Determining the role of eudaimonic values in conservation behavior

Values are the fundamental reasons why people engage in conservation behaviors. Recent research has called for a more refined approach to studying values in a way that accounts for the concept of eudaimonia. However, the empirical properties for a eudaimonic value scale have not been tested given that previous investigations have remained at the theoretical level. Drawing from an on-site survey of visitors to Denali National Park and Preserve, Alaska, we used a latent profile analysis to better understand the expression of multiple values of nature. Specifically, we segmented respondents by their value orientations with a particular focus on evaluating eudaimonic and hedonic values, alongside the established dimensions of altruistic, biospheric, and egoistic values. We identified 4 distinct subgroups defined by value orientations and validated these subgroups based on measures of conservation behavior and sociodemographic characteristics (e.g., age). These results indicated campaign messaging should harness a combination of eudaimonic, biospheric, and altruistic values to propel individual behavior. We also observed that hedonic and egoistic values defined how people related to nature and played a role, albeit less pronounced, in motivating them to take action. Our study is one of the first efforts to operationalize eudaimonia in a conservation context; thus, we have opened a new avenue for protected-area managers to align their strategies with the underlying values of stakeholders.     

Research methods and reporting practices in zoo and aquarium conservation-education evaluation

Zoos and aquariums are increasingly incorporating conservation education into their mission statements and visitor experiences to address global biodiversity loss. To advance knowledge and practice in the field, research is being conducted to evaluate the effect of zoo conservation-education experiences on visitor psychosocial outcomes (e.g., knowledge, attitude, emotions, motivations, behavior). Following recent discussions among scholars and practitioners concerning logistical and methodological challenges that likely undermine the conclusions of such research, we identified and reviewed the methods and reporting practices in peer-reviewed articles published in English from May 1998 to June 2016 that focused on adult visitor samples (47 articles, 48 studies). We examined elements of internal, external, construct, and statistical conclusion validity. Methodological quality of quantitative methods and reporting practices was determined using the Effective Public Health Practice Project Quality Assessment Tool. Each study was coded as either strong (no weak ratings), moderate (1 weak rating), or weak (≥2 weak ratings). The quantitative methods of 83.3% of studies were weak. The remaining 16.7% had methods of moderate quality. Using an existing checklist, we also assessed the quality and rigor of qualitative methods and reporting practices and found that some aspects of these methods were reported more comprehensively than others. For example, 69.6% of articles discussed methods for identifying key themes from the data, whereas only 34.8% reported how data verification was performed. We suggest increased application of intensive longitudinal methods (e.g., daily diary) to strengthen self-reported data, experimental and repeated-measures designs, and mixed-methods approaches. Our findings and recommendations could strengthen and guide the research and evaluation agenda for the field and ultimately enhance the contribution zoos make to global biodiversity conservation.     

Habitat-tree protection concepts over 200 years

The protection and sustainable management of habitat trees is an integral part of modern forest nature conservation concepts such as retention forestry. Bats, cavity-nesting birds, arboreal marsupials, and many different saproxylic species depend on habitat trees and their great variety of microhabitats and old-growth characteristics. With a focus on insights from temperate forests, we traced the development of habitat-tree protection over 200 years. The idea was first conceptualized by foresters and natural scientists in the early 19th century. At that time, utilitarian conservation aimed to protect cavity trees that provided roosts and nesting holes for insectivorous bats and birds. By the second half of the 19th century, habitat-tree protection was well known to foresters and was occasionally implemented. Knowledge of the protection of large old trees, a special kind of habitat tree, for sociocultural and aesthetic reasons developed similarly. But, many foresters of that time and in the following decades fundamentally rejected protection of habitat trees for economic reasons. Beginning in the 1970s, forest conservation and integrative forest management became increasingly important issues worldwide. Since then, the protection of habitat trees has been implemented on a large scale. Long-term views on the development of conservation concepts are important to inform the implementation of conservation today. In particular, historical analyses of conservation concepts allow the testing of long-term conservation outcomes and make it possible to study the resilience of conservation approaches to changing social or ecological conditions. We encourage all conservation ecologists to assess the practical and conceptual impact of the initial ideas that led to modern conservation concepts in terms of long-term biodiversity conservation.     

