Conservation behavior and effects of economic and environmental message frames

Sheila M.W. Reddy, Chloe Wardropper, Collin Weigel, Yuta J. Masuda, Seth Harden, Pranay Ranjan, Jackie M. Getson, Laura A. Esman, Paul Ferraro, Linda Prokopy

Research output: Contribution to journalLetterpeer-review

Abstract

Emphasizing the economic and environmental benefits of conservation is business-as-usual for environmental organizations seeking to influence conservation behavior, but these message frames are rarely tested. We embedded a large message framing experiment into the recruitment for a conservation agriculture program targeting farmland owners in the Mississippi River Basin. We found that framed messages do not increase enrollment in the agricultural program—the desired conservation behavior—compared to an informational message (control) and may decrease enrollment among farmland owners not already using conservation practices (i.e., cover crops).

Original languageEnglish (US)
Article numbere12750
JournalConservation Letters
Volume13
Issue number6
DOIs
StatePublished - Nov 1 2020
Externally publishedYes

Keywords

  • adaptive management
  • conservation strategy
  • design
  • evaluation
  • innovation
  • landowner
  • nutrients
  • soil health
  • strategic communication
  • water quality

ASJC Scopus subject areas

  • Ecology, Evolution, Behavior and Systematics
  • Ecology
  • Nature and Landscape Conservation

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