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The welfare of recreational horses is an important issue. Horse owner attitudes towards horse ownership are likely to influence owner behaviour in terms of horse husbandry and management practices and human–horse interactions, which in turn are likely to affect the welfare of the horse. Based on Ajzen’s Theory of Planned Behaviour, this paper examines the relationships between horse owner attributes, specifically background factors (demographics, knowledge, and experience) and attitudes (beliefs) towards horse husbandry and management behaviour. Data were collected via a random telephone survey and during on-site inspections with Victorian horse owners and their horses (n = 57), using an attitude questionnaire. Relationships were found between horse owner background factors and horse owner attitudes towards horse husbandry and management behaviour. Generally, belief variables correlated significantly with background factors that were primarily related to knowledge and experience. Further, beliefs concerning three key husbandry practices (parasite control, hoof care, and dental care) all appear to be predicted to some degree by background factors associated with knowledge and experience. Therefore, a practical recommendation may be the implementation of education and training programs aimed at improving horse owner knowledge and experience regarding effective horse husbandry and management to promote horse welfare. Clearly, further research is warranted. Full article