Balancing making a difference with making a living in the conservation sector

Goals play important roles in people's lives because they focus attention, mobilize effort, and sustain motivation. Understanding conservationists’ satisfaction with goal progress may provide insights into real-world environmental trends and flag risks to their well-being and motivation. We asked 2694 conservationists working globally how satisfied they were with progress toward goals important to them. We then explored how this satisfaction varied among groups, including demographic and occupational. Finally, we looked at respondents' experiences associated with goal-progress satisfaction. Many (94.0%) indicated that making a meaningful contribution to conservation was an important goal for them, and over half were satisfied or very satisfied in this area (52.5%). However, respondents were generally dissatisfied with progress on collective conservation goals (e.g., stopping species loss). Some groups were more likely to report dissatisfaction than others. For instance, those in conservation for longer tended to be less satisfied with collective goal progress (log odds –0.21, 95% credibility interval [CI] –0.32 to –0.10), but practitioners reported greater satisfaction (log odds 0.38, 95% CI 0.15–0.60). Likewise, those who were more optimistic in life (log odds 0.24, 95% CI 0.17–0.32), male (log odds 0.25, 95% CI 0.10–0.41), and working in conservation practice (log odds 0.25, 95% CI 0.08–0.43) reported greater satisfaction with individual goal progress. Free-text responses suggested widespread dissatisfaction with livelihood goals, particularly related to job security and adequate compensation. Although contributing to conservation appeared to be a source of satisfaction, slow goal progress in other areas––particularly around making a living––looked to be a source of distress and demotivation. Employers, funders, professional societies, and others should consider ways to help those in the sector make a difference while making a satisfactory living by, for example, prioritizing conservationists′ well-being when allocating funding. This support could include avoiding exploitative practices, fostering supportive work environments, and celebrating positive outcomes.     

A Bayesian hierarchical approach to quantifying stakeholder attitudes toward conservation in the presence of reporting error

Stakeholder support is vital for achieving conservation success, yet there are few reliable mechanisms to monitor stakeholder attitudes toward conservation. Approaches used to assess attitudes rarely account for bias arising from reporting error, which can lead to falsely reporting a positive attitude toward conservation (false-positive error) or not reporting a positive attitude when the respondent has a positive attitude toward conservation (false-negative error). Borrowing from developments in applied conservation science, we used a Bayesian hierarchical model to quantify stakeholder attitudes as the probability of having a positive attitude toward wildlife notionally (or in abstract terms) and at localized scales while accounting for reporting error. We compared estimates from our model, Likert scores, and naïve estimates (i.e., proportion of respondents reporting a positive attitude in at least 1 question that was only susceptible to false-negative error) with true stakeholder attitudes through simulations. We then applied the model in a survey of tea estate staff on their attitudes toward Asian elephants (Elephas maximus) in the Kaziranga–Karbi Anglong landscape of northeast India. In simulations, Bayesian model estimates of stakeholder attitudes toward wildlife were less biased than naïve estimates or Likert scores. After accounting for reporting errors, we estimated the probability of having a positive attitude toward elephants notionally as 0.85 in the Kaziranga landscape, whereas the proportion of respondents who had positive attitudes toward elephants at a localized scale was 0.50. In comparison, without accounting for reporting errors, naïve estimates of proportions of respondents with positive attitudes toward elephants were 0.69 and 0.23 notionally and at local scales, respectively. False (positive and negative) reporting probabilities were consistently not 0 (0.22–0.68). Regular and reliable assessment of stakeholder attitudes–combined with inference on drivers of positive attitudes–can help assess the success of initiatives aimed at facilitating human behavioral change and inform conservation decision making.     

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.     

A counterfactual approach to measure the impact of wet grassland conservation on U.K. breeding bird populations

Wet grassland populations of wading birds in the United Kingdom have declined severely since 1990. To help mitigate these declines, the Royal Society for the Protection of Birds has restored and managed lowland wet grassland nature reserves to benefit these and other species. However, the impact of these reserves on bird population trends has not been evaluated experimentally due to a lack of control populations. We compared population trends from 1994 to 2018 among 5 bird species of conservation concern that breed on these nature reserves with counterfactual trends created from matched breeding bird survey observations. We compared reserve trends with 3 different counterfactuals based on different scenarios of how reserve populations could have developed in the absence of conservation. Effects of conservation interventions were positive for all 4 targeted wading bird species: Lapwing (Vanellus vanellus), Redshank (Tringa totanus), Curlew (Numenius arquata), and Snipe (Gallinago gallinago). There was no positive effect of conservation interventions on reserves for the passerine, Yellow Wagtail (Motacilla flava). Our approach using monitoring data to produce valid counterfactual controls is a broadly applicable method allowing large-scale evaluation of conservation impact.     

