The effects of parenthood on consumer decision making have not been systematically studied in prior research of the wildland recreation phenomenon. The present study utilizes data from the most recent National Survey of Recreation to assess the direct effects of parenthood on wilderness‐related or wildland outdoor recreation behavior. Additionally, a framework for the conceptualization of the interrelationship between human values, demographics, attitudes toward the environment, wildland management policy variables, attitudes toward wildland recreation, and wildland recreation consumption is proposed. The findings suggest that parenthood is an important variable in understanding wildland outdoor recreation consumption. © 1993 John Wiley & Sons, Inc.