Efficacy-based and normative interventions for facilitating the diffusion of conservation behavior through social networks

Research suggests that encouraging motivated residents to reach out to others in their social network is an effective strategy for increasing the scale and speed of conservation action adoption. However, little is known about how to effectively encourage large numbers of residents to reach out to others about conservation causes. We examined the influence of normative and efficacy-based messaging at motivating residents to engage in and to encourage others to participate in native plant gardening in their community. To do so, we conducted a field experiment with messages on mailings and tracked native plant vouchers used. Efficacy messages tended to be more effective than normative messages at increasing residents’ willingness to reach out to others to encourage conservation action, as indicated by a several percentage point increase in native plant voucher use by residents’ friends and neighbors. Messages sometimes had different impacts on residents based on past behaviors and perceptions related to native plant gardening. Among these subgroups, efficacy and combined efficacy and norm messages most effectively encouraged individual and collective actions, as indicated by increased voucher usage. Our findings suggest that interventions that build residents’ efficacy for engaging in a conservation behavior and for reaching out to others may be a promising path forward for outreach. However, given our results were significant at a false discovery rate cutoff of 0.25 but not 0.05, more experimental trials are needed to determine the robustness of these trends.     

Microtargeting for conservation

Widespread human action and behavior change is needed to achieve many conservation goals. Doing so at the requisite scale and pace will require the efficient delivery of outreach campaigns. Conservation gains will be greatest when efforts are directed toward places of high conservation value (or need) and tailored to critical actors. Recent strategic conservation planning has relied primarily on spatial assessments of biophysical attributes, largely ignoring the human dimensions. Elsewhere, marketers, political campaigns, and others use microtargeting—predictive analytics of big data—to identify people most likely to respond positively to particular messages or interventions. Conservationists have not yet widely capitalized on these techniques. To investigate the effectiveness of microtargeting to improve conservation, we developed a propensity model to predict restoration behavior among 203,645 private landowners in a 5,200,000 ha study area in the Chesapeake Bay Watershed (U.S.A.). To isolate the additional value microtargeting may offer beyond geospatial prioritization, we analyzed a new high-resolution land-cover data set and cadastral data to identify private owners of riparian areas needing restoration. Subsequently, we developed and evaluated a restoration propensity model based on a database of landowners who had conducted restoration in the past and those who had not (n = 4978). Model validation in a parallel database (n = 4989) showed owners with the highest scorers for propensity to conduct restoration (i.e., top decile) were over twice as likely as average landowners to have conducted restoration (135%). These results demonstrate that microtargeting techniques can dramatically increase the efficiency and efficacy of conservation programs, above and beyond the advances offered by biophysical prioritizations alone, as well as facilitate more robust research of many social–ecological systems.     

Improving inferences about private land conservation by accounting for incomplete reporting

Private lands provide key habitat for imperiled species and are core components of function protectected area networks; yet, their incorporation into national and regional conservation planning has been challenging. Identifying locations where private landowners are likely to participate in conservation initiatives can help avoid conflict and clarify trade-offs between ecological benefits and sociopolitical costs. Empirical, spatially explicit assessment of the factors associated with conservation on private land is an emerging tool for identifying future conservation opportunities. However, most data on private land conservation are voluntarily reported and incomplete, which complicates these assessments. We used a novel application of occupancy models to analyze the occurrence of conservation easements on private land. We compared multiple formulations of occupancy models with a logistic regression model to predict the locations of conservation easements based on a spatially explicit social–ecological systems framework. We combined a simulation experiment with a case study of easement data in Idaho and Montana (United States) to illustrate the utility of the occupancy framework for modeling conservation on private land. Occupancy models that explicitly accounted for variation in reporting produced estimates of predictors that were substantially less biased than estimates produced by logistic regression under all simulated conditions. Occupancy models produced estimates for the 6 predictors we evaluated in our case study that were larger in magnitude, but less certain than those produced by logistic regression. These results suggest that occupancy models result in qualitatively different inferences regarding the effects of predictors on conservation easement occurrence than logistic regression and highlight the importance of integrating variable and incomplete reporting of participation in empirical analysis of conservation initiatives. Failure to do so can lead to emphasizing the wrong social, institutional, and environmental factors that enable conservation and underestimating conservation opportunities in landscapes where social norms or institutional constraints inhibit reporting.     