Using Wikipedia to measure public interest in biodiversity and conservation

The recent growth of online big data offers opportunities for rapid and inexpensive measurement of public interest. Conservation culturomics is an emerging research area that uses online data to study human–nature relationships for conservation. Methods for conservation culturomics, though promising, are still being developed and refined. We considered the potential of Wikipedia, the online encyclopedia, as a resource for conservation culturomics and outlined methods for using Wikipedia data in conservation. Wikipedia's large size, widespread use, underlying data structure, and open access to both its content and usage analytics make it well suited to conservation culturomics research. Limitations of Wikipedia data include the lack of location information associated with some metadata and limited information on the motivations of many users. Seven methodological steps to consider when using Wikipedia data in conservation include metadata selection, temporality, taxonomy, language representation, Wikipedia geography, physical and biological geography, and comparative metrics. Each of these methodological decisions can affect measures of online interest. As a case study, we explored these themes by analyzing 757 million Wikipedia page views associated with the Wikipedia pages for 10,099 species of birds across 251 Wikipedia language editions. We found that Wikipedia data have the potential to generate insight for conservation and are particularly useful for quantifying patterns of public interest at large scales.     

Assessing ecological function in the context of species recovery

Species interactions matter to conservation. Setting an ambitious recovery target for a species requires considering the size, density, and demographic structure of its populations such that they fulfill the interactions, roles, and functions of the species in the ecosystems in which they are embedded. A recently proposed framework for an International Union for Conservation of Nature Green List of Species formalizes this requirement by defining a fully recovered species in terms of representation, viability, and functionality. Defining and quantifying ecological function from the viewpoint of species recovery is challenging in concept and application, but also an opportunity to insert ecological theory into conservation practice. We propose 2 complementary approaches to assessing a species’ ecological functions: confirmation (listing interactions of the species, identifying ecological processes and other species involved in these interactions, and quantifying the extent to which the species contributes to the identified ecological process) and elimination (inferring functionality by ruling out symptoms of reduced functionality, analogous to the red-list approach that focuses on symptoms of reduced viability). Despite the challenges, incorporation of functionality into species recovery planning is possible in most cases and it is essential to a conservation vision that goes beyond preventing extinctions and aims to restore a species to levels beyond what is required for its viability. This vision focuses on conservation and recovery at the species level and sees species as embedded in ecosystems, influencing and being influenced by the processes in those ecosystems. Thus, it connects and integrates conservation at the species and ecosystem levels.     

Factors associated with preemptive conservation under the U.S. Endangered Species Act

In recent decades, there has been an increasing emphasis on proactive efforts to conserve species being considered for listing under the U.S. Endangered Species Act (ESA) before they are listed (i.e., preemptive conservation). These efforts, which depend on voluntary actions by public and private land managers across the species’ range, aim to conserve species while avoiding regulatory costs associated with ESA listing. We collected data for a set of social, economic, environmental, and institutional factors that we hypothesized would influence voluntary decisions to promote or inhibit preemptive conservation of species under consideration for ESA listing. We used logistic regression to estimate the association of these factors with preemptive conservation outcomes based on data for a set of species that entered the ESA listing process and were either officially listed (n = 314) or preemptively conserved (n = 73) from 1996 to 2018. Factors significantly associated with precluded listing due to preemptive conservation included high baseline conservation status, low proportion of private land across the species’ range, small total range size, exposure to specific types of threats, and species’ range extending over several states. These results highlight strategies that can help improve conservation outcomes, such as allocating resources for imperiled species earlier in the listing process, addressing specific threats, and expanding incentives and coordination mechanisms for conservation on private lands.     

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.     

The challenge of biased evidence in conservation

Efforts to tackle the current biodiversity crisis need to be as efficient and effective as possible given chronic underfunding. To inform decision-makers of the most effective conservation actions, it is important to identify biases and gaps in the conservation literature to prioritize future evidence generation. We used the Conservation Evidence database to assess the state of the global literature that tests conservation actions for amphibians and birds. For the studies in the database, we investigated their spatial and taxonomic extent and distribution across biomes, effectiveness metrics, and study designs. Studies were heavily concentrated in Western Europe and North America for birds and particularly for amphibians, and temperate forest and grassland biomes were highly represented relative to their percentage of land coverage. Studies that used the most reliable study designs—before-after control-impact and randomized controlled trials—were the most geographically restricted and scarce in the evidence base. There were negative spatial relationships between the numbers of studies and the numbers of threatened and data-deficient species worldwide. Taxonomic biases and gaps were apparent for amphibians and birds—some entire orders were absent from the evidence base—whereas others were poorly represented relative to the proportion of threatened species they contained. Metrics used to evaluate effectiveness of conservation actions were often inconsistent between studies, potentially making them less directly comparable and evidence synthesis more difficult. Testing conservation actions on threatened species outside Western Europe, North America, and Australasia should be prioritized. Standardizing metrics and improving the rigor of study designs used to test conservation actions would also improve the quality of the evidence base for synthesis and decision-making.     

