Ptarmigan (Lagopus mutus) hunting has long traditions in Norway. It is often assumed that hunters are more consumptively and less conservation oriented than other recreational groups. Considering the large numbers of hunters and the popularity of the sport it is more likely that hunters value both consumptive and appreciative aspects and represent diversity in their concern for the environment. In this study we surveyed 2,717 ptarmigan hunters to examine environmental orientation, and the effects of environmental orientation on different management regulations. Results showed that environmental concern is a discriminating factor for how the hunters rate hunting goals, harvest regulation measures, and acceptance of protecting parts of the bird populations in refuges. Increasing environmental concern is positively correlated with higher acceptance of regulatory management actions aimed at preserving the resource. Socio-demographic variables had limited effect on the relationship between environmental concern and attitudes toward management. Small game management needs to balance consumptive and appreciative experience dimensions, and degree of environmental orientation may be an indicator of acceptance of management actions.