Normative Influences on Farmers' Intentions to Practice Conservation Without Compensation

Area of Science:

• Environmental Science
• Agricultural Science
• Environmental Psychology

Background:

• Agricultural runoff, including nitrogen and phosphorus, causes Gulf of Mexico hypoxia.
• US Department of Agriculture programs incentivize conservation practices through direct payments.
• Behavioral economics suggests direct payments are costly; social and personal norms may reduce costs.

Purpose of the Study:

• To explore the relationships between normative concepts and farmers' conservation intentions.
• To investigate if personal and social norms influence conservation participation without financial compensation.

Main Methods:

• Survey data collected from 551 Illinois farmers participating in conservation programs.
• Utilized norm activation theory and the theory of reasoned action.
• Assessed awareness of consequences (AC), ascription of responsibility (AR), and subjective norms (SN).

Main Results:

• All hypotheses were supported.
• Subjective norms (SN) positively related to awareness of consequences (AC) and ascription of responsibility (AR).
• Awareness of consequences (AC) positively related to ascription of responsibility (AR).
• Both AC and AR positively related to conservation intentions without compensation.
• Personal norms (AC, AR) and social norms (SN) influenced intentions to continue conservation without pay.

Conclusions:

• Activating personal and social norms can facilitate conservation participation without direct financial incentives.
• Behavioral interventions targeting norms may reduce nutrient pollution contributing to Gulf of Mexico hypoxia.
• Understanding normative influences is key to cost-effective environmental policy in agriculture.