The importance of tangible and intangible factors in human–carnivore coexistence

Conflict with humans is one of the major threats facing the world's remaining large carnivore populations, and understanding human attitudes is key to improving coexistence. We surveyed people living near Hwange National Park about their attitudes toward coexisting with lions. We used ordinal regression models with the results of the survey to investigate the importance of a range of tangible and intangible factors on attitudes. The variables investigated included the costs and benefits of wildlife presence, emotion, culture, religion, vulnerability, risk perception, notions of responsibility, and personal value orientations. This was for the purpose of effectively tailoring conservation efforts but also for ethical policy making. Intangible factors (e.g., fear and ecocentric values) were as important as, if not more important than, tangible factors (such as livestock losses) for understanding attitudes, based on the effect sizes of these variables. The degree to which participants’ fear of lions interfered with their daily activities was the most influential variable. The degree to which benefits accrue to households from the nearby protected area was also highly influential, as was number of livestock lost, number of dependents, ecocentric value orientation, and participation in conflict mitigation programs. Contrary to what is often assumed, metrics of livestock loss did not dominate attitudes to coexistence with lions. Furthermore, we found that socioeconomic variables may appear important when studied in isolation, but their effect may disappear when controlling for variables related to beliefs, perceptions, and past experiences. This raises questions about the widespread reliance on socioeconomic variables in the field of human–wildlife conflict and coexistence. To facilitate coexistence with large carnivores, we recommend measures that reduce fear (through education and through protective measures that reduce the need to be fearful), reduction of livestock losses, and ensuring local communities benefit from conservation. Ecocentric values also emerged as influential, highlighting the need to develop conservation initiatives tailored to local values.     

Meta-analysis of human connection to nature and proenvironmental behavior

Understanding what drives environmentally protective or destructive behavior is important to the design and implementation of effective public policies to encourage people's engagement in proenvironmental behavior (PEB). Research shows that a connection to nature is associated with greater engagement in PEB. However, the variety of instruments and methods used in these studies poses a major barrier to integrating research findings. We conducted a meta-analysis of the relationship between connection to nature and PEB. We identified studies through a systematic review of the literature and used Comprehensive Meta-Analysis software to analyze the results from 37 samples (n = 13,237) and to test for moderators. A random-effects model demonstrated a positive and significant association between connection to nature and PEB (r = 0.42, 95% CI 0.36, 0.47, p < 0.001). People who are more connected to nature reported greater engagement in PEB. Standard tests indicated little effect of publication bias in the sample. There was significant heterogeneity among the samples. Univariate categorical analyses showed that the scales used to measure connection to nature and PEB were significant moderators and explained the majority of the between-study variance. The geographic location of a study, age of participants, and the percentage of females in a study were not significant moderators. We found that a deeper connection to nature may partially explain why some people behave more proenvironmentally than others and that the relationship is ubiquitous. Facilitating a stronger connection to nature may result in greater engagement in PEB and conservation, although more longitudinal studies with randomized experiments are required to demonstrate causation.     

Quantitative Assessment of a Tanzanian Integrated Conservation and Development Project Involving Butterfly Farming

Abstract: Scientific understanding of the role of development in conservation has been hindered by the quality of evaluations of integrated conservation and development projects. We used a quasi‐experimental design to quantitatively assess a conservation and development project involving commercial butterfly farming in the East Usambara Mountains of Tanzania. Using a survey of conservation attitudes, beliefs, knowledge, and behavior, we compared 150 butterfly farmers with a control group of 170 fellow community members. Due to the nonrandom assignment of individuals to the two groups, we used propensity‐score matching and weighting in our analyses to control for observed bias. Eighty percent of the farmers believed butterfly farming would be impossible if local forests were cleared, and butterfly farmers reported significantly more participation in forest conservation behaviors and were more likely to believe that conservation behaviors were effective. The two groups did not differ in terms of their general conservation attitudes, attitudes toward conservation officials, or knowledge of conservation‐friendly building techniques. The relationship between butterfly farming and conservation behavior was mediated by dependency on butterfly farming income. Assuming unobserved bias played a limited role, our findings suggest that participation in butterfly farming increased participation in conservation behaviors among project participants because farmers perceive a link between earnings from butterfly farming and forest conservation.     

