► We analyze a change in public attitudes toward brown bears in Croatia. ► We discuss the effects of a more centralized bear management and an increase in the bear population. ► Findings show that value orientations and perceived threat did not change over time. ► Instead bear acceptance capacity was reduced. ► Public involvement, hunting and adaptive management are important conservation tools. Successful carnivore conservation depends on public attitudes and acceptance levels of carnivores, and these are likely to change as circumstances change. Attitude studies repeated in time that can demonstrate such change are rare. Our study surveyed Croatian rural inhabitants in 2002 and in 2008 and analyzed their responses to detect a change in attitudes toward brown bears (Ursus arctos) over time. Important developments occurring in Croatia at the time of our research included a more centralized and more clearly defined bear management strategy, and an increase in the bear population. We constructed models to explain respondent’s value orientations, their level of perceived threat and their acceptance capacity for bears. Findings show that while value orientations and the overall level of perceived threat did not change over time, bear acceptance capacity was reduced. This suggests that the increase in the bear population and perhaps the more centralized bear management reduced respondents’ willingness to accept a larger bear population. We conclude that continuous public involvement in bear management is essential in order to maintain a feeling of control over the bear among the local population. Furthermore we argue that hunting is an important form of public involvement in the region, serving to reinforce existence and bequest values of the bear and increase its public acceptance.