Incentive Structure of and Private Landowner Participation in an Endangered Species Conservation Program

Abstract: In the United States, voluntary incentive programs that aid conservation of plant and wildlife species on private lands provide a structural solution to the problem of protecting endangered species by reducing costs and enhancing benefits to landowners. We explored the potential for incentives to encourage landowners to manage land cover for the benefit of endangered songbirds in central Texas (U.S.A.) by asking landowners to indicate their preferences for financial incentives, technical assistance, and regulatory assurances. We identified owners of potential songbird habitat and collected data in face‐to‐face interviews and self‐administered questionnaires. We used a latent‐class stated‐choice model to identify 3 classes of landowners whose choices varied on the basis of their attitudes and perceived social norms: (1) strong positive attitude, perceived social pressure to participate, and willing to participate with relatively few incentives, (2) weak positive attitude, perceived no social pressure to participate, and required strongest incentives, and (3) negative attitude, perceived social pressure not to enroll, and unwilling to participate regardless of incentive structure. Given this heterogeneity in preferences, conservation incentives may increase management of land cover to benefit endangered species on private lands to some degree; however, exclusive reliance on incentives may be insufficient. Promoting conservation on private lands may be enhanced by integrating incentives into an approach that incorporates other strategies for conservation, including social networks and collaborative processes that reinforce social norms.     

Catalyzing success in community-based conservation

Efforts to devolve rights and engage Indigenous Peoples and local communities in conservation have increased the demand for evidence of the efficacy of community-based conservation (CBC) and insights into what enables its success. We examined the human well-being and environmental outcomes of a diverse set of 128 CBC projects. Over 80% of CBC projects had some positive human well-being or environmental outcomes, although just 32% achieved positive outcomes for both (i.e., combined success). We coded 57 total national-, community-, and project-level variables and controls from this set, performed random forest classification to identify the variables most important to combined success, and calculated accumulated local effects to describe their individual influence on the probability of achieving it. The best predictors of combined success were 17 variables suggestive of various recommendations and opportunities for conservation practitioners related to national contexts, community characteristics, and the implementation of various strategies and interventions informed by existing CBC frameworks. Specifically, CBC projects had higher probabilities of combined success when they occurred in national contexts supportive of local governance, confronted challenges to collective action, promoted economic diversification, and invested in various capacity-building efforts. Our results provide important insights into how to encourage greater success in CBC.     

Motivations Influencing the Adoption of Conservation Easements

Abstract: The use of conservation easements as a conservation mechanism for private land has increased greatly in the past decade; conservation easements now protect over 15 million ha across the United States from residential and commercial development. We used a mailed survey and in‐depth telephone interviews to determine factors that motivate private landowners in Iowa, Illinois, Michigan, Ohio, and Wisconsin (U.S.A.) to place conservation easements on their properties. The mailed survey asked about characteristics of landowners, their properties, and their opinions on 9 factors related to the decision to place an easement. A follow‐up telephone interview was completed with 19 mail‐survey participants to gain an in‐depth understanding of the action and to triangulate the results with the questionnaire. Place attachment, which is a measure of personal connection to a location or property, was the greatest motivation for implementation of an easement. Results of a principal components analysis suggested contributing to the public good underlaid several of the strong motivational factors for participation. Financial reasons were the lowest ranked motivational factor; however, financial concerns may facilitate placement of an easement that would otherwise not be realized. We believe that our results may be transferable to places where land protected by easements is not dominated by traditional farming (row crops, pastures, and hay), timber harvesting, or nonextractive uses (e.g., habitat for wild animals, recreation, and protection of ecosystem services).     

