italy, Spain, Sweden and United Kingdom), based on an online survey of 2400 participants. We relied on the cognitive hierarchy framework to explain relationships between management attitudes and factors such as wildlife value orientations, risk perceptions, and perceptions of red deer (Cervus elaphus L.). Attitudes toward wildlife management were generally shaped by value orientations and risk perception. Mutualism was associated with support for proactive wildlife and human protection, whereas domination was associated with reactive and proactive management aimed at protecting human interests. Higher perceived risk further increased support for proactive management strategies. These results provide practical insights into how public attitudes relate to wildlife management.