Exploring the emergence of a tipping point for conservation with increased recognition of social considerations

Despite a common understanding of the harmful impacts of Western conservation models that separate people from nature, widespread progress toward incorporating socioeconomic, political, cultural, and spiritual considerations in conservation practice is lacking. For some, the concept of nature-based solutions (NbS) is seen as an interdisciplinary and holistic pathway to better integrate human well-being in conservation. We examined how conservation practitioners in the United States view NbS and how social considerations are or are not incorporated in conservation adaptation projects. We interviewed 28 individuals working on 15 different such projects associated with the Wildlife Conservation Society's Climate Adaptation Fund. We completed 2 rounds of iterative coding in NVivo 12.6.1 to identify in the full text of all interview responses an a priori set of themes related to our research questions and emergent themes. Many respondents saw this moment as a tipping point for the field (one in which the perceived values of social considerations are increasing in conservation practice) (76%) and that social justice concerns and the need to overcome racist and colonial roots of Western conservation have risen to the forefront. Respondents also tentatively agreed that NbS in conservation could support social and ecological outcomes for conservation, but that it was far from guaranteed. Despite individual intention and awareness among practitioners to incorporate social considerations in conservation practice, structural barriers, including limited funding and inflexible grant structures, continue to constrain systemic change. Ultimately, systemic changes that address power and justice in policy and practice are required to leverage this moment to more fully address social considerations in conservation.     

How decisions about fitting species distribution models affect conservation outcomes

Species distribution models (SDMs) are increasingly used in conservation and land-use planning as inputs to describe biodiversity patterns. These models can be built in different ways, and decisions about data preparation, selection of predictor variables, model fitting, and evaluation all alter the resulting predictions. Commonly, the true distribution of species is unknown and independent data to verify which SDM variant to choose are lacking. Such model uncertainty is of concern to planners. We analyzed how 11 routine decisions about model complexity, predictors, bias treatment, and setting thresholds for predicted values altered conservation priority patterns across 25 species. Models were created with MaxEnt and run through Zonation to determine the priority rank of sites. Although all SDM variants performed well (area under the curve >0.7), they produced spatially different predictions for species and different conservation priority solutions. Priorities were most strongly altered by decisions to not address bias or to apply binary thresholds to predicted values; on average 40% and 35%, respectively, of all grid cells received an opposite priority ranking. Forcing high model complexity altered conservation solutions less than forcing simplicity (14% and 24% of cells with opposite rank values, respectively). Use of fewer species records to build models or choosing alternative bias treatments had intermediate effects (25% and 23%, respectively). Depending on modeling choices, priority areas overlapped as little as 10–20% with the baseline solution, affecting top and bottom priorities differently. Our results demonstrate the extent of model-based uncertainty and quantify the relative impacts of SDM building decisions. When it is uncertain what the best SDM approach and conservation plan is, solving uncertainty or considering alterative options is most important for those decisions that change plans the most.     

Application of next-generation sequencing technologies to conservation of wood-inhabiting fungi

Next-generation sequencing (NGS) has significantly increased knowledge of microbial communities and their distribution. However, it is still not common to apply NGS technology to microbial conservation. We sought to use NGS technologies to evaluate conservation strategies for wood-inhabiting fungi. Evaluating a deadwood experiment 3 years after it was established, we specifically examined which tree species combinations promoted the highest richness of wood-inhabiting fungi. Deadwood enrichment was an effective strategy and logs of 6 tree species, either those with the highest wood-inhabiting fungal α and γ diversity or those with the highest β diversity, maintained >1,000 operational taxonomic units (OTUs) spread over a wide range of taxonomic groups. In comparison, a conservation strategy based only on the results of sporocarp surveys yielded 591 OTUs. This result highlights the need to use NGS approaches to inform microbial conservation strategies. We also determined that 5 tree species with the highest saproxylic beetle γ diversity simultaneously conserved wood-inhabiting fungi. Apart from deadwood volume, we suggest data on deadwood quality and species also be included as indicators, especially for wood-inhabiting fungal diversity, and incorporated quickly in forest assessment and monitoring systems in Central Europe.     

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.