Devising Appropriate Policies and Instruments in Support of Private Conservation Areas: Lessons Learned from the Klein Karoo,South Africa

Abstract: The amount of privately conserved land is increasing worldwide. The potential of these areas to contribute to the global conservation of biodiversity is significant, given that statutory protected areas alone will not suffice. Nevertheless, there is still inadequate support for private conservation areas, and further research on appropriate, flexible, and generally applicable incentive measures is necessary. We conducted 25 semistructured interviews with the owners of private conservation areas in the Little Karoo, South Africa, to examine landowner opinions of existing conservation policies and their relationships with the local conservation authority. We also assessed landowner preferences regarding conservation incentive measures. Landowners doubted the conservation authority's capacity to implement its stewardship program and were also discouraged by the bureaucracy of the program. The conservation authority was often viewed negatively, except where landowners had experienced personal contact from conservation staff or where strong social capital had formed among landowners. Landowners did not desire financial rewards for their conservation efforts, but sought recognition of their stewardship role and greater involvement from the conservation authority through personal contact. We conclude that conservation policies for private lands could benefit from the provision of extension services to landowners, promotion of formation of groups of landowners and other stakeholders, and public acknowledgment of the contributions private conservation areas make.     

Opportunities for better use of collective action theory in research and governance for invasive species management

Controlling invasive species presents a public-good dilemma. Although environmental, social, and economic benefits of control accrue to society, costs are borne by only a few individuals and organizations. For decades, policy makers have used incentives and sanctions to encourage or coerce individual actors to contribute to the public good, with limited success. Diverse, subnational efforts to collectively manage invasive plants, insects, and animals provide effective alternatives to traditional command-and-control approaches. Despite this work, there has been little systematic evaluation of collective efforts to determine whether there are consistent principles underpinning success. We reviewed 32 studies to identify the extent to which collective-action theories from related agricultural and environmental fields explain collaborative invasive species management approaches; describe and differentiate emergent invasive species collective-action efforts; and provide guidance on how to enable more collaborative approaches to invasive species management. We identified 4 types of collective action aimed at invasive species—externally led, community led, comanaged, and organizational coalitions—that provide blueprints for future invasive species management. Existing collective-action theories could explain the importance attributed to developing shared knowledge of the social-ecological system and the need for social capital. Yet, collection action on invasive species requires different types of monitoring, sanctions, and boundary definitions. We argue that future government policies can benefit from establishing flexible boundaries that encourage social learning and enable colocated individuals and organizations to identify common goals, pool resources, and coordinate efforts.     

Markets and the crowding out of conservation-relevant behavior

Markets are increasingly being incorporated into many aspects of daily life and are becoming an important part of the conservation solution space. Although market-based solutions to environmental problems can result in improvements to conservation, a body of social science research highlights how markets may also have unforeseen consequences by crowding out or displacing 3 key types of behaviors potentially relevant to conservation, including people's willingness to engage in collective action and civic duty; tolerance for inflicting harm on others (third-party externalities); and desire for equity. Better understanding of the contexts and mechanisms through which this crowding out occurs and whether specific market-based instruments are more prone to different types of crowding out will be crucial to developing novel conservation initiatives that can reduce or prevent crowding out.     

Estimating the Effect of Protected Lands on the Development and Conservation of Their Surroundings

Abstract:  The fate of private lands is widely seen as key to the fate of biodiversity in much of the world. Organizations that work to protect biodiversity on private lands often hope that conservation actions on one piece of land will leverage the actions of surrounding landowners. Few researchers have, however, examined whether protected lands do in fact encourage land conservation nearby or how protected lands affect development in the surrounding landscape. Using spatiotemporal data sets on land cover and land protection for three sites (western North Carolina, central Massachusetts, and central Arizona), we examined whether the existence of a protected area correlates with an increased rate of nearby land conservation or a decreased rate of nearby land development. At all sites, newly protected conservation areas tended to cluster close to preexisting protected areas. This may imply that the geography of contemporary conservation actions is influenced by past decisions on land protection, often made for reasons far removed from concerns about biodiversity. On the other hand, we found no evidence that proximity to protected areas correlates with a reduced rate of nearby land development. Indeed, on two of our three sites the development rate was significantly greater in regions with more protected land. This suggests that each conservation action should be justified and valued largely for what is protected on the targeted land, without much hope of broader conservation leverage effects.     

Evaluating Private Land Conservation in the Cape Lowlands,South Africa

Abstract: Evaluation is important for judiciously allocating limited conservation resources and for improving conservation success through learning and strategy adjustment. We evaluated the application of systematic conservation planning goals and conservation gains from incentive‐based stewardship interventions on private land in the Cape Lowlands and Cape Floristic Region, South Africa. We collected spatial and nonspatial data (2003–2007) to determine the number of hectares of vegetation protected through voluntary contractual and legally nonbinding (informal) agreements with landowners; resources spent on these interventions; contribution of the agreements to 5‐ and 20‐year conservation goals for representation and persistence in the Cape Lowlands of species and ecosystems; and time and staff required to meet these goals. Conservation gains on private lands across the Cape Floristic Region were relatively high. In 5 years, 22,078 ha (27,800 ha of land) and 46,526 ha (90,000 ha of land) of native vegetation were protected through contracts and informal agreements, respectively. Informal agreements often were opportunity driven and cheaper and faster to execute than contracts. All contractual agreements in the Cape Lowlands were within areas of high conservation priority (identified through systematic conservation planning), which demonstrated the conservation plan's practical application and a high level of overlap between resource investment (approximately R1.14 million/year in the lowlands) and priority conservation areas. Nevertheless, conservation agreements met only 11% of 5‐year and 9% of 20‐year conservation goals for Cape Lowlands and have made only a moderate contribution to regional persistence of flora to date. Meeting the plan's conservation goals will take three to five times longer and many more staff members to maintain agreements than initially envisaged.     

Using spatially explicit,time-dependent analysis to understand how social factors influence conservation outcomes

Conservation across human-dominated landscapes requires an understanding of the social and ecological factors driving outcomes. Studies that link conservation outcomes to social and ecological factors have examined temporally static patterns. However, there may be different social and ecological processes driving increases and decreases in conservation outcomes that can only be revealed through temporal analyses. Through a case study of the invasion of Falcataria moluccana in Hawaii, we examined the association of social factors with increases and decreases in invader distributions over time and space. Over 7 years, rates of invader decrease varied substantially (66–100%) relative to social factors, such as building value, whether land was privately or publically owned, and primary residence by a homeowner, whereas rates of increase varied only slightly (<0.1–3.6%) relative to such factors. These findings suggest that links between social factors and invasion in the study system may be driven more by landowners controlling existing invasive species, rather than by landowners preventing the spread of invasive species. We suggest that spatially explicit, time-dependent analyses provide a more nuanced understanding of the way social factors influence conservation outcomes. Such an understanding can help managers develop outreach programs and policies targeted at different types of landowners in human-dominated landscapes.     

Traps and transformations influencing the financial viability of tourism on private‐land conservation areas

The ability of private conservation organizations to remain financially viable is a key factor influencing their effectiveness. One‐third of financially motivated private‐land conservation areas (PLCAs) surveyed in South Africa are unprofitable, raising questions about landowners’ abilities to effectively adapt their business models to the socioeconomic environment. In any complex system, options for later adaptation can be constrained by starting conditions (path dependence). We tested 3 hypothesized drivers of path dependence in PLCA ecotourism and hunting business models: (H1) the initial size of a PLCA limits the number of mammalian game and thereby predators that can be sustained; (H2) initial investments in infrastructure limit the ability to introduce predators; and (H3) rainfall limits game and predator abundance. We further assessed how managing for financial stability (optimized game stocking) or ecological sustainability (allowing game to fluctuate with environmental conditions) influenced the ability to overcome path dependence. A mechanistic PLCA model based on simple ecological and financial rules was run for different initial conditions and management strategies, simulating landowner options for adapting their business model annually. Despite attempts by simulated landowners to increase profits, adopted business models after 13 years were differentiated by initial land and infrastructural assets, supporting H1 and H2. A conservation organization's initial assets can cause it to become locked into a financially vulnerable business model. In our 50‐year simulation, path dependence was overcome by fewer of the landowners who facilitated natural ecological variability than those who maintained constant hunting rates and predator numbers, but the latter experienced unsustainably high game densities in low rainfall years. Management for natural variability supported long‐term ecological sustainability but not shorter term socioeconomic sustainability for PLCAs. Our findings highlight trade‐offs between ecological and economic sustainability and suggest a role for governmental support of the private conservation industry.     

Bridging research and practice in conservation

Calls for biodiversity conservation practice to be more evidence based are growing, and we agree evidence use in conservation practice needs improvement. However, evidence-based conservation will not be realized without improved access to evidence. In medicine, unlike in conservation, a well-established and well-funded layer of intermediary individuals and organizations engage with medical practitioners, synthesize primary research relevant to decision making, and make evidence easily accessible. These intermediaries prepare targeted evidence summaries and distribute them to practitioners faced with time-sensitive and value-laden decisions. To be effective, these intermediaries, who we refer to as evidence bridges, should identify research topics based on the priorities of practitioners; synthesize evidence; prepare and distribute easy-to-find and easy-to-use evidence summaries; and develop and maintain networks of connections with researchers and practitioners. Based on a review of the literature regarding evidence intermediaries in conservation and environmental management, as well as an anonymous questionnaire searching for such organizations, we found few intermediaries that met all these criteria. Few evidence bridges that do exist are unable to reach most conservation practitioners, which include resource managers in government and industry, conservation organizations, and farmers and other private landowners. We argue that the lack of evidence bridges from research to practitioners contributes to evidence complacency and limits the use of evidence in conservation action. Nevertheless, several existing organizations help reduce the gap between evidence and practice and could serve as a foundation for building additional components of evidence bridges in conservation. Although evidence bridges need expertise in research and evidence synthesis, they also require expertise in identifying and communicating with the community of practitioners most in need of clear and concise syntheses of evidence. Article Impact Statement: Evidence-based conservation will not be realized without improved access to evidence. We call for intermediary evidence bridges.     

The Ability of Landowners and Their Cooperatives to Leverage Payments Greater Than Opportunity Costs from Conservation Contracts

In negotiations over land‐right acquisitions, landowners have an informational advantage over conservation groups because they know more about the opportunity costs of conservation measures on their sites. This advantage creates the possibility that landowners will demand payments greater than the required minimum, where this minimum required payment is known as the landowner's willingness to accept (WTA). However, in recent studies of conservation costs, researchers have assumed landowners will accept conservation with minimum payments. We investigated the ability of landowners to demand payments above their WTA when a conservation group has identified multiple sites for protection. First, we estimated the maximum payment landowners could potentially demand, which is set when groups of landowners act as a cooperative. Next, through the simulation of conservation auctions, we explored the amount of money above landowners’ WTA (i.e., surplus) that conservation groups could cede to secure conservation agreements, again investigating the influence of landowner cooperatives. The simulations showed the informational advantage landowners held could make conservation investments up to 42% more expensive than suggested by the site WTAs. Moreover, all auctions resulted in landowners obtaining payments greater than their WTA; thus, it may be unrealistic to assume landowners will accept conservation contracts with minimum payments. Of particular significance for species conservation, conservation objectives focused on overall species richness, which therefore recognize site complementarity, create an incentive for landowners to form cooperatives to capture surplus. To the contrary, objectives in which sites are substitutes, such as the maximization of species occurrences, create a disincentive for cooperative formation. La Habilidad de Propietarios y Sus Cooperativas para Implementar Pagos Mayores que los Costos de Oportunidad en Contratos de Conservación     

Alignment between values of dryland pastoralists and conservation needs for small mammals

Policies for conservation outside protected areas, such as those designed to address the decline in Australian mammals, will not result in net improvements unless they address barriers to proenvironmental behavior. We used a mixed‐methods approach to explore potential value‐action gaps (disconnects between values and subsequent action) for small mammal conservation behaviors among pastoralists in dryland Australia. Using semistructured surveys and open‐ended interviews (n = 43), we explored values toward small mammals; uptake of a range of current and intended actions that may provide benefit to small mammals; and potential perceived barriers to their uptake. Pastoralists assigned great conservation value to small mammals; over 80% (n = 36) agreed to strongly agreed that small mammals on their property were important. These values did not translate into stated willingness to engage in voluntary cessation of wild‐dog control (r² = 0.187, p = 0.142, n = 43). However, assigning great conservation value to small mammals was strongly related to stated voluntary willingness to engage in the proenvironmental behavior most likely to result in benefits to small mammals: cat and fox control (r² = 0.558, p = 0.000, n = 43). There was no significant difference between stated voluntarily and incentivized willingness to engage in cat and fox control (p = 0.862, n = 43). The high levels of willingness to engage in voluntary cat and fox control highlight a potential entry point for addressing Australia's mammal declines because the engagement of pastoralists in conservation programs targeting cat and fox control is unlikely to be prevented by attitudinal constraints. Qualitative data suggest there is likely a subpopulation of pastoralists who value small mammals but do not wish to engage in formal conservation programs due to relational barriers with potential implementers. A long‐term commitment to engagement with pastoralists by implementers will thus be necessary for conservation success. On‐property cat and fox control programs that build and leverage trust, shared goals, collaboration, and shared learning experiences between stakeholders and that explicitly recognize the complexity of small mammal dynamics and the property‐level ecological knowledge of pastoralists are more likely to gain traction.     

Behavioral Assumptions of Conservation Policy: Conserving Oak Habitat on Family-Forest Land in the Willamette Valley, Oregon

Abstract:  Designing policies that harness the motivations of landowners is essential for conserving threatened habitats on private lands. Our goal was to understand how to apply ethnographic information about family-forest owners to the design of conservation policy for Oregon white oak (Quercus garryana) in the Willamette Valley, Oregon (U.S.A.). We examined owners' knowledge, beliefs, values, and socioeconomic contexts through in-depth individual and focus-group interviews to understand their motivations to conserve oak. We then used Schneider and Ingram's (1990) policy analysis framework to compare owners' motivations to the logic of policy. Owners had complex motivations for conserving oak. Despite this complexity, all 5 categories of policy that Schneider and Ingram describe hold promise. Policies that use symbolism to inspire behavior and policies that build capacity can harness owners' stewardship ethics and moral obligations. Policies that offer tangible rewards can build on owners' utilitarian motives. Policies that permit and prohibit behavior can tap owners' concerns about rule violations. Policies that promote voluntary, collaborative efforts can accommodate owners' need for autonomy and flexibility.     

Conservation Development Practices,Extent, and Land‐Use Effects in the United States

Abstract: Conservation development projects combine real‐estate development with conservation of land and other natural resources. Thousands of such projects have been conducted in the United States and other countries through the involvement of private developers, landowners, land trusts, and government agencies. Previous research has demonstrated the potential value of conservation development for conserving species, ecological functions, and other resource values on private lands, especially when traditional sources of conservation funding are not available. Nevertheless, the aggregate extent and effects of conservation development were previously unknown. To address this gap, we estimated the extent and trends of conservation development in the United States and characterized its key attributes to understand its aggregate contribution to land‐conservation and growth‐management objectives. We interviewed representatives from land trusts, planning agencies, and development companies, searched the Internet for conservation development projects and programs, and compiled existing databases of conservation development projects. We collected data on 3884 projects encompassing 1.38 million ha. About 43% of the projects targeted the conservation of specific plant or animal species or ecological communities of conservation concern; 84% targeted the protection of native ecosystems representative of the project area; and 42% provided buffers to existing protected areas. The percentage of protected land in conservation development projects ranged from <40% to >99%, and the effects of these projects on natural resources differed widely. We estimate that conservation development projects have protected roughly 4 million ha of land in the United States and account for about 25% of private‐land conservation activity nationwide.     

Mapping Human and Social Dimensions of Conservation Opportunity for the Scheduling of Conservation Action on Private Land

Abstract Spatial prioritization techniques are applied in conservation‐planning initiatives to allocate conservation resources. Although typically they are based on ecological data (e.g., species, habitats, ecological processes), increasingly they also include nonecological data, mostly on the vulnerability of valued features and economic costs of implementation. Nevertheless, the effectiveness of conservation actions implemented through conservation‐planning initiatives is a function of the human and social dimensions of social‐ecological systems, such as stakeholders’ willingness and capacity to participate. We assessed human and social factors hypothesized to define opportunities for implementing effective conservation action by individual land managers (those responsible for making day‐to‐day decisions on land use) and mapped these to schedule implementation of a private land conservation program. We surveyed 48 land managers who owned 301 land parcels in the Makana Municipality of the Eastern Cape province in South Africa. Psychometric statistical and cluster analyses were applied to the interview data so as to map human and social factors of conservation opportunity across a landscape of regional conservation importance. Four groups of landowners were identified, in rank order, for a phased implementation process. Furthermore, using psychometric statistical techniques, we reduced the number of interview questions from 165 to 45, which is a preliminary step toward developing surrogates for human and social factors that can be developed rapidly and complemented with measures of conservation value, vulnerability, and economic cost to more‐effectively schedule conservation actions. This work provides conservation and land management professionals direction on where and how implementation of local‐scale conservation should be undertaken to ensure it is feasible.